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CAMPAIGN PROPOSAL BY
HERU CAKRA
MASTER OF MANAGEMENT - UNIVERSITAS INDONESIA
JANGAN TABRAK
SI GADIS MERAH
SIDEWALKS
HAVE BEEN
SIDETRACKED
BACKGROUND
PEDESTRIANS ARE THE
3RD
DEATHLIEST ROAD USER
IN INDONESIA
70%OF ROAD ACCIDENTS
CAUSED BY MOTORCYCLES
SOURCE: POLRI
SOURCE: POLRI
!?
UU 22 Tahun 2009
SETIAP ORANG YANG MENGEMUDIKAN
KENDARAAN BERMOTOR
DI JALAN WAJIB MENGUTAMAKAN
KESELAMATAN PEJALAN KAKI
DAN PESEPEDA
WHAT’S WRONG
?TRAFFIC JAM
FASTER
TIME
DRIVE THROUGH SIDEWALK
& ZEBRA CROSS
HOW TO
BREAK THIS
CIRCLE
1
2
3
JANGAN TABRAK
SI GADIS MERAH
CAMPAIGN
OBJECTIVES
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
:)
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
+ =
=+
?
WHO’S THE TEAM?
THE CORE TEAM (RED TEAM) CONSIST OF
“SI GADIS MERAH" AGENTS AND
POLICE OFFICERS
THE RED*
TEAM
BROCHURE
PINS
UMBRELLA
SMART
PHONE
5 3 1
*RED = STOP
CELEBGRAM
POLICE
WOMEN
LADIES
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 4
PROPOSAL 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
KEEP CALM
AND
RIDE SAFELY
THANK YOU

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Jangan tabrak si gadis merah - Heru Cakra - Maverick - The Recruit 2015

  • 1. CAMPAIGN PROPOSAL BY HERU CAKRA MASTER OF MANAGEMENT - UNIVERSITAS INDONESIA JANGAN TABRAK SI GADIS MERAH
  • 2. SIDEWALKS HAVE BEEN SIDETRACKED BACKGROUND PEDESTRIANS ARE THE 3RD DEATHLIEST ROAD USER IN INDONESIA 70%OF ROAD ACCIDENTS CAUSED BY MOTORCYCLES SOURCE: POLRI SOURCE: POLRI
  • 3. !? UU 22 Tahun 2009 SETIAP ORANG YANG MENGEMUDIKAN KENDARAAN BERMOTOR DI JALAN WAJIB MENGUTAMAKAN KESELAMATAN PEJALAN KAKI DAN PESEPEDA WHAT’S WRONG
  • 4. ?TRAFFIC JAM FASTER TIME DRIVE THROUGH SIDEWALK & ZEBRA CROSS HOW TO BREAK THIS CIRCLE 1 2 3
  • 6. CAMPAIGN OBJECTIVES 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
  • 7. PART 1 | ON THE ROAD :) 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
  • 8. + = =+ ? WHO’S THE TEAM? THE CORE TEAM (RED TEAM) CONSIST OF “SI GADIS MERAH" AGENTS AND POLICE OFFICERS
  • 9. THE RED* TEAM BROCHURE PINS UMBRELLA SMART PHONE 5 3 1 *RED = STOP CELEBGRAM POLICE WOMEN LADIES 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
  • 10. 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
  • 11. 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
  • 13. TIMELINE 1 2 3 4 1 2 3 4 1 2 3 4 PROPOSAL 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
  • 14. 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