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 # This Revealing P&G Campaign Takes a Look at Couples' Mental To-do Lists

 

##### Proximity's #mentaldownload project in Spain takes a more nuanced look at gender imbalance

 

 

 Mar 12, 2019 4:50 PM ET

  Campaign:  [P&G | Gender Equality](/news/campaign/pg-gender-equality)  ![](/sites/default/files/styles/carousel_2x/public/images/PG-Spain-Mental-Download_3x2_31219.jpg) 

[Originally published on Ad Age](https://adage.com/creativity/work/pg-spain-mental-download/1028326?utm_campaign=SocialFlow&utm_medium=Social&utm_source=Twitter)

By Alexandra Jardine

P&G is taking a revealing look at the gender imbalance in household chores in its latest campaign from Spain.

In a project titled #mentaldownload (#descargamental in Spanish) the company aims to reflect that, despite the fact that families and roles are changing, many women continue to be responsible for all logistics and decision-making in the home.

[Continue reading on Ad Age](https://adage.com/creativity/work/pg-spain-mental-download/1028326?utm_campaign=SocialFlow&utm_medium=Social&utm_source=Twitter)



 

 

 

 

 

 

 

 [![](/sites/default/files/Clients/PGPhaseLogo.jpg)](/profiles/pg)

 



 

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