RISE CAMPAIGN PROPOSAL

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Campaign Proposal for Maverick Indonesia

Transcript of RISE CAMPAIGN PROPOSAL

  • 1. RISE Campaign ProposalBy: Ratu Yulya Chaerani

2. SummaryCilegon is a major coastal industrial city in Banten Province-Indonesia. As industrial city and gatewaybetween Java and Sumatera Islands, the high amount of mobile vehicle is inevitable. In Cilegon,motorcycle is considered as alternative solution to reach most area, regarding some areas cant be reachedby public transportation. As with any mode of transportation, motorcycle riding brings both benefits andrisks. As an avid motorcycle enthusiast, we know first-hand the joy and the pain that can come with thefreedom of the open road, especially in Cilegon which only have one main road that connect every sub-district. This condition makes the possibility of accident even greater, and the risk motorcycle ridersinvolved in accident higher than other regarding the amount of motorcycle riders in this city. In 2011 trafficaccident occurs 233 times, increase 9% from 2010. The increasing of traffic accidents case in Cilegon,makes safety riding campaign become the main concern. RISE Ride Safely-Lets Share The RoadCampaign proposal will identify important publics, define goals and objectives, as well as suggest detailedstrategies and tactics to be employed and also develop a campaign designed to spread awareness ofsafety riding issue especially the concept of sharing the road.1 3. Table of ContentsSummary .............................................................................................................................................................. 1Table of Content ................................................................................................................................................... 21. Introduction ...................................................................................................................................................... 32. Situation Analysis ............................................................................................................................................ 6 2.1 SWOT Analysis ................................................................................................................................ 6 2.2 Competitive Analysis ....................................................................................................................... 7 2.3 Objective .......................................................................................................................................... 8 2.4 Problem Statement........................................................................................................................... 93. Communication Strategies .............................................................................................................................. 9 3.1 Target Audience ............................................................................................................................ 11 3.2 Visual Element ............................................................................................................................... 12 3.3 Media and Partners ........................................................................................................................ 124. Budget ............................................................................................................................................................ 135. Evaluation Method ......................................................................................................................................... 13 5.1 Method ........................................................................................................................................... 14 5.2 Sampling Procedure....................................................................................................................... 14 5.3 Questionnaire ................................................................................................................................. 15 2 4. 1. IntroductionCilegon is a major coastal industrial city in Banten Province-Indonesia and gateway between Java andSumatera Islands. From 2008 to 2010 the number of registered vehicle in Cilegon increased gradually.Based on the data, the number of registered vehicle is dominated by motorcycle as seen below:1Table 1 Number of Registered Vehicle by Type in Cilegon 2008-2010Type of Vehicle 200820092010Passanger Cars a. Public Transportation 27822 781 2 784 b. Sedan c. Jeep18732 055 2 197 575 612 652Buses 7 399 8 030 8 786Trucks5 658 5 854 6 130Motorcycle102 904118 690140 559TOTAL 121 191138 022161 108Source: BPS- Statistic of Cilegon City. 2011. Cilegon in Figures. Page-222 Based on the data, we can foresee that the number of vehicles can exceed the road capacity. Thevehicle density increases the fatal accident possibility. Based on Police Resort of Cilegon data, In 2011traffic accident occurs 233 times, increase 9% from 2010. 2 On 2010, the number of motorcycle drivinglicenses that was produced by Police Resort of Cilegon reach 14 754 licenses.3 Motorcycle rider whichdominate the road are especially at risk on a per kilometer travelled basis, they are 30 times more likelyto be killed on our roads. The trend in fatalities suggests that motorcycling safety is lagging behindimprovements for other road users.4 In the event of a crash, motorcyclists are significantly more vulnerable1 BPS- Statistic of Cilegon City. 2011. Cilegon in Figures. Cilegon: BPS- Statistic of Cilegon City . Page-222.2 http://www.polrescilegon.com/2011/12/data-kriminalitas-dan-laka-lantas-kurun.html accessed on 5 october 2012 at 7.00 AM.3 BPS- Statistic of Cilegon City. Loc.Cit. Page 225.4 http://www.transport.sa.gov.au/pdfs/safety/mcsafety2.pdf accessed on 4 October 2012 at 6.00 PM. 3 5. to death or serious injury than motor vehicle occupants. With the exception of a helmet, they do not haveany personal protection.Besides the number of vehicle, road condition in Cilegon plays a significant role to prevent trafficaccidents. Road surface is important for motorcycle rider pot-holes, crumbling pavement edges, loosegravel and even leaves can present significant problems for riders. Based on Office of Public Works City ofCilegon, 87,47 KM of Cilegon Local Road are severely damaged.5 Regarding road condition, we canconclude that motorcyclists are significantly more vulnerable to get involve in accident. Cilegon, have somedangerous area whereas traffic accident usually occurs. There was 14 traffic accident areas in Cilegon.6Kerenceng Railroad Trajectory near industrial area is the most vulnerable area than other area.7Furthermore, most traffic accidents in Banten Province, occurs at railroad trajectory in Cilegon.8 Otherfactors that often makes traffic accidents occurs is attitude and behavior of motorcycle rider and other roadusers. Usually, after a rider losing control of the machine and falling off or hitting a fixed object, other roaduser cant avoid to crash the victim. Most of motorcycle rider passed away after falling from their motorcycleand crashed by another vehicle behind them.9Every single day, 2 people passed away on traffic accident in Banten Province. 10 However, safetyride issue is not a main concern in Cilegon. Until October 2012, safety riding campaign or event never beenheld in Cilegon, and there is not any media or news related safety riding campaign in Cilegon. Governmentof Cilegon City only maintain safety riding issue by implemented Regulation of the Ministry of industry thatrequire every motorcycle riders to wear national-standard helmet. All companies in Cilegon mostly concernin educational program when implemented CSR. We can see that in CSR report on some of the company,most of all mainly focused on education. For example, the biggest Steel Industry in Cilegon, implementsCSR mostly to improve the education quality, and renovate some public facilities especially construction,renovation and providing supplies for some mosque.11 In conclusion the lack concern about safety ridingmatter in Cilegon, is another significant drive to establish safety riding campaign.5 http://ciptakarya.pu.go.id/profil/profil/barat/banten/cilegon.pdf accessed on 3 October 2012 at 8.00 PM.6 http://www.radarbanten.com/beta/daerah/4483-daerah-rawan-diawasi- accessed on 7 October 2012 at 11.56 PM.7http://www.metrotvnews.com/read/newsvideo/2012/08/23/157987/Perlintasan-KA-Krenceng-Cilegon-Rawan-Kecelakaan/6accessed on 7 October 2012 at 11.46 PM.8 http://www.radarbanten.com/beta/daerah/4484-19-perlintasan-kereta-liar- accessed on 5 October 2012 at 1.00 PM.9 http://bantenpos-online.com/2012/09/14/hindari-kijang-tewas-dilindas-angkot/ accessed on 6 October 2012 at 12.44 AM.10http://instran.org/index.php/en/component/content/article/2196-kecelakaan-lalu-lintas-setiap-hari-dua-orang-tewas-di-jalan-raya- accessed on 6 October 2012 at 2.00 PM.11 PT Krakatu Steel CSR Book. Page -47 http://www.krakatausteel.com/?page=content&cid=108 accessed on 8 October 2012 at2.00 AM. 4 6. Safety riding campaign in Indonesia has been held in several cities, such as: Jakarta, Solo,Surabaya, Malang, and Denpasar. Usually, safety riding campaign conducted with using above the linemedia, online media, and organizing special events such as touring or gathering several community(motorcycle club). As for Cilegon who never been held safety riding campaign before, the most importantpriority is increasing public awareness regarding sharing road concept. RISE is the first project thatestablished in order to increasing public awareness and inform public about sharing road concept.RISE campaign with its tagline lets share the road will using social media to engaged with localcommunities in Cilegon and if possible will corporate with related governmental institution and Industries tospread the fact sheet about sharing road concept among the employee. The aim of RISE campaign is toincrease the awareness about safety rid