Research shows that women do up to three times more unpaid care and domestic work than men. The division of household chores can be challenging at the best of times, but the situation has been exacerbated further by the addition of working and schooling from home throughout the Covid-19 pandemic.

For this year’s International Women’s Day (March 8, 2021), IKEA wanted to raise awareness about gender inequality oftentimes present in households and to address it through open and honest conversations. Together with IKEA and relationship expert Jennie Miller, our team launched FiftyFifty, a free digital card game available via IKEA’s Instagram Stories that encourages conversations about inequality in the home. The digital card game is made up of cards with questions, developed by Jennie Miller, that cover a range of topics, like best and worst home habits and favorite and least favorite household chores that each player must answer. The game provides a pause button to help everyone, regardless of gender, revaluate their role in the household through open and honest conversation.