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ZOYA: ZOYA Fearless Selection - Single mom

Nowadays, freedom of expression is celebrated and diversity is embraced. But we know that there are still people who are always judged by others; seen as too conforming, less powerful, and unable to speak up: Women with hijab. From the day that they decide to wear hijab, people already expect them to behave in certain ways, to fit into the stereotype of what a "hijaber" should look like, behave, and be. So LUP created our first campaign for Zoya (One of Indonesia's biggest muslim fashion brands) to empower all hijabers in Indonesia to be fearless and confident in the choices they make to be who they are. We want to give them their power and voice back with the message #AmbilPilihanmu (MakeYourChoice): You’re a single mom with 2 kids? That’s awesome, keep up the good work! Still single and pushing 30? So what?!

For the original version (in Bahasa), we start this campaign with posts on Social Media & continue all over Indonesia through print, billboard, Video/TVC, PoSM, & On-ground activation.

It’s time for all Indonesian muslim women to stand for what they believe in and shine as the best version of themselves.

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