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P&G takes on gender stereotypes around domestic work in South East Asia


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Proctor & Gamble (P&G) has launched a new campaign with e-commerce platform Shopee to challenge gender stereotypes around domestic labour.
The ‘#ChallengeTheChores‘ aims to foster a sense of joint responsibility within households and encouraging family members to team up and tackle household chores together.
What will the campaign include?
The campaign, produced in conjunction with Shopee, will be progressively launched across five South East Asian markets including Singapore, Malaysia, Indonesia, Philippines and Vietnam, featuring a series of challenges that aim to inspire families to take on household chores together, such as doing the laundry and childcare.
In addition, there will also be livestreams featuring key opinion leaders discusing their personal challenges when tackling household chores, in-app activities to snatch up special deals and win prizes, and the Shopee Catch game to collect as many P&G products giveaway or vouchers as possible. ....

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