Fairplay has quite a lot to it in terms of marketing and recruitment. There is an official fairplay book, there's even a fairplay couples card game, and there's also a career field called "fairplay facilitators", these are people who are tasked to preach about fair play to women on social media and offer up fair play in marriage counselling and couples therapies.
The way it works is simple. It accounts for women's mental load in household management and the fact that they are always thinking of things the home needs, things that need to be cleaned and when, and constantly thinking about their children and families (birthdays, appointments, anniversaries, extra curricular activities, clothing sizes etc) the little things like that. It also accounts for the physical labour (actual execution of these domestic tasks). It breaks planning and execution down to I think about 100 tasks and it showcases the invisible work and all the thought and energy that is involved in running a house and making a house a home. Which is why it resonates so deeply with women, especially homemakers.
That alone is a good thing. But then it begins the process of stirring dissatisfaction in women "see the giant list of things you have to do all by yourself everyday, no wonder you are overwhelmed" "you need more support". Okay, fair enough. But then where fairplay begins working in detriment to marriage is it begins to start shitting on the husband for not being that support, for not doing enough to take this load off of his wife. It begins to promote resentment under the guise that as a program it intends too "innocently show men how they can help their stressed out wives"
Sometimes, like in video related, the facilitators will actively seek out depressed homemakers that aren't being helped much and pounce. "you need to advocate for your needs more". Harmless enough right? But how exactly do they intend for you to do this?