UNDP
Lebanon
In partnership with UNWOMEN, the UNDP Lebanon Accelerator Lab carried out an experiment to understand what gets Lebanese men interested in home care duties. Previous work in this area had evidenced that many men perceived housework as a way of helping their female family members rather than as a personal responsibility. The experiment tested various kinds of messaging around: the power of celebrity influence; linking home care duties to a monetary value; labelling home care as an "investment"; the vision of a "modern family"; appealing to self-signalling and ego; equating home care with self-independence; as well as testing "know how" as a barrier to doing home care. The messages were placed as Facebook ads which linked to a quiz (visited by 25,000 men and completed by 6,287 users) in which participants could indicate how much time they spend doing each type of housework. After completing the quiz, participants were able to access and choose to view a list of video tutorials on how to do the housework that research showed Men in Lebanon spend the least time on. The experiment found that messaging equating housework as the gateway to "self-independence" caught by far the most attention and that surprisingly "Family" was not a driver to action.