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Dentsu PR-supported housework-equality campaign selected for Global SABRE Awards

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News releases

The Dentsu Public Relations project “Changing Housework from a JOB to JOY,” conducted in collaboration with Dentsu Inc. for Procter & Gamble Japan, has been selected among the 40 winners of the 2018 Global SABRE Awards, presented by the Holmes Group. The winning entries will be ranked from 40 to one, including Campaign of the Year, at the Global SABRE Awards held in Washington DC on October 24.

Held annually, the SABRE awards are named for their purpose of recognizing “Superior Achievement in Branding, Reputation and Engagement.” Selected by an expert panel, from a field of over 5,500 entries, this year’s winning campaigns represent the epitome of PR best practice from around the world, in categories ranging from social media to social responsibility.

“Changing Housework from a JOB to JOY,” implemented for P&G Japan’s JOY dishwashing detergent, aimed to highlight the issue of housework equality in Japan and encourage couples to share household chores as a means of creating deeper mutual understanding. Combining an emotionally resonant online video with a series of highly original initiatives—including an attempt to influence image search results by teaming up with major photo agency AFLO to provide stock images of couples sharing housework; and even officially admissible marriage registration forms incorporating a pre-nuptial pledge to divide chores fairly—the 2017 campaign has already earned recognition at a host of international PR and marketing awards, including SABRE Asia-Pacific, In2 SABRE, PR Awards Asia, and the IPRA Golden World Awards for Excellence.

Dentsu Public Relations Inc.
Since its founding in 1961, Dentsu PR has served as strategic partner to a diverse range of companies, governmental bodies and other organizations. Over 270 employees provide clients with comprehensive reputation management solutions, creating new value and building advocacy through approaches including data analysis, insight-driven content design, and targeted information delivery. Dentsu PR was recognized by the Holmes Report as Japan Consultancy of the Year in both 2009 and 2015, and as North Asia PR Consultancy of the Year in 2018.