Fiba Agenda
Fiba Group releases awareness film highlighting inequality
As part of its Yük Olmasın initiative, launched to draw attention to care work and the mental load, Fiba Group carried out a series of awareness activities in public spaces across Istanbul. Ahead of 8th of March, International Women’s Day, the Group also released a special film to bring this message to wider audiences.
Developed to highlight the unequal distribution of care work and mental load between women and men, the Yük Olmasın project included a range of striking initiatives across the city between 29th of February, Equal Care Day and 8th of March, International Women’s Day. Through installations and public awareness applications integrated into everyday urban life, Fiba Group aimed to make invisible responsibilities more visible. This message was also reinforced through a powerful awareness film released ahead of 8th of March.
A call to “notice the load”
The film, with a creative concept by Mowo İstanbul and produced by Gonzo Film, draws attention to the mental load that is often unequally shared between women and men. Built around the question “When the workday ends, do the responsibilities really end?”, the film highlights the invisible second shift that often begins after working hours.
In the story, a woman and a man step into the same elevator after work. While the man appears relaxed, reflecting that no additional responsibilities are waiting for him, the woman’s phone fills with consecutive messages and questions, making the intensity of her mental load visible. The film closes with the voiceover message “Notice the load. Share it, so it’s not a burden.” delivering a strong call for a fairer distribution of responsibilities.
Awareness activities across Istanbul
Within the scope of the project, Fiba Group also carried out initiatives that extended beyond digital platforms into public spaces. As part of the activities for 29th of February Equal Care Day, a woman boarding an Istanbul City Lines ferry, covered in dozens of post it notes, created a quiet yet striking visual representation of the invisible responsibility’s women carry in daily life.
The notes included reminders ranging from doctor’s appointments and grocery shopping to work follow-ups and household planning. Together they illustrated the often-unnoticed care work and mental load that shaped everyday routines and brought them into the public sphere.
Installations in central locations across the city
Experiential installations set up in different parts of Istanbul also invited visitors to reflect on care work and mental load. A labyrinth installed at Terminal İstanbul encouraged participants to think about how many responsibilities they personally take on and how many they share with their partners. An installation at Mecidiyeköy Metro Station made visible the many roles’ women often carry at the same time by asking the question “How many hats does a woman wear?”
Another installation positioned in front of the Marks&Spencer Bağdat Street store highlighted how everyday tasks can gradually accumulate and turn into an invisible burden.
