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| Husband and wife team, JC Intal and Bianca Gonzalez-Intal at the Juan Wash Event held on September 29, 2017 at the Metrotent, Pasig City. |
Gone are the days of double-standard thinking when it comes to sharing household duties. In the Philippines, doing the laundry is traditionally seen as a woman’s sole responsibility. Thanks to the shift in people’s mindsets, aided by Ariel’s progressive #JuanWash campaign, that medieval thinking is about to be a thing of the past.
Recognizing that chores can be done by anyone, Ariel rolled out the #JuanWash campaign, which is targeted towards men. Its goal is straightforward and goes right into the heart of the matter – to get men to do their share of laundry duties, one wash at a time. For Ariel men, this goes beyond simply doing the laundry, as it also shows their support to their wives,and mould their children into understanding the equal role of men and women in doing the household chores.
In light of this, Ariel recently launched a revolutionary and star-studded event assembling several celebrity #JuanWash ambassadors. Among them is professional basketball player JC Intal, supported by his wife Bianca Gonzalez-Intal, as well as actor John Prats, supported by his wife Isabel Oli-Prats.
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| John Prats and Isabel Oli-Prats supports the Juan Wash Campaign. |
“The new Ariel Man is more confident and more responsible when it comes to raising his family”, explains JC Intal. More and more Juan Washers all over the country are rising up to do their share of the laundry duties, and it’s a call to arms that expresses what it means to be the modern man of the house. “Ang Ariel Man ay makabago at progresibo. Ang totoong macho ay tumutulong sa mga gawaing bahay to serve as good male role models for the kids,” adds John Prats.
Local personalities Kean Cipriano, James Deakin, Ali Khatibi, Marco Alcaraz, Sam Ajdani, and Anton Del Rosario are also active #JuanWash supporters. These JuanWashers use Ariel Power Gel which makes superior cleaning effortless so they can easily help out at home.
Launched online last September 1, 2017, the #JuanWash campaign not only celebrated those men who have done their part of laundry duties, but also dedicated Fridays as #JuanWash days.
Considering that most Filipino households do their laundry twice a week, getting men to do the laundry once a week means doing their equal share of the load. By getting men to do the laundry at least once a week,Ariel hopes to transform them into laundry experts with the help from Ariel Power Gel that’s especially formulated for better stain removal with just one wash.
In partnership with Eat Bulaga, Ariel also scoured through many different barangays in Metro Manila to find Juan Washers every Friday. This put the spotlight on individual Juan Washers, and showcased how valuable their role is in further pushing gender equality in the family and in the community. In so doing, Ariel Men all over the Philippines were able to collect 10,000 laundry hours in just one month, which represents the numberof hours freed up for the women in their lives.
Ariel’s #JuanWash campaign comes at a crucial time for Filipino families, whose lifestyles continue to evolve, especially with the rise in dual-income homes and an increasingly progressive cultural landscape that puts equal value in the time of women and men.
Backed by the Philippine Statistics Authority (PSA), Filipino men are getting more involved in household work, with men allotting an average of 5 hours working on chores in the year 2000 compared to the average of 1.87 hours in 1979. The trend is expected to continue to increase as traditional gender roles shift.
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| Procter and Gamble Philippines Team gathers on stage with Ariel Men Ambassadors. |
"More than providing superior clean and better stain removal with our innovative liquid detergent, Ariel is a brand that prides itself in being a part of the progressive Filipino home. With Ariel #JuanWash, we want to shed light on the importance of gender equality in and out of home, as we all work together towards a more progressive country and a more equal world”, shares Louie Morante, Regional Brand Communications for P&G ASEAN Fabric and Home Care.
In gratitude to the modern Juans, Ariel is also offering a unique promotion for men who would be availing of select services from various Metropole Laundromat branches. Every time men commit to the cause in this way, they’ll earn points for freebies granted by Ariel and Metropole as a gift to the efforts shared in supporting #JuanWash Fridays.
More Photos of Ariel Men courtesy of Jeff O. Enriquez
