KFC Indonesia launched #NoStrawMovement as their green initiatives. They also mentioned this action as a CSR activity. Actually, this is not a CSR refers to ISO26000. It just a proactive Public Relations activity that capitalizes on marine life issues. As we know that, marine life has become the 14th goal in Sustainable Development Goal. Made by Christofer Felix for International Communication & Global Issues assignment. Multimedia Nusantara University. ©2019

1. #NOSTRAWMOVEMENT
a case review by Christofer Felix

2. KFC had announced
this movement was their CSR*,
but it was just a GreenWashing
Marketing-Oriented PR program.
NOTE
*)Refer to ISO26000 as Global CSR Standard

3. Research
Situation
Analysis,
Orgz
Analysis,
Public
Analysis
Planning
The
Objectives
&
Key
Messages
Action
Communi-
cation
Strategies
&
Tactics
Evaluation
Pra,
During, &
Post
Campaign
Evaluation
PR PLANNING SMITH

4. RESEARCH

5. SITUATION
ANALYSIS
NGO Divers Clean Action
address that
plastic straw is one of
the most significant
marine debris
contributors.
Marine life issue is
a part of the sustainable
living pillar—Thats why
it becomes an item of
SDG’s goal.

6. SDG'S
GLOBAL
GOAL

7. #2
Indonesia is
the second-biggest
marine pollutant
by contributing
1.3 million tons
into the sea
5T
Five trillion
pieces of
plastic straw
were floating in
global ocean

8. ORGZ
ANALYSIS
S
T
W O

9. STRENG-
THS
• KFC obtained high customer loyalty.
As a result, they could influence their
customer easily.
• KFC is a reputable quick service
restaurant, that's why they will easily get
stakeholders' support for this program.
• KFC also has a waste management
program to process and recycle their
waste materials.

10. WEAK-
NESSES
• KFC still uses plastic materials
for their spoon, ice cream cup,
spaghetti box, etc.
• KFC didn’t give any alternative
solutions to customers that
prefer using a straw.
• This program is indicated as
greenwashing—just for
reducing operational costs.

11. OPPOR-
TUNITIES
• The environmental issues have
become strategic and significant
in backing global sustainable goals.
• The emergence of public
awareness about the importance of
protecting the environment.
• The increase of internet penetration
and social media uses
across generations.

12. THREATS
• Eco-friendly materials are
still pricey, so people have
low intention to buy it.
• Pretty much competitors that
carry out similar campaigns
with similar issues.
• Inconsistent people's behavior in
protecting the environment will
potentially cause this campaign
to be less effective.

13. PUBLIC
ANALYSIS
Age : 18-30 y.o.
Gender : M & F
SES : A, B, C
Geo : all of Indonesia
capital cities
Psych : simple, instant,
high-mobility,
shutterbug,
eco-conscious

14. OTHER
STAKE-
HOLDERS
• Investors
• Environmentalists
• NGOs
• Mass Media

15. PLANNING

16. GOAL & OBJCT.
• Increasing public awareness about
the negative impact of plastic straw
• Building a positive image as
an eco-friendly restaurant

17. #NoStrawMovement
#KFCUntukLautIndonesia
#KFCPeduliLingkungan
Key Messages

18. ACTION

19. SOCIETAL
POLICY
AS ORGZ.
PERFORMANCE
Since 2017, about
630 KFC outlets
across Indonesia
aren't providing
plastic straw, pull
their straw dispenser,
and encourage
customers to drink
without plastic
straw—unless they
really need to use it.

20. AUDIENCE
ENGAGEMENT
KFC used
#NoStrawMovement
as a key message
to increase
public awareness.
Currently,
this hashtag
reached 6,938 posts
as of March 2019.

21. COALITION
FOR ACTION
On May 2017,
KFC collaborated with
NGO Divers Clean Action
in executing
a clean-up action,
cleaning the sea and
coastal area of Pramuka
Island, Kepulauan Seribu.
This action was also
supported by various
Indonesian diving
communities. As a result,
this action gathered a total
of 81 KGs of plastic trash,
including straws.

22. SPECIAL
EVENT
KFC organized
‘KFC Untuk
Laut Indonesia’,
an educational
installation about
marine debris and
marine conditions at
Paramount Serpong
outlet on
Feb 2nd - Mar 3rd, 2019.
The visitor will get a 25%
discount voucher by
taking a photo and
uploading it on IG.

23. THANK
YOU
International Communication & Global Issues, 2019