ARIEL #JUANWASH we salute the Juan Washers of today

"More than providing superior clean and better stain removal with our innovative liquid detergent, Ariel is a brand that prides itself in being a part of the progressive Filipino home. With Ariel #JuanWash, we want to shed light on the importance of gender equality in and out of home, as we all work together towards a more progressive country and a more equal world." ~Louie Morante, Regional Brand Communications for P&G ASEAN Fabric and Home Care

A grand celebration of the men in our lives who step up and take a stand too over at the Ariel Men #JuanWash Bash as we salute the Juan Washers of today - the modern day heroes that give their full support to gender equality by empowering the women in their lives.

"Ang Ariel Man ay makabago at progresibo. Ang totoong macho ay tumutulong sa mga gawaing bahay to serve as good male role models for the kids." ~ John Prats

Led by some of the local scene’s biggest personalities who proudly live up to being a Juan Washer; such as JC Intal, supported by his wife Bianca Gonzalez-Intal; John Prats, supported by his wife Isabel Oli-Prats; Kean Cipriano; James Deakin; Ali Khatibi; Marco Alcaraz; Anton Del Rosario; and Sam Ajdani. These are just some of the many Juan Washers nationwide.

During Laba Time normally it is the wives or the women who do the work in doing the laundry because it is traditionally seen as a woman's sole responsibility.

"The new Ariel Man is more confident and more responsible when it comes to raising his fmaily." ~JC Intal

In partnership with Eat Bulaga, Ariel also scoured through many different barangays in Metro Manila to find Juan Washers every Friday. This put the spotlight on individual Juan Washers and showcased how valuable their role is in further pushing gender equality in the family and in the community. In so doing, Ariel Men all over the Philippines were able to collect 10,000 laundry hours in just one month, which represents the number of hours freed up for the women in their lives.

To celebrate this feat, Ariel handed over the 10,000 laundry hours to the Philippine Commission on Women (PCW), represented by their Chief of Corporate Affairs and Information Resource Management Division, Ms. Honey Castro, as a symbolic gift to women, while emphasizing Ariel's support for gender equality in the household. This aims to inspire and encourage more men to do their share of the load.

"The Philippine Commission on Women (PCW), the lead agency that champions gender equality and women's empowerment, welcomes this initiative of Ariel Philippines in breaking the gender stereotype that housework is only women's work. We are glad that the private sector household and parenting responsibilities among female and male family members. Through such male role models, companies are able to educate the public about more positive masculinities. Gender equality should begin at home." ~Emmeline L. Versoza, PCW Executive Director

The #JuanWash campaign not only celebrated those men who have done their part of laundry duties but also dedicated Fridays as #JuanWash days. Considering that most Filipino households do their laundry twice a week, getting men to do the laundry once a week means doing their equal share of the load. By getting men to do the laundry at least once a week, Ariel hopes to transform them into laundry experts with the help from Ariel PowerGel that's specially formulated for better stain removal with just one wash.

The #JuanWash campaign supports P&G's #WeSeeEqual global advocacy and forms part of Ariel Philippines #AhonPinay movement which continues to push the boundaries of gender equality and women empowerment. To date, Ariel has an ongoing partnership with the Technical Education and Skills Development Authority (TESDA) to provide women with training in commonly male-dominated fields. These pieces of training are envisioned to give these women more equal job opportunities in these fields.

More and more Juan Washers all over the country are raising up to do their shares of the laundry duties, and it's a call to arms that expresses what it means to be the modern man of the house.