‘Juego limpio’ campaign is launched to promote shared responsibility in family tasks

The Equality departments of the municipalities belonging to the Marina Baixa Regional Council for Equality (CCIMB) today presented a new campaign promoting shared responsibility in caregiving, launched to commemorate the International Day of Families, which is celebrated on May 15th. The presentation took place in L’Alfàs del Pi.

The initiative focuses on the need for an equitable distribution of both domestic chores and the mental burden associated with household management and family care, whether for children, the elderly, or pets. Ángela Zaragozí, Councillor for Equality in the Benidorm City Council, stated that “the goal is to prevent this responsibility from continuing to fall primarily on women and thus contribute to reducing the care gap.”

Under the slogan ‘Juego limpio,’ the campaign uses the visual and symbolic language of sports to raise awareness about the importance of sharing responsibilities within the home. “Taking care of the house is a team sport”, and “Shared responsibility also takes practice” are some of the central messages of this regional initiative.

The campaign provides families with a magnetic tactical board to place on the refrigerator, designed to transform the traditional “I’ll help you” into “It’s my turn.” Through various icons related to daily tasks—such as grocery shopping, doing laundry, cleaning, cooking, or caring for pets—it proposes distributing responsibilities weekly among all members of the household.

“The initiative emphasises that shared responsibility is not just about dividing tasks 50/50, but about collectively assuming responsibility for family well-being and daily organisation,” stated Zaragozí, who added that it also highlights the so-called mental load, “that invisible work that involves remembering, planning, anticipating needs, and coordinating the running of domestic life.”

The whiteboard is accompanied by an information leaflet with practical recommendations to encourage the involvement of all family members: place the whiteboard in a visible location, organise weekly meetings, rotate responsibilities, and take on each task without needing constant reminders.

In addition, the campaign includes several humorous videos for social media, designed to make the message more accessible to the public and reinforce the idea that co-responsibility is a shared task that involves everyone.

In addition to Ángela Zaragozí, the presentation was attended by councillors Julia Bautista (Polop de la Marina), Mayte García (Callosa d’en Sarrià), Maite Sánchez (La Vila Joiosa), Laura Sevilla (L’Alfàs del Pi), Gema Márquez (La Nucía), Sara Llorca (Finestrat), and Ana Lanuza (Altea), as well as equality officers and promoters from the various municipalities. Also in attendance was Libertad Castella, from the 24-Hour Women's Centre in Dénia, as well as representatives from Agencia Ternura, the company responsible for the campaign's design and creative development.

The Marina Baixa Regional Council for Equality is comprised of the equality departments of the municipalities of Benidorm, La Vila Joiosa, Altea, La Nucía, l’Alfàs del Pi, Callosa d’en Sarrià, Polop, and Finestrat, in addition to the Marina Baixa Association of Municipalities.

Established in 2017, this body aims to coordinate joint actions regarding equal opportunities for women and men, as well as promote prevention, awareness, and education campaigns against gender violence and social inequalities at the local and regional levels.