Ikea creates a card game for International Women’s Day to end the unfair division of household chores
By Joe Colquhoun on Thursday, March 4, 2021
To celebrate International Women’s Day, Ikea has created an Instagram Stories “card game” designed to open up conversations about the division of housework between those living together. The idea came off the back of research that found that women are still doing up to three times more unpaid care and domestic work than men globally!
The game – called Fifty Fifty will contain questions about various household chores and how much time each person spends doing them – designed to spark friendly debate amongst housemates and couples. Questions range from the fairly simple – “Name the best and worst household chores,” to the more honest and revealing, “Ever think, “”I’ll just get on and do it myself””. And then feel grumpy and unappreciated afterward?”
By pressing and holding the screen, couples can pause and take time to chat over each question in further depth. A half-time ‘quick fire’ round and a slider to check the temperature of the room are also included. To support the project, Swedish singer Zara Larsson is starring in a promotional video for the brand.
The idea here isn’t to cause division between the house but instead to broach a topic that often goes overlooked. The campaign was developed and bought to life with help from agency Edelman U.K and Jennie Miller, a relationship expert.
“We’ve always known that lack of equality at home has direct implications for women’s economic position and undermines their potential,” said Ikea’s Global Head of Equality, Diversity & Inclusion Peter List, in a statement”
