P&G’s Ariel Writes Open Letter to Advertisers and Media Partners | Advertisement
Ariel, the detergent brand from P&G, has released an open letter to advertisers, media partners and content creators, urging them to focus on how women are portrayed in communications.
He asks brands and organizations to partner with like-minded businesses to #ShareTheLoad to make the future more equal.
For more than seven years, Ariel has been advocating and aiming for gender equality in the distribution of household chores through her #ShareTheLoad initiative. Their latest edition #SeeEqual sheds light on the unconscious biases that keep men from taking joint responsibility for household chores and raises a pertinent question: “If men can share the load equally with other men, why not with their women ? » ‘. An advertising film was deployed to reiterate this message.
To take the #SeeEqual message even further, Ariel India released an open letter acknowledging the role of imagery and representation in tackling unconscious bias.
The letter speaks of the vicious cycle between imagery and society, which continue to imitate each other unless a concerted effort is made to break this cycle.
With regard to equality within households, the letter points out that if the communication or advertising continues to present single women doing household chores, the stereotype will continue to be perpetuated.
Ariel invites advertisers, media partners and content creators to join Ariel India in breaking the cycle by more deliberately showing progressive, authentic and equal imagery that can unravel decades of conditioning and fight stereotypes.
Sharat Verma, Chief Marketing Officer, P&G India and Vice President, Fabric Care, P&G India, said, “With Ariel’s #ShareTheLoad, we sparked conversations and advocated for equality in the distribution of household chores across the over the past seven years. Consciously or unconsciously, we are influenced by what we see and hear. Therefore, imagery and communication have the power to change the world. Stereotypical images can feed and reinforce our unconscious biases and dramatically slow the pace of change. While many of us are doing our part to bring out more gender-neutral imagery in our ads, this open letter aims to spark conversations on the issue and invite all like-minded brands and organizations to collaborate. and to accelerate the pace at which we are moving towards an equal future. Because we know that when we #SeeEqual, we #ShareTheload.