Morning Fresh launches nationwide campaign to promote shared household care

Leading dishwashing brand Morning Fresh has launched a nationwide campaign, The Care We Share, aimed at promoting equality and collaboration in household chores across Nigerian homes. The initiative seeks to encourage families to rethink domestic responsibilities and foster a culture of shared care.

Domestic chores, while essential, often fall disproportionately on one person in households, leading to stress and imbalance. Morning Fresh’s new campaign seeks to challenge these norms, highlighting the importance of shared responsibility in sustaining family life.

“At Morning Fresh, we understand that care should be a shared experience,” said Chinonyerem Opara, Head of Category – Home Care at PZ Cussons. “This campaign is about breaking old norms and creating a culture where everyone contributes to making home life better.”

The campaign positions dishwashing not merely as a routine task but as an opportunity to demonstrate respect, partnership, and unity. By encouraging active participation from all household members, Morning Fresh hopes to inspire a cultural shift toward fairness and teamwork in Nigerian homes.

The message is particularly timely, as family structures evolve, more men take active roles in home care, and younger Nigerians increasingly seek fairness in domestic responsibilities.

As part of the campaign, Morning Fresh is inviting Nigerians to share stories and practical tips on how they practice shared care at home. Participation is encouraged via social media platforms including Instagram, Twitter, and Facebook using the hashtag #TheCareWeShare.

With The Care We Share, Morning Fresh seeks to move beyond promoting a product, positioning itself as a catalyst for cultural change in the way Nigerians approach domestic responsibilities.

Join BusinessDay whatsapp Channel, to stay up to date