ILO-KBR Media “Care Support” campaign boosts awareness of Indonesia’s care economy

JAKARTA, Indonesia (ILO News) - To help drive the implementation of the Indonesia Care Economy Roadmap 2025–2045, the ILO’s Care Economy Programme joined forces with KBR Media, the country’s largest private radio network, to produce a collaborative podcast series titled “Care Support”. This campaign also contributed to the outreach efforts of the recently launched Care Economy Working Group, serving as a key tool to promote and advance care economy policies and initiatives across Indonesia.

With the Care Support campaign spotlighting four of the Roadmap’s seven priorities, we are proud to contribute to its implementation in Indonesia. This initiative also plays a key role in promoting gender equity in the workplace and boosting women’s participation in the world of work.

Gita Lingga, Senior Communications Officer at the ILO

The six-month Care Support campaign, running from October 2024 to April 2025, spotlighted four major issues within the care economy: maternity leave, paternity leave, elderly care and childcare. The campaign aimed to raise public awareness of care-related issues, initiate national dialogue and build stronger support for the Roadmap’s seven priority areas: childcare services, elderly and long-term care, integrated care systems, maternity leave, paternity leave, decent work for care workers and social protection for care economy workers.

“Through a close collaboration with KBR Media, the ILO has championed a range of employment issues,” said Gita Lingga, Senior Communications Officer at the ILO. “With the Care Support campaign spotlighting four of the Roadmap’s seven priorities, we are proud to contribute to its implementation in Indonesia. This initiative also plays a key role in promoting gender equity in the workplace and boosting women’s participation in the world of work.”

With episodes such as “Health Access Is a Woman’s Right,” “Greater Involvement of Men through Paternity Leave,” “Strengthening Elderly Care Programmes,” and “Improving Quality Childcare Services,” the campaign reached more than 84,000 listeners and viewers through various social media platforms.

KBR Media’s expansive network, comprising over 300 local radio stations across 36 provinces, connects with approximately five million daily listeners and over 250,000 young digital followers on social media.

Episodes of Care Support campaign:

This episode discusses how high-quality maternity care serves as the cornerstone of maternal and child health and contributes significantly to overall family well-being.

This episode demonstrates that active involvement of fathers in childcare is not only essential for family well-being, but also plays a critical role in advancing gender equality.

This episode explores various aspects of population ageing in Indonesia—from the challenges faced by older adults and their families to the government's efforts in providing social protection.

This episode highlights how the rising number of working women and evolving modern lifestyles are driving growing demand for daycare services in Indonesia.