One of the aspects that inspired me to do the washing line project was the universal concept of how the simple nature of washing and hanging clothes out to dry is a basic task that we all undertake, irrespective of who, what or where we are in the world. In a world of so called eternal change and disparities in culture and identity, the simplistic notion of the idea is what really grabbed my attention.
And it’s not just washing clothes either. There are many
similarities that we all bear – whether we stop to think of this or not. But
when drilling down further, though washing clothes may be a generic task across
the world, it is still very much perceived as a woman’s task. Obviously,
society has progressed on many levels, with the typical ‘stay-at-home-dad’ in
acceptance - yet the eternal philosophy of women wanting to ‘have it all’,
sadly, can still entail the weekly wash load. But I don’t rinse that fact, you
exclaim! True. I know you don’t all concur. But then again adverts succeed on
their ability to relate and connect on an emotional level with people. And this ad ain’t doing too
badly…
The laundry detergent advert has been going viral and is
clearly having an effect with comments such as “one of the most powerful videos
I have ever seen” by Facebook’s CEO Sheryl Sandberg, and debates are being spun
off on Twitter with regards to the heavy and real load of gender inequality.
Insightful and engaging, the commercial shows a father in
India reading a letter to his daughter, who is seen busy rushing around the
house, multi-tasking all that needs to be done, while at the same time taking
care of her family. Do note that the husband is also multi-tasking, though his ‘tasks’
include: sitting on the sofa, watching telly, surfing the net and asking his
wife to make him a drink. Ahem... An excerpt of the father's letter touches on gender role
stereotypes and reads:
“I never told you that it’s not your job alone, but your husband’s too, but how could I have said it, when I never helped your mum either,” the father continues. “Your husband must have learnt the same from his dad.... Sorry on behalf of his dad ... sorry on behalf of every dad who set the wrong example.”
It’s a strong social message that is being fabricated, and one
that is often overlooked with the world’s ongoing troubles. It’s great to see
boundaries being addressed and challenged in advertising. Especially in an age
when fast-forwarding the ad is more the norm. But my real question is – will the
balance of the load ever truly shift, and if so, how long will it take? It
won’t be in any of our generations. That’s for sure. Take a look at the video,
if you haven’t yet seen the ad, and have a think – but more so, act.
As ever, if you have any photos of washing lines from around
the world – do please continue to send them in. Regardless of your gender. I love how art creates a conversation!
This blog is dedicated to all the mothers out there – a
Happy Mother’s Day for Sunday – and here’s to sharing the load. Not just on
Mother’s Day.
