P&G Spain, working with Proximity Madrid, has released a brilliant #MentalDownload campaign to combat gender inequality.
Despite the fact family compositions and roles are changing, many women continue to be responsible for all logistics and decision-making in the home.
And, according to a study carried out on P&G’s Próxima a ti website in Spain, that’s why 71 per cent of women suffer from mental load, compared to only 12 per cent of men.
Mental load refers to the constant mental effort of those responsible for keeping a home running. The person who carries this load is generally the one who makes sure everything is working correctly within a family. While this doesn’t mean tasks are not being shared between couples, it does mean the responsibility tends to fall on the women of the house.
Confronting this situation, P&G working with Proximity Madrid has developed the #descargamental (#MentalDownload) project.
They asked 5 couples with different profiles to make lists of their mental tasks in the notes app on their mobile phones.
The results? Well, you can see for yourself.
At B&T, we believe that advertising like this can shape and influence culture. That’s one of the reasons we created Changing the Ratio, Australia’s diversity and inclusion conference for the advertising industry. Check out the 2019 schedule today.
