For this year’s International Women’s Day, Procter & Gamble has collaborated with the leading Southeast Asian e-commerce platform Shopee, in launching its latest campaign dubbed as #ChallengeTheChores. This campaign heeds the global call for us to challenge gender stereotypes and root for a sense of joint responsibility within the household. It seeks.to encourage family members to team up and tackle household chores together.
This cause will be progressively launched across five Southeast Asian markets, including Singapore, Malaysia, Indonesia, Philippines, and Vietnam, featuring a series of challenges that aim to inspire families to take on household chores together, such as doing the laundry and attending to a child’s needs.
Since Covid-19, 75% of caregiving chores have fallen on women, with several extra responsibilities and commitments added to their already busy lives. To illustrate the importance of addressing this need for shared responsibility, the campaign will feature a video of how household chores can be equally divided and tackled together.
“P&G is deeply committed to equality and inclusion. Through this campaign, we want to raise awareness of the imbalanced distribution of chores. Through an entertaining short film and an interactive, gamified experience, we hope to inspire people to #ChallengeTheChores and drive greater equality within households,” said Alexandra Vogler, P&G e-commerce Senior Director, Asia Pacific, Middle East & Africa.
Shopee also found out that women are the most active shoppers on the platform in household and other fast-moving consumer goods product categories. As e-commerce becomes more prevalent, Shopee looks to leverage its platform to encourage meaningful conversations with its customers through a fun, personalized, and interactive experience.
According to Martin Yu, Director at Shopee Philippines, “We are proud to partner with P&G, a world-leading FMCG brand, on this meaningful initiative. Besides encouraging families to take on equal responsibilities of household chores, we also seek to provide our users with a wide assortment of products to make everyday household chores convenient and manageable. We look forward to launching more of such engaging campaigns with P&G that would enrich the shopping experience for our users.”
There will be various activities and exclusive content that will inspire the whole family and help them rediscover the fun of tackling household chores together during the campaign period. Shoppers can look forward to live streams featuring Key Opinion Leaders on their challenges when tackling household chores and how they teamed up with their partners to overcome those challenges. It also includes exclusive in-app activities to snatch up special deals and win prizes and the classic Shopee Catch game to collect as many P&G products giveaway or vouchers as possible.
The #ChallengeTheChores Campaign will run from March 17 to March 19. Do visit https://shopee.ph/m/pg-super-brand-day for more information about the for more information about the movement.
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