With over 4.3 million views on YouTube and 423k Twitter impressions, our Women's Day campaign was a successful clarion call to Indonesians to close the gender gap and strive for social equity.
Challenge
In Indonesia, the gender gap is one of the largest in the world. Being surrounded by negative voices affects a female’s self esteem and Google in its effort wants women and girls to know they have a place to raise their voice louder than the biases and get unbiased, empowering information.
Approach
On International Women’s Day, Google partnered with Voice of Baceprot, the first-ever hijab-wearing, female rock-metal-trio. Their voices and lyrics were taking on societal biases, changing perceptions of women’s role in society.
Together, we launched #YukBukaSuara (Voice It Out) - a clarion call to girls and women to take the mic and add their powerful voice to the world. Timed with their new single, Google and Voice of Baceprot told an evocative story of how one voice inspires others to find theirs.
Results
Women, girls and allies from every age and gender joined in to #YukBukaSuara, online, with live-streams on topics nobody was talking about. And offline, as human billboards by women took over male-coded places in Indonesia.
Google saw an increase in Search trends related to women's empowerment, education and career opportunities, bringing Indonesia closer to lessening the gender gap.
4.3M views on YouTube
73 X print coverage
38 X social media coverage
423.1K tweet impressions X 6.2M+ followers
Instagram Live sessions + 5% engagement rate of IG feed post X 5.98M+ followers
