Google: Voice It Out #YukBukaSuara
One girl’s voice inspires female voices everywhere to voice it out
What?
Brand & Creative Strategy, Social, Influencer, OOH, Music, Films
My role:
Led the discovery of Google’s brand purpose for ID which was then adapted across the region. Conceptualised an influencer-led campaign with films across mediums, live-streamed + organic content + human OOH on social, resulting in a Google Trends spike with the coveted Gen Z audience and 65M+ media reach
The insight and idea:
Data tells us it'll take 99+ years to close the gender gap in Indonesia. But every time a girl speaks up louder than the biases, we chip away at this gap - because even one girl's voice encourages women and girls everywhere to #VoiceItOut #YukBukaSuara
Inspired by the journey of Indonesia's feisty all-girl metal band Voice of Baceprot (check them out) and set against their evocative lyrics "don't try to judge us now" this piece is the start of an ongoing conversation.
#YukBukaSuara was taken across Indonesia
as human billboards
These male-coded locations, sparked a conversation as female influencers ranging from skateboarders to women in finance, musicians, filmmakers, STEM champions and more expressed their own journey in voicing it out and breaking biases.
One Show 2023: Shortlist | Cultural Driver: Multicultural Impact
MMA Smarties Indonesia: Silver | Brand Purpose
Featured in Campaign Brief The Work 2023
Featured on 100+ publications across print and online.
Radar Bandung, Google calls Indonesian women to express their voice
Media Indonesia, Inviting women to be more courageous
Republika, Women dare to express their voice
Thefineryreport.com, March 22, 2022 #BreaktheBias: Google collaborates with Voice of Baceprot for IWD
Nova.Grid.id, March 08, 2022, How Voice of Baceprot tackle bad stereotyping about women
Kontenpedia.com , March 07, 2022 , Voice of Baceprot fight against stereotype via head scarf and rock music genre
Samsung: Beautifully Smart
Google Indonesia: Reviews of Hope
SuperTogether with YouTube
Be unstoppable #WithALittleHelp from Google