Zewa: The Unfair Race

This thought-provoking campaign for Zewa, a toilet paper, towels and tissues brand, questions gender roles when it comes to housework and how the examples parents set at home can influence the future of their children. 

Created by Publicis London in partnership with Publicis Hungary for global hygiene and health company Essity (which owns Zewa), the case study film revolves around an obstacle course for girls and boys to highlight the impact of unequally dividing household tasks.

While the girls start the race strongly, and seem to be on course to win, they are sidetracked into completing additional rasks such as cleaning windows and replacing loo rolls, allowing their male counterparts to cross the finish line first. Discussing the outcome of the race, the kids' bemused responses show why their potential to develop should not be compromised by gender stereotypes in hygiene and care.

The campaign is part of a pilot project in Hungary to raise awareness of the impact that stereotypical gender roles, with regards to chores at home, might have on children and their values growing up - particularly pertinent in a country where women still do far more of the household chores than men.