The Challenge
While online support for gender equality was growing, deeper beliefs—about roles in family, career, and leadership—remained resistant to change. The real challenge was not awareness, but cultural transformation which take generations to change.
Our Approach
- Conducted a baseline study to uncover dominant narratives and resistance points, as well as determined the partners to be the agent of change.
- Developed #BersamaBerperan campaign as a relatable, culturally grounded movement to normalize gender equality in everday life of Indonesian urban millennials.
- Mobilized and orchestrated 16 partners—from influencers and gender organizations to national media—for synchronized and genuine message delivery.
- Embedded a research-to-impact loop, with an endline study to validate shifts in discourse and public sentiment.
The Result
- Campaign surpassed expectations with 36.1 million views (vs. 16.8M target)
- Endline evaluation confirmed increased openness to shared domestic roles and equal leadership
- Recognized by Investing in Women as “a model of inclusive communication and collaborative digital advocacy”
