SUCCESS STORY

Clorox Cia

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CHALLENGE

PROPOSED
SOLUTION

RESULTS

The gender inequality conversation in Argentina has been approached in many perspectives. However, the gender gap existing behind closed doors remained unaddressed, women are still the main responsible of cleaning chores. Thus, the need to find more relevant ways to transform data into a tangible experience, bringing graphics to life to confront the country’s reality, showing a bypassed subject in many Argentinian homes. But most importantly, highlighting all the positive reasons to bring this conversation home.

Argentina has a smaller gender gap than other countries in the region. In fact, according to the Global Home Index report, Argentinian men are "the most helpful" when it comes to cleaning chores. However, when put head to head with their female counterparts, the gender gap is still meaningful and deeply ingrained in the society, therefore focusing only on an obvious gender gap will simply not cut it. That is why it was vital to dig deeper on the positive impact men have in their surroundings when doing their fair share of cleaning chores. When a man cleans at home: couples are happier, children and parents are closer, families are healthier, and daughters have beter job opportunities in the long run. Everything adds up to an improvement for the country down the road. A fairer conversation around cleaning is beneficial for everyone. Faced by the challenge to confront Argentinians and inspire them to start the conversation, we decided to build 3 monuments praising each person’s participation in cleaning. Women were built to completion while men were missing a part, a symbol of the road ahead to achieve gender equality in the household chores

EARNED MEDIA The campaign had a strong earn media impact with 110 millions of impressions during one month. Generating the highest rates of organic shares in the brand’s history. PAID MEDIA The campaign got 46 millions of reach, and 42 million views, It generated massive conversation: over 8 millions of interactions and one big question: Why do men deserve a monument? This question was not shared by all, people started asking: is this a joke? / I'm a woman and I clean every day, why don’t I deserve a monument? But finally, the art installation revealed the true objective of the campaign and the conversation turned into a 82% positive sentiment, also having the highest rates of interaction in the brand’s history. OWNED MEDIA Almost 21% of the people reached by the art installation arrived to the website where there was more information and data on this subject.