LG’s Laundry Love Campaign Challenges Known Filipino Celebrities Alpha Males
Modern technology may have
improved everyone lives but still it hasn’t improved gender equality at all.
Case in point – the household work. Even with more women joining the workforce,
studies have shown that a bulk of the housework is still relegated to the
women. This is known as “the second shift”, where the family structures are
still holding on to traditional roles in gender equality with regard to the
chores that the women are still expected to do. One of them is the laundry.
This
takes up so much time and energy that women often feel that they no longer have
time to take care of themselves. Aside from the stereotypes that many Filipinos
grew up with, where it was the norm to leave all the homecare duties to the
women, another reason that men give as to why they don’t help out is that they
don’t know how to do the household tasks properly.
The innovative
technologies designed for LG Home Appliances make chores, such as doing the
laundry, easier to accomplish – and surprisingly pleasant – especially for men
who are trying to do it right for the first time. LG’s line of smart
appliances with features that offer powerful solutions for tasks often
perceived as complicated, such as efficiently doing the laundry for clothes
that are clean and even allergy-free.
This Women’s
Month, LG reinforces its commitment to women empowerment by ensuring that its
smart home technologies are attuned to the constantly changing and dynamic
needs of both women and men who use them. LG’s Laundry Love is an advocacy that
wants to give them the opportunity to show that they can and should get the job
done, with washing machines that are powerful and packed with innovative
features.
To demonstrate that
alpha-males, and even working dads can do it, motoring expert James Deakin,
actor/model Eric ‘Eruption’ Tai, and PBA’s ‘Ironman’ LA Tenorio went onstage at
the LG Laundry Love campaign launch to wash their family’s clothes.
James, who is used to
running at high speeds, used the LG Front Load washer with Turbo Wash
technology, with a unique jet spray for excellent washing performance in less
than an hour. Eric, who just had a baby with wife Rona, used the LG Top Load
washer with its Baby Steam Care function that offers deep clean for baby
clothes, along with Allergy Care that removes 99% of allergens to care for his
newborn’s sensitive skin. For LA, who values his time off from his games, the
LG Twin Wash was a perfect match because it let him wash his just-used
basketball jersey at the same time his children’s clothes. With all these
convenient cleaning features and more that are available on the LG smart
technology washing machines, it is easier to get the men of the family involved
in doing the laundry.
LG’s Laundry
Love campaign also wants men to be able to feel that they can contribute to
running the household. Through this, the traditional gender roles in the
household will become a thing of the past, and with the children, the next
generation growing up to see that their fathers are able to take on more
responsibilities at home, it will be the norm, rather than the exception.
LG also opened its doors
on the same day to the residents of Barangay Maybunga in Pasig to do their
laundry at the LG office using the powerful washers. It is the company’s way of
giving back to communities, with the aim of making clean laundry accessible, LG
will be rolling out the mobile laundry van soon in the different barangays of
Metro Manila.
For more
information about the #LGLoveLaundry campaign and to see the lineup of LG’s
washing machines, log on to lg.com/ph, like @LGPhilippines on Facebook and
follow @LGPhilippines on Instagram.
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