Over the past year, Indesit’s #DoItTogether campaign has sought to raise awareness of the gender imbalance in domestic chores.
While society has made great strides forward in equal rights, Indesit has shown that housework is an area where there is still a huge distance to travel. According to the OECD, “female partners spend twice as much time on housework than men”. In Britain, 81% of housework is still done by women, while in France women do 73%, and in Russia 64.5% of housework is still done by women.
The cross-platform campaign showed that sharing domestic chores more fairly would be a crucial step towards true equality. Now, Indesit has announced that it will be continuing #DoItTogether in 2018, with a range of PR and social media activities to encourage families to take positive action.
The digitally-led campaign focuses on the imbalance of household chores and features a range of activities via the dedicated website and social media. These aim to get families thinking about how fairly they share the chores and the steps they could take to make a change for the better. The brand says that the campaign mirrors Indesit’s ongoing commitment to create easy to use, family-friendly appliances that are accessible to all users, ensuring that domestic tasks don’t require any special knowledge.
Among the latest activities are a new video designed to highlight behaviours that are perhaps taken for granted and encourage a more equitable division of household chores.
Indesit will also be kicking off a series of new online and social media activities to support the campaign. Key tactics for the UK will include working with social media influencers and bloggers, including collaborations with ‘family bloggers’ to help raise awareness of the campaign and drive online conversations and social media contests to win prizes from Indesit.
Indesit brand EMEA head of marketing Alexanda Rusu commented: “Indesit is a brand with a truly authentic purpose that is committed to making both family life and society better. As a result we are very excited to be taking #DoItTogether even further this year. We want to bring this story to life through compelling content and social experiences that engages consumers with the issues in an enjoyable way. We will also show how Indesit’s products have been designed to make sharing simpler, with easy to use features, that take the complexity out of housework – so there really is no excuse not to get involved!”
Indesit is also highlighting its latest ranges with a focus on fast and simple operation, the brand notes.
“Through better product design we can ensure that specific domestic tasks no longer require one person in the household to have special knowledge of how to work an appliance,” explained Indesit brand manager Sara Bazeley. “With both #DoItTogether and our latest products, our goal is ensure that anyone in the home – male or female – young or old – should feel it is within their ability and their responsibility to do their bit.”