Sheryl Sandberg says this is one of the most powerful ads she has ever seen (PG, FB)
Facebook's chief operating officer, Sheryl Sandberg, has heaped high praise on a new ad from the laundry detergent Ariel.
Part of Ariel India's #ShareTheLoad campaign, the video shows a father writing a long letter to his daughter. In it, he apologizes for setting a bad example through his failure to take an equal share of the burden of household chores.
While narrating the letter, the father sits as his daughter does various household chores. It ends with a vow from the father that he will do more to help his wife. He starts by doing the laundry.
"This is one of the most powerful videos I have ever seen — showing how stereotypes hurt all of us and are passed from generation to generation," Sandberg said on a Facebook post that has more than 86,000 likes.
She added: "When little girls and boys play house they model their parents' behavior; this doesn't just impact their childhood games, it shapes their long-term dreams."
Sandberg, who has long campaigned for gender equality, wrote the 2013 book "Lean In," which aims to empower women in the workplace.
The Facebook executive ended her post by saying: "Dads, #ShareTheLoad and #LeanInTogether for equality."
The ad was created by the agency BBDO Worldwide.
A spokesperson for Ariel parent company Procter & Gamble sent this statement in response to Sandberg's post:
We are very appreciative of the support for the Ariel Dads #ShareTheLoad campaign, and especially from Sheryl Sandberg who is undoubtedly a powerful voice on women issues. A survey among Indian households revealed that 70% of men believe laundry is a woman’s job, and more than 70% of children believe laundry is a mother’s job. Ariel’s Dads #ShareTheLoad campaign aims to create dialogue about the imbalance and inequality of households chores, and ultimately to progress the lives of women in the country.
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