Campaign details

Brand: Sunlight
Brand owner: Unilever
Agencies: Mindshare Vietnam, Happiness Saigon
Country: Vietnam
Industries: Cleaners & detergents
Media channels: Online video, Packaging & design, Sales promotion, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Vietnamese culture is still rooted in traditional gender stereotypes.

Despite the fact that more than 70% of women work outside the home, performing household chores remains the responsibility of the female members of the family. Handling both roles doubles the pressure on them.

Sunlight believes in unleashing the untapped power of women in society, thereby achieving greater gender equality. To change the perception that washing dishes is a woman's job, Sunlight launched an initiative to challenge that misconception.