As an intern, I was expected to take time to learn about the work I was
doing, ask a lot of question, being proactive and nonetheless even made
mistake. It was experiences that build my interest in a way PR worked.
Another task I received as part of my learning process from my
supervisor was to develop a case study for SACRE award, taken from one of
Fortune PR case projects in 2011. I was given needed data to study the
particular case study, as below some of the learning that I would like to share
from the case study I developed.
In 2011, in order to enliven the World Environment Day PT Tupperware
Indonesia launched a campaign called Tupperware Green Living, generally aim to
encourage the whole society to care for the environment and health by reducing
consumption of disposable and plastic in daily, as the company committed to be
a good steward for the environment. Coming from Jakarta biggest contribution in
donating waste production in Indonesia, reached to 200 thousand tons per day in
2010 based on Ministry of Environment data statistics, Tupperware and Fortune
PR as its PR consultancy developed an integrated communication strategy to
accelerate this condition.
In its implementation, Fortune PR took media, stakeholders, and
consumers into its communication strategy to deliver an effective, positive
message that could change the society habits from using inorganic material to
reusable containers. In addition to target wide range of public participation
from journalist, adult to youth, the event enliven by held a contest, shows,
and invite numerous of inspiring figures, and reliable sources so the grand
launching was able to create its credibility and be enjoyed by community in the
various age levels. Tactics were focused on immediate reaction of plastic
reduction in daily basis used. Media relations of the campaign were successful
embrace the media, from the journalists contest involvement to media coverage.
Message was reached its audience in which many modern families are starting to
use reusable container to keep and mobilize their food. The campaign was
reached its success, elevated the excitement and interest of its target
audience appointed to the engagement maintenance.
Objectives
- Provide public education about the dangers of disposable plastic and Styrofoam for the earth and the health.
- Socializing a healthy life style Tupperware food container safe to use in order to reduce waste.
- Inviting people to take part in minimizing the use of disposable plastic waste and styrofoam
Strategy
- Creating buzz through media relations’ activity.
- Maximizing women as agent of change to endorse this program
- Educating by using KOF to convey the message
- Engage the target audience to feel and act the activation program
Result
ROI :
2100 % = 21X
PR Value
IDR 7.850.888.250
Budget :
IDR 367.263.061
Tupperware Green Living Campaign succeeded in
repositioning Tupperware as a products that help people reduce waste, save
money, and protect the environment, by creating a link with its environment and
sustainability mission with key influencer that reuse container saves the
earth. As a result it succeeded to reach 845.009.540 audiences, 39 journalists
writing contest and 17 journalists photo contest participations. The campaign
generated a total of 19 media coverage for its Media workshop and gathering,
and 59 media coverage for its Grand Launching.
Overall evaluations among key media and the
target audiences showed that the message was successfully communicated, and
Tupperware create a significant association with Green Living lifestyle.
That's it for today ;)
Cheers
-Indri Ervianti-
Curtin/ LUCT
12541054/ 110027720
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