Sons Share The Load

India struggles with Gender Inequality considering womens as weaker sex and forbidden to stand shoulder to shoulder against mens. This peculiar type of discrimination against women is prevalent everywhere in the world and more so in Indian society.

The detergent brand Ariel has been unearthing the reality of inequality within households since 2015 with their award winning movement #ShareTheLoad. The latest film that released on 24th January, 2019 has already garnered 15 Million views in total.

The latest campaign and Ariel’s new communication shows a mother teaching her son to do a laundry after talking to her daughter on phone call who gives her sad news of resigning her job just because her husband is incapable of doing household chores and this burdens her up. Soon, the mother realizes that her young son too has been babied all his life and he too might suffer the same problem.

Thus leading to the long title of the new film:- Are we teaching our sons what we have been teaching our daughters? Ariel India with its latest campaign wants Mothers to raise a whole new generation of sons who know how to #ShareTheLoad because when sons of today becomes husbands of tomorrow they should be equipped to share the load.

“Share The Load is the need of this hour, this is a conversation that needs to be an ongoing one to make a visible difference in the gender disparity we see in society. I am aligned to Ariel’s vision of a progressive future and happier households where both men and women share the load. So, with this film we have underlined the role for this generation’s mother in raising their sons like they have been raising their daughters” says Gauri Shinde, Director of the Sons #ShareTheLoad film 

 

Being a mother to a son who is 6 years old, I have already trained him to do petty household chores like to put his own dirty clothes to laundry bag, to keep his shoes to shoe rack, to organise all the books in his closet etc just because I don’t want his future partner to be the primary caretaker of household chores and expect the equality when it comes to household responsibility.

 

Let’s be the change-maker while raising our sons.