P&G and Shopee collaborate to launch its latest campaign to challenge gender stereotypes, by fostering a sense of joint responsibility within the household.
The campaign will be progressively launched across five Southeast Asian markets including Singapore, Malaysia, Indonesia, Philippines and Vietnam by P&G and Shopee, 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.
Titled #ChallengeTheChores, this campaign responds to the global call 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.
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.
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.
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.
