Each outfit bears international symbols on its label. These icons indicate warnings on drying, washing and ironing. So what gender comes to mind first when it comes to washing, ironing and drying? Women…

To help change this perception, we added a Joint Life Symbol on these labels of the outfits of Kigili. And we made this icon public through a simple video on Women’s Day. We established a communication strategy with viral effect by broadcasting our video via all the digital channels of Kigili.