|Title||MY LAST DAY AT SCHOOL|
|Brand||WAHANA VISI INDONESIA|
|Product / Service||WAHANA VISI INDONESIA|
|Category||B03. Social for Mobile|
|Entrant||MIRUM AGENCY Jakarta, INDONESIA|
|Idea Creation||MIRUM AGENCY Jakarta, INDONESIA|
|Media Placement||MIRUM AGENCY Jakarta, INDONESIA|
|Production||MIRUM AGENCY Jakarta, INDONESIA|
|Production 2||CAROUSEL PLAYHOUSE Jakarta, INDONESIA|
|Alif Ibrahim||Mirum Jakarta||Creative Group Head|
|Hendry Wibisono||Mirum Jakarta||Associate Creative Director|
|Raden Astra||Mirum Jakarta||Associate Creative Director|
|Pandu Attahiyyat||Mirum Jakarta||Producer|
|Bandaro Elgazali||Carousel Playhouse||Film Director|
|Dimas Danardana||Carousel Playhouse||Video Editor|
|Isabella Wiranata||Mirum Jakarta||Video Editor|
My Last Day at School is a social campaign showing a day in a life stories of different students who are at risk of dropping out of school. Utilizing Instagram Stories we show how their day is going, and what struggles that they must face every day. And like Instagram Stories, their stories will be gone after just one day. Emphasizing on how fragile their life situations are.
We launched the campaign with 3 different stories on Instagram. Each of the stories linked to the page where people can make a donations to help the kids in the stories. For a month, we launched the stories organically, and with the help of social media influencer to generate initial buzz. From that point on, the video catch people's attention, who then willing to spread more of the stories in their own account.
Not only that these stories has reached more people on social media, but they also moved people to share these stories on their own social account. This inspire us then, to make the video stories accessible for everyone to share. The campaign generating organic exposure, increasing our web traffic four-fold, and securing a minimum of 5000 USD in donations in the first 2 weeks alone. And all of this, with zero media budget.
We want to make the stories of kids who are at risk of dropping out of school relevant to todays young generation. We all knew that people share their daily life on social media. And Instagram is the best place for our campaign to show the contrast of what happen to other kids who are less fortunate. The nature of Instagram stories that only last for 24 hours, also strengthen the message of "My Last Day at School" campaign.