Brand values regarding gender representation ​ The advertiser is committed to inclusivity and gender equality, having over 10% more women in leadership positions (33%) than the fortune 500 average (20%). Supporting women’s personal and work-related goals, making their ideas come to life and helping them develop within the fields that matters the most to them. Women have driven the company’s sustainable development, its innovation and its corporate responsibility, for example. The company routinely appears on Gender Equality rankings (Bloomberg, Thompson-Reuters, Forbes, among others) because of its multiple inclusion programs. In terms of advertisement, the brand started paving a road to a more inclusive communication in the cleaning category, however it has only been seen in terms of the representation of different gender roles.

Argentinian women caught worldwide attention and admiration over the size and commitment of the public demonstrations that took place on Buenos Aires. Green scarfs were seen all over the place, showing adherence to the pro legal abortion movement and purple scarfs for women’s rights to walk the streets safely. They are constantly finding ways to make inequality visible, being aware that their testimonies alone were not strong enough to change people's minds and improve their daily life, most women turned to feminist theory to support them. ​ ​ Argentinian women and men have divided opinions: gender related debates can be judgmental and subjective or deeply rooted in knowledge and logic. Needless to say, anyone willing to pitch into the topic needed a full onboarding on inclusive language, feminism and even public policy. Even the slightest misstep could mean being attacked by supporters and detractors of gender equality.​ ​ Our campaign was created to empower positive conversation around the gender gap in cleaning chores with facts that couldn’t be disqualified, as the proprietary research we conducted had a rigorous methodology. We used language used by feminists and non-allies alike to boost debate and make people wonder: why did they used those exact words.

Many men think that when they clean at home, they are "helping" women using phrases like “I cleaned it for you”. And that, as it is said in Argentina, makes them "deserve a monument" for their contribution. So, literally, we build it. We chose the 3 most important domestic tasks in the country and decided to build these monuments with a twist: women were built to completion while men were missing a part, a symbol of the road ahead to achieve gender equality in the household chores. A QR code linked to a website that highlighted the data and explained the positive consequences of sharing the responsibility of these chores.​ ​ The warranty in the usage of multiple touchpoints ensure that virtually everyone would talk about this. Along with the art installation, we invited people to stand #ForCleaningEquality by social media, banners and in-app ads.

Data gathering ​ The fight for closing the gender gap has been a tough theme between Argentinians, that’s why we needed accurate and real data. Almost 3,400 Argentinians were surveyed in 2018 by a public opinion consultant, Opinaia, to understand specific figures and percentage.​ ​ Target audience ​ Argentinians in general. The gender inequality is a big situation for anyone. It has become unavoidable as society is taking action that has open space for so many other subjects like inclusive language or financial equality. And it is evident and present in their daily life.​ ​ Approach​ To use our platform as a brand to become a catalyst to social change, starting with a conversation that was long overdue on the stereotypes of the cleaning category and the social idea that women are solely responsible for their house. ​ ​ Call to action​ A fairer conversation detonates unknown benefits on happiness, health, and opportunities for all. #ForCleaningEquality.

The first stage seeded information regarding gender inequality on cleaning chores. The second stage showed videos highlighting a common situation: men waiting for recognition while “helping” with cleaning chores. The wording showed how people imply that cleaning is a woman’s responsibility.​ ​ As time went on, the conversation turned a more positive outcome, especially after the unveiling of Almost a Monument: a homage to what men and women actually do.​ ​ Then, our social media started sharing the positive impact of men cleaning equally at home, showcasing the benefits found in research: couples are happier, families are healthier, kids have better learning opportunities and daughters have better jobs on the long run.​ ​ From March to April 25th the installation was located at the Federal Republic of Brazil Square in Argentina.​ During 5 days impacted around 200,000 people directly, but reaching more than 110 million contacts with a strong PR and media plan.

EARNED MEDIA​ The campaign had a strong earn media impact with 110 millions of impressions during one month. Generating the highest rates of organic shares in the brand’s history.​ ​ PAID MEDIA​ The campaign got 46 millions of reach, and 42 million views, It generated massive conversation: over 8 millions of interactions and one big question: Why do men deserve a monument? This question was not shared by all, people started asking: is this a joke? / I'm a woman and I clean every day, why don’t I deserve a monument?​ But finally, the art installation revealed the true objective of the campaign and the conversation turned into a 82% positive sentiment, also having the highest rates of interaction in the brand’s history.​ ​ OWNED MEDIA​ Almost 21% of the people reached by the art installation arrived to the website where there was more information and data on this subject.