Procter & Gamble partnered with leading e-commerce platform in Southeast Asia Shopee, to launch its latest campaign, as part of this year’s International Women’s Day.
Titled #ChallengeTheChores, this campaign responds to the global call for us to challenge gender stereotypes, by fostering a sense of joint responsibility within the household, and encouraging family members to team up and tackle household chores together.
The campaign 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 women¹, with a number of extra responsibilities and commitments added on to their already busy lives.
To further illustrate the importance of addressing this need of shared responsibility, the campaign will feature a video of how household chores can be equally divided and tackled together.
Alexandra Vogler, P&G e-commerce Senior Director, Asia Pacific, Middle East & Africa, said, “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.”
In addition, Shopee found that women are the most active shoppers on the platform in product categories such as household and other fast-moving consumer goods. As e-commerce becomes more prevalent, Shopee looks to leverage its platform to encourage meaningful conversations through a fun, personalised and interactive experience for customers.
Ian Ho, Regional Managing Director at Shopee, said, “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 tackling everyday household chores convenient and manageable.”
During the campaign period, shoppers in each market can look forward to various activities and exclusive content that will inspire the whole family and help them rediscover the fun of tackling household chores together.
These include livestreams featuring Key Opinion Leaders on their personal challenges when tackling household chores and how they teamed up with their partners to overcome those challenges, 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. “Understanding the pandemic’s impact on working women“, published 29 October 2020 by Deloitte.
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023
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