Strategic social marketing to foster gender equality in Indonesia

ABSTRACT

Gender equality is still facing many challenges in Indonesia; this also includes a prominent problem of gender-based violence. Social marketing approach has been used to promote gender-equality programmes tackling gender-based violence. MenCare+ is one of the examples of programmes in Indonesia that engage men with multicomponent, strategic, involves campaigns, education, training and policy advocacy with a number of objectives including improving access to services, increasing sexual and reproductive rights, and fostering gender equality. Some achievement has been made such as MoU with local government to promote male involvement in the use of contraception. However, gender-equality movement is still needed in order to change the mind set and paradigm towards gender equality, and social marketing can become a powerful tool to do it.

Abbreviations: MoU: memorandum of understanding; NGO: non-government organization

KEYWORDS:

• Women empowerment
• Indonesia
• male engagement
• gender equality
• social transformation
• gender based violence

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Irma Martam

Irma Martam has 20 years experience working as a qualitative researcher, involved in Pulih Foundation, a center for violence prevention and intervention, working on gender based violence issue using a Social Marketing approach.