Ride hailing company Gojek has partnered with the Indonesia’s Ministry of Empowerment, Women and Protection of Children to raise awareness on women and children’s security on public transportation. According to the The Jakarta Post, both parties aim to also empower women to be “financially independent through business and technology”.
Through this partnership, the ministry will conduct workshops and trainings for Gojek’s service team and drivers. Shinto Nugroho, chief of public policy and government relations at Gojek said in the article that the company will further support the government in ensuring that women and children feel safe when using Gojek’s services. Marketing Interactive has reached out to Gojek to find out more about the partnership and its marketing efforts.
Prior to the partnership, Gojek has been conducting several educational workshops on sexual violence for its drivers. In addition, the ride hailing company inked a deal with the international women’s right organisation Hollaback! and incorporated safety features on its app. These include an emergency button, “share my trip”, as well as insurance coverage for all riders.
Nugroho explained in the article that its lifestyle services on GO-LIFE is dominated by female partners, and expressed the importance of female partners in its ecosystem. However, she also said that the company is well aware of the risks involved in the face-to-face interaction with clients. To increase the security of the ecosystem against sexual harassment, GO-LIFE launched the #MulaiRespek movement. This movement was in line with the campaign against sexual harassment, specifically female partners. According to Gojek, GO-LIFE aims to enhance overall ecosystem security through education to partners, users and service innovations.
In addition to this, GO-LIFE is in collaboration with the Criminal Investigation Unit of the National Police for the Protection of Women and Children (PPA) to conduct counselling on preventive actions and countermeasures when threatened. This partnership also includes exposure to work protection from the Manpower Social Security Organising Agency (BPJS) and training containing basic martial arts techniques for more than 3500 GO-MASSAGE partners in 35 cities in Indonesia.
Most recently, former Gojek CEO and co-founder Nadiem Makarim joined the Indonesian government as the minister of education and culture. Gojek told Marketing Interactive in a statement then that Gojek group president Andre Soelistyo and Gojek co-founder Kevin Aluwi will share responsibility for leading the company through its next stage of growth as co-CEOs.
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