Motherload

Ariel India's campaign, known as #ShareTheLoad, was made by BBDO India, and went viral after it was endorsed by Sheryl Sandberg. Sandberg posted the ad on her Facebook page, and wrote,  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. [...]  When little girls and boys play house they model their parents' behaviour; this doesn’t just impact their childhood games, it shapes their long-term dreams. It's true that the ad has a powerful emotional appeal, but I don't think Sheryl Sandberg is in the group she talks about. Because otherwise she would not be in the powerful societal position she is in. Clearly, whatever was modelled for her (if her theory of social engineering holds water) resulted in her empowerment.  Stereotyping definitely hurts us all – but it's the way stereotypes are perpetuated and not challenged in this advert that irritated me at first. T...

What the hell just happened? Oh I know, it was Half Term. Somehow I quite often seem to blog about holidays when they are about to be over, when I am at an ebb so low you can see the the mid-Atlantic ridge of my soul. What is it about these energy-sapping, will-defying, hope-unplugging weeks? On paper I was good to go. My military precision planning had ensured: food supplies in the house a diary neatly stocked with things to do a weekend at my mother's (always a good way to use up several days, while knowing that there will be a soothing caress and a gin at the end of each one — did my mother bargain on having to mother me until her mid-seventies?) playdates library cinema cultural exploration shopping a sleepover special time with each child menus planned for the week a night out pour la mère packed lunch goodies and I was even able to do a bit of teaching and dance.  What a domestic goddess, I hear you cry, cheering me on in my maternal triumph. Hmmm...