For children, #Y There are no excuses for gender equality

Educating in the equality of children is the objective pursued from the schools, within the family, and now also from the media through advertising. Thus, children have become the protagonists of the new phase of the campaign #YaNoHayExcuses of Samsung.

This second phase of the campaign #YaNoHayExcuses, that began on June 18, continues to aim to build a more just society through the equitable distribution of domestic tasks.

After the great reception of #YaNoHayExcusas in 2017, with more than 3,000 downloads of the application Equal Housework, which counted the number of times that members of a couple put the washing machine, Samsung continues to strengthen its commitment to improve the lives of people by putting, this time, technology at the service of equity in the home.


Educate in gender equality since childhood

To achieve true gender equality in society, it is necessary to educate children in equal roles since they are very young. For this reason, Samsung wanted to make them protagonists in their second campaign, highlighting the importance of equality of roles and how they can serve to make adults understand the importance of equity in the distribution of household chores.

This is the message of the main video of the campaign and that shows that even a child is able to understand that the equitable distribution of tasks is not a matter of gender. Other pieces will also be launched that will reveal the logical rules that children use to distribute tasks and that can serve as an example for adults.


"After the study conducted last year by Ipsos for Samsung, which showed that 7 out of 10 men did not put the washing machine in Spain, we realized the difference that existed between genres at the time of performing this task. the #YaNoHayExcusas campaign was launched, which helped us to raise awareness about an equitable distribution, thanks to the ease of use of Samsung washing machines, "says Alfonso Fern√°ndez, Corporate Marketing Director at Samsung Spain.

"This time, the logical evolution of the campaign has directed us to the new generations, since it is they who often follow more logical and equitable reasons and we believe that they should be an example for adults in this sense," he concludes.

The campaign will be accompanied by two additional video pieces that will show the benefits of the new QuickDrive washing technology *, which reduce the washing time in half thanks to the innovative drum, and the ease of use thanks to the possibility of controlling it from the smartphone with the SmartThings * application.


Tool to achieve real equity at home

On the occasion of the launch of this new phase of the campaign and with the aim of continuing to raise awareness, Samsung has developed a Equitable Task Configurator. Thanks to this tool, indicating the number of inhabitants of the household and the tasks to be distributed, the configurator makes a fair distribution among its members on a weekly basis. In addition, it indicates if the supervision of an adult is necessary so that the children can perform their respective household tasks.

This year, Samsung wants to go a step further by extending the concept of equity to the everyday use of certain expressions in the home. For this reason, and with the collaboration of the followers in Social Networks, the Royal Academy of Equity will be created to get rid of those sentences that do not comply with the rules of equality in the home, such as the "I help" for the "I do" .

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