In times of strict quarantine and pandemic, the home has become the center of people's lives, as well as cleaning and disinfection products. Little by little, companies manufacturing products called “domisanitary” decided to reflect, through their advertising, the changes in roles and accompany a family structure that, without a doubt, is in full transformation. The confinement exposed to light a reality that is experienced daily in Argentine homes. And attentive to this, some companies opted to break stereotypes and gender roles in their advertisements. They understand that being by their clients' side in everything they go through has a direct impact on their reputation. But, despite the evolution on many fronts, advances in equal rights between men and women do not usually translate behind closed doors, when it comes to cleaning at home.
In Argentina, since 2019, the cleaning brand Mr. Músculo, from the American Johnson & Son, decided to play hard with the campaign called "Don't help me." A message that refers to the fact that women do not need "help" with household chores, but that it should be a shared responsibility. «Many men say they help with cleaning. Let's help this change. Let's share the cleaning ," is Bosnia and Herzegovina Phone Number List the message that the brand promotes to generate a debate about the fair exchange of domestic tasks between men and women. The campaign promotes a more equitable division of household labor, one that is half and half, and proposes a strong change in habits in a society like Argentina where, according to the Permanent Household Survey (EPH), 75% of people who perform domestic tasks at home are women.
The same research shows that women are the ones who do the cleaning in 7 out of 10 homes and also do the most tedious tasks. And of the 3,400 adults of both sexes consulted, only 20% of men clean the bathroom. « So don't help me, let's do it together. Let it be fifty-fifty," is another of the messages promoted by Mr. Músculo, to promote equitable behavior between genders, encouraging family members, not just husbands or partners, to share tasks to clean less and live more . Another company that made progress in this regard was the brand Ayudín bleaches and cleaning products, from Clorox. In the midst of a feminist wave, which causes more talk than ever about issues related to women, the company asked itself: if cleaning is so important, why does the greatest burden of responsibility fall on one part of the couple? ? The Ayudín campaign is based on a study that indicates that cleaning is very important for all Argentines.