The Equality and Diversity Department of Coslada presents 'Implicados', a campaign in the form of a fictional magazine that seeks a more balanced distribution of domestic tasks and care.
The City Council of Coslada has launched Implicados, a sensitisation campaign to promote shared responsibility in households and move towards a more balanced distribution of care and domestic responsibilities. The initiative comes from the Equality and Diversity Department and has been developed by La Crafetera.
The campaign is funded by the Community of Madrid and the Ministry of Equality, through the Secretary of State for Equality and the Eradication of Violence against Women, as part of the Corresponsables Plan. It employs humour with an unconventional format: a fictional magazine whose covers mimic the codes of regular publications to discuss what happens every day within households.
Under the slogan “The magazine that is not browsed, is practiced”, the various editions address everyday situations related to domestic tasks, care, and parenting, with special attention to the mental load that comes with anticipating needs, remembering, planning, and organising daily life, a responsibility that still predominantly falls on women.
The first edition is based on the idea “I saw it, I did it. Two verbs, zero instructions”. The message, aimed particularly at men, is clear: sharing responsibility is not about helping or collaborating when someone asks, but about taking on common responsibilities as one's own, without waiting for another person to detect, organise, or assign them.
The successive covers of Implicados will address the invisible tasks that sustain daily life, reminding us that shared responsibility is not just about doing, but also about taking responsibility from start to finish. The campaign will be progressively disseminated through the social media of the City Council of Coslada and the Department, and will be present in advertising panels and supports of Metro and Renfe.
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