Raden Adjeng Kartini was a pioneer for women's education in Indonesia. In 2024, for the 145th anniversary of the activist, YouTube APAC asked us to create a series of short-form, unscripted content as part of their People Like Me initiative about 5 modern-day "Kartini" - in order to inspire a thousand more.

And Seribu Kartini (A Thousand Kartini) was born.

Using 5 different YouTube content creators, we delved into their life stories, the struggles they faced, and how their persistence and courage allowed them to always be themselves - carrying the spirit of Kartini.

In partnership with YouTube Creative Studio APAC.

Leveraging the power of each YouTube’s creator community, we asked every Indonesian women to share their heart out to other everyday Kartinis with Dear Mbak Kartini - inspired by the popular Swiftie-trend in Indonesia called Dear Mbak Taylor, that used Taylor Swift songs to express feelings and thoughts.

Beyond just inspiring a new generation of women, our campaing managed to change the life of one of the YouTube Creators.
Inspired by Arih’s life story, the Indonesia Minister of Social Affairs followed up after the launch, gifting her a bionic arm.