For 51% of Romanians, the division of tasks at home is a reason for family dispute – this is one of the conclusions of the national study conducted in the spring of this year Cult Market Research. From the same research we find out that, for 80 percent of us, the woman is the one who should take care of household chores – the classic housewife. This is while the owner is perceived by 65 percent of us as the owner of a well-kept house.
“Although, in theory, the householder is the male correspondent of the housewife, in practice, we refer to the two terms differently. And this contributes to the unequal division of affairs in the household, which is also demonstrated in sociology, a science that shows that language it is particularly relevant to the quality of the human being as a social being, the whole language being the one that allowed people to create culture, to accumulate it, to transmit it and to interact within society, ultimately influencing their behavior “, he says Paul Acatrini, researcher Cult Research.
Fairy, P&G brand that constantly responds to the most complex needs of consumers, while maintaining a harmonious family life, launches a local campaign which aims to help us look at things from a new perspective – where there is a housewife, there may be a housewife.
Campania FAIRYcire in Family signed by Graffiti PR brings to the fore the term “housewife”, through which Fairy comes to inspire a change in the way we relate to the division of household chores, encouraging gender equality in the household.
“Gospodin aims to be the drop that makes the difference. Because one word can encourage us to put on the table things we don’t talk about much, it can change preconceptions and remind us that housework is a common responsibility. “Last but not least, to celebrate those who are already sharing their tasks.” Laura Moisiu, Communications Director Graffiti PR.
“Family habits are what guide us in the world, and our research shows that when we create more equality at home, there is a great positive impact: relationships improve, children learn what responsibility, respect and empathy mean, and families feel more Our campaign aims to motivate every family member to do their part, because more equality at home contributes to more equality in the world. “, he declares Răzvan Resmeriță, Communications Director Fabric, Home, Baby and Fem Care SEE.
The video manifesto of the campaign – which brings together several well-known couples from Romania (Chef Adrian Hădean and Sonia Nechifor, Adela Popescu and Radu Vâlcan, Andra and Cătălin Măruță, Ștefania and Speak) and presents a typical day in the life of a FAIRYcite family in which household chores become a common responsibility – it managed to collect, organically, in just one day after launch, about 700,000 views, 38,000 reactions and 2,000 shares.
“Through this campaign, Fairy continues the brand’s mission to support family life, inviting consumers to share household chores equally. Because a FAIRYcite family is a family in which the housewife and the housewife support each other,” say Elida Pantea, Senior Brand Manager Fairy Dish SEE.
For more than 100 years, P&G has been close to families, constantly working to design products that make cleaning an easier, happier task and, most importantly, a responsibility that can be shared by everyone.
Source: IQads by www.iqads.ro.
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