The initiative, developed by La Crafetera and funded by the Community of Madrid and the Ministry of Equality, is part of the Corresponsables Plan. It uses covers that mimic regular publications to address everyday situations of domestic chores, caregiving, and child-rearing, focusing on the mental load that disproportionately falls on women.
Under the slogan 'The magazine you don't flip through, you practice', the campaign aims to raise awareness, especially among men, about the importance of taking on shared responsibilities as their own, without waiting for someone else to detect, organize, or assign them. The initial message is clear: 'I saw it, I did it. Two verbs, zero instructions'.
The successive installments of 'Implicados' will address the invisible tasks that sustain daily life, reminding that co-responsibility involves taking ownership of responsibilities from start to finish.
The campaign will be progressively disseminated on the social media channels of the Coslada City Council and the Department of Equality and Diversity, in addition to having a presence on advertising panels and supports of Metro and Renfe.
“"Co-responsibility does not consist of helping or collaborating when requested, but of assuming common responsibilities as one's own, without waiting for another person to detect, organize, or assign them."
With this initiative, the Department opts for humor as an entry point for reflection and to question the idea that co-responsibility is simply 'helping' someone else.
