Split The Task is a social media campaign on Instagram to encourage men of age 20 to 30 years old in Malaysia to share household chores with their partners.
It is proven that there is a gender wage gap of score 0.676 in Malaysia by the World Economic Forum Report 2021. The lowest gender wage gap recorded is in Iceland with a score of 0.892. The gap is measured by Economic Participation and Opportunity, Educational Attainment, Health and Survival, and Political Empowerment.
The challenge for this project is to create a campaign that will not create controversial talks on the internet and look like spreading propaganda. The campaign also had to look fun and serious because it has to break the stereotype but still keep people interested and not look too attacking toward men.
Harsha Gangadharbatla. (2021) Covid-19 and Advertising: The Case for a Paradigm Shift. Journal of Current Issues & Research in Advertising 42:1, pages 1-18.
The campaign consists of a social media challenge where men have to split their legs and do any household chores to pledge that they will share household chores with their partners.
​
It also consists of a series of posters that promote men as the dominant homemaker which is based on Harsha Gangadharbatla's research. Her research suggests that women are mostly portrayed as the dominant homemaker in advertisements and this creates the impression that men are not qualified for these jobs.
​
The campaign also consists of some advertisement video that promotes the social media challenge and the goals of the campaign.
