The #iLabaYu campaign in the Philippines uses the idea of sharing household tasks as a way for families to show love and, more importantly, to address the unequal distribution of care work that often burdens women. The campaign’s messages are rooted in real-world insights gathered from communities in Visayas and Mindanao.

The campaign strategically targeted married individuals aged 25 to 45, predominantly within the C-D socioeconomic class and in rural communities. Its multi-platform approach included television and digital video content for social media, engaging radio jingles and plugs, impactful out-of-home print materials highlighting WE-Care key messages, digital publications, and press releases. The official launch took place in Tacloban City, Philippines, at a mass civil wedding attended by more than 100 couples, providing significant initial visibility.