Why is this work relevant for Media?

This campaign highlights the insights, strategy, media implementation, and the result of the effort from Indonesian Covid Task Force to persuade people not to go out of the homes in Jabodetabek area during the mass mobility restriction in the month of July – August 2021.

Background

July 2021 was the worst month of Covid-19 pandemic in Jakarta, Indonesia. Infection and death rate were at the highest. The local government had the mass mobility restriction, but many people still ignored this warning and still going out freely. Therefore, Indonesian Covid Task Force needed to turn the situation around quickly; lower Covid-19 infection rate in Jabodetabek area by urging people not to go out to minimize the spread of the virus

Describe the creative idea / insights (30% of vote)

Our insight was these ignorant people didn’t believe they could be infected by Covid-19 and neither they were afraid of the death risk. Additionally, we observed that these ignorant people didn’t hide their intentions to go out; still using the same routes & the same transportation mode.

Describe the strategy (20% of vote)

We targeted 14+ years old people in Jabodetabek area and the campaign started by putting the message on TV nationwide as medium with highest reach; but since it might not be the most impactful medium, we also had strategy to further strengthened the impact at the hard-hitting points outside homes. The follow up strategy was to aggressively show the message in highly noticeable places so that ignorant people who were still outside would clearly see it. We wanted those ignorant people to knew that the government knew that they were outside when they were not supposed to be outside. We hope that by seeing the message outside, these ignorant people would be reminded, in a hard way, that they ought to postpone their desire to be outside.

Describe the execution (20% of vote)

o The campaign ran between July 14th 2021 to August 8th 2021. o We started off with TV ad for ignorant people to saw our message clearly, we then put the message using one of their preferred transportation modes, the online motorcycle taxis; whose routes were especially picked in the vicinity of ignorant people's favorite places, such as shopping malls and various hangout places. o Another preferred mode is the commuter line, where we used pre-roll ad to appear before people could get connected to the free Wi-Fi at all Jabodetabek commuter line stations. o We also used the digital billboards at high traffic protocol streets where we saw they were still used by many ignorant people.

List the results (30% of vote)

o Over one million impressions for online motorcycle taxi placement o Exposure to 46% of passengers in 80 commuter line stations. o Over 1 million organic impressions on digital in the first week of campaign, coming from people discussion & shareable content on social media, and up to 5 million impressions in total after 3 weeks of campaign period. o The biggest impact was the drop of new infection rate from 12,667 cases at the beginning of the campaign to 1,649 cases at the end of campaign period