Commemorated every March 8, International Women’s Day aims to bring attention to the social, political, economic, and cultural issues facing women around the world. Cerita Roti, a subsidiary under Kenangan Brands, known for their “roti selembut awan” slogan and their focus on the development of mothers and children as one of its target markets, appreciate this momentum by launching “Perempuan dan Cerita Mereka”. Through this campaign, Cerita Roti invites consumers to participate in supporting Indonesian women who are the sole breadwinner of their families, while also developing their MSMEs
Cynthia Chaerunnisa, Chief of Marketing Officer and Co-Founder of Kenangan Brands explained that the Perempuan and Cerita Mereka campaign was a small step aimed at helping the business development of Indonesian women.
“Cerita Roti is a brand that is inseparable from women’s presence apart from our main target consumers are women, Cerita Roti itself also has many great women who work behind the scenes, helping us to grow as we are today. Therefore, as a form of appreciation for women, Cerita Roti hopes that the ‘Perempuan dan Cerita Mereka’ campaign can help Indonesian women build and develop businesses, and ultimately contribute to the welfare of their families lives,” explained Cynthia.
“We really appreciate Cerita Roti and Kenangan Brands team who are willing to collaborate with YCAB Foundation to help Indonesian women in commemorating International Women’s Day this year. Through the ‘Perempuan dan Cerita Mereka’ campaign, we hope that the women we foster may obtain something better for themselves, a better education for their children, and fulfill their needs to improve the welfare of their families,” said Veronica Colondam, CEO and Founder of YCAB Foundation.
YCAB Foundation aims to create a thriving world where youth and mothers are empowered through love, hope, and opportunity to be liberated from generational poverty in sustainable ways. This collaboration is hoped to bring sustainable change to the welfare of Indonesian families.