The sculptural installation "Almost a monument", made by Argentine artist Jowy Román, intends to raise awareness of the gender gap in the division of homework in order to reduce it.
"It is not a monument because the complete figure is not there, it is almost a monument (...) What we want to highlight is what man lacks to reach 100%" and break that gap, said Efe Román, who made other works on the role of women, during the opening ceremony of the work in the Plaza República Federativa de Brasil in Buenos Aires.
The installation, driven by the brand of cleaning products Ayudín, represents three scenes where a young couple clean in the bathroom, the laundry room and the living room, on a floor plan of a house.
While the woman is complete, the man lacks "a percentage" of the body that, as the text says under each sculpture, is equivalent to the quota of men who still do not share with their partners cleaning tasks in the home.
The artistic proposal began after receiving the data compiled by the Opinaia consultant in an online survey of 3,300 Argentines of different ages and social classes.
"Cleaning is very important for Argentines, but women clean much more than men and we see that in all household tasks, but especially in those that are more difficult: the greater the difficulty and complexity, the greater the gap of gender ", as it is in the case of the cleaning of the bathroom, explained Guido Moscoso, Public Opinion Manager at Opinaia.
90% of household chores are linked to cleaning and, although it is a "very important" activity for all Argentines surveyed, Opinaia found that women spend 50% more time than men doing this work .
The study revealed that cleaning the house impacts on various aspects of daily life, beyond the quality of life and health.
In 90% of households where men and women "are more equitably divided cleaning tasks, we note that the bond of the couple is much better: there is more affection, more communication and better understanding," said Moscoso.
In this way, one of the posters that were shown at the opening ceremony said that "in a clean home, couples have more sex."
Among other data that the survey revealed, it was discovered that clean homes register 30% more visits and that men who clean have closer links with their children.
For these and other reasons, the responsible in Latin America of the brand Ayudín and Clorox -company company-, Gabriela Sánchez, wondered if cleaning is so important for all, why both genders do not perform these tasks in equal measure.
"When something matters, it does not have to be the responsibility of the man or the woman, but of everyone," Sánchez explained.
This is one of the reflections that, through the humor embodied in various advertising spots and the installation of sculptures, aim to raise their target audience, which "is becoming more homogeneous" since more and more men are cleaning , concluded the Clorox representative.
For his part, Román wanted to demonstrate with the help of the curator of the work, María Lightowler, that the emptiness that man lacks is transforming.
"That transformation will reach at some point 100%," said the artist, who said that the union of both genders should start with the equitable distribution of tasks to achieve social change that society pursues.