A campaign made for the TheRecruit2015 competition, under the theme Preserving Public Facilities

1. P R E S E R V I N G P U B L I C
F A C I L I T I E S C A M P A I G N
THE
BIG BROTHER
CAMPAIGN
J A S M I N E A L I F A
University of Indonesia
Communications (PR)

2. A N I N T R O D U C T I O N T O
RUANG MAC
First launched in
2011, RUANG MAC
is a computer lab
consisting of 180
iMacs available for
anyone** to use.
University of
Indonesia’s students,
faculty and staff
Other users may also
gain access by
registering &
presenting their ID.
University of
Indonesia’s main
library (Crystal of
Knowledge),
1st floor
what
where
who
**see WHO
Opening hours:
Weekdays:
08:00am – 07:00pm
Saturday:
08:00am – 04:00pm
Sunday:
Closed
when
Can gain access?
does it open?Is it located?
Courtesy of Flickr/capacidy

3. P R O J E C T B A C K G R O U N D &
C A S E B R E A K D O W N
As one of the open facilities, RUANG MAC is one of the busiest, most
heavily occupied rooms in the library, especially in weekdays during
after-class hours between 01:00pm – 06:00pm.
FROM PERSONAL OBSERVATION & RESEARCH
Unfortunately, this high operational usage is not yet supported with
compliance to one of the very basic policies to help maintain the hygiene of
RUANG MAC:
no food and drinks allowed.
Sadly, students and other users still come
and go with various types of F&B on their
hands.
From crackers to instant cup noodles;
from mineral water to bottled juices and
coffee, this results in littering and leaving
dirty, sticky, oily keyboard and mouse to
be used by other people.
*all the vectors were taken from various sources
The food and drinks signage policy has
already been printed on A5-sized stickers,
installed on 4 surrounding pillars inside the
room.

4. So This is what happens.

5. C A M P A I G N O V E R V I E W
objective
Raise awareness among UI students about the F&B policy in RUANG
MAC
Make UI students wary of their irresponsibility in RUANG MAC
Target audience
Primary target:
RUANG MAC users (UI students only)
Secondary target:
Other RUANG MAC users (non-UI students)
Including faculty members, staff, and people from outside UI
Since the strategies proposed later are only exposed to UI students, the secondary targets
are expected to imitate/conform with the behavior triggered by the UI students.
The Big Brother Campaign

6. 1st Phase – “The Suspects” Video
To kick start the campaign, the team will begin with creating a viral
video with a duration around 3-4minutes, capturing the real snacking
tragedy that takes place inside RUANG MAC. There will only be two
videos produced in a month, each will be capturing the littering
process and how UI students manage to leave their ‘belongings’ and
also showing faces and names of the suspects. This video producing
phase will take place in the first three months of the campaign, each
with different episodic names, creating a so-called Youtube series.
The video will end with the no F&B symbol and a sentence:
“Someone’s watching.”
Coordinating with the RUANG MAC admins, the team will track down
the suspects’ names and faculties (by seeing their login details). By
then, the names & faculties will be added to their footage—this would
trigger their friends to tell them that they appear on the video, and
probably to never repeat that again (word of mouth).
“The Suspects” videos will be uploaded on Youtube, and will be
distributed through BEM UI and other 13 faculty-level student leagues’
social media (Twitter and LINE).

7. 2nd Phase – Socialization
After and while creating the next buzz (video), the team will then print
a larger size of the F&B policy symbol (printed on A3 paper).
This will also follow the usage of desktop backgrounds on every iMac
inside RUANG MAC.
Do you know what that means?
It means, someone’s watching.
Are you one of the suspects?
[video link]
Desktop background example
Larger signage
example

8. 3rd Phase – Evaluation
After the number of ‘the suspects’ decrease, the team will release
another video showing how the behavior have changed and only a
small number of irresponsibility occurs. This will be released after
behavioral changes occur, approximately on the fourth or fifth month
of the campaign execution.
The video will have the same suspects footage and detailed concept,
but will end with a data showing the decreasing number of suspects
after the video’s first release date and also a gratitude for finally
obeying the policy.
The link of the final video will also appear on the desktop background,
and will be distributed throughout BEM UI and other 13 faculty-level
student leagues’ social media (Twitter and LINE).

9. ITEMS AMOUNT SUBTOTAL TOTAL
POSTER (A3) 4 6500 26.000
HOW MUCH
DOES IT
COST?
BUDGETING
VIDEOGRAPHER 1
1.000.000GRAPHIC DESIGNER 1
1.000.000
THE
INTENTED
PERIOD
TIMELINE 6 MONTHS
T H E S U S P E C T S V I D E O S & S O C I A L I Z I N G EVALUATION
2 MONTHS2 MONTHS2 MONTHS

10. https://www.flickr.com/photos/capacidy/5715096943/
https://visualmodo.com/wp-content/uploads/2013/09/imac-thumb-store.jpg
http://www.123rf.com/photo_33750018_stock-vector-set-of-products-in-
packings-and-bottles-soda-milk-water-wine-chips-honey-jam-tincture-this-set-
will-.html
http://comps.canstockphoto.com/can-stock-photo_csp21169127.jpg
IMAGE SOURCES