The unequal division of labor in the home is not a new issue. However, the global pandemic brought inequities in this division even more to the forefront in millions of households. Marking a moment for a much-needed cultural shift, the pandemic's disproportionate impact on women has shown that there has not been enough progress on Gender Equality. To achieve an equal world, we must work for a higher standard of equality in our workplaces, in our homes and in our broader society.
Enter FAIR PLAY. Written, produced and directed by Jennifer Siebel Newsom, and brought to us by Fair Play and Hello Sunshine, in association with The Representation Project and distributor Gravitas Ventures, FAIR PLAY is inspired by Eve Rodsky’s New York Times best-selling book of the same name, which chronicles Eve’s journey to change the unfair work dynamic in her own home and society at large. By following three real families on their own journeys to find balance at home, the film demonstrates how private lives are linked to public and systemic issues; and makes the invisible care work—historically done by women—visible, with the goal to inspire a more balanced future in our families.
At P&G, we understand the importance of using our platform to spark conversations that create change. That’s why P&G Studios aims to develop and produce stories to help create positive change in society by shining a light on underrepresented voices. Our Home Care brands like Dawn and Swiffer are proud to collaborate with our long-standing women-led partners Fair Play and Hello Sunshine to release the documentary and to bring more visibility and voice to the moving stories of women and men in their journeys toward more fair and equal relationships. Watch the trailer here and also access resources, including tools to help start Fair Play conversations in your home.
Harnessing Our Brands to Break Down Bias
In our role as one of the world’s largest advertisers, we have an opportunity and a responsibility to tackle limiting bias in the media and promote gender and intersectional equality to support women in all their identities.
That’s why when our research revealed that in 65% of households the responsibility for most chores still falls on one person, our P&G Home Care brands Dawn and Swiffer came together to launch “Come Clean to Close the Chore Gap.” This campaign invites everyone to do their part to create more equality in the division of household work, closing the “chore gap” that exists in many of our homes. The campaign aims to spark real conversations about the chore gap and make real changes that can help close it.
Our household brands are taking the lead on making cleaning easy, accessible and equal. Learn more here.
P&G Studios develops and produces stories to help create positive change in society, often shining the light on under-represented voices and acts of good. Like-minded, mission-based creative innovators and innovative NGO organizations partner with P&G Studios to meet the growing demand for authentic stories that uplift and inspire. Other recent programs include The Queen Collective and 8:46 films, the National Geographic ACTIVATE Series, The Tent Mender documentary series, TIME 100 Most Influential People of the Year and TIME Person of the Year one-hour specials, Coded short documentary, and the launch of the Seneca Women’s Podcast Network.
Achieving Gender Equality will take all of us—women and men, boys and girls—accepting and advancing new norms. Together with our partners and through our brands, P&G and P&G Studios will continue to uplift the stories and voices that bring greater awareness and change.
Download FAIR PLAY, available on Friday, July 8th, to bring Fair Play into your home and to find ways you can make an impact for Gender Equality.