Appliance brand Indesit has ramped up its #DoItTogether campaign, which raises awareness of the gender imbalance in domestic chores, with a video to consider behaviours we take for granted.

The campaign, which started 12 months ago, responds to a survey by global forum the Organisation for Economic Co-operation and Development (OECD), which found 81% of housework is still done by women in Britain.

This compares unfavourably with France (73%) and Russia (64.5%).

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The families doing chores in the video include those where the parents have different ethnic backgrounds, where one parent is older than their partner, and families with a child from a previous marriage.

Alongside the video, Indesit will be undertaking online and social media activities to support the campaign, which include working with bloggers and influencers to drive awareness and online conversations.

In addition, it will launch a social media contest which will be based on pictures of participants helping each other with chores, using #DoItTogether with prizes offering “everyday proof” and “life proof” features.

Head of Marketing Indesit Brand EMEA Alexandra Rusu said: “We want to bring this story to life through compelling content and social experiences that engage consumers with the issues in an enjoyable way.

“We will also show how Indesit’s products have been designed to make sharing simpler, with easy to use features, that take the complexity out of housework –  so there really is no excuse not to get involved!”

With the focus on sharing housework, a key message of #DoItTogether is to show how Indesit’s technology can help.

Brand manager of Indesit Sara Bazeley explained: “Through better product design we can ensure that specific domestic tasks no longer require one person in the household to have special knowledge of how to work an appliance.

“With both #DoItTogether and our latest products, our goal is to ensure that anyone in the home – male or female – young or old – should feel it is within their ability and their responsibility to do their bit.”