IW focused on examining how pandemic-induced family dynamics could be used to modernize gender roles. ID COMM was challenged to target and to positively influence gender norms among urban millennials.

ID COMM spearheaded the #BersamaBerperan (Together Sharing Role) digital campaign over six months, as a collaborative effort with 16 independent partners, including influencers and media. This participatory approach aimed to engage partners by sharing personal experiences, fostering a sense of involvement and value, and leading to genuine engagement and a change in gender norms.

The campaign generated a remarkable 36 million views, double the initial target. It was an accomplishment in influencing modern gender norms, with audiences embracing progressive childcare roles and breadwinning responsibilities.

Investing in Women commended ID COMM’s innovative approach and expertise, validating our efforts and highlighting the campaign’s significant impact on changing gender perspectives among Indonesia’s urban youths.