All women are working women: COLORS launches new campaign #SundayIsHerHoliday

COLORS is starting a people’s movement called &feature=youtu.be" target="_blank">#SundayIsHerHoliday and is inviting every man (and woman) to participate in it. "How can we affect change in the world when only half of its population is getting to take a break and participate in the change?"

Gender equality is a man’s issue too - COLORS in its new campaign

THE CAMPAIGN
The channel says it wants to put the spotlight on the hard work a woman does, a lot of which often goes unquantified. "The lady of the house slogs through the week: at her workplace or at home. But weekends, which are meant to be a break for one and all, end up meaning more work for her because everyone is home that day. So on weekends, while you are resting, binge watching TV, and catching up with friends, she is busy cooking everyone’s favourite dish, taking care of the kids, finishing pending household chores and more. All this without complaining, because she loves you. Unfair much? COLORS think so."

Also Read: Why Gender Stereotypes Grow At Home

THE MOVEMENT
Taking a small but important step towards giving a woman her due, COLORS wants to inspire and help men take over the Sunday chores of women, so she can get her much needed time off. "The campaign wants to start by inspiring action and kicking-off a conversation around #SundayIsHerHoliday. The next step aims at enabling action by offering tips to men and handholding them through some Sunday chores (you are not alone!). And the final step will be celebration by showcasing what actually happens when women get 24 hours from their own time, every week, off," explains the channel in a statement.

We have always believed in doing our bit in bringing about change in mindsets - Raj Nayak, COLORS

THE THINKING
So why is COLORS is doing this? "We believe that entertainment should, where it can, nudge society forward, in big ways or small. This campaign is an embodiment of that belief. Gender equality is a man’s issue too, and as COLORS, we have always believed in doing our bit in bringing about change in mindsets,” says Raj Nayak, CEO, Hindi Mass Entertainment, Viacom18, believes the campaign is a small step towards a bigger change. While he believes that the network giant Viacom18 can do its bit in giving a little nudge to our men-folk to lend a hand and make a difference, Bobby Pawar, MD, CCO, Publicis South Asia believes that #SundayIsHerHoliday is an honest attempt at giving women her due. Talking about the campaign, he said, “The insight was simple. All women are working women. Most of them just end up working twice as much, at the office and at home. The realisation that it was unfair that they, unlike most other working people, don’t get a day off, struck us and gave birth to #SundayIsHerHoliday."

This is an honest attempt at giving women her due - Bobby Pawar, Publicis

GET THE MEN INVOLVED
A growing number of men are taking on the responsibility of caring for children and taking up household chores as their partner works. But a lot still needs to be done in breaking down traditional gender stereotypes.