#inFAIRness is an advocacy campaign launched by Mister Click and Spark! Philippines and supported by Investing in Women, an initiative of the Australian government.

By utilizing both traditional and technological approaches to generate attention and gather support, we work towards a fair, equal, inclusive Philippines that provides equal opportunities to all.


Normalize women’s economic role

Supporting women’s successes in the workplace and in entrepreneurship does wonders to empower society, leading to wide-reaching social and economic benefits.

Normalize men’s domestic role

Men and boys are shared partners – and beneficiaries – from women’s empowerment. The sharing of household responsibility between men and women works to increase satisfaction both at home and at work.



women can work, too.

Normalizing Women’s Economic Role

Despite progress being made towards diversity and equal representation in recent years, women continue to face challenges in the workplace, from being underrepresented at work to the cultural biases that come with women working.

According to a study by Mckinsey, at entry level, women and men are admitted at almost the same rate. However, they are – on average – 18% less likely to be promoted to a managerial position than men.

As they go higher up the ladder, the amount of women in these positions continue to decrease. Furthermore, majority of women report receiving little to no support from managers for everything, from providing advice or opportunities for advancement, to defending their work.

inFAIRness Stats1

What makes the situation even more challenging is that despite women being outnumbered at all levels of the corporate ladder, the study also shows that employees believe women are well-represented and do not see a problem with the status quo. Furthermore, many men are more likely to be satisfied with the current situation of women, and some even worry that gender diversity efforts put them at a disadvantage. As a result, there is little urgency for change.

This is not helped by the perception that women are less able to work when they become mothers. In the Philippines, the common attitude remains that men are to be the ones working, while women are to take care of the household. Combined with workplace attitudes towards women, the challenge for working women only grows.

However, female workforce participation rate has clearly been shown to lead to benefits far beyond a single company. A study by the Asian Development Bank found that if women’s participation in the workforce across Asia increased by just 10%, GDP per capita could increase by 30% in one generation, and 71% in two generations. Having women in the workforce also leads to an increase in diversity of ideas and talent, helping companies make better and more profitable decisions. Another study by Mckinsey confirms a correlation between increased gender equality and greater corporate financial returns. This is attributed to the increase in customer orientation, employee satisfaction, and improved decision making brought about by a more diverse leadership.

Invest in women’s potential to work.
It’s good business.


men can help out at home.

Normalizing Men’s Domestic Role

Cultural traditions, biases, and stereotypes still place women as the primary caregivers in a family. Household tasks are perceived to be “feminine” and the traditional household is still one in which men are the exclusive breadwinners, while women are in charge of household chores and unpaid work.

However, according to a HILL study that surveyed households across Southeast Asia, this household model may not be the best when it comes to maximizing not only productivity, but satisfaction.

According to the study, a traditional household is defined as one wherein the wife is responsible for work inside the household, while the husband is responsible for all work outside the household. Thus, women do almost all household tasks – with the exception of household repairs.

In this setup, it was found that women were much less satisfied with the situation than men. They were also exhibited a much higher desire for change as compared to men. This dissatisfaction is attributed to a gap in perceptions between the husband and wife; the husbands exhibit considerably less belief that women should continue to work after marriage, while the wives exhibit considerably more belief that men should help out with household chores.

What has been found to be the answer to household satisfaction is the sharing household. Here, husband and wife divide household tasks equally, with men extending extra help in areas like playing with children and planning family recreational activities.

In a sharing household, both parties exhibit high levels of satisfaction with the arrangement. Both men and women are also in agreement that they desire to continue with such sharing of roles in terms of household management. Men who are involved in a sharing household also exhibit high levels of awareness that men should help out at home.

Because of these positive attitudes, the benefits of the sharing household on the parents are passed on to the children as well. The sharing household will instill in children the idea that household tasks are not gender specific. Furthermore, the model’s successes will encourage them to follow the same model in the future, leading to a future where men and women both contribute at work and at home.

Invest in men’s capacity to help at home.
It’s good household management.