jangan tabrak si gadis merah - heru cakra - maverick - the recruit 2015
TRANSCRIPT
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
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UU 22 Tahun 2009 SETIAP ORANG YANG MENGEMUDIKAN
KENDARAAN BERMOTOR DI JALAN WAJIB MENGUTAMAKAN
KESELAMATAN PEJALAN KAKI DAN PESEPEDA
WHAT’S WRONG
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
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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