Downy Vietnam and The Sunny Side Singapore urge men to share the Tet festive responsibilities
Downy Vietnam and The Sunny Side Singapore have launched a film and integrated campaign encouraging the men of Vietnam to share the responsibilities of preparing their households for the Tet festive season.
The team uncovered a societal tension in Vietnam, where the Tet festive season has become an unexpected source of anxiety and stress for women. This is because even though Vietnam has made strides in gender equality, one thing that has not changed is that domestic chores are still considered a woman’s job. This perception is amplified during Tet, when women are expected to shoulder the entire responsibility of ensuring a happy festive season for the whole family. This is no different for career women.
VIEW THE SPOT (in Vietnamese)
The centrepiece of this campaign is a film that captures the day in the life of a career woman who’s preparing for Tet. While it portrays the stress and overwork of the woman, it also provides an elegant solution that starts with the man of the house. The team made a creative decision to portray the positive side of a man who realizes on his own accord that he needs to do more for his wife, out of his love for her.
The cause is being amplified through social media conversations, on-ground activations, and partnerships with celebrity couples. The goal is to not just stop with a film, but also to stimulate a behavioural change in Vietnamese society so that it will shed the last remnants of its patriarchal past and move forward into a future of complete equality.
Le Thi Tuyet Mai, Communications Leader & Brand Operations, P&G Vietnam, said: “I am very proud of this Tet campaign of Downy, which tackles a very real social issue with women across Vietnam. The stress of being perfect for Tet is a heavy load for women and it is time for other family members, especially the men, to start taking part and sharing the responsibility with her. With the strong insight, accompanied by beautiful execution, we do hope we will help to spread the loving scent this Tet to all Vietnamese households.”
Vasanth Seshadri, Founder and Creative Director of The Sunny Side, added: “We didn’t want to create a piece of advertising. We wanted to create a piece of culture. What really encourages us is the sheer number of Vietnamese who have told us that the cause resonates with them.”
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