Priyanka Sharma, branded content senior manager (creatives) for the Delhi digital publisher, says women across a variety of industries began to share their organic stories on LinkedIn.

COVID-19 had impacted women’s careers as they took on ‘work at home’ roles, the dual responsibility of work and family impacting their ability to give their best in both the situations.

“In fact, many women have had to step away from the workforce in the wake of burgeoning familial responsibilities,” she says in an INMA blog.

“Keeping this in mind, Jagran New Media created a video series and campaign revolving around women that focussed on empowerment. It attempted to normalise the need for flexibility and break biases in the workplace.”

Jagran and LinkedIn partnered to create a collective narrative about flexibility for women at work, aiming to stimulate conversation and inspire action around the need for flexible working, especially for women, and position it as the single most effective thing employers can offer to break workplace biases against women.

Four powerful and influential women – Sugar Cosmetics founder Vineeta Singh, Sheroes founder Sairee Chahal, Indeed talent partner Saria Nazneen, and Benetton Group marketing head Jasleen Kaur – came on board to give voice to the message.

“Each of these represented a facet of working women,” says Priyanka. “They spoke up on their social media platforms about how flexible working can be a powerful tool for achieving one’s goals and leading a meaningful life.”

The campaign focused on four elements: the inequalities women face in the workplace, the realities of flexible working, the stigma associated with career breaks, and the changes needed to normalise, humanise, and reset flexible work to make it work for everyone.

The campaign hashtag (#RokeNaRuke) went viral on social media, and women across a variety of industries started sharing their organic stories on LinkedIn. “They shared their experiences, fears, and inspiring stories,” says Pryanka. “We successfully created an impactful cross-platform campaign that included the microsite, Facebook, Instagram, Twitter, LinkedIn, YouTube, native articles and influencers.

“More working professionals on LinkedIn resonated with the idea of providing flexibility for women at work so that platform attracted the best overall engagement rate. However, Facebook and YouTube views and engagement clearly showed a wider and broader reach. The article pages received more than 700,000 pageviews on the microsite.”

The Jagran team was leveraged to partner with women entrepreneurs, helping the publisher bring women from different industries onboard. “Everyone came together for the collective narrative of flexibility at work for women.”