‘Fair Play’: the New Regional Campaign to Work on Co-responsibility in a Team Work

The Equality departments of the municipalities integrated in the Regional Council for Equality of the Marina Baixa (CCIMB) have presented today in l’Alfàs del Pi the new campaign of co-responsibility in care promoted on the occasion of the commemoration of the International Day of Families, which is celebrated on May 15.

The initiative focuses on the need to equitably distribute both domestic chores and the mental load associated with the organization of the home and family care, whether of minors, the elderly or pets. The aim is to prevent this responsibility from continuing to fall mostly on women and thus contribute to reducing the care gap.

Under the slogan ‘Fair Play’, the campaign uses the visual and symbolic language of sport to raise awareness of the importance of sharing responsibilities within the home. “Taking care of the house is a team sport” and “Co-responsibility is also trained” are some of the central messages of this regional action.

The campaign provides families with a magnetic tactical board to place on the fridge, designed to turn the traditional “I’ll help you” into a “it’s my turn”. Through different icons related to daily tasks – such as shopping, putting on the washing machine, cleaning, cooking or taking care of pets – it is proposed to distribute responsibilities weekly among all members of the household.

The initiative stresses that co-responsibility does not only consist of distributing tasks 50/50, but also of collectively assuming family well-being and daily organization. It also emphasises the so-called mental load, that invisible work that involves remembering, planning, anticipating needs and coordinating the functioning of domestic life.

The blackboard is accompanied by an informative leaflet with practical recommendations to encourage the involvement of all members of the family: place the blackboard in a visible place, organize weekly meetings, rotate responsibilities and take on each task without the need for constant reminders.

In addition, the campaign includes several videos for social networks made in a humorous way, with which it is intended to bring the message closer to the public and reinforce the idea that co-responsibility is a shared task that involves all people.

Maria Teresa Pérez Pérez, Councilor for Equality of Finestrahas highlighted “With this campaign we want to make visible something that often goes unnoticed, such as the mental load that most women continue to assume. It is not only about distributing tasks, but also about sharing the responsibility of organizing, planning and caring. The central part of the campaign will consist of different awareness and training workshops for primary school students in our schools in which tactile whiteboards will be distributed that will serve students to become the agents of co-responsibility in their own homes.”

The Department of Equality has also underlined the pedagogical and close nature of the initiative. The aim was to use simple language and an image linked to sport and team play to reach families in a positive and participatory way. The aim is for all people to understand that the common well-being depends on collective involvement.

This initiative has been subsidized by the Co-Responsible Plan of the Ministry of Equality.

Press Office (13/05/2026)