Procter & Gamble wants to close the 'chore gap' with new campaign
Procter & Gamble Co. is launching a campaign to get Americans to close the “chore gap” so family members share household work equitably, including a 30-second spot during the Super Bowl pre-game broadcast on CBS Feb. 7.
The spot from P&G’s Dawn and Swiffer home-care brands, like the broader Come Clean to Close the Chore Gap campaign, is the work of PR shop M Booth. The effort also enlists Actress Tia Mowry-Hardrict and husband actor Cory Hardrict, actors Max Greenfield and Jesse Tyler Ferguson and former NFL player and ESPN analyst Tedy Burschi.
The campaign springs from P&G research showing that most chores still fall on one person—usually a woman—in 65% of households.
“While many families are taking steps to close the chore gap at home, there is still work to be done,” says Martin Hettich, senior VP of Home Care for P&G North America. “We believe that who we are at home shapes who we are in the world, and our research shows that when we create more equality at home, there is a positive ripple effect. Relationships improve. Children learn responsibility, respect and empathy. Parents and children feel more connected.”
P&G laundry brands, particularly Ariel in India, have been known for the past six years for their #ShareTheLoad campaign primarily focused on getting men to take a bigger role in household duties. The company’s U.S. Home Care campaign aims more broadly at family responsibility.
P&G research shows women spend an average of 100 hours a year more than men on chores. But 52% of people living with spouses say changing the division of household chores makes them feel closer to one another, and 44% say it makes them feel more respected. P&G’s research also shows LGBTQIA+ individuals are more likely to share household duties equally—taking on about half of chores—than their heterosexual peers, by a 29% to 19% margin.
The company’s surveys also found 46% of parents feel additional family time spent at home during the pandemic has changed their children’s understanding of household responsibility. Parents who say their children have been helping out more say it’s made their kids more respectful (40%), grateful (41%) and led to stronger relationships (32%).
A P&G spokeswoman says the commercial was shot intentionally so "you don't see the faces of anyone." This way, she says, "Everyone could see themselves in this family, and so that we could focus on the initial everyday chaos we can all relate to—and how the chore gap shows up in those moments—then see them come together to begin closing it."
P&G is launching a closethechoregap.com website and donating Dawn and Swiffer products to help families in need for every person who visits. The site offers tips on chore sharing, including information on partner S’moresUp, a mobile app that aims to democratize household chores.