Voice It Out

Brief
Google Voice Search had been sitting quietly on millions of phones in Indonesia for years. People had it. Almost no one used it. The brief was to get more Indonesians to use the feature.

Insight
Indonesia has one of the widest gender gaps in the world. Girls grow up hearing more criticism than encouragement, and that shapes whether they feel entitled to speak up. So we reframed the mission, how can we turn the mic UI into more than just a feature but a place to raise their voice louder than the biases and get unbiased, empowering information.

Idea
On International Women’s Day, we partnered with Voice of Baceprot, the first-ever hijab-wearing, female rock-metal-trio. Their voices and lyrics were taking on societal biases and 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.