Why is this work relevant for Branded Content & Entertainment?

During large-scale social restrictions in Indonesia the number of mental health problem is also raising, while at the same time conversation about mental health is still not common in Indonesia.

Background

To help people become more aware of mental health issues caused by COVID-19, we created a digital campaign to spread the awareness of "The 5 Stages Of Grief": Denial - Anger - Depression - Bargaining - Acceptance. An emotional labeling knowledge that can help people cope with the pandemic grief. Create a campaign lead to a deep mental health online class on the website.

Describe the creative idea

We launched a short movie, entirely shot from home: “Sepuluh Meter” (10 meters). It tells a heartwarming story about everything that happens on a man's computer screen that helps him accept the pandemic situation. The movie will become a bridge to bring the conversation about mental health through e-book and online mental health class in the website.

Describe the strategy

We’re targeting the campaign to the young and adults in big cities, riding on the raising needs of online entertaiment by make and launching a Short Movie on OCBC NISP’s youtube channel, a light heartwarming story to tell everyone that it’s okay to be not okay. The story will lead people to the full deeper conversation abot mental health in the brand website.

Describe the execution

Before the movie launch, we’re using a mega celebrity in Indonesia (Ringgo Agus Rachman) to share his vulnerability in social media, start to bring up the conversation about stress in pandemic time. Then we launch the movie together with XXI (Largest movie theatre chain in Indonesia) as their 1st online movie that can be watched for free in youtube. All process are done remotely from Director’s, crew, and actors’ house.

Describe the outcome

1,1 Million Views just in the first 2 months of movie released, coved and reviewed by 82 local news channel (worth IDR 4,2 Billion), 3 Million reach on social media, full booked in all 10 mental health online classes, and because we’re also featuring the scene of online banking on the movie the OCBC NISP Mobile Phone download also raise to 114%