Title | FIGHTING COLOURISM IN INDONESIA |
Brand | CLEAN & CLEAR/ PT JOHNSON & JOHNSON INDONESIA |
Product / Service | CLEAN & CLEAR |
Category | A01. Glass |
Entrant | DDB GROUP INDONESIA Jakarta, INDONESIA |
Idea Creation | DDB GROUP INDONESIA Jakarta, INDONESIA |
Production | DDB GROUP INDONESIA Jakarta, INDONESIA |
Name | Company | Position |
---|---|---|
John Bailey | PT Inazuma Indonesia/DDB Group Indonesia | President Director/Executive Creative Director |
Rangga Immanuel | PT Inazuma Indonesia/DDB Group Indonesia | Creative Director |
Richard Maramis | PT Inazuma Indonesia/DDB Group Indonesia | Creative Group Head |
Dea Bagja | PT Inazuma Indonesia/DDB Group Indonesia | Copywriter |
Andri Putra | PT Inazuma Indonesia/DDB Group Indonesia | Strategic Planning |
Prita Widyaputri | PT Inazuma Indonesia/DDB Group Indonesia | Account Service Director |
Nenden Santika | PT Inazuma Indonesia/DDB Group Indonesia | Account Executive |
Heilda Pravitria | PT Inazuma Indonesia/DDB Group Indonesia | Project Manager |
Too prove to Indonesian teen girls that dark skin is not only ok, but is also beautiful, and that girls with darker skin have every right to be as confident and successful as those with fair skin.
The campaign ran on youtube, facebook with a social experiment film and a product driven mainstream media TV film. Bloggers pushed instagram stories and organic social media was expected and received. every piece of communication led to an online pledge, where anyone could take a pledge to stand against colourism. The campaign ran for initially for three months but continues today in a slightly different form. The aim to give teen Indonesian confidence to be proud of who they are.
Social media responded to the campaign on mass… And in less than a month 1.3 million people took the pledge. Clearly this is a relevant social message and something Clean &Clear plan to continue will the comming years.
There was no need to gather data as the colourism issue in Indonesia is very obvious. The target audience went beyond our target market of teen girls but to all Indonesians. The approach was to ensure our campaign created as much social; chatter as possible and create talk in the media about colourism and to have as many people as possible to take a pledge to stand against colourism.