Why is this work relevant for Social & Influencer?

Through the #SayaWawan campaign, we made to bring memorable and emotional experiences from our subject (JSKK - AKSI KAMISAN) to the specific target audience we tapped from social and digital platforms. During the 700th Aksi Kamisan, we succeeded to gather more than 700 people named Wawan to support and join the cause initiated by Maria Sumarsih to ask for justice for her deceased son named Wawan who died in Indonesia's 1998 tragedy.

Background

2021 will become the 700th Aksi Kamisan, a silent protest held every Thursday, 4 PM - 5 PM, in front of Presidential Palace to ask justice for victims of human rights violations in 1998 in Indonesia. As the initiator, whose son is also one of the victims, Maria Sumarsih always struggled to seek answers from the president, but she couldn't run the movement as usual due to pandemic restrictions issued by the government. Then how can we create extensive awareness to the audience about this movement that couldn't run in front of the Presidential Palace because of Covid? Yet we can maintain and sustain history so the next generation would never forget and join with Maria Sumarsih to keep fighting for justice to the government.

Describe the creative idea (30% of vote)

We make Wawan, the deceased son of Maria Sumarsih, back to (as if) live again through the digital world. We make him active on digital to support her mom by telling his story to the audience and asking them to join the movement to seek justice for human rights violations that ever happened in Indonesia, especially in 1998.

Describe the strategy (20% of vote)

Considering "Wawan" as a very common name or nickname in Indonesia, we tap into all audiences in digital (their profiles/bio, their username, or track their conversation) who share the same name/nickname. So we approach them personally and invite other Wawan to join our movement on Aksi Kamisan through digital.

Describe the execution (20% of vote)

We created digital assets (social media channels, email, youtube, microsite) on behalf of Wawan on 1 October 2021. We invited other people on social media (Instagram, Twitter, email) whose username or profile/bio are considered using a name or nickname WAWAN. Then we invite them to watch the cause by sharing our video story and microsite to see further info and ask them to join Wawan to support Maria Sumarsih to conduct the 700th Aksi Kamisan on Thursday, 14 October 2021, from 4 PM to 5 PM digitally.

List the results (30% of vote)

Only on the 700th Aksi Kamisan (14th October 2021, from 4 PM to 5 PM), we made to gather: - 2000+ Wawan joined to conduct 700th Aksi Kamisan - Trending topic on Twitter from 4 PM - 5 PM - 8.101.933 total impression - 2.028.756 total reach