Why is this work relevant for PR?

In Indonesia, the negative stigma on single mother often covers the fact that it is hard for them to live and raise their children alone. So we create a social experiment film to reveal the truth, and change perspectives towards working single mothers. The film initiated public figures and politicians to talk about it, even pushing a government policy to support single mothers in this pandemic.

Background

LinkAja, a brand who believes in equal rights to financial access, wanted to stand up for 7.9 million Indonesian single mothers in Indonesia, who work as the breadwinner for their family, yet their status are still being judged as taboo in the society.

Describe the creative idea (20% of vote)

We created a social experiment film to reveal the truth, by asking the people who deserve to judge them the most. Their kids.

Describe the PR strategy (30% of vote)

"Many moms feel guilty when she became a single mother. While the children don’t actually feel that it was a mistake." That is the insight and key message that become the foundation to create this film, especially in Indonesia where becoming a single mother is still being considered as taboo in the society. We create a social experiment film to reveal the truth, and change perspectives towards working single mothers. To spark the conversation, we launched the film on National Father's day. So, Happy Father's Day to all Single Mother.

Describe the PR execution (20% of vote)

We launched the film on National Father's day (2020, November 12) with the message "Happy Father's day to all single mother" and asking all single mother's kids in Indonesia to give their mother appreciation in Father's day. We maximised the social media role in our own assets, by mentioning public figures, politicians, and activists that are related to the topic. In just one day, the film got massive organic views and impressions in Indonesia.

List the results (30% of vote)

Only in 1 day, the film got 2 Million organic views, 2.3K organic shares, in its own channels alone. Becoming the most shared content for the brand in 2020. The film also initiated public figures and politicians to talk about changing perspectives towards working single mothers, even pushing a government policy to support single mothers in this pandemic.