Heru Cakra's Campaign Proposal "Jangan Tabrak si Gadis Merah" for The Recruit 2015 - Maverick Indonesia

1. CAMPAIGN PROPOSAL BY
HERU CAKRA
MASTER OF MANAGEMENT - UNIVERSITAS INDONESIA
JANGAN TABRAK
SI GADIS MERAH

2. SIDEWALKS
HAVE BEEN
SIDETRACKED
BACKGROUND
PEDESTRIANS ARE THE
3RD
DEATHLIEST ROAD USER
IN INDONESIA
70%OF ROAD ACCIDENTS
CAUSED BY MOTORCYCLES
SOURCE: POLRI
SOURCE: POLRI

3. !?
UU 22 Tahun 2009
SETIAP ORANG YANG MENGEMUDIKAN
KENDARAAN BERMOTOR
DI JALAN WAJIB MENGUTAMAKAN
KESELAMATAN PEJALAN KAKI
DAN PESEPEDA
WHAT’S WRONG

4. ?TRAFFIC JAM
FASTER
TIME
DRIVE THROUGH SIDEWALK
& ZEBRA CROSS
HOW TO
BREAK THIS
CIRCLE
1
2
3

5. JANGAN TABRAK
SI GADIS MERAH

6. CAMPAIGN
OBJECTIVES
1. CHANGE OF MOTORCYCLE RIDERS BEHAVIOR
2. PROACTIVE PEDESTRIANS
3. INCREASE PUBLIC AWARENESS
AUDIENCE
1. BIKE RIDERS
2. PEDESTRIANS
3. INTERNET USERS
SCOPE
1. JALAN SUDIRMAN
2. MOTORCYCLE RIDERS
3. SIDEWALK & ZEBRA CROSS
PARTNERSHIP WITH
1. POLRI
2. PEMDA DKI JAKARTA
3. NEWS MEDIA
4. MOTORCYCLE MANUFACTURER
MESSAGES
PASSING THROUGH SIDEWALK
AND ZEBRA CROSS ARE
DANGEROUS FOR
PEDESTRIANS AND AGAINST
THE LAW
1
ON THE ROAD
2
VIDEO CONTENT
3
DIGITAL MEDIA
3 PARTS OF THE CAMPAIGN

7. PART 1 | ON THE ROAD
:)
WHERE
JALAN SUDIRMAN
WHEN
16.00 - 18.00
MONDAY TO FRIDAY
15 DAYS
OBJECTIVE
• TO EDUCATE MOTORCYCLE RIDERS TO
RESPECT PEDESTRIANS AND TO OBEY
LAW TO NOT PASSING TROUGH
SIDEWALK OR ZEBRA CROSS
• TO INCREASE PEDESTRIANS AWARENESS
ABOUT THEIR RIGHT ON THE ROAD

8. + =
=+
?
WHO’S THE TEAM?
THE CORE TEAM (RED TEAM) CONSIST OF
“SI GADIS MERAH" AGENTS AND
POLICE OFFICERS

9. THE RED*
TEAM
BROCHURE
PINS
UMBRELLA
SMART
PHONE
5 3 1
*RED = STOP
CELEBGRAM
POLICE
WOMEN
LADIES
RED PIN
REPRESENT
WILLINGNESS OF
RIDER TO RESPECT
PEDESTRIANS AND
OBEY THE LAW
BROCHURE
CONTENT INCLUDE
FACT AND OTHER
INFORMATION FOR
PEDESTRIANS
POLICE
WOMEN IS THE
LAW ENFORCER
DURING ON THE ROAD
CAMPAIGN
USING
SMARTPHONE,
CELEBGRAM SHARE
HER OWN EXPERIENCE
TO SOCIAL MEDIA
DURING CAMPAIGN

10. PART 2 | VIDEO CONTENT
VIDEO SHOOTING
DURING ON THE ROAD CAMPAIGN
DOCUMENTARY
VIDEO
THE RED TEAM
VIDEO
EMOTION EXPERIENCE
INCREASE AWARENESS
&
PROACTIVE PEDESTRIANS
INTERNET
THE GOAL IS TO ATTRACT MORE INTERNET USERS
IT EXPECT TO INCREASE THE AWARENESS ABOUT THE
MESSAGE OF THE CAMPAIGN

11. 5 AMBASSADORS
OF CELEBGRAM
WWW.JANGANTABRAK.COM
FACT & INFORMATION
CAMPAIGN DOCUMENTATION
REAL STORY
#JANGANTABRAK
VIDEO
CONTENT
PART 3 | DIGITAL MEDIA
INFO
DIGITAL MEDIA IS PURPOSED TO
MOBILIZE MOVEMENT AND
CAMPAIGN GO VIRAL

12. ORGANIZATION
CREATIVE
LEADER
MEDIA &
COMM
LEADER
PROJECT
MANAGER
ROAD
CAMPAIGN
LEADER
CONTENT
RELATIONS OTHERS
VIDEO &
PHOTO
WEB &
SOCMED
EXTERNAL
LOGISTIC

13. TIMELINE
1 2 3 4 1 2 3 4 1 2 3 4
PROPOSAL DEVELOPMENT
WEBSITE & SOCIAL
MEDIA DEVELOPMENT
PARTNERSHIP &
SPONSORSHIP
ON THE ROAD
CAMPAIGN
VIDEO MAKING
DOCUMENTARY VIDEO
LAUNCHING
SOCIAL MEDIA
MAINTENANCE
EVALUATION
JUL ‘15 AUG ‘15 SEP ‘15

14. BUDGET
ADMINISTRATIVE
1. PROPOSAL
THE RED LADY
2. FEE
3. DRESS
4. UMBRELLA
5. PIN
6. BROCHURE (A4)
AMBASSADOR
7. DRESS
8. FEE
CONSUMPTION
9. SNACK
10.WATER
20
5 X 15 DAYS
5
5
6.000
1.500
3
3
20 X 15 DAYS
15
IN PIECES
IN PERSONS
IN PERSONS
IN PERSONS
IN PIECES
IN PIECES
IN PERSONS
IN PERSONS
IN BOXES
IN BOXES
RP
RP
RP
RP
RP
RP
RP
RP
RP
RP
10.000
200.000
200.000
50.000
1.000
2.500
500.000
5.000.000
5.000
20.000
200.000
15.000.000
1.000.000
250.000
6.000.000
3.750.000
1.500.000
15.000.000
900,000
300.000
RP
RP
RP
RP
RP
RP
RP
RP
RP
RP
TOTALSUBTOTALUNITAMOUNT
RP 43.900.000

15. KEEP CALM
AND
RIDE SAFELY

16. THANK YOU