FIGHTING COLOURISM IN INDONESIA

TitleFIGHTING COLOURISM IN INDONESIA
BrandCLEAN & CLEAR/ PT JOHNSON & JOHNSON INDONESIA
Product / ServiceCLEAN & CLEAR
CategoryA01. Glass
EntrantDDB GROUP INDONESIA Jakarta, INDONESIA
Idea Creation DDB GROUP INDONESIA Jakarta, INDONESIA
Production DDB GROUP INDONESIA Jakarta, INDONESIA

Credits

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

The Campaign

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.

Creative Execution

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.

Links

Website URL