Investing in Women (IW), an initiative by the Australian government, is initiated to tackle one of the most critical social and economic issues in today’s era: gender inequality. IW mobilizes innovative approaches to improve women’s economic participation as employees or entrepreneurs in influencing society to promote women’s economic empowerment, where Indonesia is one of its targeted demographics. ID COMM was appointed as one of IW’s partners with the task of performing innovative approaches to influencing Indonesia’s gender norms to the urban millennial audience.

The campaign’s priority approach is conducted through influencing gender norms, to positively shift public attitudes and practices to support women in the workplace. In doing so, ID COMM uses a full-blown digital campaign and functions as the ‘behind the scene’ campaign orchestrator to move the partners to reach the target audience. The campaign uses the #BersamaBerperan hashtag and involves 16 partners ranging from individual influencers, gender-based organizations, and the media. 

The campaign was conducted for approximately 6 months and accompanied by a baseline and end-line research. All work related to the campaign was conducted simultaneously through ongoing consultation with IW, to ensure the campaign is on track and maintain its focus to achieve its objectives. The campaign implementation is conducted in a participatory manner with the partners, where they were given the freedom to explore their own stories to further communicate the message to their followers. By doing so, the campaign proved to have created genuine engagement to smoothen the gender norms influence.