#SearchForChange
GOOGLE INDONESIA X Kartini Day 2023
INSIGHT
Women in Indonesia are faced with expectations throughout their lives—expectations that society has dictated upon the,.
These expectations include having to look certain way, behave a certain way, and hold it altogether in the workplace, social space and at home. They are so strong, that women internalise and accept them without realising that they are drowning their own thoughts, identity, and sense of self.
From aspiring for fairer skin to hiding your scars, from stressing out about having a family by a certain age to accepting the glass ceiling at the workplace, women end up searching for things that feed into our insecurities.
Because of this, Indonesian women up feeling unworthy, when in fact they have every right to feel worthy of everything we desire in the world.
CAMPAIGN RATIONALE
When women understand that societal voices never stop, and choose their own path, the way they search changes: women see more options than just the internalised ones.
With #SearchForChange, Google encourages women to stop listening to the internalised biases that drown their identity and self worth, and inspire them to start tuning into their own, real voices.
The intention is to create a shift in a woman’s mindset—getting her to open up to more empowering options, and proudly owning the choices that make her who she is.
It’s time for women to search for the change that empowers them, to search for what makes them brave, strong, smart, independent and happy.
CONTEXT
Kartini Day celebrates the bravery of Ibu Kartini—a pioneer in fighting for women’s rights in Indonesia. She puts focus on the importance of education for women, empowering them to be equipped to pursue what they want in life even if these dreams go against sociatal expectations.
#SearchForChange on Kartini Day puts a spotlight on modern-day Kartinis who have broken the glass ceiling in the field of education in women, specifically those who have taken on Masteral Degrees—a rarity for Indonesian women today—hoping to inspire other women to pursue what makes them happy.
INFLUENCER CAMPAIGN
We sent out a PR Kit to Indonesia’s top social media influencers. The kit contains a “Google search query” that aims to trigger a discussion on sociatal bias on education for women. These triggers are the following:
“Are educated women intimidating to men?”
“Should a woman pursue higher education?”
Housed in an execution that is inspired by graduation paraphernalia, we asked KOLs to unbox the kits and shoot their videos as they showcase and react to its contents.
THE PR KIT
VIDEO CONTENT
