This women’s day, BLACK+DECKER redefines how women #ScrewItUp

Created and conceptualised by Schbang, the campaign uses witty wordplay to shatter stereotypes

Bangalore (Karnataka) [India], March 10: BLACK+DECKER, a part of Stanley Black and Decker, global leader in hand tools and power tools, launched the #ScrewItUp campaign on the occasion of International Women’s Day. The campaign aims to screw the stereotypes surrounding women’s effective use of tools.

While women are more independent than ever, men are still believed to be more capable of household chores involving using tools. Whether it be fixing a light bulb or putting together some furniture, women are perceived as less-than-handy for the job and will most likely end up screwing it up.  Using this insight cleverly, the campaign redefines what it means for women to #ScrewItUp when it comes to hardware tools.

Created and conceptualised by Schbang, the campaign consists of a 30-second film where a woman is seen assembling furniture at home while her husband walks in and says he would do it himself as she would only screw it up. She proves him wrong by assembling the shelf with help from BLACK+DECKER’s BD40 cordless screwdriver and sarcastically responds, “Screwed it up.”

The campaign really put the last nail in the coffin of the existing stereotype around women not being able to use tools.

On the conceptualisation, Sushant Vithaldas, Business Head, Schbang Bangalore said “For Women’s Day, our goal was to showcase the familiarity and comfort around a Do-it-Yourself approach to basic home improvement which are often overlooked or underestimated for women at home. Our campaign goes beyond simply breaking down these stereotypes. By creating the hashtag #ScrewItUp, we transformed a phrase that has traditionally been associated with negativity or lack of ability into a positive celebration of her self-sufficiency.”

If you have any objection to this press release content, kindly contact pr.error.rectification@gmail.com to notify us. We will respond and rectify the situation in the next 24 hours.

Related Posts

Water Audit Council (WAC) releases WAC Manual: A guide for Auditors, Water Managers and ULBs for assessing Water Usage in buildings

New Delhi [India], May 23: Water has long been the cornerstone of civilizations, shaping our landscapes, sustaining our communities, and fueling our industries. As the world evolves, so do the challenges around water…

StockGro establishes its first-ever international partnership with the Indian School Al Wadi Al Kabir in Oman, to enlighten youth on financial literacy

Muscat (Oman), May 23: In a pioneering initiative, StockGro, India’s leading stock market learning experiential platform, has joined forces with the Commerce Department of Indian School Al Wadi Al Kabir,…

You Missed

Saubhagyam New Tower Launch: Today Global Developers Continue the Journey of Happy Stories

  • May 23, 2024
Saubhagyam New Tower Launch: Today Global Developers Continue the Journey of Happy Stories

Student Living Experience Platform FretBox Secures Seed Investment Led by CXO Factor

  • May 22, 2024
Student Living Experience Platform FretBox Secures Seed Investment Led by CXO Factor

Celebrate the Birth of Enlightenment at The Bodhi Palace Resort, Bodhgaya

  • May 21, 2024
Celebrate the Birth of Enlightenment at The Bodhi Palace Resort, Bodhgaya

Ajooni Biotech Ltd’s Rs. 43.81 crores Rights opens on May 21, 2024

  • May 20, 2024
Ajooni Biotech Ltd’s Rs. 43.81 crores Rights opens on May 21, 2024

Sellwin Traders Ltd to Make Strategic Investment in Patel Container India Pvt Ltd

  • May 20, 2024
Sellwin Traders Ltd to Make Strategic Investment in Patel Container India Pvt Ltd

From Marathon to Mindfulness: The Inspiring Journey of Ruchira Darda

  • May 18, 2024
From Marathon to Mindfulness: The Inspiring Journey of Ruchira Darda