OREANDA-NEWS. April 15, 2015. Surprisingly, stereotypes still exist about dads’ role in common household chores. That’s why Swiffer® has partnered with one of America’s favorite dads, Anthony Anderson from the television show “black-ish,” to help shed light on the perception that dads don’t handle the “dirty work” in their homes. With Anderson assisting production as the project’s creative advisor, Swiffer® today unveils its #SwifferDad docu-style video showcasing a modern perspective on the evolving roles in the home, from the perspective of real dads and their kids.

“As a working dad and husband myself – and one who cleans floors and drives the carpool – this is a story I can relate to and am excited to help tell,” said Anderson. “We cook! We clean! We do house work! What I love about the #SwifferDad campaign is that it’s about celebrating the hands-on role that most of us play – it portrays who we really are as modern dads. And the best part is that this shift to shared responsibility for chores is having a positive effect on our kids.”

Dads today are active partners, sharing cleaning and childcare responsibilities; in fact, according to the Swiffer Cleaning Index1:

  • Americans say that dads today are pitching in with chores nearly two-times more than their dads did growing up. Roles have really evolved.
  • Half of dads say they do the majority of the cleaning in their home. The division of chores makes it all about teamwork in the home today.
  • 98 percent of dads agree that having a clean home makes them happy.

These research findings are particularly compelling given recent national headlines on the topic of dads doing housework and the positive effect it has on their children – it means raising more productive daughters2 and heavily influencing their child’s perspective on gender equality3.

“With this docu-video, we’re acknowledging the democratization of cleaning and the many dads who take a hands-on role in the home, alongside their partner,” said Kevin Wenzel, Associate Brand Director at Procter & Gamble. “We know that dads do clean! It’s great to work with Anthony to help celebrate dads and the extra moments they can enjoy with their family because cleanup is covered quickly and effectively with products like our Swiffer WetJet, a true dad favorite in the cleaning arsenal.”

To help tell the story, Swiffer and Anderson interviewed four well-known dad social influencers (and their kids) who have made a name for themselves by standing tall and proud for the changing role of dads today, including: Beau Coffron (Lunchbox Dad), Patrick Carrie (Getting Rad with Dad), Mike Johnson (Playground Dad), and Doyin Richards (Daddy Doin’ Work).

To help spread the word about the campaign, Anderson and the four #SwifferDad ambassadors are encouraging people to watch and share the #SwifferDad video, available today on Swiffer’s YouTube channel along with video of Anthony behind-the-scenes on set. In addition, people can follow @Swiffer for a chance to win a coveted Big Green Box featuring Anthony’s favorite floor cleaning tool, the Swiffer WetJet.

The Swiffer WetJet helps retire the old-fashioned mop and bucket in favor of a quick, effective tool that traps and locks dirt and grime, instead of pushing it around. The Swiffer WetJet is available for \\$21.99 at retailers nationwide.

For more information on the Swiffer family of products, visit www.swiffer.com, www.facebook.com/swiffer, www.twitter.com/swiffer or www.youtube.com/swifferusa.

ABOUT SWIFFER®
In 1999, Swiffer made its debut and soon established itself as both a pioneer in the cleaning systems category and a pop culture icon. Swiffer products have starred on “Saturday Night Live,” have been featured in Hollywood blockbusters and have graced the cover of Rolling Stone. With the support of Swiffer fans around the world, Swiffer has built a family of distinctive products built smarter than traditional cleaning tools. Today, Swiffer® Sweeper, Swiffer® Sweeper Heavy Duty, Swiffer® SweeperVac®, Swiffer® WetJet®, Swiffer® Dusters®, Swiffer® 360° Dusters, Swiffer® Dusters Extender, Swiffer® Dust and Shine and Swiffer® Steamboost® are used in more than 50 million households worldwide and continue to revolutionize the way people clean.

ABOUT PROCTER & GAMBLE
P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

1 Methodological Notes: The Swiffer Cleaning Index was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 nationally representative U.S. adults ages 18+, between June 12th and June 20th, 2014, using an email invitation and an online survey. The margin of error for this survey is +/- 3.1%.

2 Croft, Alyssa; Schmader, Toni; Block, Katharina; and Baron, Andrew Scott, May 28, 2014,The Second Shift Reflected in the Second Generation: Do Parents’ Gender Roles at Home Predict Children’s Aspirations?, University of British Columbia Department of Psychology

3 Croft, Alyssa; Schmader, Toni; Block, Katharina; and Baron, Andrew Scott, Psychological Science, July 2014; vol. 25, 7: pp. 1418-1428., first published on June 2, 2014

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