#NoMoreExcuses

How a easy-to-use washing machine can help on decreasing the inequality at home?

A study by IPSOS unttuped that just 3 out of 10 men usually do the laundry at home in Spain. But many of them find excuses like “I don’t know, I just don’t do it” to avoid it. SAMSUNG launched ADDWASH, a washing machine ease-to-use that could contributes to end this excuses. We created a social movement for equality based on the distribution of domestic roles.

We started the campaign creating a button-device (Arduino based) that couples at home could ask to SAMSUNG by social platforms, adding to their washing machine and interacting with it to defining who (she or he) is doing the laundry to challenge the study. People engaged with our button generating Big Data that we could cross with the IPSOS’s study to generate the campaign.

SAMSUNG have contributed to move numbers from 3 out of 10 to more than 48% of men doing laundry at home.