#mentalload
Procter & Gamble Spain
Issue 51 | June 2019
Agency
Proximity Madrid
Creative Team
Global Chief Creative Officer: Eva Santos Executive creative director: Susana Pérez Creative Director: David Despau Creatives supervisor: Pilar Rojas, María Solano Art Director: Catherine Correa Illustrator: Alicia Manero Copys: Ana Ortega, Olalla Yañez
Production Team
Video Edition: Luis Plaza Video Coordinator: Elías Maldonado Production Company: ONLY NINE TO FIVE Director: Beatriz Abad Executive Producer: Mª Jesus Horcajuelo Producer: Javier Isaac Photography director: Jorge Roig Editor: Efrain Parrilla Post-production coordinator: Jose Mª Abizanda Post-producción studio: Serena
Other Credits
Client Contac: Giulia Bloise, Marta Vélez Client Services Director: Marta Yllera Account Manager: Mónica Martín Planner: Esla de Murga Account executive: Ángela Suñer Communication Director: Laura Carrillo Head of production: Gemma Selga Media Agency: Carat
Date
February 2019
Background
Despite the fact that nowadays family compositions and the roles within are changing, many women continue to be responsible for all logistics and decision-making in the home. This is why 71% of them suffer from mental load compared to only 12% of men. This is reflected in the study carried out on Spain P&G's Próxima a ti website. As its name suggests, mental load is an invisible burden created by the constant mental effort, assumed by those responsible for what happens in the home. The person who carries this load is generally the one who ensures that everything is working correctly within a family.
Idea
Confronting this situation, P&G working with Proximity Madrid has developed the #descargamental (#MentalDownload) project.. As well as the study, P&G carried out an experiment to demonstrate the problem. They asked 5 couples with different profiles to make lists of their mental tasks in the notes app on their mobile phones. The couples then swapped phones and read each other's lists aloud. The result was striking. The men's notes related to their work and focused on personal matters, while the women not only had more items on their lists, but the majority of these were closely linked to the household, showing the inequality in responsibilities between them. You can watch the full experiment here: The idea is for the #MentalDownload project to be the first step towards changing this imbalance. In short, the website www.descargamental.es seeks to address the issue of mental load, to raise awareness in society, to promote #mentaldownload, and help families at every stage of their lives.
Results
More than 300.000 people have seen the video in only one week in Youtube and 300.000 in Fb