MENTAL LOAD

3 out of 4 women suffer from mental overload due to the daily management and planning of their households, but half of them are unaware of this issue.

To make this burden less of a burden, P&G wanted to encourage debate about it, bringing it to light, talking about its effects and its origins.

We carried out an experiment to highlight this issues with 5 real couples of varying profiles, which we focused on as the central message of the campaign.