Press Release: #JuanWash, Ariel Men’s Campaign For Gender Equality

In Filipino households, doing the laundry is traditionally seen as a woman’s sole responsibility.  This thing will about to be a thing in the past.  Ariel recognizes that chores can be done by anyone, any gender.  That is why Ariel launched the #JuanWash campaign last September. 

Ariel’s #JuanWash campaign’s goal is straightforward – to get men to do their share of laundry duties, one wash at a time. For Ariel men, this goes simply beyond doing the laundry, as this shows their support to their wives, and shapes their children’s view into understanding the equal role of men and women in doing household chores.

As the first detergent to invite men to do their part of the housework, Ariel gathered several celebrity #JuanWash ambassadors.  Among them are JC Intal, professional basketball player, and actor John Prats.  Both men are supported by their respective wives, Bianca Gonzales-Intal and Isabel Oli-Prats.

Other local personalities that are active in the #JuanWash campaign are Kean Cipriano, Ali Khatibi, Sam Adjani, Marco Alcaraz, Anton del Rosario, and James Deakin.  These #JuanWashers use Ariel Power Gel which makes superior cleaning effortless so they can easily help out at home. 

Last September 1, #JuanWash campaign was launched online not only for men to do their part in laundry duties but to dedicated Fridays as #JuanWash days.  Considering that Filipino households do their laundry twice a week, encouraging men to do the laundry once a week promotes equal share of laundry load.  In doing so, Ariel Men all over the Philippines we able to collect 10,000 laundry hours in just one month, which equates to the number of hours freed up for the women in their lives.

Ariel’s #JuanWash campaign is just in time for Filipino families whose lifestyles continue to evolve especially with the rise of dual-income households.  Filipino men getting involved in housework shows increasing trend over the years (as per Philippine Statistics Authority).  The #JuanWash campaign supports Procter & Gamble’s #WeSeeEqual global advocacy, that continues to push the boundaries on gender equality and women empowerment.

So mommies, let us encourage our husbands to participate in Ariel’s #JuanWash campaign – and let them share the load in housework.