Results and Effectiveness

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. This campaign has boosted The Jakarta Post’s image as a newspaper that pays serious attention towards the environmental impact of its activities 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.

Creative Execution

We make the manual for 7 easy step to make RENEWS bag and publish it through website and email blast, viral video, direct brochure, X banner, print ad, celebrity endorsement, ambient and guerilla advertising. After the manual has been spread, we held workshop on public spaces to create 'Agent of Change'. A skillful volunteers that can lead the guide on “how-to-make-renews-bag” towards their respective 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.

Insights, Strategy and the Idea

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 very aware that it contributes to the millions of daily paper wastage. Using the product as the idea itself 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. This solution not only gives old newspapers a new purpose, but also helps in reducing plastic bags dependance by reutilizing newspaper wastage in paper bag form as a product labeled “RENEWS”.