Why is this work relevant for Integrated?

The importance of wearing a mask even though you are vaccinated in the midst of the pandemic is a communal awareness that needed to be addressed constantly. Meaning that a 360 campaign such as #MaskMarriesVaccine with its ability to successfully communicate to a large sum of audience. By carefully crafting strategy and message based on unifying symbols among Indonesian, our campaign found a way to make everyone feel included despite the differences. The campaign effectiveness helped this country, in persuading Indonesian to keep wearing mask even after having Covid-19 vaccination.

Background

2021 was the worse year for Indonesia’s Covid-19 situation, especially in July where the daily new cases reached 54,000 and the loss of loved ones, friends and family became daily news. In August 2021, it was expected that 70 million people will get vaccinated. The high number has made Indonesians over confident of the situation resulted in people letting their guard down and decided that it was unnecessary to wear a mask. Hence, Gerakan Pakai Masker (Wearing Mask Movement) an NGO focusing on increasing the importance of mask wearing had to come to the rescue and deliver the importance of wearing a mask, with or without vaccine!

Describe the creative idea

With endless amounts of Covid-19 communications, people were getting tired, and choose to ignore. Indonesians are communal and love festivities, especially weddings. We made a twist to this knowledge, by utilizing wedding invitation as a medium to spread message of the importance of wearing mask even vaccinated. The connection between weddings and Covid-19 may seem odd but the marriage of mask and vaccine was something to be celebrated together. A wedding invitation poster was created, provoking the nation to think it was a real wedding invitation. In reality, it was a public service announcement of the importance to keep wearing your mask even after being vaccinated. The two shall never be separated, Mask and Vaccine.

Describe the strategy

Indonesia consists of 17,000 islands, 300 ethnic groups and 6 official religions. Not to mention many dialects and local languages. This diversity has often made quite challenging to be able to communicate the importance of mask and vaccine. Gerakan Pakai Masker (Wearing Mask Movement) wanted to create a communication that is impactful yet provoking enough to promote wearing mask even though you are vaccinated. This PSA campaign is equally important to all Indonesians; hence it was targeted to everyone in the country. The goal of the campaign was not only to make people aware of the importance of wearing your mask even though you are vaccinated. But also that people will actually be INTERESTED to read the message being delivered. It needs to look casual, eye catching and share-worthy.

Describe the execution

Introducing #NikahkanMaskerVaksin(#MaskMarriesVaccine) a 360 campaign that went from September to November 2021. Consisting of poster, TVC, radio and digital campaign in the form of a wedding invitation that was sent across Indonesia for the wedding of the couple of the year – Mask & Vaccine. The poster invitation was designed into 5 Indonesia’s main religion wedding invitation theme; Buddhist, Christian, Hindu, Muslim, National. The content was then constructed accordingly, with words and symbols that resonate to all Indonesians. The time, location, name and title of couple and their parents written into messages reminding the importance of keep wearing mask when vaccinated. Content video and radio commercial also created, visualizing the marriage between Mask and Vaccine, in light-hearted way. Television, radio and social media being used to spread the content, with digital channels creatively utilized activities in building audience engagement. These activities were maintained to reach all target audiences at once.

List the results

#MaskMarriesVaccine was a national sensation. The campaign lasted 3 months with invitations that made it possible for everyone to attend (become a part of) on social media by posting themselves using the #Nikahkanmaskervaksin. As of November 17, 2021, 72 percent of Indonesian stated that they were wearing face masks when in public places, compared to 54 percent on Feb 24, 2020 (Source: Statista 2022) •The campaign became a sensation with more than 7.3 million in media impressions. •A staggering total of 4 million digital owned & media reach, with an increase of 4.60% engagement rate. •Number 1 trending topic on twitter - 27 September 2021. •4 million USD in earned media value. Despite the pandemic situation, the #MaskMarriesVaccine was definitely the wedding of the year in Indonesia, it was highly anticipated and celebrated by the nation who simultaneously saying I do. I do wear my mask even though I'm vaccinated!