Idea: HomeTeams #ShareTheLoad
We nudged men to ask themselves the question: Can I take care of the home when my wife isaway?
We did this in 3-stages:
PROVOCATION
Our eye-opening fi lm tells the story of Aisha, who declines a work-related travel opportunity,highlighting the mental load of household work.
CONVERSATION
Our tech-solution was HOME MAP. Men can easily follow Maps, so we made maps for a home.With Home Map, husband can fi nd where things are kept in kitchen, laundry room, bedroom,without the constant calling to their wives.
DELIGHT
NEWS HIJIACK: During the prime-time news hour, the husband of an anchor takes over the news screen to surprise her with a reassuring message, that he has the home covered. So, she can give her best at work. The news disruption highlights the mental load on women.