| Title | A GIFT OF INNOCENCE FOR MR. PRESIDENT |
| Brand | JATAM MINING VICTIMS ADVOCACY NETWORK |
| Product / Service | PUBLIC SERVICE |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | GREY INDONESIA Jakarta, INDONESIA |
| Entrant Company | GREY INDONESIA Jakarta, INDONESIA |
| Advertising Agency | GREY INDONESIA Jakarta, INDONESIA |
| Name | Company | Position |
|---|---|---|
| Randy Rinaldi | Grey Group Indonesia | Account Management |
| Galih Dion Prayoga | Grey Group Indonesia | Copywriter |
| Adyasa Devindra | Grey Group Indonesia | Copywriter |
| Berry Dawanas | Grey Group Indonesia | Senior Art Director |
| Ogi Prayoga | Grey Group Indonesia | Senior Art Director |
| Randy Rinaldi | Grey Group Indonesia | Executive Creative Director |
| Ivanul Furkhan | Grey Media | Media Director |
Result: Within minutes of the delivery of the bust statue (a gift created by Porong Sidoarjo children), people talked about the Porong Sidoarjo children's innocence and shared their story through social media, mass media and instant messages. Effectiveness: National TV news, national newspapers and online news channels covered the campaign without any media budget but managed to make approximately 1 million US dollars worth of media impression.
Media Team Interpretation: A gift of innocence for Mr. President is interpreted as a newsworthy story that can become a media magnet. Media Implementation: Use of mix media that started with a big conversation on social media such as facebook, twitter and online forums, then it created a snowball effect and became big headlines on conventional media such as national newspapers and national TV news.
Communication Objective: With a more persuasive and empathical way, to urge President SBY to take firm actions in resolving the problems of mudflow victims in Porong Sidoarjo, East Java that has been dragging for 7 years. Target Audience: All Indonesians that have an emotional awakening towards the problems that are being exposed by Mining Victims Advocacy Network or Jaringan Advokasi Tambang (JATAM). Insight: Porong Sidoarjo children, that are also mudflow victims, have positive minds in addressing this incident. Idea: A gift of innocence for Mr. President.