What’s in this article:
- Arm & Hammer’s campaign centers around giving them a helping hand to women who have lost more jobs than men as a result of the pandemic
- It’s a nice idea, but the donation of $60K max to Dress for Success is a rather paltry sum for such a major company
Women often have a more significant burden to bear as managing household needs tends to fall on them. Many have lost their jobs with school closures, and other factors disrupting the balance working mothers have managed to maintain. That’s the motivation between Arm & Hammer’s current campaign to lighten the load for women.
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Arm & Hammer’s woman-centered campaign is not about the load of laundry, though it does still connect with clothes in support of Dress for Success. The email the brand sent out about it announced an initiative of “partnering to lighten the load for women in need.”
It referred to the impact of the year-long pandemic on women in particular: “Women have been disproportionately impacted by the onset of the pandemic with an estimated 5.3 million women losing their jobs.”
Indeed, a recent McKinsey report declared, “The COVID-19 crisis could set women back half a decade.”
It’s impossible to undo all the damage caused by extended lockdowns, school closures, and business closures on all of us. But it is possible to try to help some individuals rebuild.
Accordingly, Arm & Hammer has opted to donate $50,00 to the annual Your Hour, Her Power campaign from Dress for Success® “to help Lighten the Load and empower women to succeed.”
To encourage its customer base to get engaged and promote the brand, Arm & Hammer company has pledged: “Now through March 31, we’ll donate $1 for every like or person you tag in the comments of our Instagram post, up to an additional $10,000.”
The email even includes a call-to-action button to make it virtually effortless to participate.
For those who need more persuasion, it embeds the video about the program:
The video’s description includes an additional request for participation in the Your Hour, Her Power program: “pledging to give the equivalent of just one hour of your pay to help give a woman access to Dress for Success’ programs, services, and tools.”
It also plugs the brand’s #31DaysofWomeninPower in which it celebrates “female leaders for the pivotal role they play in driving business and economic gains, and social and cultural change.”
I have to say I do like the idea, though I really think that $60K max donation from a company this size is just pennies. It’s the kind of amount one would expect from a little mom-and-pop store – not a major corporation like this.
In fact, it would have been nice to go up the way to 7 figures to match the number of women they say have lost their jobs. The Arm & Hammer brand is owned by Church & Dwight Co., Inc. Its revenue for 2020 was $4.896B, which represented 12.35% over the previous year.
So, just earmarking the amount of increase alone would amount to a real demonstration of giving something back to the community that buys its products.