Maverick "The Recruit 2015" I Am #TeamPedestrian by Yulian

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I am #TeamPedestrian Yulian London School of Public Relations Jakarta Round 2 “The Recruit 2015”

Transcript of Maverick "The Recruit 2015" I Am #TeamPedestrian by Yulian

Page 1: Maverick "The Recruit 2015" I Am #TeamPedestrian by Yulian

I am #TeamPedestrian

YulianLondon School of Public Relations

JakartaRound 2 “The Recruit 2015”

Page 2: Maverick "The Recruit 2015" I Am #TeamPedestrian by Yulian

Pedestrian Sidewalk

“A path along the side of a road and normally separated from the vehicular section by a curb. There may also be a road verge (a strip of grass

or bushes or trees or combination of these) either between the sidewalk and the roadway.”

*Wikipedia.com

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Campaign Background

“80% of Jakarta’s pedestrian sidewalk are used for parking lot and street vendors selling

activity.”- Ahmad Syafrudin

(President of Koalisi Pejalan Kaki)

*Official Facebook page Koalisi Pejalan Kaki

6 out of 10 pedestrians claimed that they feel

uncomfortable walking in the sidewalk; too little

walking space and afraid of getting injuries caused by

motorcyclists.*self-obtained data

“Trotoar sebagaimana dimaksud pada ayat (3) hanya

diperuntukkan bagi pejalan kaki.”- PP pasal 34 ayat 4

*hukumonline.com

Indonesia has 18 pedestrian sidewalk accidents reported

everyday.*cnnindonesia.com

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Rationale

• Many offices are located along that road. On the other hand, the pedestrian sidewalk is in a poor condition; too narrow and some part of the sidewalk are broken.

• Every morning, around 7 a.m. to 8.30 a.m., that road reaches its gridlock. Motorcyclists often head their direction to sidewalk then monopolize it as the main road extension.

* That road will serve as a sample. Another similar campaign will be executed afterwards.

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Target Audience

Pedestrians• Office Workers (age 22-40)• Students (age 14-21)

Motorcyclists (workers, mailman, students)Age 18- 45

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Campaign Phase

Pre- Campaign(June-July

2015)

Campaign (August- October 2015)

Evaluation (Novembe

r 2015)

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In cooperation withPemerintah Provinsi DKI

Jakartafor pre-campaign

#TeamPedestrian public awareness advertisement on

TV.

During pre-campaign, our agent will give booklet related

to road etiquettes for pedestrians and motorcyclists.

Pre- Campaign

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#TeamPedestrian custom-made masks are sponsored by

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Grey dots: campaign areaBrown star-shaped sign: traffic light

CampaignLocation

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How Does This Campaign Work?

10 “agents of change” will be in charge.4 of them act as an observer, 6 of them as the sticker andmask-giver.

Agent of Change

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STICKER-GIVER• Stand by near to the traffic light. When the lights

turn red and vehicles stop they will give “AKU PEDULI PADA PEJALAN KAKI #TeamPedestrian” rearview mirror sticker to motorcyclists and greet them “Selamat pagi! Terimakasih karena sudah tidak lewat di trotoar.”

* Without differentiating motorcyclists who pass through the main road or pedestrian sidewalk.

MASK-GIVER• Stand by along the road and giveaway masks

“TERIMA KASIH MOTOR KARENA TIDAK LEWAT LAGI DI TROTOAR #TeamPedestrian”. Also, remind the walkers to wear mask to protect themselves from dust and vehicles emission.

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Budget

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Evaluation

• Field observation• Short interview for pedestrian who uses that

road frequently (3-5x in a week, preferably in working days).

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Thank You, Maverick!

“Everyone of us needs to show how much we care for each other, and in the process care for

ourselves.”