TWO MILLION HANDS TO CLEAN UP JAKARTA

TitleTWO MILLION HANDS TO CLEAN UP JAKARTA
BrandCLEANUP JAKARTA DAY
Product / ServiceCLEANUP JAKARTA DAY
CategoryG04. Social Behaviour & Cultural Insight
EntrantM&C SAATCHI INDONESIA Jakarta, INDONESIA
Idea Creation M&C SAATCHI INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Anish Daryani M&C Saatchi Indonesia Founder & President Director
Dami Sidharta M&C Saatchi Indonesia Executive Creative Director
Elki Hendria M&C Saatchi Indonesia Executive Planning Director
Erlita Putranti M&C Saatchi Indonesia Copywriter
Susila Hendri M&C Saatchi Indonesia Graphic Designer
Putri Rahayu M&C Saatchi Indonesia Associate Integration Director
Ria Isnaeni M&C Saatchi Indonesia Strategist
Rumi Jalaludin M&C Saatchi Indonesia Art Director
Affan Abdul M&C Saatchi Indonesia Art Director
Erwan Priyadi M&C Saatchi Indonesia Graphic Designer

Why is this work relevant for Brand Experience & Activation ?

This campaign was more than just a ‘Public Awareness’ campaign. It was, in fact, a ‘Public Action’ campaign, where 1 million residents of Jakarta took to the streets to rid the city of plastic waste and trash. It is this consorted and voluntary Public Action that makes this campaign relevant for Brand Experience and Activation. The entire campaign was about getting volunteers to turn out across 30 clean up centres to tidy streets and localities, and march to the closing ceremony in Jakarta's landmark of Monument Nationale (Monas).

Background

Situation: Littering is a social issue in Indonesia, where the country throws over 190,000 tons of trash into the streets EVERY SINGLE DAY. Jakarta, with a population of 10.8 million, is the largest contributor to this waste, contributing 6,700 tons-of-trash/day. Though the government is taking measures to clean trash, the problem lies in the behaviour of people–where proper waste management isn’t part of the culture, with people throwing trash from their home/car windows, or while walking on the streets. Brief: Appeal to the activism quotient in the people of Jakarta to become volunteers in a Cleanup Drive on 15th September 2018, coinciding with World-Cleanup-Day. Objectives: Increase the number of volunteers for Cleanup Jakarta Day from 90,000 in 2017 to 500,000 in 2018; Increase sponsorships by 300%; Create higher awareness about proper waste disposal; Increase garbage collection from 20 to 50 tons; Get Government's support; Get media to cover the event.

Describe the creative idea (20% of vote)

INSIGHT: When we hold something filthy in our hands, our first reaction is to get rid of it. In most other countries, we’d look for a trashcan or dustbin to get rid of it. But most people of Jakarta don’t think twice before releasing it from their hands – making the streets, windows, corridors, buses, trains and taxis their trashcan! IDEA: YOUR CITY NEEDS MORE HANDS The same hand that once littered can also be the hand that’ll now clean. The idea was to appeal to the city dwellers at a personal and emotional level… their city needed a helping hand, or hands, to remain habitable. With utter simplicity, we would now focus on making it easy for people to get involved with the campaign, and get an opportunity to make a positive change to their environment.

Describe the strategy (20% of vote)

Cleanup Jakarta Day was carrying out a cleanup activity for the 6th consecutive year. So far, the volunteers had used their “HANDS” to pick up trash, the trash created by people who in turn used their own hands to litter it in the first place. Our strategy was to raise consciousness that the same hand that litters can also be the hand that cleans. This would be a key factor in the behaviour change – when people would think twice before throwing trash. Another strategic move to get more hands on deck for the cleanup drive was to make the registration system easy and painless, both for the organisers and interested volunteers. By automating the registration process with an online form on the landing page, we were able to get many more volunteers. We used their data to run lookalike campaigns, leading to lowest Cost per Lead possible (CPL $0.08).

Describe the execution (30% of vote)

The call to action had to appeal at a personal level. As citizens, people often become sensitive to the civic needs of their city. So, telling them that the city needed their hands would create both empathy and persuasiveness to contribute to the campaign. We created the city’s skyline and cityscape with an iconic key visual, using the “yellow gloves” used to pick up the trash at Cleanup Jakarta Day. The Campaign Logo was a “recycle” symbol created out of hands. The campaign was executed in three phases: 1.Awareness: Website, Social-Media 2.Participation: PR, Posters, SEM, SEO,Web, Retargeting ads, Cleanup Event 3.Amplification: Media presence at the event and our Activist approach through influencers to reach maximum people, at the lowest possible cost. We started the campaign just 2 weeks ahead of the cleanup event -15th September- delivering maximum impact. We spent only US$ 2,300 to get 1,050,000 volunteers to join us!

List the results (30% of vote)

Spending merely US$2,300, we achieved: •1,050,000 Volunteers (201% vs target). •102 tons of trash collected (104% of target & 500% vs. 2017) •30 Registered Communities participated •28 large corporate bodies, 3 universities, 50 public and 13 international schools joined in •Support from the Government of Indonesia – Coordination Ministry for Maritime Affairs and Ministry of Public Works supported the campaign •Support from the DKI Jakarta Government - His excellency, the Governor of Jakarta, Bapak Anies Rasyid Baswedan ordered the RT/RW employees to support the cleanup efforts •National Environmental Service and the Education Office with all state schools supported the initiative •Media Support – 48 online media, 22 Print media and 2 National TV channels covered the event •495% increase in total fans across FB and IG, and the Engagement Rate was a whopping 17% vs. industry benchmarks of 1.33%.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Changing social behaviour towards trash was at the heart of this campaign. Proper waste management isn’t part of the culture, and no questions are asked, nor penalties apply, when people throw trash from their home /car windows, or while walking down streets. When we hold something filthy in our hands, our first reaction is to get rid of it. In most other countries, we’d look for a trashcan or dustbin to get rid of it. But for the people of Jakarta, they don’t think twice before releasing it from their hands – making the streets, windows, corridors, buses, trains and taxis their trashcan! By raising consciousness that the same hand that litters can also be the hand the cleans, we believed we could bring about behaviour change. If we could get people to think twice the next time they hold something filthy, hopefully they’d dispose it in a real trashcan.

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