Fiba Agenda
On March 21st, Day and Night are Equal. So why household responsibilities are still not?
As part of its Yük Olmasın initiative, which aims to draw attention to care labor and the mental load, Fiba Group has released three new films. Released to coincide with the March 21—the day when day and night are equal—the films highlight the unequal distribution of household responsibilities between women and men, supported by striking statistics.
Created under the slogan “Paylaş ki Yük Olmasın”, the films take a humorous approach to statistics showing that men are more “distant” from household chores than from facing a zombie invasion, landing a plane in an emergency, or fighting a wild animal. According to the data featured in the films, 19% of men believe they could fight and defeat a wild animal, 46% believe they could land a plane in an emergency, and 56% believe they could survive a zombie apocalypse. On the other hand, only 12% of men do cleaning at home, just 9.14% can operate a washing machine, and only 23% know whether there is enough food in the refrigerator.
The films, creatively developed by MullenLowe Istanbul and produced by Authonomy, were created using artificial intelligence. They convey a simple message: sharing everyday responsibilities is far easier than fighting a wild animal, landing a plane, or escaping a zombie apocalypse.
More information about the Yük Olmasın initiative is available at www.yukolmasin.com.tr.
