Men’s Involvement on Promoting Gender Equality: Case Study of Campaign by “Laki-Laki Peduli” in Indonesia

Faculty of Communication Science, Universitas Padjadjaran, Bandung - Indonesia

^* Corresponding author: detta@unpad.ac.id

Abstract

Men can take parts in promoting the agenda of gender equality in many ways, ranging from; grassroots campaigns, advocacy, and education programs. In Indonesia, one of the few movements which particularly prominent is a campaign by Laki-Laki Peduli (LLP). This research used qualitative descriptive approach to explore and analyze the strategy that has been used by LLP’s campaign, especially on how they used various media to construct a message which can be accepted by Indonesian society who’s still largely embraces patriarchal culture. It has been found that LLP’s use TVC and short movies to amplify their message on the importance of fatherhood, showing a more positive concept of masculinity, and to encourage men to play an active role in becoming partners with their wives. Furthermore, they also utilize various digital media to help spread the awareness about the importance of men’s involvement on gender equality.