MANILA, Philippines — August 24, 2017 — Perhaps no era has prompted a more dramatic shift in gender norms than
this one; and these changes are most evident in one of the most basic facets of
daily life — chores.
Where household tasks were once viewed as “women’s work” decades prior, nowadays, a more equal division of tasks for cooking, cleaning, laundry duties, and the like in the new millennium is far from unusual.
According to the National Statistical Coordination Board (NSCB),
Filipino men are getting more and more involved in household work. In fact,
statistics show that a significant increase was seen in the beginning of 2000s,
with employed men allotting an average of 5 hours working on chores. This is a
big jump, compared to the average of 1.87 hours from the numbers gathered on
employed men from 1979.
With these findings,
it’s exciting to see how this would continue to take off to new heights. A
contemporary and fresh perspective on equality always starts from the core of
the community, the family, and this is precisely why Ariel wants to keep the
conversation going for every Juan.
As an homage to the
men who show their support with the simple yet powerful act of contributing to
housework, Ariel’s #JuanWash campaign
seeks to inspire men to embrace one of the crucial roles in making a house a
home by simply chipping in on the laundry. On September 1, 2017, Ariel will be
launching the campaign online as a thank you to the Juan Washers, or the men who confidently help with the laundry
thanks to Ariel Power Gel that makes
washing clothes easily done in no time at all.
“For a long time, it
has been common for women to have a bigger share in terms of household chores.
With the rise of double-income homes and a more open-minded cultural landscape,
men are now much more accepting of the idea of contributing to the housework.”
Many homes have their laundry washed twice a week. If the men of the household were to set aside one day for laundry, this can mean a world of difference for the family as a whole. As a convenient reminder of how each week gives men an opportune moment to show their support, Ariel is looking to dedicate Fridays as #JuanWash days. With this slight addition to their weekly routine, the men of the household can be a New Man as an expert in laundry, all thanks to Ariel Power Gel that makes superior clean effortless. Especially formulated for better stain removal, anyone can now reach the new standard of laundry with Ariel #JuanWash.
By celebrating the men who take a stand for
equality through #JuanWash, Ariel continues to break barriers after coming from
the successful launch of #AhonPinay – a project in partnership with TESDA
(Technical Education and Skills Development Authority) that sought to provide
women with more work opportunities by training them in commonly male-dominated
jobs. Through #JuanWash, Ariel further emphasizes the advocacy of empowering
Filipinos by showcasing the modern Juan’s role in laundry chores as a critical
step towards welcoming the change to lead. Because someone who is man enough to
do laundry, is someone who cares enough to let the women in their lives have
the same opportunity to progress even more.
In partnership with Eat Bulaga, Ariel will be scouring through many different barangays in Metro Manila to find Juan Washers every Friday, starting on September 1. Not only is this meant to put the spotlight on individual Juan Washers, but it’s a way to show everyone how valuable their role is in further pushing equality in the family and in the community.
In partnership with Eat Bulaga, Ariel will be scouring through many different barangays in Metro Manila to find Juan Washers every Friday, starting on September 1. Not only is this meant to put the spotlight on individual Juan Washers, but it’s a way to show everyone how valuable their role is in further pushing equality in the family and in the community.
A lot is in store for Ariel’s #JuanWash
initiative, and we hope you can also take part in spreading the word for this
nationwide movement! Go ahead and be a part of the change by contributing to
your share of the household chores with #JuanWash – one wash at a time.
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Procter & Gamble
P&G is
the world’s largest and most profitable consumer products company, and takes
pride in bringing many well-loved Brands to the Filipino consumer including
Tide, Safeguard, Pampers, Whisper, Head & Shoulders, Ariel, Downy, and a
lot more. Proud to be the continuous
source of strong leadership talent for P&G businesses across the globe with
many Filipino P&Gers holding our flag high and leading critical businesses
around the world.
Ariel
Ariel
is a brand of laundry detergents – liquid and powder – made by P&G. It is
the flagship brand in P&G’s European, Mexican, Japanese, Brazilian,
Peruvian, Turkish, Filipino, Pakistani, Colombian, Chilean, Indian, and
Venezuelan portfolios. In some U.S stores, Mexican Ariel is available.
Press Release
Press Release
