Kaiku Sin Lactosa


Kaiku Sin Lactosa promotes shared responsibility
With this humorous action, Kaiku Sin Lactosa defends shared responsibility in the household along with the equal distribution of chores and parenting duties.

In recent years, data on shared responsibility and the distribution of household chores and parenting duties has improved significantly. A growing number of couples practice equality, as opposed to a small number of men—less than 10%—who continue to hold on to older stereotypes.

To highlight this reality, Kaiku Sin Lactosa—in collaboration with Fundación Yo No Renuncio (Club de Malasmadres)—launched the “Man Seated on a Sofa” campaign, which is aimed at boosting social awareness through the involvement of media outlets, bloggers, and the general public.


The action was launched on the change.org platform with the aim of sending the hyperrealist sculpture—the centerpiece of the action—to the National Archaeology Museum. Matadero de Madrid houses the exhibition where the media outlets and bloggers of the “Somos Equipo” (We Are a Team) report created by Fundación Yo No Renuncio were presented.

594,32 %

Final ROI


Potential reach


Advertising value

The campaign reached six million people and obtained an Advertising Value Equivalency (AVE) of €400,000.