According to the World Economic Forum’s, it will take 108 years to close the gender gap. Nearly every second working woman has at least an hour of work with childcare, or other caring duties, contrasted with around about a third of working men. The root cause for this is the passing down of this prejudice from one generation to the next. In the Indian subcontinent, 70% of men across the country believe household chores are a woman’s job!
Dhruvi Shah’ Communication Design Students at ISDI decides to tackle this with a tongue in cheek approach and addresses an age-old issue facing urban India.
Children learn what they see. Research shows that 71% of children today ask their mothers to do the laundry. Most of the men do help their wife in household chores but to an extent. They help in tasks like cooking, grocery shopping, paying electricity bills, etc. But 80% of men hate cleaning and think that it’s a women task. This thought is passed to the younger generation as they learn what they see. It has been observed that the house in which a male member helps in household chores, their sons are likely to follow and vice versa.
To change the stereotypical behaviour of males regarding females
Although we’ve come a long way addressing inequality between men and women, it still persists today. The gender gap shows us the inequality between the sexes. 60% of male members do not help in cooking and grocery shopping. Very few men know how to cut vegetables. 1 in 6 men helps their wife in dusting and cleaning.
To the Bazaar’
Big Bazaar’ is chosen for this hypothetical campaign as it is the perfect urban supermarket where the target audience is seen in huge numbers. Social inequalities are highlighted in a humorous way aiming to change patriarchal ideologies.
Using local context in tackling a global problem, there are a number of different ways we can think about the gender gap however, it is the changes sought out by individuals which will eventually make a difference.
This campaign is proposed on key locations for the desired outcome which can only be expected to occur if the Millenials can come to a new understanding of the gender-biased roles.