Closing the gender gap at home
At a glance, a Brand Growth case
For Essity, a leading hygiene and health company, Innate Motion helped transform a household essential into a symbol for gender equality. What began as a search for purpose-driven positioning evolved into a bold campaign about equality in family hygiene. Through cultural exploration, co-creation, and fierce empathy, we helped Essity find a battle worth fighting and made it matter to millions.
87% of parents want their children to grow up with hygiene tasks equally shared.
Only 31% of all home care tasks are carried out by men.
Essity proves even toilet paper can take a stand on equality.
Business Challenge
Essity approached us with a question: how can we position our brand with purpose and make it stand out in a crowded market?
The brand was looking for new ways to position their business, giving them an edge against competitors and connecting with the next generation of families. The desire was to move beyond product and into societal relevance and benefits.
Humanizing Journey
We began by exploring the cultural tensions in hygiene and caregiving through workshops with families in Hungary, Russia, and France. But when internal doubts arose, we brought in fresh energy.
We invited activists, creatives, and media thinkers into the process. Their passion confirmed what parents had already hinted at: gender inequality in family hygiene wasn’t just a cultural reality, but a call to action.
Impact
The result: a campaign that sparked conversation, triggered change, and captured hearts. Zewa's video ad reached over 1.5 million views, drove more than 10k shares, and increased brand recall by nearly 49%. More importantly, it helped reposition hygiene not just as a task but as a shared value.
.jpg)
“This campaign proved that even in the most everyday categories, purpose can drive real cultural relevance, consumer engagement, and business impact.”
Sign up to our community for insights!