WATER THAT KILLS by J. Walter Thompson Jakarta Indonesia for KRUHA

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WATER THAT KILLS

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market India
Agency J. Walter Thompson Jakarta Indonesia
Executive Creative Director Ivan Hady Wibowo
Art Director Leonard Surya Wiguna
Copywriter Anton Budi Santosa
Producer Budi Mulianto, Yutha Oktavina, Nina Rakhmatika
Released September 2012

Credits & Description

Category: Public Affairs
Advertiser: KRUHA
Product/Service: WATER SANITATION CAMPAIGN
Executive Creative Director: Ivan Wibowo (JWT Jakarta)
Copywriter: Anton Santosa (JWT Jakarta)
Art Director: Leonard Wiguna (JWT Jakarta)
Account Director: Reza Fitriano (JWT Jakarta)
Account Director: Sherly Basri (JWT Jakarta)
Account Executive: Louise Corputty (JWT Jakarta)
Producer: Yutha Oktavina (JWT Jakarta)
Producer: Nina Rakhmatika (JWT Jakarta)
Producer: Budi Mulianto (JWT Jakarta)
Media placement: Press Conference/ Press Release - Media Indonesia, PosKota, Warta Kota - March 2011
Media placement: Press Conference/ Press Release - Tabloid Nova, Tabloid Bintang - March 2011
Media placement: Press Conference/ Press Release - BanjarmasinPost, TribunJambi - March 2011
Media placement: Press Conference/ Press Release - YahooNews Indonesia, MSN News - March 2011
Media placement: Press Conference/ Press Release - Perempuan.com, BeritaBatavia - March 2011
Media placement: Press Conference/ Press Release - Kapanlagi.com, Radarbuton.com - March 2011
Media placement: Press Conference/ Press Release - Tribunews.com, Bacain.com - March 2011
Media placement: Press Conference/ Press Release - Bataviase.co.id, Go4healthylife.com - March 2011
Media placement: Press Conference/ Press Release - IndoPos, Detikpertama.com - March 2011

Summary of the Campaign
87% of the Indonesian population has no access to clean water. Even public tap water is unsafe to drink. Poor sanitation and unclean water is responsible for 80% of all sickness and disease, killing more than 136 children every day.

Despite the staggering statistics and widespread scale of the problem, very little has been done to address the issue. Affluent Indonesians buy bottled water–the rest are left to fend for themselves. We wanted to raise the profile of this problem in a very public and provocative way–to get people talking about the issue and hopefully drive action from the government.

A specially built projector with motion and time controller installed in hundreds of public toilets. Whenever people wash their hands a video of a child and mother with a baby is projected into the trough creating a clear reminder that many people have no choice but to drink unclean water.

For the first time this issue was being openly discussed – in the media on blogs and chat rooms - even top celebrities joined in the discussion. The number of callers converting to donors increased 50 fold with the funds being used for procuring hundreds of water filters. People are also starting to make petitions to the government to take action.

The Situation
Even though Indonesia has also ratified the UN Resolution, recognizing access to clean water and sanitation as a human right, such a matter has hardly been discussed amongst society, parliament or government - nonetheless, it’s a part of state responsibility.

The Goal
We wanted to raise the profile of this problem in a very public and provocative way–to get people talking about the issue and hopefully drive action from the government.

The Strategy
To encourage celebrities to take part in a movement that would create media and later cover the issue as a main headline.

Execution
- Approach malls for public toilets utilization purposes

- Install our projector with motion and time controller based in public toilets and basins for 3 month terms.

- Release a press conference to ignite media to cover the ‘access to clean water’ issue.

Documented Results
For the first time this issue was being openly discussed–in the media on blogs and chat rooms - even top celebrities joined in the discussion.
The number of callers converting to donors increased 50 fold, with the funds being used for procuring hundreds of water filters.
People are also starting to make petitions to the government to take action.