The Moroccan detergent brand “Mio” released an advertising campaign tackling the burden of housework on women, especially during Ramadan.
Rabat – The Moroccan detergent brand “Mio” has addressed the issue of sharing domestic chores between the sexes in an advertisement, a narrative scarcely seen on Moroccan television.
The timely campaign, which Mio ran in collaboration with Rapp Morocco agency, comes just days before the holy month of Ramadan when housework piles up especially.
Raising awareness about the burden many Moroccan women carry when it comes to housework, from cooking and dishes to doing the laundry and much more, Mio’s advertisement shows the reaction of men to pictures of dried, coarse hands.
The general director of Rapp Morocco, Tarik Guisser, stated that, unlike Mio’s 2018 advertisement, the experiment sets a tone of authenticity because the participants were not actors but real people.
Guisser noted that the reactions of men in the video are spontaneous and real.
Directed by Santiago Zannou and produced by Videorama, the awareness-raising campaign had men comment on the pictures. The men replied with great sympathy.
The men were surprised to learn the hands in the pictures were those of their mothers and sisters. They appeared to be more struck when their mothers and sisters walked up to them with their hands stretched out.
The video hit more than 190,000 views and was shared on Facebook more than 6,400 times. Social media users greeted the video with positive comments.
The social experiment is “unprecedented,” according to the Rapp agency. But the idea of tackling the widespread social script of women being the ones responsible for housework is not new to the Mio brand.
In May 2018, the same brand released its first advertising campaign addressing the same gendered social roles, titled “Let’s Partake in House Chores!” The advertisement displayed men doing day-to-day housework.