Flexible working has become an increasingly popular topic in recent years, with more and more companies realising the benefits of offering their employees the option to work remotely or with flexible hours.

Despite the many advantages of flexible working, however, women still face numerous barriers in the workplace, such as biases and stereotypes that prevent them from advancing in their careers.

To address this issue, Jagran New Media partnered with LinkedIn to launch the Roke Na Ruke campaign, aimed at raising awareness about the benefits of flexible working for women and empowering them to demand flexibility from their employers. 

Smashing glass ceilings

Roke Na Ruke aimed to inspire action and spark conversation around the need for flexible working, especially for women, and to position it as the single-most effective thing employers can do to break workplace biases against women.

The campaign’s primary objective was to create a collective narrative around the theme of “unstoppable” and draw inspiration from nature’s unstoppable forces like the Dhaara (waterfall). JNM and LinkedIn enlisted the support of four powerful and influential women to share their personal stories of how flexible working helped them break barriers and achieve success in their careers.

Vineeta Singh, CEO and founder of Sugar Cosmetics; Sairee Chahal, founder of Sheroes; Saria Nazneen, then a talent partner at Indeed.com; and Jasleen Kaur, then marketing head at Benetton Group, became the voices of the campaign, inspiring women across the nation with their message of fearlessness.

Singh spoke about how flexibility has helped her scale her business, while Chahal talked about the importance of work-life integration for women. Nazneen highlighted how flexibility has allowed her to balance her responsibilities as a mother and a professional, while Kaur spoke about the need for a more inclusive workplace that values diversity and flexibility.

The campaign’s message was clear — no more prejudices, compromises, and complications. Women deserve an equal world where they can be the best versions of themselves, like unstoppable forces of nature. By creating a collective narrative around the theme of “unstoppable,” the Roke Na Ruke campaign aimed to empower women to demand flexibility from their employers and break free from workplace biases and limitations.

Igniting meaningful conversations

The campaign generated a lot of buzz and engagement across various social media platforms. The microsite on Jagran.com received over 700,000 pageviews, and the Facebook page had an engagement rate of 2.34%, higher than the the average engagement rate of 1.23% for the month. The campaign’s overall engagement rate was the highest on LinkedIn, with working professionals resonating with the idea of providing flexibility for women at work.

JNM partnered with women entrepreneurs to bring on board women from different industries to tell compelling and impactful success stories. The women’s stories on social media resonated with working professionals and sparked organic conversations about flexible working and its importance in creating a more equal and diverse workplace.

The campaign’s impact went beyond social media engagement and generated real-life conversations and actions. Women shared their experiences, fears, and inspiring stories, and the Roke Na Ruke campaign inspired more women to demand flexibility from their employers. The campaign highlighted the benefits of flexible working and showcased real-life success stories of women who benefited, inspiring more women to demand flexibility from their employers.

Through the Roke Na Ruke campaign, JNM and LinkedIn succeeded in raising awareness about the need for flexible working for women and its role in breaking workplace biases. By creating a collective narrative around the theme of “unstoppable,” the campaign succeeded in empowering women to be the best versions of themselves and to break free from prejudices and complications in the workplace.

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