New Delhi, India – The Indian arm of the ridesharing platform Uber and dentsu international’s digital agency arm Dentsu Webchutney has launched a new campaign called ‘#WithinHerReach’ which aims to make work opportunities closer and accessible to women.
The latest campaign is released as a print ad on the first page of the national newspaper The Hindustan Times and has already started leading narratives on the subject across LinkedIn, Twitter and Instagram and among key decision-makers from the workforce.
#WithinHerReach, originally launched by the two companies last year, was in response to the fact that 3 in every 5 women limit their career opportunities within a radius of 1 kilometre from their respective homes – even at the cost of a higher paying job. Evidently, this highlighted the stark gender commute gap among the country’s workforce.
In response, Uber has decided to drive conversations that support work from home (WFH) as a consistent option for women, driven by the current global states of the world due to the global pandemic.
“2020 has been a year to forget but it did have one silver lining. More Indian women entered the workforce during the pandemic-induced lockdown, attracted by the possibilities of working remotely and on flexible hours,” said Sanjay Gupta, marketing director for APAC at Uber.
He added, “Participation of women in India’s workforce rose to 37% as of July-end from 30% in April. As we enter the new normal, let’s continue to fuel this momentum and make flexible work and WFH essential elements of corporate India.”
Speaking about the campaign, Priyanka Borah, vice president at Dentsu Webchutney said, “It’s safe to say that geography is history. With WFH and remote-working opportunities, fewer women will feel compelled to drop out of the workforce. And as a result of this, more women will grow into senior leadership roles. It’s taken a pandemic for us to get here – but it’s important we seize this silver lining to move forward.”