This 'monument' highlights Argentina's gender gap when it comes to household chores

Clorox-owned cleaning brand Ayudin built the sculptures in Buenos Aires

Published On
Apr 25, 2019

Editor's Pick

In Argentina—a country where men still do much less of the household cleaning than women—there's a sarcastic expression: that when a man does do some chores, he "deserves a monument." So Clorox-owned cleaning brand Ayudin decided to literally do that just that.

In a campaign by FCB Mexico, the brand built actual sculptures of men and women doing chores, and displayed them in the center of Buenos Aires. But the figures of the men are missing sections and body parts, to highlight the gap between women's contributions and men's—for example out of every 100 women who clean the floors, 72 men do. Jowy Roman, an emerging artist who champions gender equality, created the sculptures, which were displayed from April 10-14 in the city's Federal Republic of Brazil Square.

Javier Campopiano, partner and chief creative officer at FCB Mexico, explains: “While the statues representing what women do at home are complete, the statues that reflect what men do are unfinished. This expresses the exact percentage that’s still missing for them to equal women’s efforts, in order to raise awareness about this issue and work toward narrowing such a disparity.”

The campaign aims to show that while in the past, women doing the chores was something taken for granted, things are changing—but there's still work to be done. According to a recent study by Opinaia, in Argentina women spend 50% more time cleaning the house every week, as compared to men, and only 37% of men do these activities every day. In seven out of ten households where couples live together (with or without children), women are in charge of the household chores.

“For Clorox, and in Argentina for Ayudín, it is critical to remember that both men and women should do the cleaning at home,” saus Elena Otero, marketing vice president at Clorox International. “Based on our motto, ‘Because clean matters, we do it together,’ our challenge was to create a space of dialogue for men and women alike. Men haven’t yet become co-responsible for doing household chores on an equal basis. We have to continue to work in order to introduce a more equitable distribution of household chores.”

 

Credits

Date
Apr 25, 2019
Client:
Ayudin
Agency:
FCB-Mexico
Client Contact:
Elena Otero
Client Contact:
Gabriela Sanchez
Client Contact:
Guido di Risio
Partner & Chief Creative Officer:
Javier Campopiano
Group Creative Director:
Natalia Benincasa
Creative Director:
Octavio Navarro
Associate Creative Director:
Diego Angeles
Art Director:
Edgar Rodríguez
Art Director:
Saúl Cruz
Art Director:
Rodrigo Rocha
Art Director:
Alberto Gómez
Accounts:
Rocio Fernández
Accounts:
Tanya Díaz
PR Agency:
Lourdes Sánchez
Social:
Ana Belén Flores
Social:
Ana Gomez
Social:
José Guerrero
Social:
Erika Cortés
Agency Producer:
Laura Acevedo
Production Company:
Sake
Director:
Diego Fried
PR Partner Agency:
Muchnik
Sculptor:
Jowy Roman

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Project Type