"Because stain removal knows no gender"
In
Filipino households, doing the laundry is traditionally seen as a woman’s sole
responsibility. Thanks to the shift in people’s mindsets, aided by Ariel’s
progressive #JuanWash campaign, that backwards thinking will soon be a thing of
the past.
Recognizing
that chores can be done by anyone, Ariel
rolled out the #JuanWash campaign
which is targeted towards men. Its goal is straightforward and goes right into
the heart of the matter – to get men to do their share of laundry duties, one
wash at a time. For Ariel men, this goes beyond simply doing the laundry, as it
also shows their support to their wives, and moulds their children into
understanding the equal role of men and women in doing the household chores.
As the first
detergent to invite men to do their part of the housework, Ariel assembled
several celebrity #JuanWash ambassadors. Among them is professional basketball
player JC Intal, supported by his
wife Bianca Gonzalez-Intal,
as well
as actor John Prats, supported by
his wife Isabel Oli-Prats.
“The new Ariel Man is more confident and more responsible when it comes to raising his family”, explains JC Intal. More and more Juan Washers all over the country are rising up to do their share of the laundry duties, and it’s a call to arms that expresses what it means to be the modern man of the house. “Ang Ariel Man ay makabago at progresibo. Ang totoong macho ay tumutulong sa mga gawaing bahay to serve as good male role models for the kids,” adds John Prats.
Kean Cipriano
James Deakin
Ali Khatibi
Marco Alcaraz
Sam Ajdani
and Anton
Del Rosario
are also active #JuanWash supporters. These Juan Washers use
Ariel Power Gel which makes superior cleaning effortless so they can easily
help out at home.
Launched online last
September 1, 2017, the #JuanWash campaign not only celebrated those men who
have done their part of laundry duties, but also dedicated Fridays as #JuanWash days. Considering that most Filipino
households do their laundry twice a week, getting men to do the laundry once a
week means doing their equal share of the load. By getting men to do the
laundry at least once a week, Ariel hopes to transform them into laundry
experts with the help from Ariel Power Gel that’s especially formulated for
better stain removal with just one wash.
In partnership with Eat Bulaga, Ariel also scoured through
many different barangays in Metro Manila to find Juan Washers every Friday.
This put the spotlight on individual Juan Washers, and showcased how valuable
their role is in further pushing gender equality in the family and in the
community. In so doing, Ariel Men all
over the Philippines were able to collect 10,000 laundry hours in just one
month, which represents the number of hours freed up for the women in their
lives.
To celebrate this feat,
Ariel handed over the 10,000 laundry hours to the Philippine Commission on Women (PCW), represented by their Chief of Corporate
Affairs and Information Resource Management Division, Ms. Honey Castro, as a symbolic gift to women, while emphasizing
Ariel’s support for gender equality in the household. This aims to inspire and
encourage more men to do their share of the load.
“The Philippine
Commission on Women (PCW), the lead agency that champions gender equality and
women's empowerment, welcomes this initiative of Ariel Philippines in breaking
the gender stereotype that housework is only women's work,” shares PCW
Executive Director Emmeline L. Verzosa. She adds, “We are glad that the private
sector and advertising agencies have now joined the campaign in promoting the
value of shared household and parenting responsibilities among female and male
family members. Through such male role models, companies are able to educate
the public about more positive masculinities. Gender equality should begin at
home.”
Ariel’s
#JuanWash campaign comes at a crucial time for Filipino families, whose
lifestyles continue to evolve, especially with the rise in dual-income homes
and an increasingly progressive cultural landscape that puts equal value in the
time of women and men. According to the Philippine Statistics Authority (PSA), formerly
known as the National Statistical Coordination Board (NSCB), Filipino men are
getting more involved in household work, with men allotting an average of 5
hours working on chores in the year 2000 compared to the average of 1.87 hours in
1979. The trend is expected to continue to increase as traditional gender roles
shift.
"More
than providing superior clean and better stain removal with our innovative
liquid detergent, Ariel is a brand that prides itself in being a part of the
progressive Filipino home. With Ariel #JuanWash, we want to shed light on the
importance of gender equality in and out of home, as we all work together
towards a more progressive country and a more equal world”, shares Louie
Morante, Regional Brand Communications for P&G ASEAN Fabric and Home Care.
The #JuanWash campaign supports P&G’s #WeSeeEqual global advocacy, and
forms part of Ariel Philippines’ #AhonPinay movement which continues to push
the boundaries on gender equality and women empowerment. To date, Ariel has an
ongoing partnership with the Technical Education and Skills Development
Authority (TESDA) to provide women with training in commonly male-dominated
fields. These trainings are envisioned to give these women more equal job
opportunities in these fields.
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.
In gratitude to the
modern Juans, Ariel is also offering a unique promotion for men who would be
availing of select services from various Metropole Laundromat branches. Every
time men commit to the cause in this way, they’ll earn points for freebies
granted by Ariel and Metropole as a gift to the efforts shared in supporting
#JuanWash Fridays.
#ArielPhilippines
#JuanWash
#AhonPinay
#WeSeeEqual
