Dawn dish soap and Swiffer cleaning products from Procter & Gamble have introduced a campaign that encourages customers to share household duties more fairly. The “Come Clean to Close the Chore Gap” program involves a 30-second sport that, per an announcement, will air during “The Super Bowl Today,” CBS’ pregame show on Sunday.
P&G set up a website, closethechoregap.com, which invites individuals to access the loyalty scheme “P&G Good Everyday” and continue to accept emails from its products. For each person that registers on the website, the organization will donate a cleaning product to families in need, including advice on how to share household chores.
Dawn and Swiffer, including actress Tia Mowry-Hardrict and her partner Cory Hardrict, enlisted hundreds of individuals to demonstrate the division of household labor and encourage equality at home. The initiative is part of the larger commitment of P&G to encourage equality and inclusion and, per the statement, its 2,021 Acts of Good in 2021 program.
The initiative by P&G to encourage the fair distribution of tasks seeks to raise awareness of a crisis that impacts the mental well-being and personal relationships of individuals. P&G also aims to place brands such as Dawn and Swiffer as helpful allies in cleaning activities, particularly for families who are cooperating at home during the pandemic, by highlighting the problem of unequal allocation of household chores.
P&G is now encouraging customers to sign up for its loyalty scheme on its website, a crucial move toward obtaining first-party customer data to better enhance the targeting of its marketing campaigns. As tech giants such as Google and Apple plan to give users more options to secure their online privacy, first-party data is becoming more important.
The “Come Clean to Close the Chore Gap” initiative is based on surveys by P&G finding that in 65 percent of U.S. homes, much of the job is done by one individual. With individuals spending more time at home since the pandemic, the workload, especially for women, has increased. Nearly two-thirds (63%) of women said they are mainly responsible for chores, spending more than 100 hours a year on average than men do on activities such as laundry.
Over the pandemic, equality in chores has increased, as families spend more time together, according to P&G studies. Findings include that after becoming more conscious of the things their significant other performs, 34% of Americans who work with their partner tend to help out more. Kids are also part of the picture, with 47 percent of parents reporting that when everyone is at home, they involve their kids more in household chores.
Share household tasks further reinforces the relationship of individuals with family members and has a favorable influence on households with children, research from P&G shows. With that in mind, the initiative is aligned with the other purpose-driven activities of P&G, especially those supporting equity and inclusion. In December, as part of the COVID-19 relief activities, the organization started its campaign for 2,021 actions of good in 2021 with a surge of product donations, personal protective equipment (PPE), and financial assistance.
P&G’s other revealed preparations for the big game would be the campaign ad that will air during the Super Bowl pregame special. Other big sponsors have pulled out of the Super Bowl, leaving the floor free to entrants who have benefited from the digital emphasis.