Procter & Gamble Japan K.K.: Changing Housework from a JOB to JOY

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Campaign details

Brand: Procter & Gamble Japan K.K.Agency: Dentsu Public Relations

Why is the program worthy of an award?

In Japan, conservative attitudes to gender roles, and the firmly ingrained stereotype that housework is women's work, can mean that misjudged attempts to challenge the status quo are met with considerable backlash. This project sought to account for such risks by developing data-driven messages, securing the advance cooperation of influencers, and preparing to respond to any potential criticism. External partners were leveraged in detailed planning and analysis, and the project successfully resonated with its target audience. This not...

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