CAMPAIGN PROPOSAL BY

HERU CAKRA MASTER OF MANAGEMENT - UNIVERSITAS INDONESIA

JANGAN TABRAK SI GADIS MERAH

SIDEWALKS HAVE BEEN

SIDETRACKED

BACKGROUND

PEDESTRIANS ARE THE

3RDDEATHLIEST ROAD USER IN INDONESIA

70%OF ROAD ACCIDENTS

CAUSED BY MOTORCYCLESSOURCE: POLRI

SOURCE: POLRI

!?

UU 22 Tahun 2009 SETIAP ORANG YANG MENGEMUDIKAN

KENDARAAN BERMOTOR DI JALAN WAJIB MENGUTAMAKAN

KESELAMATAN PEJALAN KAKI DAN PESEPEDA

WHAT’S WRONG

?TRAFFIC JAM

FASTER TIME

DRIVE THROUGH SIDEWALK & ZEBRA CROSS

HOW TO BREAK THIS

CIRCLE

1

2

3

JANGAN TABRAK SI GADIS MERAH

CAMPAIGNOBJECTIVES 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

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

+ =

=+

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WHO’S THE TEAM?

THE CORE TEAM (RED TEAM) CONSIST OF “SI GADIS MERAH" AGENTS AND

POLICE OFFICERS

THE RED* TEAM

BROCHURE

PINS

UMBRELLA

SMARTPHONE

5 3 1

*RED = STOP

CELEBGRAMPOLICE WOMENLADIES

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

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

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

ORGANIZATION

CREATIVE LEADER

MEDIA & COMM LEADER

PROJECT MANAGER

ROAD CAMPAIGN LEADER

CONTENT

RELATIONS OTHERS

VIDEO & PHOTO

WEB & SOCMED

EXTERNAL

LOGISTIC

TIMELINE

1 2 3 4 1 2 3 4 1 2 3 4PROPOSAL 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

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

KEEP CALM AND

RIDE SAFELY

THANK YOU