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  • SUB CATEGORY :
    CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY
  • COMPANY ENTERING :
    EDELMAN, SYDNEY
  • TITLE :
    STREETCODE
  • BRAND :
    HP
  • ADVERTISER :
    HP
  • AGENCY :
    EDELMAN, SYDNEY
  • APAC CHIEF STRATEGY OFFICER :
    HUW GILDON
  • CHIEF OPERATING OFFICER :
    YEELIM LEE
  • APAC CHIEF CREATIVE OFFICER :
    TIM GREEN
  • EXECUTIVE CREATIVE DIRECTOR :
    JAMIL BHATTI
  • SENIOR PRODUCER :
    JASMIN MALAM
  • HEAD OF DIGITAL :
    HENRY TAYLOR
  • ACCOUNT DIRECTOR :
    EMMA BEDSON
  • HEAD OF STRATEGY :
    PATT NIKRAM
  • PR AGENCY :
    EDELMAN, SYDNEY
  • CLIENT EXECUTIVE :
    SHALSA PUTRI/FEBE CHRISTINA
  • SENIOR MANAGER :
    CHERYL HO LEE MING
  • FILM PRODUCTION COMPANY :
    BARDE, JAKARTA
  • DIRECTOR :
    SURYA PENNY/SENRY ALVIN
  • DIRECTOR OF PHOTOGRAPHY :
    WISANGGENI ARIFWICAKSONO
  • EXECUTIVE PRODUCER :
    INTAN PURWANING
  • FILM PRODUCER :
    RIZALULLAH ALFATH DIFA S,SN
  • PRODUCTION MANAGER :
    PANJI ASMORO WAHIDIYAT
  • POST-PRODUCTION COMPANY :
    BARDE, JAKARTA
  • EDITOR :
    RIADY
  • COLORIST :
    PUTU KRISHNA MAHAPUTRA
  • SOUND DESIGNER :
    FERDINAND SHARON PASARIBU
  • MOTION GRAPHIC :
    PUTU KRISHNA MAHAPUTRA
  • PRINT PRODUCTION COMPANY :
    DARBOTZ LAB, JAKARTA
  • TYPOGRAPHER :
    DARBOTZ
  • ILLUSTRATOR :
    DARBOTZ
  • DESIGNER :
    DARBOTZ
  • CAMPAIGN SUMMARY :
    Streetcode is a CSR initiative that harnesses PR and earned media communications for good. It was designed to shed light on Indonesia’s digital divide and HP ‘s mission to find a way to start to close the digital gap for the future Indonesian workforce. The programme’s aim is to create a lasting impact, one that is easily accessible and one that could influence broader digital education.

    Using an integrated approach to engage a hard to reach audience, Indonesia’s street kids. We created lessons that informed a mix of direct, in-person activation and a PR led media moment we helped Indonesia and students shift their view of their potential skills.

    Paste-up guerrilla AR-enabled street posters built awareness and intrigue, weekly classes delivered education and brand exposure and a strategic media relations programme, media event, robust panel discussion, social storytelling and an impactful activation created by and for the students showed Indonesian media just how much potential digital talent is being wasted on the streets.

    This integrated approach resulted in the programme being adopted and endorsed by Indonesia’s ministry for education.
  • THE BRIEF :
    HP’s mission is to become the World’s most sustainable and just technology company, based on the UN’s SDGs. We knew this brief was an opportunity to show Indonesia how print can play a pivotal role in future proofing not only the education of its youth, but also democratising access to digital education. Playing directly into HP’s Digital Equity mission pillar.

    With Indonesia’s recent rapid digital economic growth, a huge digital divide has become evident between the haves’ and have nots. Indonesia has one of the highest numbers of street children in the world, with most not receiving adequate education if any at all. Many resort to basic skills to secure an income and run the risk of by being preyed on by crime and prostitution rings, all serving to stop them escaping the poverty cycle.

    HP is a supporter of Indonesia’s digital education, but to reach this hugely talented but disadvantaged street community they needed a way to communicate beyond schoolrooms, start-ups and corporates and on to the streets.

    HP’s mission for this campaign was to find a way to create a lasting impact, one that would be easily accessible and that could influence broader digital education.
  • THE STRATEGY :
    Our street kid audience is stuck in a cycle of poverty and the need to earn income often for the whole family. Which increases the likelihood of dropping out of school with only basic employment skills. They could be a future digital workforce, instead written off with little chance of securing future proof digital skills. But they are exactly the type of abstract, problem-solving thinkers that digital skills require.

    If we stood any chance of teaching them digital skills, we would need to make it engaging and rewarding enough to keep them coming back to learn. We knew we would need to enlist an education partner that would know both the material and the kids that we needed to teach.

    Finally, we wanted to make sure that an innovative and low barrier paper and ink approach to learning digital skills would not only get the attention of Indonesia’s education system, but their buy in and support.

    Enter Streetcode, a purely paper based digital coding course that street kids can complete without a device. A course that builds belief in their digital skills and shows a way out of the poverty cycle, into the digital world around them.
  • THE EXECUTION :
    Inspired by how street culture shares information through paste-up art, we partnered with acclaimed street artist, Darbotz to design a call-out-poster to attend our steet-coding classes. Working from a makeshift classroom (under a freeway bridge) with our education partner (Prestatsi junior), we taught a uniquely created four-week coding curriculum - using only paper and ink.

    We secured 100% attendance each session, the same kids returning week-on-week, building on their learning.

    Through a strategic media relations programme, media event, panel discussion and social storytelling, we targeted three audiences, youth, parents and the education sector with our messaging around Indonesia’s digital divide and HP’s mission.

    At launch a thought-leadership discussion was held with Tier 1 Indonesian media, KOLs, global press and Ministry of Education stakeholders to highlight the societal and cultural change Streetcode looked to achieve. Guests then hit the streets to meet the student’s and see their coded AR projection come to life and just how much talent is being wasted on the streets.

    Content of the classes, student progress and reveal was posted as stories and in three phases. Whilst press releases, social story telling and a tiny YouTube-TrueView buy spread the story to international, regional and local media.
  • THE RESULT :
    Despite coming from a global brand, Streetcode is a CSR campaign in a small market, with most of the budget going to the program, we needed to be smart with our spend to ensure we got the reach. Especially given the differing audiences: streetkids, consumers and government.


    IMPACT

    32 million people reached through earned and social channels
    Streetcode AR posters scanned over 50,000 times
    Earned media value +8.5 million IDR

    ACCESSIBILITY
    100% class attendance
    Same students returning class on class

    EDUCATION INFLUENCE

    The programme is now looking to be implemented across the broader education sector, through HP’s partnership with Prestasi Junior and the Ministry of Education.

    Most importantly of the future of street kids and the programme, Streetcode is now formally endorsed and available to download from the Indonesia’s Ministry of Education website