Over the past year, Indesit has been making a powerful stand on the issue of sharing domestic labor more fairly with its powerful #doittogether campaign. While society has made great strides forward in equal rights, housework is an area where there is still a huge distance to travel: according to the OECD (the Organisation for Economic Co-operation and Development), “female partners spend twice as much time on housework than men”. In France, 73% of housework is still done by women 1, while in Britain2ii and Russia, women do respectively 81% and 64.5% of the houseworks3.
#doittogether has demonstrated that Indesit is a brand with a truly authentic purpose and has proved to be a real success at bringing us closer to our consumers. As well as capturing consumers’ imagination, it has aligned our brand and products with an attractive and progressive vision of family life. This is why we will be continuing #doittogether in 2018, with a new advert and a range of radio, PR and social media activities that will once again feature the TV host, journalist and mother of two children, Sandrine Quétier for the French market (our hero activation market), where the next stage of the campaign kicked off on May 29.
In year two of #doittogether, Indesit will continue to aim to get families thinking about how fairly they share the chores and the steps they could take to make a change for the better. The campaign will provide a compelling platform to showcase our focus on offering easy to use, life proof appliances that are largely accessible to all the family.
“The new advert aims to be thought-provoking but also warm and empathetic. Family life is changing and we want to demonstrate that Indesit is a brand that understands the daily challenges facing our consumers and offering real solutions to help them succeed,” commented Alexandra Rusu, Head of Marketing Indesit Brand EMEA.
Indesit is proud to celebrate and support family life of every type and hence these diverse family structures are depicted in the new advert: no matter what configuration, beliefs, cultural norms or personal practices the new advert shows that Indesit believes that all families are brought together by a common bond – love. This positive, warm ethos is also at the heart of #doittogether.