- Expertise
BtoC
Summary
Though Japan ranks among the world’s leading economies, much progress remains to be made in the field of gender equality. One aspect of this is housework inequality, which has a profound, but often-overlooked impact on countless women and households, and even the national economy. This campaign saw Daiwa House, one of Japan’s leading house builders, try to address this situation through a combination of ingenious home design and a targeted campaign combining surveys, online content, and offline events. The initiative stimulated a nationwide conversation, drawing attention to what one Japanese NPO has termed na mo naki kaji, or “nameless chores.”
