This Father's Day, Ariel India partners with Akshara Centre, to launch the World's first #ShareTheLoad Course, to ensure the next generation of Dads - #ShareTheLoad!
The conversation of inequality within the household, particularly when it comes to housework and chores is one of growing social importance for women across the country and indeed the world. In India alone, more than 80% of women believe that - men feel household chores are ONLY a woman's job**! Ariel India was proud to join the conversation on – Is Laundry Only A Woman's Job? back in January 2015.
As the social debate continues to evolve, a study by an independent third party reveals that 2 out of every 3 children believe that household chores are a mother's job*, with the stereotype of gender roles being passed down from one generation to the next. With more than 70% of men believing that laundry and housework are their wife's job*, the message of gender equality within the household takes even greater importance today. With the objective of supporting women in their debate, and bringing to surface this important social cause, Ariel India joined women across the country and indeed the globe in asking Dads to #ShareTheLoad. The movement has already received global success with the #ShareTheLoad film receiving over 50MM views around the world and close to 2MM men and dads in India pledging to #ShareTheLoad
First of Its Kind - Taking #ShareTheLoad to Gen Next!
In continuation with its effort to further this cause, Ariel India has joined hands with one of India's leading women's empowerment and women's equality advocate – Akshara Centre. The nationally renowned NGO, will be supported by Ariel India in launching the World's first #ShareTheLoad course, which will be taken to universities to help educate the next generation on gender biases within the household.
Speaking on the occasion, Associate Brand Director, Sharat Verma said, "We are delighted to have a renowned NGO like Akshara Centre partner with Ariel India on our Dads#ShareTheLoad movement to further spread awareness on the issue of household inequality. With 2 out of every 3 children believing that laundry is ONLY a mother's task, the conditioning of gender stereotypes is being subconsciously passed down to the next generation. The launch of this unique course will go a long way in addressing this issue. Ariel India will continue to join women across the country to address this cycle of prejudice, by encouraging more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results."
Randeep Hooda, Mary Kom & Onler Kom, join Ariel's Dads#ShareTheLoad movement to ensure the next generation is free from gender bias within the household!
Bollywood superstar Randeep Hooda goes on to add, "What better occasion than with the onset of Father's Day, to launch such a poignant initiative for the next generation of Dads! The #ShareTheLoad course launched by Akshara Centre and Ariel India can play a significant role in educating Gen Next on the importance of equality within the household. The stat that - 2 out of 3 children believe that laundry is a mother's job, is a worrying one and I am glad that this movement aims at ending this cycle of social conditioning and prejudice! From the best stain removal in the first wash, to the World's first #ShareTheLoad course, Ariel India continues to be the brand of progress!"
Power couple Mary Kom and Onler Kom also graced the event, as Ariel India's Dads #ShareTheLoad film continues to build worldwide acclaim with over 50MM views since launch. "Onler and I are delighted to be here today with Father's Day on the horizon and join Ariel India in this very important conversation", said the veteran athlete who went on to add, "we as a society need to prevent the social conditioning of gender roles from being passed down to the next generation. As someone who is fortunate to have a partner who believes in the value of #ShareTheLoad, day in and day out, I can testify to its importance. We need to ensure the next generation leaves with this message. This is why I am thrilled to support Akshara Centre and Ariel in launching the World's first #ShareTheLoad course, to address gender biases for the next generation of Dads!"
The ever insightful Onler Kom noted the importance of how the next generation is affected by the role play within the home, "2 out of every 3 children taking away the message that laundry and housework is a mother's job, is of grave concern! We need to remove the stereotypes of gender roles from the education we provide the next generation both within and outside the household. I am glad that Ariel India has amplified this very important conversation both nationally and globally and thrilled to partner the Dads #ShareTheLoad movement. The launch of this course with a renowned national NGO like Akshara Centre will go a long way in spreading the importance of this message to the next generation!" Onler was also joined on stage by 16 Dads who took the pledge to #ShareTheLoad with Ariel Matic, because with a detergent like Ariel Matic anyone can do the laundry and get great stain removal results.
By Azhar Khan
0 comments:
Post a Comment