Procter & Gamble: MENTAL LOAD

Credits & Description:

Agency: Proximity Madrid
Client: P&G Spain
Product: Proxima a ti
Title: “MENTAL LOAD”
Media: Digital, Social Media
Country: SPAIN
Date Of Campaign: FEBRUARY 15, 2019
Background:
Spain sets an example to the world when it comes to fighting gender inequality. This became evident with the holding of the first general strike to defend women’s rights and the massive demonstrations in the country’s biggest cities in 2018. In 2019, a series of controversial court decisions in cases involving sexual violence, society’s concern with gender violence and the reaction to the rise of right-wing populist party Vox with its proposal to abolish gender violence and equality laws all contributed to the protests of the women's strike. The general election is on the horizon which, after a no-confidence motion and a government that has put women at the heart of the political agenda, all parties are being urged to join the feminist tide with their electoral proposals.
Idea:
The Mental Load project intends to be the first step towards change this situation. The goal is to get society to recognise this situation by drawing attention to an invisible problem that even the women themselves are unaware of and trigger discussion, empathy and the search for solutions.
Results:
There is an intention to solve a problem, and the capacity to connect with the public interest and the key to organic growth. Because Mental Load is a real, universal problem.