For decades, Nigerian homes have operated with an unwritten rule: when it comes to chores, especially washing plates, one person is expected to handle it. Most times, it’s the last-born. Often, it’s the girl in the family. Sometimes, it’s simply the person society has labeled “the helper of the house”.
It’s a stereotype so common that many families no longer notice it. When mealtime ends, everyone stands up, and one person quietly stays behind to “do the needful”.
But a new national campaign from Morning Fresh is challenging this familiar script. Today, the brand announced the rollout of “The Care We Share” campaign, an initiative aimed at shifting how Nigerians view household responsibilities.
The campaign spotlights a cultural truth Nigerians are beginning to embrace: care at home does not belong to one person; it belongs to everyone.
According to Chinonyerem Opara, Head of Category HomeCare at PZ Cussons, “The idea is simple but long overdue. Families function better when chores are shared. Homes feel lighter when responsibility is not assigned by gender, age, or tradition, but by willingness and care.”
The campaign launch highlights everyday scenes already happening across the country: siblings washing plates together, partners cleaning up as a team, and friends in shared apartments dividing chores without drama.
These moments reflect the evolving Nigerian household, one where care is a collective effort, not a burden placed on one individual.
With this new campaign, Morning Fresh is not only lending its voice to the conversation but also encouraging Nigerians to tell their own stories.
Morning Fresh is inviting people to share how they practice shared care in their homes and how breaking old chore stereotypes has changed relationships, routines, and the overall feel of daily life.
The campaign also reinforces the product’s 10x Multi-Action cleaning power, which the brand says makes dishwashing easier for anyone, regardless of who steps up to clean.
But at its core, ‘The Care We Share’ is not just about dishes; it is about a cultural shift. A reminder that homes thrive when everyone contributes.
And a call to move past the idea that certain chores should fall on certain people simply because “that’s how we met it”.
Morning Fresh is urging Nigerians to join the conversation and share their experiences on its official social media platforms using #TheCareWeShare. “Dishes aren’t just one person’s job; care works better when we all take part.”
Follow Morning Fresh on Instagram, Twitter, and Facebook, and use the hashtag #TheCareWeShare #MorningFresh to participate in the conversation.
Morning Fresh launches ‘The Care We Share’ campaign as dishwashing conversation generates buzz
