The Junta of Andalucía has presented in Seville a new campaign called ‘To be with you’, aimed at enhancing reconciliation and shared responsibilities in domestic tasks, especially in families from Málaga and other localities.
Objectives of the Initiative
The Minister of Social Services, Families and Equality, Loles López, highlighted the importance of this initiative, framed within the Corresponsables Plan of the Ministry of Equality. The campaign aims to achieve a cultural change that allows for the internalisation of shared responsibility in every home, involving fathers, mothers, grandparents, and children.
López emphasised that “without reconciliation and shared responsibility we will never achieve real equality”. In this sense, she stated that raising awareness is essential for shared responsibility to become a daily practice and that, in the future, families can speak of it as something from the past.
Details of the Campaign
This campaign is backed by an investment of over 2.9 million euros and focuses on emotionally connecting with families. The content encourages viewing the family as a team, not only sharing love and good times but also responsibilities.
“It is only fair that women can reconcile our work and family life. We do not want to be heroines, we want to be happy,” declared López, emphasising that life as a couple should be an equitable partnership.
The minister also highlighted the role of young people and the elderly in this context. Education, she stated, is key for teenagers to understand and embrace shared responsibility from an early age. On the other hand, she emphasised the relevance of the elderly in the family structure, arguing that they should continue to hold an active place in family and social life.
The campaign continues from last year's effort and offers a renewed approach that seeks to raise awareness in society about the importance of sharing family responsibilities.
The advertisement for the campaign ‘To be with you’ is available online for those who wish to learn more about it.
For more information about the campaign, the video can be viewed at the following link: Campaign video.
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