How a well-constructed Communication Planning should be developed to support the Program with the objective to reduce the number of kidnappings in Indonesia in general, and in Jakarta more specific?

1. COMMUNICATION PLANNING:
A TOOL FOR BEHAVIOR CHANGE
(Case Study: Child Abduction in Indonesia)

2. BACKGROUND
Case Child Abduction
in Indonesia
51
87
112
27
0
20
40
60
80
100
120
2014 2015 2016 2017
March
Recently, in Indonesia there is news about child
abduction. In many areas this news is getting massive and
consuming many victims. Child abduction is not a new
thing, but lately the news increasingly widespread
because of social media.
All parties has to fully understand the importance of child
protection, especially parents who should not neglect the
rights of children. Poor parenting making the child
vulnerable to the perpetrator or victim in the future.
Communica3on
Planning:
A
Tool
for
Behavior
Change
[2]

3. Based on ICMEC (International
Centre for Missing & Exploited
Children) reported that There have
been many regional advances in
recent decades in the overall child
protection arena.
ICMEC also reported that regional
legislative review results show how
several countries facing the child
abduction and related to the
system, as follows
ASEAN
does
not
currently
have
policies
or
programs
specific
to
missing
children’s
issues,
it
has
passed
several
agreements
on
children’s
rights
and
broader
child
protec3on
issues,
as
well
as
ini3ated
two
commissions
promo3ng
children’s
par3cipa3on
and
overall
well-­‐being.
Communica3on
Planning:
A
Tool
for
Behavior
Change
[3]

4. “Do not be fooled by
the number of
kidnapping cases of
children, because
actually what happens
like icebergs, is still
very much unreported”
Children Abducted for Illegal
Adoption, Forced Labor,
Commercial Sexuality,
Retaliation / Ransom and Child
Abductions for Organs Sold
Commission of Child Protection
Indonesia (KPAI) (Komnas PA)
Arist Merdeka Sirait
• Source:
hLp://news.liputan6.com/read/2898342/komnas-­‐pa-­‐
kasus-­‐penculikan-­‐anak-­‐terus-­‐meningkat
• hLp://www.republika.co.id/berita/nasional/umum/13/02/03/
mhnhr0-­‐ini-­‐penyebab-­‐penculikan-­‐dan-­‐hilangnya-­‐anak
Communica3on
Planning:
A
Tool
for
Behavior
Change
[4]

5. Commission of Child Protection
Indonesia (KPAI) Area North Sumatera,
Zahrin Piliang
“Parents should always guide
their children, communicate
with them in a positive way, pay
attention to the children not
just raising them”
The cause of child abduction:
1. Children play without parental
supervision
2. Children are easier to seduce and tend to
be weak
3. Children are easy to trust with others
4. Economy
Source:
hLp://berita.baca.co.id/5803510?
origin=rela3ve&pageId=81976504-­‐0495-­‐40c0-­‐82b2-­‐29ee901
17b9e&PageIndex=1
Communica3on
Planning:
A
Tool
for
Behavior
Change
[5]

6. BACKGROUND (RESEARCH QUESTION)
How a well-constructed
Communication Planning should be
developed to support the Program
with the objective to reduce the
number of kidnappings in
Indonesia in general, and in Jakarta
more specific?
Communica3on
Planning:
A
Tool
for
Behavior
Change
[6]

7. PREVIOUS RESEARCH & CONCEPT (1)
Communication Planning: A Template for
Organizational Change by Amy Newman
Cornel University Report, February 2016.
A well-constructed communication plan consists of five
elements:
1. Audience Analysis
2. Communication Objectives
3. Communication Channels
4. Responsibilities
5. Timing
Communica3on
Planning:
A
Tool
for
Behavior
Change
[7]

8. PREVIOUS RESEARCH & CONCEPT (2)
The Prosci ADKAR Model is a goal-oriented change management model to guide individual and
organizational change. Created by Prosci founder Jeff Hiatt, ADKAR is an acronym that represents the
five outcomes an individual must achieve for change to be successful: awareness, desire, knowledge,
ability, reinforcement®
Communica3on
Planning:
A
Tool
for
Behavior
Change
[8]

9. THE EXCELLENCE THEORY
Communica3on
Planning:
A
Tool
for
Behavior
Change
[9]
THE EXCELLENCE THEORY
To maximize value of public
relations, public relations must
identify strategic publics and build
long-term relationships with them
through symmetrical
communication programs.
The Excellence study identified
characteristics of effective public
relations in four major categories:
1. Empowerment of public relations
function
2. Communicator roles
3. Organization of communication
function
4. Public relations models

10. METHODOLOGY RESEARCH
• Qualitative approach
(Desk Research)
• Media Monitoring from March-June 2017
• Media Online and Newspaper
Communica3on
Planning:
A
Tool
for
Behavior
Change
[10]

11. RESULTS OF RESEARCH: RISK ANALYSTS
Kidnappers have more ways
to trick their targets.
Abduction motives can be
more varied again that can
stimulate other perpetrators
to do the kidnapping.
After that, if a kidnapping
happens, it is almost certain
that the child's future is
unpredictable.
Communica3on
Planning:
A
Tool
for
Behavior
Change
[11]

12. RESULTS OF RESEARCH: RISK MAPPING
If we mapping caused effect
of the issue, below is a risk
analysis that can occur if the
issue is not addressed wisely
Communica3on
Planning:
A
Tool
for
Behavior
Change
[12]

13. RESULTS OF RESEARCH:
PROGRAM I’M HOME
Phase: ADKAR Objective Focus Key Messages
Awareness
Desire
Caused of significant increasing cases and
the dangerous of Child Abduction
Protect Our Children, NOW!
Knowledge
Action
Education child self-protection have to start
from home
Be Active, Be Safe
For Our Children Better Future
Reinforcement Home as A Safe Place There is No Place Like Home
Communica3on
Planning:
A
Tool
for
Behavior
Change
[13]

14. To maximize value of public relations, public relations must identify strategic publics and build long-
term relationships with them through symmetrical communication programs.
The Excellence study identified characteristics of effective public relations in four major categories:
1. Empowerment of public relations function: The Government an obligation for every child has
the right to live without fear of abduction and feel safe. The public relations function to make a
program to reduce number of child abduction in Indonesia.
2. Communicator roles: to educate public about children safety and it must start at home.
3. Organization of communication function. The ultimate goal of this program is to reduce number
of child abduction by changing behavior of targeted audience.
4. Public relations models: effect organization should base its internal and external communication
and relationship building on two-way symmetrical model. (Detail is in the program activities)
Communica3on
Planning:
A
Tool
for
Behavior
Change
[14]
RESULTS OF RESEARCH:
PROGRAM I’M HOME

15. RESULTS OF RESEARCH:
PROGRAM I’M HOME
AWARENESS
–
7mos
EDUCATE
–
6mos
INTERNALIZATION
–
6mos
Communica3on
Planning:
A
Tool
for
Behavior
Change
[15]

16. No
Media
Characteristic
Channel Reason
Number of
Quantity
1. Traditional Television & Radio
– Public Service
Announcement
• To reach massive
public, TV and Radio
have power to grab the
attention
• TV & Radio have an
obligation to help PSA
take place at their
station for no cost.
• 3 types of TV &
Radio content
produced with
the key messages
deploy
differently in
every stage.
• Requested in
prime-time
airing, twice a
week, 19 mos.
2. Poster and Roller-
Up Banner
• Will strengthen the
messages
• Low cost and
specifically can placed
at the venue as plan.
(State Elementary,
RPTRA, Event)
• Poster: 100 each,
for every stage.
Total: 300pcs
• Roller-Up
Banner: 10pcs,
for every stage.
Total 30pcs
3. Digital
Media
Social Media:
Facebook Fan Page,
Twitter
Instagram
• Even though key
stakeholders are C
Class and up, but we
can resist the power of
social media
• Easy to use and
updated to info all
activities
• Engage public to
communicate both
ways
• Build the Social
Media
• Updated content
along the way
with updated
activities
4. Activations Kick-off Program:
Ceremonial and
Press Conference
• To make an
announcement that
informed public the
Program has just
started
• To invite the media
formally to help to
spread the news
• One time event
5. Special Events:
Story Telling
Roadshow
• Story telling is the best
way to deliver
message to children
• School visit will make
an impactful result
• Event Series
• Visit 5 state
elementary
school in DKI
Jakarta
6. Grand Event:
National Children’s
Day 27 July 2018
• Big bang event after
several activities to
maintain public
attention
• One time event
• Big Event to get
the moment
7. Creative
Competition Ideas
“Everything Starts
at Home”
• Several events to
involve the stake
holders join more
actively in the program
• One time event
that continuing
activation after
the big event to
grab public
attention
RESULTS OF RESEARCH:
PROGRAM I’M HOME
Program I’m Home has specific targeted key stakeholders that
will be divided based on three phases program objective.
• Phase of Awareness: Key stakeholder is community/public.
Its very general that they should be well informed about the
dangerous situation child abduction happened nowadays.
• Phase of Education: Key stakeholders are parents and
children. The key messages and tactics will be inline with
the program objective. Children with golden age until 15
years old have to educate about how to protect their selves
from strangers.
• Phase of Internalization: Key stakeholders are also parents
and children. In this level is expected to increase
communication and interaction between parents and
children at home. Because we believe that every good
things should start at home.
Communica3on
Planning:
A
Tool
for
Behavior
Change
[16]

17. CONCLUSION
• A
well-­‐constructed
CommunicaIon
Planning:
A
Tool
for
Behavior
Change
hopefully
can
achieved
the
expected
goals
to
reduce
number
of
child
abduc3on
in
Indonesia,
by
changing
behavior
of
parents
to
raise
their
children.
• To
maximize
value
of
public
rela3ons,
public
rela3ons
must
iden3fy
strategic
publics
and
build
long-­‐term
relaIonships
with
them
through
symmetrical
communicaIon
programs.
Therefor,
in
this
program
the
objec3ve
divided
into
3
(three)
stages,
so
our
targeted
stakeholders
can
received
the
message
effec3vely
and
the
goal
can
be
achieved
• I’m
Home
Program
consists
of
5
elements:
Audience
Analysis,
Communica3on
Objec3ves,
Communica3on
Channels,
Responsibili3es,
Timing
and
also
ADKAR
phase
to
set
the
objec3ves.
Communica3on
Planning:
A
Tool
for
Behavior
Change
[17]

18. Thank You
Ardhya Adinda Putri
London School of Public Relations
E: adinda.djoko@gmail.com