iom x happy home press launch · metro tv indosiar mnc tv newspapers sydney morning herald guo ji...

•  Over 250 people attended, including 44

journalists and 80 domestic workers •  Event partners included USAID, ASEAN, UN

Women, Australian DFAT and the Indonesian Government (Ministry of Manpower and Ministry of Foreign Affairs)

•  The event generated 196 news articles and television broadcasts, reaching a potential 49.7 million people, with an estimated PR value of US$637,932. The online press release has been viewed 138 times*

•  Over 8 million unique users were reached online, of which 267,782 took an action to support the campaign**

•  The Happy Home campaign videos have been viewed more than 1.5 million times online*

•  6,204 people have visited IOMX.org/HappyHome* •  Broadcast partners included Nin Media (Indonesia)

and BBTV Channel 7 (Thailand)

IOM OIM

HAPPY HOME CAMPAIGN KEY MESSAGE

Make your home happy.

Show respect, communicate and remember that everyone

deserves a day off.

Learn more at IOMX.org/HappyHome

*Reporting period 25 May to 14 June 2016 **Reporting period 2 May to 14 June 2016

POST-EVENT REPORT IOM X HAPPY HOME PRESS LAUNCH EMPIRICA, JAKARTA, 25 MAY 2016

xx

The Happy Home event opened with remarks from four distinguished speakers from IOM Indonesia, the U.S. Embassy Jakarta, the Ministry of Manpower (Republic of Indonesia) and the Ministry of Foreign Affairs (Republic of Indonesia).

MARK GETCHELL, CHIEF OF MISSION, IOM INDONESIA

HAPPY HOME POST-EVENT REPORT

SPEAKERS AND PANELISTS

BRIAN MCFEETERS, DEPUTY CHIEF OF MISSION, U.S. EMBASSY JAKARTA, INDONESIA

MRS. ROOSTIAWATI, DIRECTOR OF LABOUR MARKET DEVELOPMENT, DIRECTORATE GENERAL OF DEVELOPMENT AND PLACEMENT, MINISTRY OF MANPOWER OF THE REPUBLIC OF INDONESIA

H.E. MUHAMMAD ANSHOR, DIRECTOR GENERAL FOR AMERICA AND EUROPE AFFAIRS, MINISTRY OF FOREIGN AFFAIRS OF THE REPUBLIC OF INDONESIA

A panel discussion followed, with representatives from IOM X and UN Women, and Ms. Anggun Bima TKI. Bima was an Indonesian domestic worker in Singapore for two years, and has recently found fame as a finalist on Indonesia’s popular talent show Dangdut Academy 3. Dede Yusuf, former actor and current Head of Commission IX of the House of Representatives of the Republic of Indonesia, introduced Sebuah Harapan: An IOM X PSA.

FROM LEFT: ANGGUN BIMA TKI (FORMER DOMESTIC WORKER), TARA DERMOTT (IOM X PROGRAM LEADER), SARI NILA (EVENT HOST) AND SUKANYA THONGTHUMRONG (NATIONAL PROJECT OFFICER FOR MIGRATION, UN WOMEN REGIONAL OFFICE FOR ASIA AND THE PACIFIC)

SPEAKERS AND PANELISTS NILA AND DEDE YUSUF H.E. ANSHOR AND GETCHELL


SPECIAL TOUCHES

PHOTO WALL After registering and picking up a bag of IOM X educational swag, guests were invited to take a photo in front of the photo wall, a living room adorned with facts about the exploitation of domestic workers. The photos were later printed out on an IOM X and partner branded frame as a souvenir for guests, with a reminder to visit the IOMX.org/HappyHome landing page.

THE SILENT PLAY Getting 250 people to sit down at the start of the event is not an easy task, and so the purpose of the Happy Home silent play was to direct the attendees’ attention to the stage area. At 11:15 am sharp, the lights dimmed and the music changed. Conversation stopped and attention turned to the center of the room as three famous Indonesian actors – Restu Sinaga, Ayusitha and Indy Barends – walked on to the stage. Over the next three minutes – and in complete silence – they acted out a scene of an overworked domestic worker whose employers come to the realization that she deserves a regular day off. It was a powerful moment, and set the tone for the rest of the event.

PERSONAL WELCOME All guests were personally welcomed to the event by Jonathan Martens (Senior Migrant Assistance Specialist, IOM Regional Office for Asia and the Pacific) and Tara Dermott (IOM X Program Leader).

T-SHIRT PRINTING At the t-shirt printing booth, guests could choose between one of four designs, each with a strong message about domestic worker rights. Choices included “Respect creates a happy home” and “A day off creates a happy home”. The Happy Home landing page URL had a prominent place on the front of the shirt.

SIMULTANEOUS TRANSLATION As the event was in both English and Bahasa Indonesia, guests were encouraged to pick up simultaneous translation head sets when they arrived.


VIDEO PREMIERES

SEBUAH HARAPAN: AN IOM X PSA

While Open Doors looks at the situation for domestic workers at a regional level, Sebuah Harapah: An IOM X PSA looks at how positive changes can be made on a practical level within Indonesia. Dede Yusuf, a former actor and current Head of Commission IX of the House of Representatives of the Republic of Indonesia, was invited to the stage to introduce the PSA. It was well received by the audience, some of whom had been instrumental in its production.

OPEN DOORS: AN IOM X PRODUCTION

The premiere of Open Doors: An IOM X Production took place during the panel discussion. The video is a three-part drama about families and their domestic workers. In each story, the family goes through a moment of reflection, where they recognize that everyone needs a break, and that not meeting their domestic worker’s needs is having a negative impact on both the family and their employee. The reaction from the audience was emotional. A number of the domestic workers in the room stated afterwards that the videos hit a nerve – they had personally experienced very similar situations to the women in the video. Employers of domestic workers were equally moved, including event host Sari Nila who paused for a moment to regain her composure following the screening.

OPEN DOORS: SINGAPORE OPEN DOORS: THAILAND OPEN DOORS: MALAYSIA

RESEARCH CONDUCTED IN THE DEVELOPMENT OF

OPEN DOORS

10 consultations with

governments, NGOs and regional agencies

16

in-depth interviews (6 with employers and 10 with

migrant domestic workers) 1

online survey assessing attitudes towards domestic

worker rights 2

Knowledge, Attitude and intended-Practice (KAP)

pre-surveys (N=600) in June 2015

COMING SOON 2

KAP post-surveys will be conducted (N=600) in June

2016 to assess impact


MEDIA COVERAGEREPORTING PERIOD: 25 MAY TO 14 JUNE 2016

xx

44 journalists attended the press

launch

196 articles and broadcasts

generated by the press launch

49.7 million people potentially reached through media coverage

US$637,932 estimated PR value of media

coverage

MEDIA AT THE PRESS LAUNCH TELEVISION ANTV TvOne Metro TV Indosiar MNC TV NEWSPAPERS Sydney Morning Herald Guo Ji Ri Bao International Media Bali Post Warta Ekonomi Mom & Kiddie Investor Daily Adhiaksa Indonesia WEBSITES Antara Okezone.com Gatra Berita Satu Kapanlagi.com Inilah.com Genie Merdeka.com Liputan6.com Storibriti.com IMQ Aura.co.id Republika Gohitz.com Jawa Pos Rimanews LantaiBursa.id IQPlus.Info Kedaulatan Rakyat Hot Issue Shang Bao Indobanknews.com Suara.com Radar Depok Campaign.com Caping App Forum Keadilan BUMN Track Tribun News Indopos Neraca Majalah Jasa Keuangan

11,756,229 impressions

5,951,513

reach

253,500 engagement

572,260* impressions

*IOM X-posted content only

5,951,513*

reach *with influencer amplification

13,579 engagement

709 engagements

#HappyHome

hashtag


606,712

reach


ONLINE REACHREPORTING PERIOD: 2 MAY TO 14 JUNE 2016


Note: This is the total number of times IOM X content was displayed on user screens.

8,008,613 reach

Note: This is the total number of times IOM X content was displayed on unique user

screens.

267,782 engagment

Note: This is the total number

of unique users that liked, commented on or shared

IOM X content.

ONLINE CONVERSATIONS

INFLUENCER CAMPAIGN Following private sector best practice, IOM X worked with macro and micro influencers from across ASEAN to increase its campaign reach and content engagement online. This was made possible through the generous in-kind contribution of Singapore-based IOM X partner and influencer agency Narratrs.

LAUNCH DAY 15 macro and micro influencers 51 posts on Instagram 2,407,356 reach 25,115 engagements

POST-LAUNCH 75 influencers 73 total posts 1,174,744 reach 15,467 engagements


ONLINE VIDEO REACH REPORTING PERIOD: 25 MAY TO 14 JUNE 2016

1,526,446 views of the Happy Home campaign videos online

54,522 views Open Doors: An IOM X

Production

179,797 views Open Doors: Singapore

140,038 views Open Doors: Thailand

377,134 views Open Doors: Malaysia

273,187 views Sebuah Harapan: An IOM

X Production

215,433 views The Apartment

26,714 views Open Doors: Singapore

Promo GIF 1

86 views Open Doors: Singapore

Promo GIF 2


Promo GIF 1


Promo GIF 2


Promo GIF 1


Promo GIF 2

144,153 views Open Doors: An IOM

Production Trailer

963 views The Apartment Promo GIF 1

223 views The Apartment Promo GIF 2

IOM OIM


DIGITAL ENGAGEMENT REPORTING PERIOD: 25 MAY TO 14 JUNE 2016

On all event materials and communications, the landing page IOMX.org/HappyHome was promoted. The landing page includes: •  Educational videos: Open Doors: An IOM X

Production, The Apartment and Sebuah Harapan: An IOM X PSA

•  Facts about the exploitation of domestic workers that can be shared on social media with one click

•  Quotes from domestic workers in ASEAN •  An e-learning portal where users can learn

more about exploitation in the domestic work sector, in just five minutes

•  A quiz where users can find out whether they would be a good employer

•  Helpline numbers in priority destination countries in ASEAN that people can call to get more information on domestic work issues, or to report suspected exploitation

•  Links to IOM X blog articles relevant to the Happy Home campaign

6,204 people visited the

landing page

10 people shared a fact

from the landing page

80 people took the domestic work

e-learning

65 people took the quiz


VISUAL MATERIALS

STAGE

PHOTO WALL

BILINGUAL FACTSHEETS

NOTEBOOKS

FOLDERS

T-SHIRTS

THUMB DRIVES AND PENS

Extensive use of IOM X and partner logos throughout the event. Below are some examples.

MEDIA INTERVIEW WALL

ENTRANCE

TICKETS

PHOTO WALL LOGO PROPS

BOOTHS

BAGS

REGISTRATION TABLES


HAPPY HOME CAMPAIGN PARTNERS xx

BROADCAST GOVERNMENT

FUNDING DOMESTIC WORKER RIGHTS GROUPS

PARTNER RECOGNITION AT THE EVENT Throughout the event and in surrounding communications, IOM X’s partners were continually recognized. Examples of recognition included: •  Logo in press releases •  Mention in press releases •  Logo in video loop that played on giant screens on both

sides of the stage throughout the event •  Logo on backdrop •  Logo on photo wall •  Logo on media interview wall •  Thank you from stage •  Logo on event t-shirt •  Logo on event handouts •  Logo on handout bag, notebook, sticker and folder •  Social media shout-outs •  Cut out logos as props for the photo wall

CREATIVES


FINAL THOUGHTS CHALLENGES AND SOLUTIONS/LESSONS LEARNED •  There were last minute changes to the

speaker lineup – to address this, we installed a printer at the venue that enabled us to quickly update host and working team scripts at the start of the event

•  At times, there were empty seats in the VIP area which negatively affects the event photos — in the future, we need to have ‘seat fillers’ to occupy seats when a VIP is on stage

•  Booth areas were still noisy at the start of the event — next time, we need to close booths when the presentation begins and have host announce that they will reopen after the presentation

•  Event photos were not high quality —for all future events, we need to vet photographers if they are being sourced by the event organizer

•  Background music was too mellow – next time, we need to approve music in advance to ensure it fits with the intended mood of the event

SUCCESSES •  Inviting domestic worker organizations to

attend the event — 80 domestic workers attended

•  The photo wall — attendees were eager to get their photos taken, and select props for the photo

•  Venue — perfect size and central location (all speakers arrived on time, no traffic issues). The venue was easy to find, had ample parking and ground floor access

•  Different ‘stations’ — attendees liked the various stations set up around the room, such as the photo wall, t-shirt printing booth and interview wall

•  Videos — use of high-quality screens, projector and sound system helped garner the audience’s full attention during the premiere. Strong emotional response to the videos was evident

•  F&B — as the event finished at 12:30pm, attendees appreciated that they could take a lunch box ‘to go’ if they needed to rush back to the office

•  Simultaneous translation – 80 per cent of guests chose to use a simultaneous translation headset

IOM X’S TOP EVENT TIPS 1.  When possible, invite a diverse audience of stakeholders. 2.  Select a venue that is easy to access. 3.  Have a variety of activity stations set up to entertain and educate attendees prior to the

presentation. 4.  Use top-of-the-line A/V equipment.

For more information, please contact Tara Dermott, IOM X Program Leader, at [email protected]

IOM OIM

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