Last month, something unusual happened to an academic philosophy article. The news media reported on it. Shortly after the article was published in Philosophy and Phenomenological Research, stories about it showed up in variety of venues, including: The Guardian The Telegraph The Times The Age The South China Morning Post The Independent (picked up by Yahoo News) Japan Today Radio France Internationale France 24 Barron’s Fatherly (picked up by MSN) The Swaddle Al Arabiya News Stylist Báo Hải Dương The Financial The Daily Mail The Philippine Star among others. How did this happen? It’s no mystery: Cambridge University’s Office of External Affairs and Communication wrote and distributed a press release for it. Granted, the article, “Gendered Affordance Perception and Unequal Domestic Labour” by Tom McClelland (Cambridge) and Paulina Sliwa (Vienna) seems more likely to hook a broader audience than the typical PPR output. Here’s the abstract: The inequitable distribution of domestic and caring labour in different-sex couples has been a longstanding feminist concern. Some have hoped that having both partners at home during the COVID-19 pandemic would usher in a new era of equitable work and caring distributions. Contrary to these hopes, old patterns seem to have persisted. Moreover, studies suggest this inequitable distribution often goes unnoticed by the male partner. This raises two questions. Why do women continue to shoulder a disproportionate amount of housework and childcare despite economic and cultural gains? And why is there a widespread one-sided misrepresentation within different-sex couples about how domestic and caring work is distributed between the two partners? We answer these questions by appealing to affordance perception—the perception of possibilities for action in one’s environment. We propose an important gender disparity in the perception of affordances for domestic tasks such as the dishwasher affording emptying, the floor affording sweeping and a mess affording tidying. We argue that this contributes not only to the inequitable distribution of domestic labour but to the frequent invisibility of that labour. We explore the consequences of this hypothesis for resistance and social change. Yet, no matter how broad an audience might potentially be interested in an academic philosophy article, very few people will notice it unless it is marketed in the right way to those who provide information to that..