Gol-in Pakai Masker

Project Overview:

The Gerakan Pakai Masker campaign aimed to encourage mask use among those who are economically vulnerable during the pandemic. The strategy focused on hijacking Indonesia's top league, Liga 1, by including "at-scale mask-wearing by fans" as a way to score an extra goal in select matches.

This approach was designed to harness fans' drive to see their club win. To address non-communication barriers, the campaign distributed free cloth masks through fan clubs. The focus was on men aged 20-45 with informal or blue-collar jobs in the Liga 1 provinces. The campaign involved media outreach, fan activation, and media stories.

Problem Statement:

GPM continues to face resistance in instilling COVID-19 health protocols among the SES C, D, E -- from wearing masks, to proper mask etiquettes, to responsible disposal.

Considering the wide-range of issues, we will focus on the aspect that will bring the Most Significant Change: mask-wearing.

Challenges:

The main challenge is to understand what makes this group are not wearing mask, despite being necessary as blue collar still needs to go outisde during the pandemic to survive. We realise that is the additional burden to the already economically vulnerable community.

Ideation Process:

Insight

We wanted to approach a group of people that directly impacted by this community. Often it’s the male group, who are the backbone of the family.

From the SES C, D, and E, we will focus on men aged 20-45 with informal or blue-collar jobs, who need to frequently go out to or work in public spaces.

What screams “bapak-bapak” aside from kretek and coffee?

Football!

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Football is often regarded as a religion by its devotees. The same is true for Indonesia, where fans can organize support rallies or even, on the other extreme end, initiate a fight against competing fan clubs.

A data from GWI says that from 86 Indonesian male earning <3mio/month surveyed:

100% - watch Liga 1 match live on TV at least once

79% - mobile phone as secondary screen

50% - video streaming subscription to watch football

We tap into these strong emotions to bypass perception of wearing masks as bothersome, and convert it into a ‘minor sacrifice’ to gain tangible benefits to help their club win.

We propose “hijack” Indonesia’s top league, Liga 1, by including “at-scale mask-wearing by fans” as a way to score an extra goal in select matches. This has potentially far-reaching impact as not only do we harness fans’ “almost-fanatical” drive to see their club win, but also the league represents 7 of 10 provinces with most COVID-19 cases.

We are also helping to address non-communication barriers, i.e. financial burden to buy masks and waste disposal, by distributing free cloth-masks through the fan clubs network.

Recognizing the strong bonds within the community, we aim to leverage them to achieve our objective of promoting a community-driven habit to wear masks in public and communal spaces. Our initial focus will be on seven provinces with some of the highest numbers of COVID-19 cases.

Our strategy is to focus on men aged 20-45 with informal or blue-collar jobs, who need to frequently go out to work in public spaces in the Liga 1 provinces.

Execution Phase:

We have divided the ESO channel as follows:

Earned: We will target at least 20 core national media (including CNN Indonesia, Detik.com, Kompas, Liputan6.com, and Tribunnews.com), key regional media in target provinces (including Jawa Pos, Pikiran Rakyat, and Kaltimtoday.co), and prominent sports media (e.g. TopSkor). We will also secure a partnership with the official broadcaster of Liga 1 to ensure extra airtime/inclusion of key messages by hosts, and pitch for organic support by 5 influencers including top football players and celebrity fans.

Owned & Shared: We will create a minisite where fans can earn their extra goal. We will also utilize GPM social media to drive fan-generated content, creating a self-sustaining loop of content (re-)posting and amplification.

We propose to partner with PSSI and Kemenpora/Kemenkes, tripling our resources, to execute in all Liga 1 provinces.

Fan Activation

Starting June, fans to submit their photos wearing mask during daily activities to our minisite. We will publish the daily tally to inspire pride/shame. The club with more fan submissions will win an extra goal at select matches, and/or a “mask point” for their club. The club and 3 fans with the highest “mask point” will win “Pahlawan Masker” title in December.

Fans can post #GolinPakaiMasker videos on social media to be broadcasted on stadium screens and TV during matches.

Media Stories

We will organize 1 press conference to kick off the campaign and 1 for the awarding, with respective press releases. We will also establish a customary pre-game 1-minute kneeling in tribute of fallen HCPs who were also fans of respective clubs, whose stories can be highlighted in story pitches.

Measurement & Evaluation

We are using AMEC’s IEF to measure the communication. Our proposed success matter as below.

OUTPUTS

Earned Media Potential Reach: 80M (20 core national media, plus sports & regional media)

Social Potential Reach: 8.7M (key influencer list)

Engagement Rate per post ≥ average ER of each influencer

OUTTAKES

70% key messages penetration

70% positive sentiment across earned and shared media

OUTCOMES

Increase in no. of target audience scoring above-average in their mask-wearing habits (measured by baseline and endline surveys in target provinces)

Takeaways:

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Despite being a mock-up campaign, I realize that many agency workers live in a bubble far from the grassroots. We often have insights that only appeal to ourselves but may not necessarily help the actual people in need.

This campaign stretches our ability to delve into insights and habits from SES CDE that we never knew before. The use of survey tools really helps our research process.

This project was also worked on together with: Marsha Imaniara