RISE Campaign Proposal

By: Ratu Yulya Chaerani

1

Summary

Cilegon is a major coastal industrial city in Banten Province-Indonesia. As industrial city and gateway

between 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 can‘t be reached

by public transportation. As with any mode of transportation, motorcycle riding brings both benefits and

risks. As an avid motorcycle enthusiast, we know first-hand the joy and the pain that can come with the

freedom 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 riders

involved in accident higher than other regarding the amount of motorcycle riders in this city. In 2011 traffic

accident 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-Let‘s Share The Road

Campaign proposal will identify important publics, define goals and objectives, as well as suggest detailed

strategies and tactics to be employed and also develop a campaign designed to spread awareness of

safety riding issue especially the concept of sharing the road.

2

Table of Contents

Summary .............................................................................................................................................................. 1

Table of Content ................................................................................................................................................... 2

1. Introduction ...................................................................................................................................................... 3

2. Situation Analysis ............................................................................................................................................ 6

2.1 SWOT Analysis ................................................................................................................................ 6

2.2 Competitive Analysis ....................................................................................................................... 7

2.3 Objective .......................................................................................................................................... 8

2.4 Problem Statement........................................................................................................................... 9

3. Communication Strategies .............................................................................................................................. 9

3.1 Target Audience ............................................................................................................................ 11

3.2 Visual Element ............................................................................................................................... 12

3.3 Media and Partners ........................................................................................................................ 12

4. Budget ............................................................................................................................................................ 13

5. Evaluation Method ......................................................................................................................................... 13

5.1 Method ........................................................................................................................................... 14

5.2 Sampling Procedure ....................................................................................................................... 14

5.3 Questionnaire ................................................................................................................................. 15

3

1. Introduction

Cilegon is a major coastal industrial city in Banten Province-Indonesia and gateway between Java and

Sumatera 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:1

Table 1

Number of Registered Vehicle by Type in Cilegon 2008-2010

Type of Vehicle 2008 2009 2010

Passanger Cars

a. Public Transportation

b. Sedan

c. Jeep

2782

1873

575

2 781

2 055

612

2 784

2 197

652

Buses 7 399 8 030 8 786

Trucks 5 658 5 854 6 130

Motorcycle 102 904 118 690 140 559

TOTAL 121 191 138 022 161 108

Source: 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. The

vehicle density increases the fatal accident possibility. Based on Police Resort of Cilegon data, In 2011

traffic accident occurs 233 times, increase 9% from 2010.2 On 2010, the number of motorcycle driving

licenses that was produced by Police Resort of Cilegon reach 14 754 licenses.3 Motorcycle rider which

dominate the road are especially at risk – on a per kilometer travelled basis, they are 30 times more likely

to be killed on our roads. The trend in fatalities suggests that motorcycling safety is lagging behind

improvements for other road users.4 In the event of a crash, motorcyclists are significantly more vulnerable

1 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.

4

to death or serious injury than motor vehicle occupants. With the exception of a helmet, they do not have

any personal protection.

Besides the number of vehicle, road condition in Cilegon plays a significant role to prevent traffic

accidents. Road surface is important for motorcycle rider pot-holes, crumbling pavement edges, loose

gravel and even leaves can present significant problems for riders. Based on Office of Public Works City of

Cilegon, 87,47 KM of Cilegon Local Road are severely damaged.5 Regarding road condition, we can

conclude that motorcyclists are significantly more vulnerable to get involve in accident. Cilegon, have some

dangerous area whereas traffic accident usually occurs. There was 14 traffic accident areas in Cilegon.6

Kerenceng Railroad Trajectory near industrial area is the most vulnerable area than other area.7

Furthermore, most traffic accidents in Banten Province, occurs at railroad trajectory in Cilegon.8 Other

factors that often makes traffic accidents occurs is attitude and behavior of motorcycle rider and other road

users. Usually, after a rider losing control of the machine and falling off or hitting a fixed object, other road

user can‘t avoid to crash the victim. Most of motorcycle rider passed away after falling from their motorcycle

and crashed by another vehicle behind them.9

Every single day, 2 people passed away on traffic accident in Banten Province.10 However, safety

ride issue is not a main concern in Cilegon. Until October 2012, safety riding campaign or event never been

held in Cilegon, and there is not any media or news related safety riding campaign in Cilegon. Government

of Cilegon City only maintain safety riding issue by implemented Regulation of the Ministry of industry that

require every motorcycle riders to wear national-standard helmet. All companies in Cilegon mostly concern

in 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, implements

CSR 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 riding

matter 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/6

accessed 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. 10 http://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 at

2.00 AM.

5

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 line

media, 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 important

priority is increasing public awareness regarding sharing road concept. RISE is the first project that

established in order to increasing public awareness and inform public about sharing road concept.

RISE campaign with its tagline let’s share the road will using social media to engaged with local

communities in Cilegon and if possible will corporate with related governmental institution and Industries to

spread the fact sheet about sharing road concept among the employee. The aim of RISE campaign is to

increase the awareness about safety riding concern and introducing sharing road concept.

6

2. Situation Analysis

2.1 SWOT Analysis

Strength

a. Cilegon has active social-network user.

b. Cilegon has local communities that consist of target audience on this campaign.

c. Local communities demonstrates willingness to trial some innovative designs to facilitate

motorcycling campaign and overcome site-specific constraints.

d. The local communities have forged good working relations with neighboring local

authorities.

e. Cilegon has numerous motorcycle riders and can be expected the campaign issue will

draw their attention.

Weakness

a. There is a lack of public awareness and recognition regarding safety riding issue and

sharing roads concept.

b. As the first campaign, RISE-Let‘s Share The road doesn‘t have guidelines.

c. The original strategy raised expectations, and if fail to fulfill these can caused frustrations

between the local authority and other bodies and individuals who are keen to promote

safety riding, particularly sections of the local community.

d. Due to Cilegon road condition, that only consist of one main road which always crowded

everyday, the most possible campaign method is only using social media

Opportunities

a. Cilegon has local radio communities‘ page in social media, so the information can be

spread via each radio social media account.

b. There are relatively few large roundabouts in the area and rail trajectories arrangement

that poses a significant threat to motorbike rider, and thus undermines the attractiveness of

this mode.

c. Cilegon south ring roads as brand new alternative route are opportunities to promote

motorcycling safety campaign along the valley bottoms and via ‗contour routes‘.

d. Significant target audience are mostly social media user.

7

e. Yamaha & Honda Motor Club and Institute for Transportation Studies (INSTRAN) as Non-

governmental Organization (NGO) that concerns specifically on sustainable transportation

issues both in cities and in villages can be potential partner to spread RISE campaign.

f. Government rules regarding the usage safety riding equipment such as helmet have been

implemented in Cilegon.

g. Cilegon never have traffic accident case that caused by driving under alcohol influence.

Threat

a. There is currently no motorcycling pressure or campaign group in Cilegon which we could

engage to work collaboratively towards effective measures to promote safety riding online

campaign.

b. Most people think that the concept of safety riding is generally limited to the usage of

helmets and vehicle condition surveillance.

c. There was especially difficult to encourage members of such groups to consider sharing

road is something that we must do regarding the existence of motor-club which illegally

use some road area in remote sub-district as racing arena.

2.2 Competitive Analysis

a. Safety riding campaign in other cities 2012

Safety riding campaign have been conducted in some cities as seen below:

Jakarta

Safety riding campaign in Jakarta engaged with motorcycle rider communities, such as:

Yamaha Vixion Club Indonesia, Asosiasi Honda Jakarta (AHJ), Honda Scoopy Club Jakarta,

Honda Supra X 125 Community Jakarta, and Blade Riders Club.12 Safety riding campaign in

Jakarta consist of safety riding training, convoy, and riding instructors championship among

motorcycle rider communities. Jakarta has safety riding forum as initiator of media

communication for safety riding club / motorcycle community in Jakarta.

12 http://tundrace.wordpress.com/2012/09/18/wahana-safety-riding-club-and-community-competition-2012/ accessed on 8

October 2012 at 5.41 PM

8

Surakarta

Safety riding campaign in Surakarta involving students from SMA Pangudi Luhur Santo

Yosef as part of student orientation.13 The students across Jl Adi Sucipto, Manahan as safety

riding campaign route with carrying safety riding banner and poster made by themselves.

Wonogiri

Safety riding campaign in Wonogiri held by Police Sector of Jatiroto at some school in local

district to persuade students to wear proper safety riding equipments, especially helmet.14 This

campaign conducted regarding the fact that students always ignore the importance of wearing

helmet even if their destination is nearby.

Surabaya

Safety riding campaign in Surabaya are integrated with government program. The aim of the

campaign is to reduce the death rate of fatal accident.15 Government of Surabaya City

engaged with Police of Surabaya Resort and Universities to socialize safety riding model. The

campaign have been held since 1 September 2005 and successfully change the motorcycle

rider behavior, and after divide the transportation lane safety riding campaign can reduce traffic

jam case at the peak hours in Surabaya.16

a. Main areas of recognition about safety riding campaign in other cities

Safety riding campaign in other cities mainly focused on special events and socialization. If

we compare all of safety riding campaign above, the most successful campaign is in

Surabaya, because it can change the motorcycle rider behavior, and reduce traffic jam

case at the peak hours. It would be perfect if Surabaya has Safety riding campaign forum,

so campaign activities not only relied on government program.

2.3 Objective

The aim of RISE-Let‘s Share The Road Campaign is to increase awareness about sharing road concept of

safety riding among 10% of motorcycle rider in Cilegon.

13 http://www.solopos.com/2012/07/17/kampanye-safety-riding-311636 accessed on 6 October 2012 at 6.48 PM. 14 http://www.soloposfm.com/2012/09/polsek-jatiroto-gelar-safety-riding-di-sekolah/ accessed on 5 October 2012 at 7.03 PM. 15 http://www.surabaya.go.id/eng/safty.php accessed on 6 October 2012 at 7.17 PM. 16 http://penelitian.unair.ac.id/_a089ac2ef7e46e7667281bb192e212de_Unair.pdf accessed on 3October 2012 at 7.44 PM.

9

2.4 Problem Statement

There is a lack of public awareness and recognition of safety riding, especially sharing road concept. This

problem needs to be addressed now. All target publics are affected, but major areas of focus include

students, employer, and every motorcycle rider in Cilegon. The continued success of the campaign will gain

support from government and contribute to change the motorcycle rider behavior, reduce traffic jam case,

and furthermore it will reduce traffic accident victims.

3 Communication Strategies

An Internet marketing strategy is needed to provide consistent direction for campaign activities so that they

integrate with its other marketing activities and supports its objectives. We can see framework for internet

marketing strategies development that will be used in this campaign below:

Source: Dave Chaffey, et all. 2006. Internet Marketing Strategy, Implementation and Practice 3rd Edition.

British: Pearson P.158.

10

Based on internet marketing strategies development at previous page, to pursue campaign

objective (to increase awareness about sharing road concept of safety riding among 10% of motorcycle

rider) we will define strategic plan. Cilegon has numerous internet users that gather in online local

communities. Most of internet users have social media account especially Facebook and twitter. We can

utilize 11 local communities on twitter and 9 local communities on Facebook to spread relevance news

about RISE campaign and sharing road issue. Those local communities include local radio station account,

and we can engage with local radio station by spread news about RISE campaign on their Facebook and

twitter account. Alongside Cilegon local communities, we also seek opportunity to corporate with Cilegon

Government, SAMSAT Cilegon, Institute for Transportation Studies (INSTRAN) and Jakarta Safety Riding

Forum to provide information about safety riding campaign.

After define the internet user, we will arrange planned activities as we can see below:

a. Creating RISE Facebook and Twitter account connected with local communities, PRO in biggest

company at Cilegon, and Governmental institution.

b. Organize and release fact sheet that will provide information about traffic accidents in Cilegon and

release RISE (Ride Safely) Campaign Ads in Facebook.

c. Releasing information that communicates the importance of wearing a certified helmet and other

protective gear when riding on a motorcycle.

d. Releasing information about sharing road concept

e. Engage with Government and local communities to promote May 2013 as Motorcycle Safety

Awareness Month.

f. Creating and posting an online planner that will include earned media pieces designed to remind

rider to safely ―Share the Road‖ with motorcycles, and to be extra alert when driving to help keep

motorcyclists safe.

g. Including information and communication materials addressing impaired riding in the Creating and

posting an online planner addressing impaired motorcycling that will contain media pieces

designed to be used by city and local agencies and the motorcycling community to remind

motorcycle riders that when they sleepy and ride, they put themselves and their motorbikes at risk.

h. Developing online publication for highway and motorcycle safety agencies and organizations,

public health, law enforcement, and medical groups, and other organizations interested in

motorcycle helmet use to assist them in encouraging all riders to avoid rider on their blank spot.

11

i. Re-Posting a video from another web site the importance of giving motorcycle the same space as

we will give any other vehicle

j. Developing and promoting motorcycle safety educational materials to encourage older motorcycle

riders to take novice and experienced rider training, wear helmets and proper gear, get properly

licensed, and not ride if they feel sleepy.

RISE campaign will be held from January until May 2013 and each moth, two point of planned activities will

be implemented. We can see the timetable below:

No Activities Month

Jan Feb Mar Apr May

1 Creating RISE Facebook and Twitter account and connected with local communities, PRO in biggest company at Cilegon, and Governmental institution

2 Organize fact sheet and Facebook Ads

3 Releasing the importance of wearing a certified helmet and other protection gear

4 Releasing information about sharing road concept

5 Promote May 2013 as Motorcycle Safety Awareness Month.

6 Creating and posting an online planner regarding sharing road activity

7 Creating and posting an online planner regarding fell sleepy during ride a motorcycle

8 Developing a publication that encouraging all riders to avoid rider on their blank spot

9 Re-Posting a video from another web site on the importance of giving motorcycle the same space as we will give any other vehicle

10 Developing and promoting motorcycle safety educational materials to encourage older motorcycle riders

3.1 Target Audience

The main target audience is 14 754 people who having motorcycle driving license based on

Police of Cilegon Resort. Other target audience are Cilegon Government, Police, SAMSAT,

and PRO from biggest company at Cilegon, and Governmental institution.

12

3.2 Visual Element

RISE campaign logo above will be used as identity for every publication that made regarding safety riding

issue. RISE is abbreviation from Ride Safely and Let‘s Share the Road is tagline for this campaign. Helmet

shape on RISE logo will explain that this campaign is concern about motorcycle rider safety issue and the

tagline shows that this campaign aims to introduce sharing road concept among motorcycle riders.

3.3 Media and Partners

RISE campaign will use social network, especially Facebook and Twitter as media. If possible, we will

engage with local radio station to spread news about RISE campaign by write on their timeline. Local

communities, local radio station, NGO, government institution and other entities that will be invited to join

this campaign are:

13

4 Budget Estimation

Item Price

Project supplies material (internet connection /modem credit) IDR 250.000

Campaign ADS on Facebook for 1 month since January IDR 900.000

Licensed software for campaign evaluation measurement IDR 450.000

TOTAL IDR 1.600.000

5 Evaluation Method

Campaign ran from 15th to 19th June 2011, while post-stage fieldwork ran from 15th to 19th July 2011.

Online interviews were conducted using random survey. Interviews were conducted in-home, using

Computer Assisted Personal Interviewing. The sample was drawn by means of Random Location

sampling. The aim of RISE-Let‘s Share the Road Campaign is to increase awareness about sharing

road concept of safety riding among 10% of motorcycle rider in Cilegon. To measure the impact of

RISE campaign, we will ask question based on some key factor such as: Awareness of Source, Proven

Recall, Prompted Recognition, and Attitude Toward Current Amount of Safety Riding Campaign,

Awareness of Source

Starting broadly, all respondents were prompted with a list of media sources, and asked whether they

recalled seeing or hearing anything about motorcycle rider road safety in any of these sources recently.

Online media sources used at this burst of the campaign were shown together with other media as well

as sources not employed by the current campaign. This gives a proxy measure of which campaign

media stood out as being top of mind for this specific burst of the campaign.

Proven Recall

In order to measure recall and awareness of road safety campaign, particularly the RISE campaign

ads, all adults who said that they had seen or heard some recent road safety advertising relating to

motorcycle rider in the relevant sources used at the latest campaign were asked to describe what they

had seen or heard. Responses to this question were recorded verbatim and were later coded into

categories for analysis.

14

Prompted Recognition

In order to accurately measure recognition of the latest burst of the campaign, respondents were displayed

one of the new Facebook adverts and shown 3 version of fact sheet. Respondents will be shown one

version of fact sheet and campaign logo and asked if they had seen it, or something similar to it.

Attitude Toward Current Amount of Safety Riding Campaign

In the RISE campaign evaluation survey, respondents are asked about their attitudes towards the level of

road safety campaign, to assess wear out and reactions to road safety activity in general. It was interesting

to ask their thoughts on the level of road safety advertising at this point in time.

5.1 Method

The survey employs a random location methodology. The aim of random location sampling is to eliminate

the more unsatisfactory features of sampling without incurring the cost and other penalties involved in

conducting surveys according to strict probability methods. This research will use descriptive statistic and

random sampling.

5.2 Sampling Procedure

Population in this campaign is 14.754 motorcycle riders who have driving licenses. Minimum sample will

be found by using Yamane formula.

( )

n = 99,3

100 people will be respondent and participate on this survey. If 10% of the respondents are aware

about RISE campaign, it means the campaign objective obtained successfully.

15

5.3 Questionnaire

Dear respondents, we eagerly ask your participation to answer our question related RISE—Let‘s

Share the Road Campaign. I hope you are pleased to answer the questions below as your opinion

about RISE—Let‘s Share the Road Campaign. Thank you very much for your Participation

Instruction: Please provide the check mark (√) on the appropriate option based on your opinion

A. Demographic Profile of Respondents

A1. What is your gender?

( ) Male ( ) Female

A2. How old are you?

( ) 17-20 years old ( ) 31-40 years old

( ) 21-30 years old ( ) More than 41 years old

A.3 What is your educational degree?

( ) Senior High School ( ) Undergraduate (Bachelor)

( ) Diploma ( ) Post-Graduate

A.4 What is the average of your income every month?

( ) Below IDR 500.000 (± 58,46 USD)

( ) IDR 500.001- IDR 1.000.000 (± 58,47 USD-116,92 USD)

( ) IDR 1.000.001- IDR1.500.000 (±116,93 USD-175,39 USD)

( ) IDR 1.500.001- IDR 2.000.000 (±175,40 USD-233,85 USD)

( ) Above IDR 2.000.001 (±233,86 USD)

16

B. Instruction: Please provide the check mark (√) on the appropriate option

1. Do you ride a motorcycle nowadays, at least once a month?

( ) Yes ( ) No

2. Do any of your close friends or family ride a motorcycle?

( ) Yes ( ) No

3. Have you seen or heard anything about road safety campaign in relation to motorcyclists in

any of these ways?

( ) Local Newspaper

( ) Social Network (Facebook or Twitter)

( ) Local Radio

4. Have you ever seen this picture below?

( ) Yes ( ) No

5. Motorcyclists are more vulnerable in every day driving situations than other drivers on the road.

To what extent do you agree or disagree with this statement?

( ) Strongly Agree

( ) Agree

( ) Disagree

( ) Strongly Disagree

6. Have you heard the statement before or something similar to it?

( ) Yes ( ) No

17

7. Here are some things that other people have said about the statement Motorcyclists are

more vulnerable in every day driving situations than other drivers on the road. Which of

these do YOU personally feel about the statement?

( ) It made ME drive more carefully

( ) It made me think about my own driving

( ) It has prompted me to take more notice of the people riding motorcycles

( ) It is important to have road safety campaign

8. Have you seen the safety riding advertisement on the Facebook recently?

( ) Yes ( ) No

9. How often do you see safety riding advertisement?

( ) Everyday

( ) Occasionally

( ) Never

10. What do you think about the level of road safety campaign advertising, is it necessary to

increase the online campaign advertising?

( ) Yes ( ) No