Russia is using a sexist term for an old service. A handyman's service is repackaged as "a husband for an hour" by Moscow's city administration. According to local news reports Moscow's struggling residents could use a new social service. The service will be offered free for low-income households and charged a modest fee will for others, the Guardian reported on 10 March 2015.
Since the DIY trend had not caught on with women, advertisement were aimed at gender inequality roles. One online advertisement reads "You've just spent a long time in a store selecting a new light fixture for your hallway to perfectly match your new decor but you're a beautiful woman with a killer manicure, and you're not ready to get intimate with a buzzing and horribly vibrating drill. Who can come to your aid?"
With a solution that read, "Assertive men, who'll call themselves your husband for an hour, are on their way to your home", the service is most popular among young families or the elderly. I get the impression that Moscow ladies feel more secure with a person they can treat as husband.
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