New Laundry Experts! Ariel Men Push for Gender Equality with #JuanWash
Because stain removal knows no gender
MANILA, Philippines — September 29, 2017
— 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 campaignwhich
is targeted towards men. Its goal is straightforward and goes right into the
heart of the matter – toget 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
theequal 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 playerJC 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 bahayto
serve as good male role models for the kids,” adds John Prats.
Local personalities Kean Cipriano, James Deakin, Ali Khatibi,
Marco Alcaraz, Sam Ajdani,andAnton
Del Rosario are also active #JuanWash supporters. These JuanWashers 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 thenumberof hours freed up for the women in their
lives.
To
celebrate thisfeat, 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 supportsP&G’s #WeSeeEqual global advocacy, and forms part of Ariel Philippines’ #AhonPinay movementwhich continues to push the boundaries on gender equality and women empowerment. To date, Ariel has an ongoingpartnership 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.
