#VoiceItOut
Client: Google | Agency: Toaster (In-house) | Role: Creative Director
‘Women should stay home’
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 showed how one voice can inspire others to find theirs and using music to drive social change.
Google launches Voice Search, inspiring women to raise their voice and reverse gender gap on International Women’s Day
The Case Study
The Film
One Show — Finalist, Cultural Driver - Multicultural Impact
MMA Smarties — Silver, Purpose Driven Marketing, Brand Purpose / Activism
Campaign Brief Asia — Local Culture + Insights
Campaign Brief Asia — Work for Good