Split the Task
Research and Process

Household chores and childcare are responsibilities that are imposed on women across various cultures around the world.
Based on Puustinen, L., 2006., this started during the industrial revolution when men started to work in industries and women stayed at home and cared for the house.

This also led to advertisers viewing women as main consumers as they were responsible for doing the groceries and would consume a lot of advertisements on tv or radio.
This also made advertisers not portray men as the dominant homemaker and caregivers which ultimately gave the impression that men are not qualified for these responsibilities says Harsha, G.

Research

HPuustinen, L., 2006. THE MOST
DESIRABLE TARGET GROUP.

Harsha Gangadharbatla. (2021)
Covid-19 and Advertising: The
Case for a Paradigm Shift. 42:1,
pages 1-18.

On the other hand, men not only do more high-risk jobs with higher pay but also get more time to concentrate on their jobs and do overtime which creates an environment where women are perceived as less productive and committed. This often leads to women choosing to give up their careers because it is too hard.

Pandit, R., Minton, L., Smith, E., Spalluto, L. and Porter, K., 2022. Equal pay for equal work in radiology:
Expired excuses and solutions for change. Clinical Imaging, 83, pp.93-98.

Based on research conducted for the project it was found that men are more attached to their partners than women but put more importance on their work than women.

The survey also showed that women indeed take more responsibilities than men and put more importance on family than work.

The data also showed that men of 20 to 30 are more open to the idea of taking on household responsibilities by them responding that they are also willing to become stay-at-home husbands if they could.

Data

The project has to re-educate both men and women that household chores and childcare are not only a women’s job. This can ultimately help reduce the gender wage gap in the long run.

And the target audience will be primarily men who are in a relationship or about to get married aged 20 to 30 and women as a secondary audience.

Target

Based on statistics from NapoleonCat.com, people aged 20 to 30 in Malaysia spend more time on Facebook and Instagram. But Instagram was preferred for the campaign as its posts tend to get more engagement and is more suited for visual content as mentioned by Jackson., D.

Jackson., D., 2019. Instagram vs Facebook: which is best
for your brand’s strategy?. [online] sproutsocial.com.

Inspirations

Visual content has also proven to be a very effective way to impact people with the A World for All campaign in Mumbai, India, where they created a series of posters that raise adoption rates for rescued animals.

Another way to make a campaign successful is by creating a social media challenge which was done by the ALS Ice bucket challenge and raised millions of dollars.

Aeon is a good partner for the project as they respect human dignity and value personal relationships and are dedicated to making a continuing contribution to the community.

Logo Exploration

It was a challenge to get a logo for the campaign as the context was not clear at this point. But after reflection, it was decided that the campaign will have a social media challenge where men will spread their legs and do household chores. So it was decided to make the brand identity more fun than professional

Colour Exploration

The lines used in the brand identity are inspired by movements that need to be done while doing household chores and add to the dynamicity of the brand identity and the social media challenge.

The name chosen for the campaign is “Split The Tasks” which is very easy to immediately grasps what it is about.
A pink apron is part of the logo to further relate the tasks to household responsibilities.