A campaign proposal made for "The Recruit 2015" Round 2. Enjoy! :)

1. I am #TeamPedestrian
Yulian
London School of Public Relations Jakarta
Round 2 “The Recruit 2015”

2. Pedestrian Sidewalk
“A path along the side of a road and normally
separated from the vehicular section by a curb.
There may also be a road verge (a strip of grass or
bushes or trees or combination of these) either
between the sidewalk and the roadway.”
*Wikipedia.com

3. Campaign Background
“80% of Jakarta’s pedestrian
sidewalk are used for parking
lot and street vendors selling
activity.”- Ahmad Syafrudin
(President of Koalisi Pejalan
Kaki)
*Official Facebook page Koalisi Pejalan
Kaki
6 out of 10 pedestrians claimed
that they feel uncomfortable
walking in the sidewalk; too little
walking space and afraid of
getting injuries caused by
motorcyclists.
*self-obtained data
“Trotoar sebagaimana dimaksud pada
ayat (3) hanya diperuntukkan bagi
pejalan kaki.”- PP pasal 34 ayat 4
*hukumonline.com
Indonesia has 18 pedestrian
sidewalk accidents reported
everyday.
*cnnindonesia.com

4. Rationale
• Many offices are located along that road. On the other
hand, the pedestrian sidewalk is in a poor condition;
too narrow and some part of the sidewalk are broken.
• Every morning, around 7 a.m. to 8.30 a.m., that road
reaches its gridlock. Motorcyclists often head their
direction to sidewalk then monopolize it as the main
road extension.
* That road will serve as a sample. Another similar
campaign will be executed afterwards.

5. Target Audience
Pedestrians
• Office Workers (age 22-40)
• Students (age 14-21)
Motorcyclists (workers, mailman,
students)
Age 18- 45

6. Campaign Phase
Pre-
Campaign
(June-July
2015)
Campaign
(August-
October
2015)
Evaluation
(November
2015)

7. In cooperation with
Pemerintah Provinsi DKI Jakarta
for pre-campaign
#TeamPedestrian public
awareness advertisement on TV.
During pre-campaign, our agent
will give booklet related to road
etiquettes for pedestrians and
motorcyclists.
Pre- Campaign

8. #TeamPedestrian custom-made masks
are sponsored by

9. Grey dots: campaign area
Brown star-shaped sign: traffic light
Campaign
Location

10. How Does This Campaign Work?
10 “agents of change” will be in
charge.
4 of them act as an observer, 6 of
them as the sticker and
mask-giver.
Agent of Change

11. STICKER-GIVER
• Stand by near to the traffic light. When the lights turn red
and vehicles stop they will give “AKU PEDULI PADA
PEJALAN KAKI #TeamPedestrian” rearview mirror sticker to
motorcyclists and greet them “Selamat pagi! Terimakasih
karena sudah tidak lewat di trotoar.”
* Without differentiating motorcyclists who pass through the
main road or pedestrian sidewalk.
MASK-GIVER
• Stand by along the road and giveaway masks “TERIMA
KASIH MOTOR KARENA TIDAK LEWAT LAGI DI
TROTOAR #TeamPedestrian”. Also, remind the walkers to
wear mask to protect themselves from dust and vehicles
emission.

12. Budget

13. Evaluation
• Field observation
• Short interview for pedestrian who uses that road
frequently (3-5x in a week, preferably in working days).

14. Thank You, Maverick!
“Everyone of us needs to show how much we care for
each other, and in the process care for ourselves.”