3. WHO WE ARE
UNISION
Unision Communications is a young and innovative
PR agency based in 15 countries all over Europe,
North and South America, Asia and Oceania.
We are united by our vision of the world and
actively working together to bring yours to life. Our
multicultural and multilingual backgrounds allow
our network to span the globe and give our work
well-rounded economical and social perspectives.
You can be secure knowing that we will work
hand-in-hand to initiate local and global
communication campaigns that spread awareness
and spark a long-lasting interest in your targetâs
mind.
7. 2
To restore the balance and bring representatives from all parties together the Heart of Borneo Declaration
has been adopted by all three countries within Borneo. Since then, the WWF has continuously acted as a
major supporter of the initiative - but little action has taken place. Previous attempts to reach the public
about these issues focused too heavily on threats to the Heart of Borneo, without providing a positive
counterpoint that stakeholders could support. Hence, the task for Unision Communications is to make the
Heart of Borneo known for its enormous potential of being a prime example for a âgreen production zoneâ.
An integrated, creative communication strategy which increases discussion and leads to a strong
understanding of the issues is needed. Therefore the campaign shall introduce a realistic idea of a
responsible production zone which promotes a green, sustainable and highly profitable future for the Heart
of Borneo. The assignment is to paint this vision and to sharpen it in order to make it tangible.
The major stakeholders aimed to be influenced will be decision makers in the governments and
companies, as well as a broad audience in order to affect the public opinion. The campaign, with a budget
that amounts to 3 Million US$, is to last one year.
BRIEFING
âBalance  needs  to  be  restored  and  the  Hear%  of  Bor*eo  must  once  again  beat  as  one.â
9. Strengths
⢠The project is a collaborative effort by all three governments (Trilateral HoB declaration) to implement a
strategy across Indonesia, Malaysia and Brunei.
⢠There is a political consensus to use an alternative green economy recognizing the value of the natural
capital.
⢠Five programs of work were established: Protected areas, trans-boundary cooperation, sustainable
resource management, ecotourism, capacity building.
⢠The project will promote eco tourism.
Weaknesses
⢠Previous communication objectives have found little success in spreading global awareness.
⢠There is limited awareness and participation of the local community.
⢠Communication measures that were taken so far had little impact.
3SWOT ANALYSIS
10. Opportunities
⢠Support of biodiversity and conservation of rainforest and endangered species
⢠Promotion of peacefulness and environmental awareness amongst the three countries
⢠Development of a sustainable local economy and creation of awareness among the local community
⢠Promotion of (eco)tourism, leading to increasing rate of employment and infrastructure
⢠Each country has produced its own strategic plan with national and local management structures
Threats
⢠Due to acceleration in deforestation, the ecological balance has been compromised and forced a large
number of species to be categorized as endangered.
⢠Threats of climate change and extinction of endangered species
⢠Danger of an unbalanced ecology
⢠The governments within the island of Borneo are subject to corruption and law enforcement is weak. These
practices will ultimately affect the progression of the project.
4SWOT ANALYSIS
13. Local Communities
6
In terms of local communities, we are targeting the public within Indonesia, Brunei, and Malaysia.
Although their direct influence is limited, it is vital to ensure that the local communities are aware of the
threats that the HoB addresses and the opportunities it offers the region. This is why we aim to increase
our presence in these key countries; We want to certify that both urban and rural populations keep in
touch with the initiative.
⢠Urban population (25-50 years)
⢠Rural population (25-40 years)
⢠Students
⢠Volunteering groups
STAKEHOLDER
14. Governments
7
The Governments of Indonesia, Malaysia and Brunei are deeply rooted in the Heart of Borneo initiative and
have already signed and ratified its official Declaration. By doing this, they now have a strong influence on
business regulations and changes in public policies. Countries, such as the US, India, and Germany, whose
strong economies import the products of this region, are also targeted.
⢠Indonesia: President Joko Widodo
⢠Malaysia: King Tuanku Abdul Halim Shah / Prime Minister Abdul Najib Razak
⢠Brunei: Sultan Haji Hassanal Bolkiah
⢠ASEAN Heads of Governments (Association among countries of South East Asia)
⢠Germany: Chancellor Angela Merkel
⢠United States: President Barack Obama
⢠India: Prime Minister Narendra Modi
STAKEHOLDER
15. Companies & Industries
8
The palm oil industry is one of the strongest labour forces in the Heart of Borneo
region. Some well-known companies, who produce their products in this area,
have already been accused of unsustainable manufacturing. These companies
have the potential to be a large portion of the change to a more environmentally
friendly economy. Therefore, they need to be monitored closely to guarantee that
our tactics are working effectively and that positive cooperation is established.
Industries and companies will be targeted locally and globally. Collectively,
Bornean palm oil is used for consumer goods, including foods, beverages, and
cosmetics as well as for engineering and construction.
STAKEHOLDER
16. Media
9
The media has our full attention, seeing as they are essential to communicating our key messages.
Indonesia, Brunei, and Malaysia are considered to be âFacebook statesâ, together having more than 82.5
million Facebook subscribers, the majority of these accounts being accessed by low-cost smartphone.
The HoB initiative should focus on increasing their media activities on Facebook, Twitter, Instagram and
Pinterest considering these are the channels mainly used amongst the target population on local and
global levels. Ultimately, social networking is our top priority.
Print media is also taken into account, considering there are hundreds of newspapers and magazines read
by our target groups daily. Television also reaches a wide range of people, including those living in rural
areas. The most popular channels are Indonesian Metro TV and Malaysian TV1.
STAKEHOLDER
17. Tourism
10
Indonesia, Brunei and Malaysia are known for their abundance of cultural heritages, heavenly beaches and
pure eco-adventures in the highlands and forests. The number of tourists visiting the countries increases
year by year. For us, tourists can be ambassadors for the Heart of Borneo initiative after returning home.
Moreover the countries benefit economically, We want to establish eco-tourism in Borneo as an alternative
labour force and position the HoB as an important social cause - also in the minds of tourists that come
from all over the world.
Potential Partners:
⢠Ministry of Tourism and Culture of Malaysia
⢠Wonderful Indonesia
⢠Tourism Development Department of Borneo
STAKEHOLDER
18. Environmental Sector
11
We rely on fellow NGOâs and international institutions such as the UN as powerful partners in the pursuit of
our goals. The UN already created the UN Environment Programme (UNEP) that became the worldâs leading
environmental agency. The UN-REED Programme is an initiative on reducing emissions from deforestation
and forest degradation that gives incentives for sustainable practices.
Potential Partners:
⢠International Tropical Timber Organisation (ITTO)
⢠Forest Stewardship Council - NGO that has a voluntary program operating in 80 countries.
⢠RSPO - Represents 40% of palm oil producers from 50 countries.
STAKEHOLDER
19. Educational Sector
12
Potential Partners:
⢠Curtin University Sarawak, Miri (Malaysia)
⢠Borneo Tarakan University, Kalimantan Timor (Indonesia)
⢠University of Brunei Darussalam (UBD)
When working with students to increase their awareness on the Heart of Borneo Initiative, we rely on
universities and schools throughout Indonesian, Malaysian and Bruneian parts of Borneo. In particular
the Curtin University Sarawak, located in Miri will be our focus, considering its students participate in
the Global Communications Project.
STAKEHOLDER
22. 14PESTLE INDONESIA
Political & Legal
⢠Indonesia is the world's third most populous democracy and considered as a republic country after
declaring its independence on 17th August 1945.
⢠Rules and regulations are based on Roman-Dutch law, the constitution has been restored on 5th July 1959.
⢠Elections are being contested for president after every 5 year by direct vote of the citizens.
⢠Indonesia struggles with a large amount of corruption & high bureaucracy.
⢠Foreign investors often get discriminated by import barriers.
⢠Indonesiaâs judicial system is considered as opaque, incoherent and time consuming.
23. 15PESTLE INDONESIA
Economical
⢠Indonesia is considered as a developing country - 23.5% of their GDP are spend to develop their nation.
⢠They have a hub of natural resources such as: oil production and natural gas production.
⢠Indonesia has one of the largest labor forces in the world with the majority working in the agricultural (42.1%)
and service sector (39.3%).
⢠3.5 million people work in the palm oil industry.
⢠Indonesia is a leading exporter of high-value commodities like palm oil & thermal coal.
⢠Indonesia alongside nine other South East Asian countries belongs to the ASEAN Economic Community (2015).
⢠Indonesiaâs unique biodiversity attracts tourists from all over the world.
⢠It covers 60% âHeart of Borneoâ land in Borneo.
24. 16PESTLE INDONESIA
Social
⢠Indonesia is the world's largest archipelagic state and has a total population of 253 million.
⢠Indonesia is considered as a nation of young people with a total median age of 27.6 years.
⢠While having Bahasa Indonesia as official language there are at least 669 distinct languages and 1,100
different dialects spoken.
⢠It is a multicultural and religious country with the worldâs largest Muslim-majority (81.6%).
⢠50.7% of total population live in urban areas (2011) while the other half occupies rural areas all over the
archipelago.
⢠92.8% of the Indonesian over the age of 15 can read and write.
⢠13.77 million people live in Kalimantan - the Indonesian part of the Borneo island.
25. â¨
â¨
17PESTLE INDONESIA
Technological
⢠Indonesia is known as the âFacebook Stateâ with a total of 69 million monthly active users (2014).
⢠75 million Indonesians use the internet of whom the majority gain access through low-cost smartphones
with over 281 million mobile phone subscribers in 2014.
⢠Twitter is widespread and popular among the population.
⢠The average Indonesian spends more than nine hours per day with electronic devices.
⢠The broadcast media encompasses about a dozen national TV networks with two public broadcasters
among them.
Environmental
⢠Deforestation, unsustainable and illegal wildlife trade, overfishing and and water pollution endanger the
countryâs ecosystem.
⢠In 2007 Indonesia signed the Heart of Borneo Declaration and renewed it in 2013 alongside Malaysia and
Brunei.
⢠Indonesia already developed green development plans at national and local level.
26. â¨
18PESTLE INDONESIA
Why do we target Indonesia?
⢠Indonesia holds 60% of the Heart of Borneo area
and its government has a huge influence on
future policies and companies.
⢠Deforestation and unsustainable trade directly
affect both the countryâs ecosystem and
economy.
⢠Indonesians both in urban and rural areas are
strongly connected by using social networks
such as Facebook and Twitter which makes
raising awareness easier.
⢠The population has to learn more about their
precious environment and how to protect it
individually.
⢠Indonesia although the poorest among the three
nations, has a great developing potential.
28. 20PESTLE MALAYSIA
Political & Legal
⢠Malaysia is a constitutional monarchy headed by King Tuanku Abdul Halim Shah.
⢠Led by Prime Minister Abdul Najib Razak, executive power is vested in the cabinet which is elected from
members of a bicameral Parliament.
⢠Malaysia gained its independence from the United Kingdom in 1957.
⢠The Malayan legal system is a mixture of English common law, islamic law and customary law.
⢠Since 2008 media's coverage on country's politics has been noticeably increased, making the politics more
transparent to the citizens.
⢠But: National media are still largely controlled by the government and by political parties.
29. 21PESTLE MALAYSIA
Economical
⢠Malaysia is a middle-income country with a high production of raw materials.
⢠32% of the countries revenue is supplied by the oil and gas sector.
⢠53% of the Malaysians work in service sector followed by 35% in the industry.
⢠Malaysia attracts investment in Islamic finance, technology industries and medical technology to strengthen
their economy and reduce its dependence on global oil prices.
⢠Malaysias GDP is growing on a steady rate of 6.5% annually for 50 years making them a relatively stable
economy.
⢠The Economic Transformation Program (ETP) should help to accelerate the country's economic growth and
achieving a high-income status by 2020.
⢠Tourism is an increasing sector of the Malayan economy thanks to its unique biodiversity.
30. 22PESTLE MALAYSIA
Social
⢠Malaysia is a multi-cultural and multi-ethnic country with an estimated population of 30.5 million in 2015.
⢠The country is separated into two regions: the Peninsular Malaysia and Malaysian Borneo.
⢠Even though Bahasa Malaysia is declared as official language there are various indigenous languages.
⢠Islam is declared as state religion with 61.3% of the Malaysians being Muslims.
⢠The population can be considered as young with a median age of 27.7 years.
⢠In contrast to Indonesia 74% of total population live in urban areas such as the capital Kuala Lumpur.
⢠Distinct class differences also appear in speech â knowledge of English is vital to elevated class status, and a
person's fluency in that language indexes their social background.
⢠The Malaysians have faith in high technology and dream of developing a more unified society.
31. â¨
23PESTLE MALAYSIA
Environmental
⢠Two thirds of Malaysias surface is covered in rainforest resulting in a vast biodiversity.
⢠But deforestation and the logging industry endanger Malaysias ecosystem as well as the indigenous people.
⢠Malaysia signed the Heart of Borneo Declaration to protect the region and renewed its statement alongside
Indonesia and Brunei in 2013.
⢠The government included the HoB in its national development plan by allocating national funds to the project.
⢠The Sabah region serves as a leader for green economy approaches and collaborates with companies and
foreign organizations to share knowledge and get financial support.
Technological
⢠Science Policy largely focuses on biotechnology, ICT policy and industry and is regulated by the Ministry of
Science, Technology and Innovation (MOSTI).
⢠Malaysia relies on high-technology exports such as electrical goods and information technology products (44%).
⢠Similar to its neighbors Malaysia has a large number of internet users (20.1 million in 2013) of which 13.5
million are Facebook subscribers.
32. 24
â¨
PESTLE MALAYSIA
Why do we target Malaysia?
⢠Malaysia holds 38% of the Heart of Borneo
area and has high control of timber and
palm oil concessions.
⢠Since the economy is growing steadily
Malayan companies are reliable partners.
⢠Malaysia depends on an effective export
rate; what if countries and companies
demanded sustainable palm oil?
⢠Malaysia has a young and innovative
population and a large amount of social
media users; they are ready to make a
change in their countryâs environmental
policies.
34. 26PESTLE BRUNEI
Political & Legal
⢠Brunei Darussalam is a constitutional sultanate also known as Malay Islamic Monarchy with the same
family ruling the region for nearly six centuries.
⢠Sultan Haji Hassanal Bolkiah is Head of State, Prime minister, minister of defense and minister of finance -
a ministry doesnât exist.
⢠Islam plays a major role in Brunei â but the constitution guarantees freedom of religion.
⢠Justice is based on Islamic law, contains parts of the Sharia and is close to the British law system.
⢠Brunei is part of many international organizations such as ASEAN, UNESCO, UN, OIC, ADB, NAM and gets
along very well with its neighbors Indonesia, Malaysia and Singapore.
35. 27PESTLE BRUNEI
Economical
⢠Brunei has a small but wealthy economy that is growing at a steady rate with an average inflation of 1.5%.
⢠Since its economy has been dominated by the oil and gas industry for the past 80 years, Brunei is the
third-largest oil producer and exporter in Southeast Asia (180.000 barrels per day) and earns about 8
billion euro by selling oil.
⢠GDP per capita of $51.600 is high thanks to income from overseas.
⢠The government successfully persecutes of diversifying the economy away from its over-reliance on oil
and gas by strengthening the banking and tourist sector.
⢠Bruneiâs strongest sector is the industry (73.3%) followed by services (26%).
⢠The Brunei dollar is pegged to the Singapore Dollar with a fixed exchange rate of 1 to 1.
⢠Brunei generates 100% of its electricity from fossil fuels.
36. 28PESTLE BRUNEI
Social
⢠Brunei has a total population of 422.675 (2014) with a median age of 29.3 years.
⢠The official language is Malay but English is widely used due to Bruneiâs colonial background.
⢠Although the Sultanate has a variety of ethnic groups and religions, Islam is declared as the stateâs religion.
⢠76% of total population live in urban areas and have a high literacy rate of 95.4%.
⢠Every citizen is assured medical services and free education through the university level.
⢠According to the UN âHuman Development Indexâ (2013) Brunei is in âvery high human developmentâ.
⢠The government subsidies food and housing. Prices for water and energy are low.
37. â¨
29PESTLE BRUNEI
Environmental
⢠Bruneiâs economy depends on revenue from their natural resources; the rainforest and its palm oil resources.
⢠Brunei has signed the Declaration of the Heart of Borneo and recognizes its value for the region since it
accounts for a small area on the northern coast of the Sultanate.
Technological
⢠Almost 318.900 Bruneians use the Internet regularly.
⢠Facebook is widespread with a total amount of 254.760 users (2013).
⢠Brunei has a state-controlled Radio Television Brunei (RTB) that operates 5 channels.
38. 30PESTLE BRUNEI
â¨
Why do we target Brunei?
⢠Brunei is ranked as the fifth-richest
nation worldwide thanks to its petroleum
and natural gas resources - it could be a
generous and stable partner for the Heart
of Borneo initiative.
⢠Brunei has widespread economic
alliances and a great influence on
companies and governments locally and
globally.
⢠The population is highly connected via
social media such as Facebook which
makes it easier to raise awareness for
environmental issues.
40. Why do we target the United States?
Largest and most
powerful economy in the
world with a strong
influence on other
countries and markets.
The US import a high
amount of pulp and paper
from the Borneo region.
The majority of the
companies purchasing
palm oil from the Heart of
Borneo are American
(e.g. Cargill and ADM).
31UNITED STATES
41. 32
Why do we target Germany?
As a key member of
the European Union
Germany has strong
influence in political and
economic matters.
Germany officiates as a
forerunner in environmental
issues.
Germany imports oil and
gas as well as pulp and
paper from the Borneo
region.
Germany has a strong
buying rate that can
influence the production and
trading.
GERMANY
42. 33
Why do we target India?
India is a strong import
country especially on crude
and palm oil as well as pulp
and paper.
Due to the relatively
young population India will
play a major role in the future
and has to be included in
the process.
Indiaâs large
population is heavily
involved in social
networking; a chance to raise
awareness by reaching a
large amount of people.
INDIA
44. 34GOALS
The overall goal of our communications campaign is to increase global awareness of the
importance of Borneo and the threats it is facing as well as to convince stakeholders to engage in
the project to prevent deforestation in the Heart of Borneo.
The campaign theme 'Keep our Heart Beating' underlines all of our strategies and tactics.
To connect our strategies and tactics we implement an overall hashtagâ¨
as well as a new campaign logo for the âHeart of Borneoâ initiative:
#keepourheartbeating
45. 35
Aims:
Position HoB internationally as an important social cause
HoB should be an important social cause, not only for the countries involved, but also for the rest of the world.
The project will aim to increase awareness of the situation in Borneo on an international scale.
Attract donors to take part in the HoB project
The PR campaign should focus on selling the idea to companies and governments worldwide to support the
cause.
Spread the word on Social Media
Social media does not only influence teenagers anymore. Individuals worldwide use Facebook, Twitter,
Instagram and a variety of other social media platforms. These free and inexpensive platforms enable us to
connect with people globally. This project can make use of these social media platforms efficiently and
effectively to increase awareness of the HoB and its PR campaign.
AIMS
46. ADIA 36
⢠To increase attention in the Heart of Borneo initiative across all publics by 60% during the first year.
⢠To increase interest in the Heart of Borneo initiative across all publics by 50% during the first year.
⢠To increase desire across all target groups by 40% during the first year.
⢠To increase action across all target groups by 20% during the first year.
⢠To increase traffic to the tourism websites of Malaysia, Brunei and Indonesia by 20% in 9 months.
⢠To have 30 palm oil companies using the Heart of Borneo regional brand within one year.
⢠To increase the number of followers up to 20.000 both on the Heart of Borneo Facebook and Twitter account.
OBJECTIVES
Objectives:
49. 38
The target groups for the Bornean market are:
⢠Inhabitants aged between 13-49 years that live in urban areas
⢠Inhabitants aged between 13-39 years that live in rural areas
⢠Indigenous Population
⢠Workers in the industry
⢠Students
Good to know:
⢠Borneo has 19.8 million inhabitants (mid-2010) and a population density of 26 inhabitants per square kilometer.
⢠The religion of the majority of the population is Muslim.
⢠40% of the population live on less than $2 a day.
⢠The richest 10% own 77.2% of the wealth.
⢠Although the heavy logging and mining may be harming the environment, to the locals these are a source of
income and they do not want all the business taken away.
⢠The indigenous people see themselves to be closely connected to the forest and everything in it such as plants,
rivers and trees.
TARGETS
51. 40
The targeted governments are:
⢠Indonesia: President Joko Widodo
⢠Malaysia: King Tuanku Abdul Halim Shah / Prime Minister Abdul Najib Razak
⢠Brunei: Sultan Haji Hassanal Bolkiah
⢠Germany: Chancellor Angela Merkel
⢠United States: President Barack Obama
⢠India: Prime Minister Narendra Modi
TARGETS
Good to know:
⢠Indonesia, Malaysia and Brunei are members of the Association of Southeast Asian nations (ASEAN) that aims to
accelerate economic growth, social progress and sociocultural evolution among its members.
⢠Tourism Malaysia is the national tourism organization (NTO) and as a government agency responsible for
promoting Malaysian Borneo as a tourist destination.
⢠The extra revenue recently generated by tourism helped the countries economy during the economic crisis of
2008.
⢠In recent years Borneoâs tourism has been threatened by the negative effects of the growing industrial economy.
53. TARGETS 42
The targeted companies are:
⢠Local companies (Jel Borneo, Astra Agro Lestari)
⢠International companies (Cargill, Unilever, P&G, NestlÊ, Kraft, Burger King, Ferrero)
⢠Social organizations
Good to know:
⢠The majority of the companies operating in Borneo are trading palm oil, agricultural material or consumer goods.
⢠Together the companies mentioned above have an annual revenue of more than 282 billion US dollars.
⢠Unilever has been criticized by Greenpeace in 2008 for buying palm oil from suppliers that produce illegally. As a
respond Unilever published a plan to obtain its palm oil from sources that are certified as sustainable by 2015.
⢠In 2010, NestlÊ committed that its products will not be associated with deforestation anymore which is detailed in
their Commitment on Deforestation and Forest Stewardship.
⢠Unilever, P&G, NestlĂŠ, Kraft and Ferrero are members of the Roundtable on Sustainable Palm Oil (RSPO) âaiming to
transform markets to make sustainable palm oil the norm.â
55. 44
The global target countries are:
⢠Malaysia
⢠Indonesia
⢠Brunei
⢠USA
⢠India
⢠Germany
TARGETS
Good to know:
⢠The worldâs total population is 7.2 billion with an urbanization rate of 53%.
⢠There are nearly 7 billion mobile subscriptions worldwide in late 2014. This is equivalent to 95.5% of the
world population.
⢠More than half of the worldâs mobile subscribers are in Asia Pacific (52.1% of the global number).
⢠3 Billion active internet users with a penetration rate of 42% (January 2015)
⢠2 Billion active social media accounts (January 2015)
⢠1.44 Billion Facebook users worldwide (March 2015)
57. 45
STRATEGY 1: Get aware!
The âGet aware!â strategy aims to raise awareness around the Heart of Borneo initiative by
confronting the various publics in moments where they would have never thought about
environmental issues. By implementing the strategy we want to strengthen the Heart of
Borneoâs reputation across both global and local markets and sensitize the publics
perspective on how the well-being of the ecosystem also affects them.
STRATEGIES & TACTICS
59. 47STRATEGY 1: GET AWARE!
WHY? The purpose of the âAnnual Sustainability Dayâ is to put the protection of the Heart of Borneo in the political
and economic limelight. For many people Borneo is just another island in the South East Asian archipelago and they
do not know about its importance, its potential or the threats that countless species and indigenous people are
facing. We want to put the preservation of the Heart of Borneo on the political and economical agenda to change the
lack of knowledge about this region.
WHAT/WHO? The campaign can be separated into two parts that are strongly linked to each other. First we want to
persuade politicians to feel responsible for preserving Borneoâs biodiversity in the many years to come. This is why
we invite the Indonesian President Joko Widodo and the Malaysian Prime Minister Abdul Najib Razak on a
conservation tour around Borneo that will be fully covered by the media. Secondly, after the conservation tour that
will arouse interest and raise awareness both locally and globally, a âSustainability Dayâ will be arranged that will
take place annually on May, 11th, starting in 2016.
Annual Sustainability Day
60. 48STRATEGY 1: GET AWARE!
Annual Sustainability Day
HOW? âSustainability Dayâ starts with a conference that will be held in the Balai Sidang Jakarta Convention Center
to discuss the theme of sustainability. The opening speech will be given to Indonesian President Joko Widodo
talking about his experiences and insights of the conservation tour. At the same time school and university events
will be opened all over Malaysia, Indonesia and Brunei to increase awareness of the Heart of Borneo. The event will
be sponsored by partner companies of the Heart of Borneo initiative (Keep Our Heart Beating - Corporate Campaign)
WHAT ELSE? While the first âSustainable Dayâ takes place regionally it is planned to spread the campaign around
the globe since it has to be a worldwide event to drive change. That is why all the activities will be promoted on
social media and âSustainability Hashtagsâ will be conducted. This way people from all over the world have the
chance to be a part of the campaign and share their ideas and opinions. It is aimed to expand the campaign to
Europe, the US and India in the following years. The opening conference takes place in another country each year.
61. 49STRATEGY 1: GET AWARE!
Target publics:
⢠Local & Global Communities
⢠Governments
⢠Companies & NGOâs
⢠Potential partners in the economy
Budget:
⢠Social Network Managing: $36.000
⢠Conservation Tour: $30.000
⢠Activities/Location: covered by partners
⢠Security at conference: $20.000
⢠Total: $86.000
Communication channels:
⢠Heart of Borneo Website
⢠Government & Company Websites
⢠Facebook, Twitter, Instagram, Pinterest
⢠YouTube
At a glance: Annual Sustainability Day
Timeline:
⢠Preparation: March/April 2016
⢠Conservation Week: May 4-11, 2016
⢠First Sustainability Day: May 11, 2016
63. 51STRATEGY 1: GET AWARE!
WHY? All three countries are keen to promote the eco-tourism opportunities in their area and rely less on the
exploitation of natural resources. Tourism as a percentage of GDP in each country is low. Concerns about air and
water pollution have been expressed about Indonesia and Malaysia, with limited attractions in Brunei.
WHAT/HOW? By linking to the Heart of Borneo region on official tourism websites, awareness of Borneo as a
unique destination with specific information about the eco-tourism opportunities can be promoted by all three
countries. Moreover further campaigns such as HeartBeat Week, the Exploring Borneo Video Contest and the Tree
Wi-Fi Zone will all be promoted there as well.
WHO?
A. Malaysia Truly Asia
B. The Green Heart of Borneo: Brunei -A kingdom of unexpected treasures
C. Wonderful Indonesia
Official Tourism Websites
64. 52STRATEGY 1: GET AWARE!
At a glance: Official Tourism Websites
Target publics:
⢠Indonesian, Malaysian and Brunei
governments
⢠Travel agencies
⢠International travelers
⢠Domestic tourists
Budget:
⢠Website Development: $20.000
⢠Ad Spot in AXN Channel $200.000
⢠Travel costs for travel blogger $15.000
⢠Total: $235.000
Communication channels:
⢠Official tourism websites and social media of
Malaysia, Brunei and Indonesia
⢠Blog, flickr and webTV
⢠TV campaign in television channel âAXN Asiaâ
⢠Develop an official Instagram for HOB and the
tourism departments of all countries
Timeline:
⢠Preparation: September 2015 (adding new
information on the websites, promoting
eco-tourism, develop social media)
⢠Promotion for 6 months: Launch October 1,
2015 - April 30, 2016
66. 54STRATEGY 1: GET AWARE!
WHY? Companies that work unsustainably are a big threat to Borneo. The only thing those companies rely on are
customers that buy their products. Our goal is to get the global community to buy products with a sustainable
certificate and thereby get the remaining companies thinking about their environmental impact. Our campaign logo
put on packaging gives the consumer a hint about the origin of the product and wether it is made sustainably or not.
WHAT? Moreover posters of a logger that is cutting a tree will be put up on bus stops in big cities. The poster
contains a special effect: The loggerâs head is replaced by reflective foil and functions as a mirror.
HOW? Observers that stand in front of the poster will see themselves logging a tree which will emotionally effect
them. From that point on, people will likely be more willing to act because they see a personal connection between
themselves and the deforestation in the Bornean area.
WHO? The main target group of this tactic will be the global community with a special focus on our main target
countries.
Use Your Power - Make a Choice
67. 55STRATEGY 1: GET AWARE!
First Visualization:
Use Your Power - Make a Choice
68. 56STRATEGY 1: GET AWARE!
Target publics:
⢠Local Community
⢠Global Community
⢠Costumers
Communication channels:
⢠Promotion on Social Media
⢠Hashtags, such as #UseYourPower
#MyChoice #KeepOurHeartBeating
⢠Use of a QR-Code that links the observers
to the Heart of Borneo landing page
At a glance: Use Your Power - Make a Choice
Timeline:
⢠Preparation: October/November 2015
⢠Release date: December 1, 2015
⢠Ending: February 1, 2016
Budget:
⢠Posters and reflective foil: $100.000
⢠Rental costs: $450.000
⢠Total: $550.000
70. 58STRATEGY 1: GET AWARE!
Regional Mark of Origin: âMade in the Heart of Borneoâ
WHY? The RSPO trademark is used by 40% of companies using palm oil from sustainable sources. With a regional
mark of origin the Heart of Borneo should be branded and awareness for the products as well as for the region will
be increased. The main goal is to pursue a sustainable production of high quality products.
WHAT? We propose a further regional âmarkâ to indicate those products which have been produced from
sustainable sources in the Heart of Borneo. This would raise awareness of the area and enhance the reputation of
the agreement and the companies sourcing goods sustainably.
HOW? A competition would be launched at the summit for design agencies in the Heart of Borneo countries to
design the logo. The winning entry will be used regionally. Companies will be required to submit a report to be able
to use it.
WHO? Conscious consumers would be able to choose to support the Heart of Borneo. It will show the economic
benefits of selling sustainably sourced goods to the local states.
71. 59STRATEGY 1: GET AWARE!
At a glance: Regional Mark of Origin: âMade in the Heart of Borneoâ
Target publics:
⢠Global design companies
⢠Companies in Borneo
⢠Governments of target countries
⢠The local community
⢠Global consumers
Budget:
⢠Press conference to launch competition:
$6,000
⢠Costs associated with judging panel
$4,000
⢠Total: $10,000
Communication channels:
⢠News Media in HoB countries
⢠Official Website of the participating
companies
⢠HOB website
⢠WWF website
Timeline:
⢠Preparation: September 2015
⢠Press conference to launch: 9/30/2015
⢠Design chosen: November 1, 2015
⢠Winner Announcement: January 15, 2016
⢠Campaign launch: March 2016
73. 61STRATEGY 1: GET AWARE!
WHY? This tactic aims to link the local and global community by seeing the Heart of Borneo initiative from another
perspective. By this more awareness and interest in the initiative will be raised.
WHAT? A storytelling video will be produced and put on various social media channels. Especially on Youtube as an
in-stream-ad.
WHO/HOW? A video contest for local children will be organized. They shall tell the world about their home in
Borneo and let them see some parts of their daily life. This way the global community will get an idea of the beauty
and multi-ethnical culture of Borneo. Moreover they receive information about the threats that Borneo is facing. By
this, the observer will realize that many people are affected by it. In the end, a jury of the WWF will choose the best
video. The winning child gets a professional video shoot. To keep costs low, the video will be produced in
cooperation with the Curtin University at Borneo. Legal protection rights will be taken into consideration and parents
have to give their approval.
Through the Eyes of a Child
74. 62STRATEGY 1: GET AWARE!
Target publics:
⢠Local Children
⢠Local Community
⢠Global Community
Communication channels:
⢠Promotion on Social Media such as
Facebook, Twitter, Instagram & Pinterest
⢠The videos will be broadcasted on Youtube
At a glance: Through the Eyes of a Child
Timeline:
⢠Preparation: January 2016
⢠Release: February 1 - April 1, 2016
Budget:
⢠Video Shoot: $40.000
⢠Social Media Management: $40.000
⢠Total: $80.000
76. 64STRATEGY 1: GET AWARE!
WHY? No WiFi again? Why not log in at the next ⌠tree! Access to free WiFi, especially in urban areas, in these
days seems like a must. This is why we aim to provide Tree WiFi â and create awareness for the Heart of Borneo
amongst those who use the service for free.
WHAT/HOW? WiFi-Routers are placed in trees all over cities in our major target countries. Signs on these trees
attract people to log in and use the internet service for free. By logging in the user will be linked to a landing page
containing information about the Heart of Borneo and a message appealing to their conscious. In order to use the
network the user will be able to subscribe to the Heart of Borneo newsletter and follow it on social media. This is a
pilot project and therefore limited to the capitals of the target countries with the aim to expand.
MESSAGE? âCongratulations! You are receiving free network access via TreeWiFi. There are, obviously, very few
trees that provide WiFi. But there is a seemingly endless number of trees in the world, every single one of which
provides oxygen for us to breath. Did you know that the Heart of Borneo holds 6% of global biodiversity? Subscribe
to access and to know more.â
TreeWiFi
77. 65
Target publics:
⢠Local and global Communities living in
urban areas
Communication channels:
⢠Promotion on social media including
location information
⢠Landing page
⢠Websites of HoB and WWF
At a glance: TreeWiFi
Timeline:
⢠Preparation: August 2015
⢠Release: September 1 - February 1, 2016
Budget:
⢠Costs for routers and installation: $70.000
⢠Operation costs for 6 months: $120.000
⢠Social Media Management: $30.000
⢠Development Landing Page: $40.000
⢠Total: $260.000
STRATEGY 1: GET AWARE!
78. STRATEGIES & TACTICS 66
STRATEGY 2: Get informed!
The âGet informed!â strategy will raise awareness and educate publics and stakeholders
about the Heart of Borneo initiativeâs work and the opportunities that a sustainable trade in
the Bornean region holds. The following tactics enable ways of getting in contact with local
and indigenous people and foster a better mutual understanding. By arranging annual
events, the media presence of the initiative will only increase.
80. 68
WHY? India is the worldâs largest importer of palm oil in the world.
WHAT? A 10 day trade mission with leading businesses and journalists from India, accompanied by the Consulate
General of Malaysia (Malaysia is the current Chair of ASEAN) and representatives from the Department of Commerce
in India.
HOW? A visit to the WWF in Sarawak would highlight the issues facing the region and those companies using best
practice sustainable oil production. The visit would enhance the reputation of the Heart of Borneo as a place to do
business and introduce Indian companies to opportunities for green growth.
WHO? Business leaders would be able to explore business opportunities in the Heart of Borneo region and develop
links with local businesses. Business matching would be a priority. The Malaysia-India Comprehensive Economic
Cooperation Agreement was signed in 2011 to reduce or eliminate tariffs and this is a high-level opportunity to
promote trade and leverage the agreement between the two countries.
Trade Mission from India to Heart of Borneo states
STRATEGY 2: GET INFORMED!
81. 69
At a glance: Trade Mission from India to Heart of Borneo states
Target publics:
⢠Indian and Heart of Borneo Statesâ
Governments
⢠Malaysia public and business community
⢠Indian business community
Budget:
⢠Hosting by WWF: $30.000
⢠Social Media Management: $36.000
⢠Total: $66.000
Communication channels:
⢠Malaysian and Indian news media
⢠Twitter:
A. Mohd Najib Tun Razak @NajibRaza
B. Narendra Modi @narendramodi
C. WWF-Malaysia @WWFMy
Timeline:
⢠Preparation: Februar/March 2016
⢠Invite businesses to attend: February 2016
⢠10 Day Vision: April 2-12, 2016
STRATEGY 2: GET INFORMED!
83. 71
WHY? Companies are the driving force behind the logging industry in the Heart of Borneo region. Even though the
biggest stakeholders committed that their products will not be associated with deforestation anymore and
published plans on how to obtain their palm oil from certified sources there is still a legal limbo that companies
make profit from. Now that Corporate Social Responsibility (CSR) gets more and more important companies should
consider that taking care of the environment and preserving the culture on site is a necessary requirement to work
successfully.
WHAT/WHO? An âEnvironmental Responsibility Campaignâ will be launched that strengthens the partnership of
companies and the Heart of Borneo initiative. Both local and international companies will receive an invitation to be
a part of it and subscribe to a sustainable collaboration with the Heart of Borneo. Representatives that follow our
campaign will be interviewed about their point of view for what sustainability means to them.
Keep Our Heart Beating - Corporate Campaign
STRATEGY 2: GET INFORMED!
84. Keep Our Heart Beating - Corporate Campaign
HOW? Short video clips will be produced including the âSustainable Statementsâ of company members. The
interview ends with the representatives sharing the campaign slogan âKeep our heart beatingâ with the world since
the slogan is supposed to be used as a hashtag in social networks (#keepourheartbeating). We aim to create a
strong sharing culture to give the campaign a viral impression. Videos will be shared on Facebook, Twitter,
Instagram and Pinterest. Companies will be allowed to use the videos for their own purposes as well.
Moreover partner companies will be given a short report including a certificate that encompasses our logo, and
information based on sustainable business, as well as green management of the environment. They will be able to
include all material in their annual reports as well as in their official advertisement.
These measures prove the effectiveness of their commitment to the campaign and give importance to the subject
matter of the Heart of Borneo.
STRATEGY 2: GET INFORMED! 72
85. 73
Keep Our Heart Beating - Corporate Campaign
WHAT ELSE? Another video clip will be conducted focusing on the reaction of local people while watching the
company statements. They then have the possibility to make their own statement on sustainability and what they do
think of the contributions that big concerns are doing to save the Heart of Borneo.
WHY? Our main goal is to bring people from all different parties together, reduce the distance and raise awareness
on all stages of the process. We want to show that the Heart of Borneo initiative is taking care of local community
statements and willing to strategically include them in the decision-making.
STRATEGY 2: GET INFORMED!
86. 74
Target publics:
⢠Local Community & Companies
⢠International Companies
⢠Corporate Groups
⢠Potential Partners
Budget:
⢠Making of âInterviewsâ: $50.000
⢠Social Media Management: $36.000
⢠Editing annual report: $1.000
⢠Total: $87.000
Communication channels:
⢠Social Media (Facebook, Twitter, Instagram
by using #keepourheartbeating)
⢠YouTube
⢠Press
At a glance: Keep Our Heart Beating - Corporate Campaign
Timeline:
⢠Preparation & Invitation: September 2015
⢠Interviews: November 2015
⢠Production: December 2015
⢠Release: January 2016
STRATEGY 2: GET INFORMED!
88. 76
WHY? The best way to effectively confront children with global problems is to combine it with fun. As todayâs
children are the future generation it is important to involve them in topics that will affect their future lives. Our goal
is to achieve a strong understanding of the Heart of Borneo among the younger generation and to put the initiative
on the world map.
WHAT? A free Game App about the Heart of Borneo will be developed in which children are confronted with
Borneoâs current situation. The challenge of the game will be to create a green economy and thereby save Borneo.
Animals such as the Orang Utan or the Rhino will advice the children.
HOW? By playing the App, children will learn a lot about Heart of Borneo and the benefits of a green and sustainable
economy. This will be achieved by little info-screens popping up during the game as well as by the way the virtual
Borneo changes as soon as they strategically start to built a green economy.
WHO? The main target group of this App will be children aged between 8 to 16 years from our main target countries
(Malaysia, Brunei, Indonesia, Germany, India, USA). But since the game will be translated into different languages,
children all over the world will be able to play it. It can be downloaded in the App Store or on Google Play.
Heart Of Borneo Game App
STRATEGY 2: GET INFORMED!
89. 77
Target publics:
⢠Children aged between 8 to 16 years
⢠First priority: Malaysia, Indonesia, Brunei,
USA, Germany, India
⢠Children from all over the world
Communication channels:
⢠Heart of Borneo Website/Facebook
⢠WWF Website/Facebook
⢠Press releases
⢠Magazines (such as: Geolino)
At a glance: Heart Of Borneo Game App
Timeline:
⢠Preparation: October/November 2015
⢠Release date: December 1, 2015
⢠Campaign until June 1, 2016
Budget:
⢠App development: $400.000
⢠Translation: $30.000
⢠Promotion: $30.000
⢠Total: $460.000
STRATEGY 2: GET INFORMED!
91. 79
WHY? The Press Trip aims to bring attention to the Heart of Borneo initiative and its unique trilateral collaboration
among Indonesia, Malaysia and Brunei. Moreover the world will know what the initiative already achieved and what
its mainly pursued aims are.
WHAT? A number of 14 journalists with its teams will be invited to Borneo. Since they will all be from environmental
and social departments we hope to take roots in local and global newspapers and magazines as well as ensuring
constant reporting from the Heart of Borneo region and its development.
WHO? Major media companies of the main targeted countries will be contacted and get an invitation to participate
in the Press Trip to Borneo.
HOW? During the week long trip the journalists have the chance to discover Borneo, learning about the culture and
trying several activities. The first days are used as a recreative part. Afterwards, the journalists will both see
cultural heritage and conservation sites as well as places that the logging industry controls. In the end of the week
a press conference will be held and major questions will be answered.
Press Trip
STRATEGY 2: GET INFORMED!
92. 80
Target publics:
⢠Journalists
⢠Media Agencies
Communication channels:
⢠Promotion on Social Media such as
Facebook, Twitter, Instagram & Pinterest
⢠Various local and international
newspapers and magazines
At a glance: Press Trip
Timeline:
⢠August 9-16, 2015
⢠Preparation: July 2015
Budget:
⢠Flight tickets: $20.000
⢠Accommodation, food & activities; $30.000
⢠Total: $50.000
STRATEGY 2: GET INFORMED!
93. STRATEGIES & TACTICS 81
STRATEGY 3: Get involved!
Transporting the message âThe Heart of Borneo conservation starts with YOUâ this strategy
not only appeals to the publics and stakeholders but wants them to play an active role in the
project. The tactics are implemented to show that the Heart of Borneo initiative is about
more than protection trees from being cut down. The publics will be giving the opportunity
to get to know Borneo and see its beauty through their own eyes. A strong social media
approach secures a full worldwide coverage of the events.
95. 83
WHY? The Heart of Borneo Agreement is unique in international relations. Three countries have come together to
protect a key area of biodiversity. Our goal is to increase the reputation of the Heart of Borneo countries and the
aims of green growth.
WHAT? An International Summit will be held at the Borneo Convention Centre in Kuching on June, 5th 2016 to
demonstrate the strong support of the governments of Brunei-Darussalam, Malaysia and Indonesia, the
significance of the Heart of Borneo area and leadership in cross-government agreement. The opening keynote
will be given by Gisele BĂźndchen, Global Ambassador, UNEP.
HOW? The theme of the conference will be âThree Countries One Visionâ. The three leaders of the Heart of Borneo
countries will confirm their commitment to the agreement. Two initiatives will be launched to show strong
government and international support for a green economy approach.
WHO? Invited guests will include the Chair of ASEAN 2016, the UNEP Executive Director Achim Steiner, WWF
Director-General and Ambassadors of India, Japan, Germany, Brazil and the United States will be invited as well
as local and central representatives from the Ministry. Chief Executives of the 25 largest companies using palm
oil and timber in Malaysia and Indonesia and the RSPO will also be part of the summit.
Heart of Borneo International Summit
STRATEGY 3: GET INVOLVED!
96. 84
At a glance: Heart of Borneo International Summit
Target publics:
⢠Indonesia government and citizens
⢠Kalimantan state government
⢠Malaysia Government and citizens
⢠Sabah and Sarawak state government
⢠Sultan of Brunei and citizens
⢠Global governments & organizations
Budget:
⢠Security: $60.000
⢠Venue: $150.000
⢠Travel: $80.000
⢠Total: $290.000
Communication channels:
⢠National and international news media
⢠Twitter:
A. Mohd Najib Tun Razak @NajibRazak
B. Joko Widodo @jokowi_do2
⢠YouTube: Presentations will be live-
streamed
Timeline:
⢠Preparation: Mai 2016
⢠June 5, 2016 (Borneo Convention Centre in
Kuching)
STRATEGY 3: GET INVOLVED!
98. 86
WHY? The Heart of Borneo Agreement has been signed by the governments of Indonesia, Malaysia and Brunei, but
there has been a lack of compliance in the regional areas of Kalimantan, Sabah and Sarawak. These areas have a
reputation for corruption and there is little control by central government over these states. Poaching and illegal
logging is a problem on the borders of Brunei.
WHAT? The âBest Regional Initiativeâ is designed to provide an opportunity for local leadership and encourage
better protection. Moreover transparency around the regional land management of the area will be promoted.
Regional government leaders should be persuaded to enforce the agreement in the future and by this increase the
reputation of the Heart of Borneo region internationally.
HOW? The local government would nominate projects for the award as part of their requirement for annual
reporting. The amount of the award would be $10.000. The first award will be presented at the âThree Countries One
Visionâ Summit in Kuching on June 5th 2016 by the state leader.
Heart of Borneo Agreement Award: âBest Regional Initiativeâ
STRATEGY 3: GET INVOLVED!
99. 87
At a glance: Heart of Borneo Agreement Award: âBest Regional Initiativeâ
Target publics:
⢠Regional Government Leaders
⢠Central Governments
⢠Companies
Budget:
⢠Social Media & Press Management:
$30.000
⢠Award: $10.000
⢠Award Ceremony: $30.000
⢠Total: $70.000
Communication channels:
⢠Social Media (Facebook, Twitter)
⢠Press
Timeline
⢠Preparation: September/October 2015
⢠Nomination: November 1, 2015
⢠Award ceremony: December 10, 2015
STRATEGY 3: GET INVOLVED!
101. 89
WHY? The campaign is designed to spread a strong vision amongst various communities by providing education
about the impact of environmental destruction across Borneo. The aim is to increase awareness of the population at
large and show them which impact and opportunities we could have all together. Moreover we want to engage
NGOs, environmental organizations and other stakeholders in politics and economies to be involved in the Heart of
Borneo initiative.
WHAT? The âHeartbeat Weekâ is an international campaign week composed of different actions. It takes place at
the same time across Malaysia, Indonesia, Brunei and different places in Germany, the US and India.
WHO? The week particularly targets the local communities in Borneo, where a joint vision amongst the inhabitants
and indigenous people will be established. Also the publics in our international target countries â Germany, the US
and India â constitute an important part of the week.
HeartBeat Week
STRATEGY 3: GET INVOLVED!
102. 90
City Information Fairs
⢠Information stalls in public places inform about the Heart of Borneo initiative.
⢠Footprints of different size on the ground lead to info boards and remind people about their own impact on the
environment: their so-called individual ecological footprint.
Contact with Experts
⢠Representatives visit schools and universities to inform about their work and the importance of action.
Activities with Dayak People
⢠Joint rainforest walks with Dayak people informing about their life will be offered.
⢠Cooking and eating together
Seeds of Hope
⢠Biodegradable Balloons filled with seeds will be risen at the same time in every country. When the balloons burst
the seeds will disperse all over the countryside. There will be one balloon for each acre of the Bornean rainforest
that has been illegally cut by the logging industry. People have the chance to buy seeds that will be dropped in
their name. By this measure we donât want to reforest the rainforest but raise conscious and create a
symbolically speaking activity.
HeartBeat Week - How?
STRATEGY 3: GET INVOLVED!
103. 91
HeartBeat Week Contest
â¨
WHAT? The HeartBeat Week contest is yet another social media campaign of the Heart of Borneo initiative via
Facebook, Twitter and Instagram. Followers are asked to send in a photo of their âHeartbeat Weekâ experience
until the end of November 2015.
HOW? A jury chooses the Top 15 photos and puts them for vote by other followers. The public can vote for their
favorites by sharing the photos. The winners receive a pair of Beats by Dr. Dre Ekocycle Headphones.
WHAT ELSE? The company Beats Electronics joined the âEkocycle Brand Initiativeâ in 2012 and signed to create
products that are smart, innovative and environmentally responsible through the use of recycled content.
Moreover they committed âto inspire and educate individuals and communities to live a more sustainable
lifestyleâ. Since they work with celebrities such as will.i.am and Dr. Dre in their development phases and
commercials, Beats by Dr. Dre is targeted as a potential partner for the HoB initiative and likely to donate the
winning amount of headphones.
STRATEGY 3: GET INVOLVED!
104. 92
HeartBeat Week: Across The Globe
Targeting Press
⢠Invitation of journalists from major target countries.
⢠To broaden the Heart of Borneoâs representation in the media by targeting journalists toâ¨
understand the importance of the cause and spread the word.
#keepourheartbeating
⢠Usage of our campaign hashtag to increase popularity and online representation of the event
⢠There will be regular updates by the Heart of Borneo initiativeâs social network accounts to
maintain ongoing discourse.
⢠Examples: #HeartBeatWeek #HeartBeatWeek_IND #HeartBeatWeek_GER
STRATEGY 3: GET INVOLVED!
105. 93
Target publics:
⢠Local Communities
⢠Global Communities
⢠Companies & NGOâs
⢠Potential partners in the economy
Budget:
⢠HeartBeat Week: $350.000
⢠HeartBeatWeek Contest: $40.000
⢠Press Targeting: $15.000
⢠Social Media Management: $30.000
⢠Total: $495.000
Communication channels:
⢠Social Media (Facebook, Twitter, Instagram
by using #keepourheartbeating)
⢠Local and global newspapers
⢠TV
At a glance: HeartBeat Week
Timeline:
⢠Preparation: September/October 2015
⢠Week: November 9-15, 2015
⢠Contest: until November 30, 2015
STRATEGY 3: GET INVOLVED!
107. 95
WHY? Young people and consumers from all over the world have the chance to influence Borneoâs fate by
purchasing sustainable products and supporting companies that work environmentally-friendly. Todayâs youth is
cosmopolite and loves to travel the world - we aim to win young and adventurous people as ambassadors for the
Heart of Borneo initiative.
WHAT/WHO? A video contest will be organized and promoted on the Heart of Borneo website as well as on all the
initiativeâs social media channels such as Facebook, Twitter, Instagram and Pinterest. Anybody can participate in the
contest by answering the simple question âWhat is your vision of keeping the Heart of Borneo beating?â and send a
short video clip in.
HOW? Information on the actual status of the Heart of Borneo and its issues will be provided through social media
channels. The winning participantâs videos need to contain a creative approach of how to save the Heart of Borneo.
The Top Ten clips will be chosen and the winners receive a flight ticket to Borneo (Airport: Miri). They receive a week
long guided adventure tour visiting the most beautiful places as well as industrial sites in the Heart of Borneo. This
way they will be aware of what the HoB is and might be if there is no sudden reaction to the circumstances. The
participants will be accompanied by a media team so their experiences can be shared online at the same time.
Exploring Borneo - Video Contest
STRATEGY 3: GET INVOLVED!
108. 96
Target publics:
⢠Young people over 18 years that areâ¨
social media affine and bring in creative
approaches.
⢠Travel Bloggers
Budget:
⢠Social Media Management: $36.000
⢠Winning Tour (incl. Flights): $22.000
⢠Visualization/Ranking: $24.000
⢠Total: $82.000
Communication channels:
⢠Heart of Borneo website
⢠Facebook, Twitter, Instagram, Pinterest
⢠YouTube
⢠Travel Blogs
At a glance: Exploring Borneo - Video Contest
Timeline:
⢠Preparation: December 2015
⢠Opening: January 20, 2016
⢠Ending: February 20, 2016
⢠Adventure Tour Borneo: March 15-22, 2016
STRATEGY 3: GET INVOLVED!
110. 97BUDGET
STRATEGY 1: GET AWARE!
Measures Costs
Annual Sustainability Day Social Network Managing, Conservation Tour, Security costs 86.000,00Â $
OfďŹcial Tourism Websites Website Development, Ad Spots, Travel costs 235.000,00 $
Use your Power - Make a Choice Costs for poster and reďŹective foil, Rental costs 550.000,00 $
Regional Mark of Origin Costs for press conference, Judging panel 10.000,00Â $
Through the eyes of a Child Video shoot, Social Media 80.000,00Â $
TreeWiďŹ Routers & installation, Operation costs, Social Media, Landing Page 260.000,00 $
Total Budget 1.221.000,00Â $
TIPPS: Geben Sie Ihr Budget fĂźr jede Kategorie in die Tabelle Ăbersicht nach Kategorie (unten) ein. â¨
Geben Sie Transaktionen im Blatt Transaktionen ein, um Ausgaben und Budget zu vergleichen.
21Â %
7Â %
1Â %
45Â %
19Â %
7Â %
Annual Sustainability Day
OfďŹcial Tourism Websites
Use your Power - Make a Choice
Regional Mark of Origin
Through the eyes of a Child
TreeWiďŹ
MONATLICHES BUDGET
111. 98BUDGET
ST R AT E GY 2 : G E T I N F O R M E D !
Measures Costs
Trade Mission Hosting, Social Media Management 66.000,00Â $
Corporate Campaign Making of Interviews, Social Media, Editing annual report 87.000,00Â $
Heart of Borneo Game App App Development, Translation, Promotion 460.000,00Â $
Press Trip Flight tickets, Accommodation, foods and activities 50.000,00Â $
Total Budget 663.000,00Â $
TIPPS: Geben Sie Ihr Budget fĂźr jede Kategorie in die Tabelle Ăbersicht nach Kategorie (unten) ein. â¨
Geben Sie Transaktionen im Blatt Transaktionen ein, um Ausgaben und Budget zu vergleichen.
8Â %
69Â %
13Â %
10Â %
Trade Mission
Corporate Campaign
Heart of Borneo Game App
Press Trip
MONATLICHES BUDGET
112. 99BUDGET
ST R AT E GY 3 : G E T I N VO LV E D !
Measures Costs
International Summit Security, Venue, Travel 290.000,00Â $
Award: Best Regional Initiative Social Media & Press Management, Award, Award Ceremony 70.000,00Â $
HeartBeat Week / HeartBeat Week
Contest
Info stalls + Material, Footprint signs, Press, Activities (Balloons, Visits),
Social Media, Jury Costs, Collaboration with Beat Electronics
435.000,00Â $
Exploring Borneo - Video Contest Social Media, Trip to Borneo, Ranking & Visualization 82.000,00Â $
Total Budget 877.000,00Â $
TIPPS: Geben Sie Ihr Budget fĂźr jede Kategorie in die Tabelle Ăbersicht nach Kategorie (unten) ein. â¨
Geben Sie Transaktionen im Blatt Transaktionen ein, um Ausgaben und Budget zu vergleichen.
9Â %
50Â %
8Â %
33Â %
International Summit
Award: Best Regional Initiative
HeartBeat Week/HeartBeat Week Contest
Exploring Borneo - Video Contest
MONATLICHES BUDGET
115. 101
Timeline
TIMELINE
June
2015
July
2015
August 2015 September 2015 October
2015
November 2015 December
2015
January
2016
February
2016
March
2016
April 2016 May
2016
June
2016
Strategy 1: Get Aware!
Annual Sustainability Day
Official Tourism Websites
Use Your Power - Make a Choice
Regional Mark of Origin
Through the Eyes of a Child
TreeWifi
Strategy 2: Get Informed!
Trade Mission
Corporate Campaign
Heart of Borneo - Game App
Press Trip
Strategy 3: Get Involved!
âThree Countries One Visionâ Summit
Award: Best Regional Initiative
HeartBeat Week
Exploring Borneo - Video Contest
117. 102EVALUATION
Objectives Measures
To increase attention in the Heart of
Borneo Initiative across all publics
by 60% during the ďŹrst year.
- Review of news articles in business, environmental, news and travel media,
including time of day, how many and length of article.
- Assess any increase in donations to WWF Heart of Borneo and site campaign.
- In-country omnibus survey in target countries.
- Review of the number of likes, followers, shares, views and subscribers across
social media platforms.
- Review of numbers accessing the Tree WiďŹ and landing page.
- Number of inquiries about travel information via the ofďŹcial tourism sites of
Heart of Borneo countries compared to previous 12 months.
To increase desire across all
target groups by 40% during
the ďŹrst year.
- Survey of sales and inquiries for sustainable products from Borneo companies.
- Measure any increase in donations to WWF Heart of Borneo campaign.
- Assess additional subscribers to WWF Heart of Borneo newsletter.
To increase action across all
target groups by 20% during
the ďŹrst year.
- Survey of sales and inquiries for sustainable products from Borneo companies.
- Number of nominations for regional awards to be reviewed after two months.
- Assess the uptake/time spent on the downloadable HoB game app.
- Assess numbers and location of those accessing the QR code.
- Assess the number of attendees at HeartBeat week.
118. 103EVALUATION
Objectives Measures
To increase trafďŹc to the tourism
Websites of Malaysia, Brunei and
Indonesia by 20 per cent in 9
months.
- Measure page views and time spent on Website.
- Assess the number of inquiries via Tourism Websites.
- Review arrival and departure information for Borneo countries compared to
previous 12 months within eight months.
To have 30 palm oil companies
using the Heart of Borneo
regional brand within one year.
- Review the number of companies applying to use the regional mark.
- Usage and attitude survey of companies sourcing products from Borneo.
To increase the number of
followers up to 20,000 both on
the Heart of Borneo Facebook
and Twitter accounts.
- Review the number of tweets and retweets on Heart of Borneo Twitter account.
- Review the increased number of âlikesâ and âsharesâ for WWF HoB page.
119. 103EVALUATION
Outcomes after 12 months
- Trade mission: survey to review number of follow up activities that occurred
after visit.
- Survey company about increased awareness of products with palm oil and
demand for sustainably produced goods.
- Increased membership of WWF.
- Additional subscribers to WWF HoB newsletter.
- Increased number of âlikesâ for WWF HoB page.
- Increase in number of tourists to Borneo region
120. THANK YOU!
Maren Potgeter
Anja Sager
Kirsten WĂźnsche
Mila Bradaschia
Carlos Silva
Erin Boyle
Alexandra Howard
Tatiana LĂłpez FarrĂŠ
Noemi Mas LĂłpez
Gisela Riera AlsedĂ
Laura Vila Badia
Olga Rios Benito
Anna Tahul Tirado
Shaima Abdulatif
Sara Parovel
Giulia Battisti
BĂĄrbara BrĂĄs
Mae Teosakul
Jana-Mari Retief
Lize Steyn
Joni Solms
Lari Opperman
Xaviera Cabezas
Catalina Salinas
Barbara Saa
Andrew Paul
Ankitha P.C.
Mei Jiun Ting
