I am #TeamPedestrian
YulianLondon School of Public Relations
JakartaRound 2 “The Recruit 2015”
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
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
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.
Target Audience
Pedestrians• Office Workers (age 22-40)• Students (age 14-21)
Motorcyclists (workers, mailman, students)Age 18- 45
Campaign Phase
Pre- Campaign(June-July
2015)
Campaign (August- October 2015)
Evaluation (Novembe
r 2015)
In cooperation withPemerintah Provinsi DKI
Jakartafor 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
#TeamPedestrian custom-made masks are sponsored by
Grey dots: campaign areaBrown star-shaped sign: traffic light
CampaignLocation
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 andmask-giver.
Agent of Change
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.
Budget
Evaluation
• Field observation• Short interview for pedestrian who uses that
road frequently (3-5x in a week, preferably in working days).
Thank You, Maverick!
“Everyone of us needs to show how much we care for each other, and in the process care for
ourselves.”
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