SUB CATEGORY :

BEST USE OF SOCIAL MEDIA

COMPANY ENTERING :

HAKUHODO INDONESIA, JAKARTA

ENTRY TITLE :

PINTRASH

BRAND :

RIVER CLEANING ACTIVATION

ADVERTISER :

CLEANACTION

AGENCY :

HAKUHODO INDONESIA, JAKARTA

CHIEF CREATIVE OFFICER :

HOH WOON SIEW

EXECUTIVE CREATIVE DIRECTOR :

CHOW KOK KEONG

CREATIVE DIRECTOR :

AHMAD RIDWAN FITRI

COPYWRITER :

CHOW KOK KEONG/IRSYAD SIDHARTA

ART DIRECTOR :

CHOW KOK KEONG/KOK SENG/FAJAR NF/JOSHUA PRAKASA/PUJI BAGIO

WEB DESIGNER :

DIN TAN

PROGRAMMER :

BEN SEOW

DESIGNER :

YOHOKI OVICK

ACCOUNT EXECUTIVE :

IRSYAD SIDHARTA

STRATEGIC PLANNING DIRECTOR :

FARHANA ELDINI DEVI ATTAMIMI

AGENCY PRODUCER :

SUNYOTO H.P./M. ADE SYAMPUTRA

FILM PRODUCTION COMPANY :

ABSOLUTE PICTURES, JAKARTA

POST-PRODUCTION COMPANY :

ABSOLUTE PICTURES, JAKARTA

THE BRIEF :

THERE ARE HUNDREDS OF RIVERS IN INDONESIA. MILLIONS OF PEOPLE LIVE IN THE RIVER BASIN, AND THEY RELY ON THE RIVER FLOW FOR THEIR DAILY WATER NEEDS. UNFORTUNATELY, SOME RIVERS ARE HEAVILY POLLUTED. RIVER POLLUTION LEADS TO ILLNESSES SUCH AS TYPHOID, CHOLERA, E.COLI INFECTION AND THREATENS THE HEALTH OF TEN MILLION INDONESIANS LIVING ON THE RIVER BANKS. LITTERING IS THE MAIN PROBLEM. PEOPLE DUMP GARBAGE INTO RIVERS EVERYDAY. ALL KINDS OF RUBBISH FLOODED THE RIVERS. CLEANACTION WANTED TO RAISE AWARENESS AND HELP BY CLEANING UP THE RIVERS. BUT THE NUMBER OF VOLUNTEERS WERE LIMITED.

THE STRATEGY :

INDONESIA HAS THE WORLD'S THIRD LARGEST NUMBER OF PINTEREST USERS. THEY LOVE TO FIND THEIR INTERESTS ON PINTEREST AND SHARE IT WITH THE WORLD. OUR STRATEGY: MAKE THEM FIND AND SHARE OUR INTEREST – RIVERS OF TRASH. INTRODUCING PINTRASH, AN ONLINE CROWD SOURCING PROJECT THAT SAVE INDONESIA’S RIVERS AND HER PEOPLE.

THE EXECUTION :

WE COLLECTED TRASH FROM THE RIVERS, SHOT AND TURNED THEM INTO EYE-CATCHING PHOTOGRAPHS. WE THEN FLOODED THOUSANDS "PINTRASH" PHOTOS ON PINTEREST, EXACTLY HOW PEOPLE DID TO OUR RIVERS. WHEN USERS CLICK ON THE IMAGES, A CALL TO ACTION MESSAGE LEADS THEM TO PINTRASH, A SITE WHERE WE EXPOSE WHERE THESE TRASH CAME FROM. TO HELP SAVE THE RIVERS, WE URGE USERS TO REGISTER AS A VOLUNTEER IN OUR RIVER CLEANING PROJECTS. FOR EACH COMPLETED REGISTRATION, A TRASH PHOTO WILL DISAPPEAR FROM THE SITE, JUST LIKE CLEANING UP THE RIVERS. THE MORE VOLUNTEERS WE GOT, THE MORE TRASH WILL BE REMOVED.

THE RESULT :

THE CAMPAIGN CAUGHT THE PUBLIC'S ATTENTION. THE RESULT: THOUSANDS OF “PINTRASH” PHOTOS WERE SHARED. NUMBER OF VOLUNTEERS AND AWARENESS RAISED SIGNIFICANTLY. WITH LESSER TRASH IN THE RIVERS, THE PEOPLE ARE NOW HEALTHIER AND HAPPIER.

URL :

www.pintrash.com

URL :

http://ourcreativearchive.com/pintrash/