SCCMC-Campaign Proposal
DISABILITY CAMPAIGN
Proposal Prepared by: Nadi Akbar | Adi Sembada | Faiz Hasanudin | Raki Hanintyo Mauritius Mangiring | Ricky Parluhutan
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SCCMC-Campaign Proposal
CAMPAIGN BACKGROUND
Women and men with disabilities can and want to be productive members of society. In developed and developing countries, promoting a more inclusive society and greater employment opportunities for people with disabilities requires better access to basic education, vocational training that is in line with the needs of the labor market and jobs in accordance with skills, interests and their abilities with various adaptations needed. Many communities also recognize the need to break down other barriers - making the physical environment more accessible, providing information in a variety of forms, and challenging attitudes and false assumptions about people with disabilities.
The thing is, in Indonesia, there are so many problems that holds back people with disabilities to be a productive members of society. Starting from an inaccessible public facilities, and the lack of awareness of people who used public facility not the way it is meant to be utilized. These people, whether they realize it or not, makes people with disabilities having hard times in terms of mobility. People with disabilities does not need people's pity, they need us to use the facilities as they should and make the environment inclusive by doing so.
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SCCMC-Campaign Proposal
SITUATION ANALYSIS
STRENGTH
WEAKNESS
- Jakarta government has paid more attention to people with disabilities
- Some Jakarta residents still don’t know about public facility for disability
- Public facility for disabilities in Jakarta has grown better everyday
- The sidewalks often used by motorcycle parking and driving to avoid traffic jam
- Many Jakarta residents nowadays care about people with disabilities
- Some public facility for disability are not well maintained
OPPORTUNITY
THREAT
- Collaborating with social communities that fight for disability
- Limited funding - Offline-activation approvals - Hostile social environment
SCCMC-Campaign Proposal
OBJECTIVES The campaign aimed to raise the awareness of young-adults aged 19 to 39 who lived in Jakarta about public facility for disabilities by 75% starting from Q3 until Q4 2020 by using a benchmark of content reach and engagement rate.
KEY MESSAGE
Utilizing public facilities as they should for the independence of disabilities
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SCCMC-Campaign Proposal
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TARGET AUDIENCE Target audience for our disabilities campaign Gen Z who used social media on a daily basis and loves to crave information digitally. According to the survey posted on www.nielsen.com, 78% of people aged 18+ (based on US population) access an app or website via smartphone. Based on this data, we decided to use digital media and focuse the campaign in social media platform as our main channel, which include Instagram, Twitter, and Youtube, because all three of them are very popular in Gen Z and can be accessed digitally via smartphone.
SCCMC-Campaign Proposal
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MEDIA CHANNELS In order to maximize the impact of the campaign, we have to select the most optimum media channels to undergo the campaign itself.
The number of the users that fits perfectly with the campaign's target audience would make these media channels helpful.
Based on the data we gathered from heidochen.com, we decided that we would use Instagram, Twitter, and Youtube as our main online media channels.
Beside the number of the users, user's behavior also fits perfectly for our contents about disability.
SOCIAL MEDIA Instagram & Twitter is very popular among our target audience.
Digital text content attracts quarter of consumers across age by groups.
Based on the global survey taken in October 2017, 68% of Gen Z Read news or periodicals online.
Gen Z are 2.7x more likely than older adults to use social media to engage about content they’ve consume in a given month.
YOUTUBE Streamed video content use is almost double for youngest segments compared to the oldest segments. Based on the global survey taken in October 2017, 86% Gen Z stream video, TV, or movies online.
Video streaming are dominating the audience, both free and subscription. Gen Z move seamlessly across digital devices when consuming video media.
SCCMC-Campaign Proposal
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CAMPAIGN TIMETABLE
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JANUARY
Creating social media accounts (Instagram, Facebook, Twitter, and Youtube) Developing proposal for partnership Developing proposal for sponsorship Data collection (by research) Preparing idea for social media contents Creating contents for social media purposes Media pitching (Radio, Newspaper, Television) Approaching social communities to collaborate Brainstorming the ideas Approaching important person related with disabilities Finalizing DISABILITY CAMPAIGN preparation
SCCMC-Campaign Proposal
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CAMPAIGN TIMETABLE
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FEBRUARY
Publishing contents for social media that talks about our campaign Publishing contents for media partners Getting involved in our partner’s events Getting involved in disabilities campaign on the social media Getting involved in a community discussion about the disability on social media Focus Group Discussion with social communities Car Free Day long march with social communities Documenting the offline events Finalizing sponsorship and partnership
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SCCMC-Campaign Proposal
CAMPAIGN TIMETABLE
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MARCH
Publishing content for social media ads Public talkshow and seminars about disabilities Publishing content in newspaper about our campaign’ s programs Documenting offline events Doing a talk show with one of our radio partner Doing a talk show with one of our television partner Progress tracking (gathering feedbacks, collecting data and financial status report) Upcoming events promotion
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SCCMC-Campaign Proposal
CAMPAIGN TIMETABLE
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APRIL
Fundraising - Disabilities #FundRacing and talk show about inclusivity Inviting media partners for the fundraising events Publishing contents for media partners Publishing short movie in social media about daily life of a person with disability Documenting offline events Following up progress with media partners and social communities
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SCCMC-Campaign Proposal
CAMPAIGN TIMETABLE
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MAY
Developing online media movements using #thisability to gather support from target audience Online interactive talk show about disability in Indonesia on social media with certain experts related with disability Publishing contents for social media Publishing contents for media partners Upcoming events promotion
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SCCMC-Campaign Proposal
CAMPAIGN TIMETABLE
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JUNE
Charity talk show and mini-concerts in Car Free Day Progress tracking (gathering feedbacks, collecting data and financial status report) Focus Group Discussion with social communities Documenting offline events Optimizing online movements #thisability
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SCCMC-Campaign Proposal
CAMPAIGN TIMETABLE
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JULY
Social media advertising Creating podcast with social communities that talks about disability in Indonesia Promoting podcast through all of our social media accounts Upcoming events promotion
SCCMC-Campaign Proposal
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CAMPAIGN TIMETABLE
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AUGUST
Socialization on public facilities such as MRT , Train station, etc Creating a documentation video/content of the programs Publishing the video/content on Youtube and Instagram Promoting the video/content on all our social media platforms
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SCCMC-Campaign Proposal
CAMPAIGN TIMETABLE
09
SEPTEMBER
Publishing content for our social media and media partners that talks about our campaign and the objective Progress tracking (gathering feedbacks, collecting data and financial status report) Approaching campuses and schools to held a seminar and talk show about disability Creating contents for social media about event promotions
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SCCMC-Campaign Proposal
CAMPAIGN TIMETABLE
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OCTOBER
Campus and School seminar or talk show Documenting offline eventsInviting media partners to do coverage Preparing for the Festival Relawan 2021 event Publishing content for our social media
SCCMC-Campaign Proposal
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CAMPAIGN TIMETABLE
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NOVEMBER
Final event preparation for Festival Relawan 2021 Checking the financial status and things that related with Festival Relawan 2021 Boosting on content publishing for social media and media partners about Festival Relawan 2021 Collaborating with media partners on boosting the publication of the events
SCCMC-Campaign Proposal
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CAMPAIGN TIMETABLE
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DECEMBER
Kick-off Festival Relawan 2021 (International Disability Day) Campaign wrap-up contents to be published on social media platforms and media partners Delivering the final key message through all of our social media and media partners as a remembrance of the campaign Tracking the effect of our event in social community Final meeting and evaluation with all related teams
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SCCMC-Campaign Proposal
"NO ACT OF KINDNESS, HOWEVER SMALL, IS EVER WASTED."
-AESOP-
REACH US:
Mail : thisability@yahoo.com Phone : 081868661414