
0
organic views
0
organic shares
Background
LinkAja, a brand who believes in equal rights to financial access, wanted to stand up for 7.9 million Indonesian single mothers in Indonesia, who work as the breadwinner for their family, yet their status are still being judged as taboo in the society.
Solution
"Many moms feel guilty when she became a single mother. While the children don’t actually feel that it was a mistake." That is the insight and key message that become the foundation to create this film, especially in Indonesia where becoming a single mother is still being considered as taboo in the society. We create a social experiment film to reveal the truth, and change perspectives towards working single mothers. To spark the conversation, we launched the film on National Father's day. So, Happy Father's Day to all Single Mother. We maximised the social media role in our own assets, by mentioning public figures, politicians, and activists that are related to the topic. In just one day, the film got massive organic views and impressions in Indonesia.
Results
In just one day, the film got 2 Million organic views, 2.3K organic shares, in its own channels alone. Becoming the most shared content for the brand in 2020. The film also initiated public figures and politicians to talk about changing perspectives towards working single mothers, even pushing a government policy to support single mothers in this pandemic.
Awards
2 Bronzes at Citra Pariwara Advertising Festival 2021
Finalist at Spikes Asia 2021
Finalist at Adstars 2021
Merkle: Blibli.com Utilizes BigQuery Machine Learning to ...
Blibli.com wants to improve the efficacy of digital advertising in a campaign. Blibli, together with Google and Merkle team choose electronics goods as the product with a high transaction for th...
Merkle: Customized Customer Data Platform with Toyota Ast...
Toyota is one of the largest enterprise in automotive industry with around 33,3% market share in Indonesia by 2021. As one of the key players in their industry, Toyota Astra Motor (TAM) manages ...
Vizeum: Colors That Fly Me To Korea with Wardah Colorfit
‘Korean Wave’ has been reaching out all over the world since the year 2000 with the phenomenon intriguing people’s interests in Korean culture and products. The numbers of K-Culture fans in Indo...
Dwi Sapta Media: Belajar Di Rumah Aja with Ruangguru
Ruangguru, the leading EduTech company, wanted to increase the App Download penetration and new user base by double digits making the education module widely adopted by parents and elementary sc...
Save20 campaign with OCBC NISP
In 2019 OCBC established its brand value and story. Now, it is time for them to move from an inspiring brand to truly enabling Indonesian to be financially healthy. Nyala and One Mobile will be ...
dentsu Indonesia: Merries Senyumkan Lingkungan with KAO
Between 2014 to 2018, the disposable-baby-diaper market has tripled as more affordable diaper products are penetrating the market and acquired more moms to use disposable-diaper for its superior...
Isobar: Father’s Day, Mom with LinkAjaHappy
LinkAja, a brand who believes in equal rights to financial access, wanted to stand up for 7.9 million Indonesian single mothers in Indonesia, who work as the breadwinner for their family, yet th...