The Brief

Indonesia generates 350,000 tons of newspapers and 448.000 tons plastic bag waste every year. As one of the largest English newspapers in Indonesia, The Jakarta Post is aware that it contributes to the millions of daily paper wastage. To reduce the environmental impact of the ever mounting waste, The Jakarta Post organized RENEWS. A collaborated movement with WWF that promotes the reutilization of old newspapers as paper bags among the readers and the general public before they've gone completely useless.

Creative Execution

The Jakarta Post as one of the major newspaper in Indonesia is aware that their product wastage has been contributing environmental effect with its one-day life cycle. Using the product itself as the idea, we make a solution that gives old newspaper a new purpose and longer life cycle. The RENEWS bag also make old news contents re-alive.Not only people could reread them in bag form but it also could make millions RENEWS bag design possibilities by its news, comic stripes, illustrations and advertising contents.It also adds more value by saving earth through paper bag and greatly reducing plastic bags.

Describe the creative solution to the brief/objective.

We make the manual for 7 easy step to make RENEWS bag and publish it through website and email,viral video,direct brochure,X-banner,print ad,celebrities, ambient and guerilla advertising. After the manual has been spread, we held workshop on public spaces to create 'Agent of Change; A volunteers that can lead people on 'how-to-make-renews-bag' towards their communities.We held The Exchange Day to encourage people to exchange their plastic bag into renews bag.In collaboration with retail stores and supermarket, we reduce plastic bag waste from which they derived: at cashier. The cashiers will lead the costumers to use renews bag rather than plastic bag.

Results

There is no exact quantifiable result because this timeless movement is uncountable due to its multiplying growth. As we speak, workshops are still running throughout Indonesia and thousands of renews bag are being made. Hundreds of outlet and retail stores are now producing their own renews bag as their main bag and have became a trend. This has boosted The Jakarta Post's image as a newspaper that pays serious attention towards the environmental impact and actively manages its own product waste. For WWF, this movement became a pilot project to encourage individual participation in helping to protect the environment.