Mega company P&G and Shopee collaborate to encourage the fair division of household chores among family members. This is part of their latest campaign called #ChallengeTheChores. Read more and take part so that Pinay moms will have more time to rest and to take care of themselves, too. They need their me-time.

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#ChallengeTheChores: Fair Division of Household Chores

Procter & Gamble partnered with the leading e-commerce platform in Southeast Asia Shopee, to launch its latest campaign. #ChallengeTheChores is part of this year’s International Women’s Day.

This campaign responds to the global call for us to challenge gender stereotypes by fostering a sense of joint responsibility within the household. The organizers also aim to encourage family members to team up and tackle household chores together.  

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The campaign will be progressively launched across five Southeast Asian markets, including Singapore, Malaysia, Indonesia, Philippines, and Vietnam. They will feature a series of challenges that aim to inspire families to take on household chores together, like doing the laundry or taking care of the baby. 

Women During the Pandemic

Since Covid-19, 75% of caregiving chores have fallen on women, with extra responsibilities and commitments added to their already busy lives. To further illustrate the importance of addressing the need for shared responsibility, the campaign will feature a video of how household chores can be equally divided and tackled.

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Alexandra Vogler, P&G e-commerce Senior Director, Asia Pacific, Middle East & Africa, said this. “P&G is deeply committed to equality and inclusion. Through this campaign, we want to raise awareness of the imbalanced distribution of chores. Through an entertaining short film and an interactive, gamified experience, we hope to inspire people to #ChallengeTheChores and drive greater equality within households.”

Female Online Shoppers

Shopee also found that women are the most active shoppers on the platform. They visit categories such as household and other fast-moving consumer goods.

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As e-commerce becomes more prevalent, Shopee looks to leverage its platform to encourage meaningful conversations with women. They are organizing a fun, personalized, and interactive experience for customers.

Martin Yu, Director at Shopee Philippines, said, “We are proud to partner with P&G, a world-leading FMCG brand, on this meaningful initiative. Besides encouraging families to take on equal responsibilities of household chores, we also seek to provide our users with a wide assortment of products to make everyday household chores convenient and manageable. We look forward to launching more of such engaging campaigns with P&G that would enrich the shopping experience for our users.”

What to Expect

During the campaign period, shoppers in each market can look forward to various activities and exclusive content. Hopefully, these will inspire the whole family and help them rediscover the fun in the fair division of household chores.

These include live streams featuring Key Opinion Leaders on their challenges when tackling household chores and how they teamed up with their partners. It also includes exclusive in-app activities to snatch up special deals and win prizes and the classic Shopee Catch game. These can be collected for P&G products giveaway or vouchers.

The #ChallengeTheChores Campaign will run from March 17 to March 19. For more information about the campaign and the best deals and promos, visit https://shopee.ph/m/pg-super-brand-day.