Indonesian women are always practicing the art of walking a tight rope. For them, achieving personal ambitions takes a little more than just will power. It demands a mastery in harmoniously balancing familial expectations and personal goals. And while honing this balancing act, women are often faced with judgements that contest their intent and ability, seeding in self-doubt, forcing them to choose one role over another.

Having to make these choices prevent women from rising up the corporate ladder and holding leadership positions. Indonesian women in senior leadership roles declined from 44% in 2015 to 20% in 2016. The major reasons being parenthood (41%) and other family obligations (41%). (https://bit.ly/2LokpdE)

As a brand that encourages women to find their strength beautiful, Pantene wanted to encourage women to use their strength to make the choice to NOT make choices when it comes to the roles they want to take on.

We orchestrated a plan that would turn a simple question into a nationwide conversation. First, we seeded the all-important question of “Who says we can’t” with KOL’s and Pantene brand ambassadors asking their followers about what stops them from achieving their dreams.

We fueled the conversation further with PR articles, conversation segments on Indonesia’s biggest TV talk show, “Hitam Putih” (black & white).

The song was featured on music platforms like radio, iTunes, Joox, Spotify and YouTube, adding to its popularity. Anggun performed the song in a sing along format at RCTI’s (TV channel) 29th anniversary.

We also got Indonesia’s Oprah, Najwa Shihab to interview Anggun in a heartfelt interview to delve deeper into the story of her duality. And finally, Pantene KOL’s and their stories were featured on the cover of Femina magazine’s 10th anniversary edition.