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P&G and Shopee collaborate to encourage fair division of household chores in latest #ChallengeTheChores campaign

P&G and Shopee collaborate to encourage fair division of household chores in latest #ChallengeTheChores campaign

SINGAPORE, March 15, 2021 /PRNewswire/ -- Procter & Gamble (NYSE:PG), a leading fast-moving consumer goods company, partnered with leading e-commerce platform in Southeast Asia Shopee, to launch its latest campaign, as part of this year's International Women's Day. Titled #ChallengeTheChores, this campaign responds to the global call for us to challenge gender stereotypes, by fostering a sense of joint responsibility within the household, and encouraging family members to team up and tackle household chores together.

The campaign will be progressively launched across five Southeast Asian markets including Singapore, Malaysia, Indonesia, Philippines and Vietnam, featuring a series of challenges that aim to inspire families to take on household chores together, such as doing the laundry and attending to a child's needs.

Since Covid-19, 75% of caregiving chores have fallen on women[1], with a number of extra responsibilities and commitments added on to their already busy lives. To further illustrate the importance of addressing this need of shared responsibility, the campaign will feature a video of how household chores can be equally divided and tackled together.

Alexandra Vogler, P&G e-commerce Senior Director, Asia Pacific, Middle East & Africa, said, "P&G is deeply committed to equality and inclusion. Through this campaign we want to raise awareness of the imbalanced distribution of chores. Through an entertaining short film and an interactive, gamified experience, we hope to inspire people to #ChallengeTheChores and drive greater equality within households."

In addition, Shopee found that women are the most active shoppers on the platform in product categories such as household and other fast-moving consumer goods. As e-commerce becomes more prevalent, Shopee looks to leverage its platform to encourage meaningful conversations through a fun, personalised and interactive experience for customers.

Ian Ho, Regional Managing Director at Shopee, said, "We are proud to partner with P&G, a world leading FMCG brand, on this meaningful initiative. Besides encouraging families to take on equal responsibilities of household chores, we also seek to provide our users with a wide assortment of products to make tackling everyday household chores convenient and manageable. We look forward to launching more of such engaging campaigns with P&G that would enrich the shopping experience for our users."

During the campaign period, shoppers in each market can look forward to various activities and exclusive content that will inspire the whole family and help them rediscover the fun of tackling household chores together. These include livestreams featuring Key Opinion Leaders on their personal challenges when tackling household chores and how they teamed up with their partners to overcome those challenges, exclusive in-app activities to snatch up special deals and win prizes, and the classic Shopee Catch game to collect as many P&G products giveaway or vouchers as possible.

#ChallengeTheChores campaign details


Go-live dates

Campaign page

Campaign video


13 to 15 March

Singapore campaign

Singapore video


14 to 16 March

Vietnam campaign

Vietnam video


17 to 19 March

Malaysia campaign

Malaysia video


17 to 19 March

Philippines campaign

Philippines video


1 to 2 April

Indonesia campaign

Indonesia video

[1] "Understanding the pandemic's impact on working women", published 29 October 2020 by Deloitte.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.

About Shopee

Shopee is the leading e-commerce platform in Southeast Asia & Taiwan. Shopee connects shoppers, brands and sellers across Asia and other fast-growing markets, empowering anyone to buy and sell anywhere and at any time.

Shopee offers an easy, secure, and engaging experience that is enjoyed by millions of people daily. It offers a wide product assortment, supported by integrated payments and logistics, as well as popular entertainment features tailored for each market. Shopee is also a key contributor to the region's digital economy with a firm commitment to helping brands and entrepreneurs succeed in e-commerce.

Shopee is a part of Sea Limited (NYSE:SE), a leading global consumer internet company. In addition to Shopee, Sea's other core businesses include its digital entertainment arm, Garena, and digital financial services arm, SeaMoney. Sea's mission is to better the lives of consumers and small businesses with technology.

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