Social Development Category: Gender Equality
How can we develop gender equality even further?
We start by tackling one of the most uneven playing fields within gender roles; cleaning. To display and create buzz around the topic, we will partner up with P&G to roll out a cleaning line specifically for men. While many men do clean, the numbers statistically prove women are still cleaning 3xs more even though more women work now than ever before.
Introducing:
FOR MEN
A seemingly masculine cleaning product line that targets men while being the exact same gender-neutral product that has always been sold on the inside.
Influencer Kit:
We’ll start by launching our product line by putting together an influencer kit and sending them out to top influencers and celebrities with a message that explains our stunt.
A microsite will be available with simple “How To” videos to help men clean in a few simple steps. Each product will have a scannable QR code to reach the corresponding DIY video.
We’ll team up with major male celebrities to showcase our products while influencing other men to clean.
We will leverage the collaboration on Social Media for further engagement.