P R E S E R V I N G P U B L I C F A C I L I T I E S C A M P A I G N

THEBIG BROTHERCAMPAIGN

J A S M I N E A L I F AUniversity of IndonesiaCommunications (PR)

A N I N T R O D U C T I O N T O

RUANG MACFirst launched in 2011, RUANG MAC is a computer lab consisting of 180 iMacs available for anyone** to use.

University of Indonesia’s students, faculty and staffOther users may also gain access by registering & presenting their ID.

University of Indonesia’s main library (Crystal of Knowledge),1st floor

what

where

who**see WHO

Opening hours:Weekdays: 08:00am – 07:00pmSaturday: 08:00am – 04:00pmSunday: Closedwhen

Can gain access?

does it open?Is it located?

Courtesy of Flickr/capacidy

P R O J E C T B A C K G R O U N D &C A S E B R E A K D O W N

As one of the open facilities, RUANG MAC is one of the busiest, most heavily occupied rooms in the library, especially in weekdays during after-class hours between 01:00pm – 06:00pm.

FROM PERSONAL OBSERVATION & RESEARCH

Unfortunately, this high operational usage is not yet supported with compliance to one of the very basic policies to help maintain the hygiene of RUANG MAC: no food and drinks allowed.

Sadly, students and other users still come and go with various types of F&B on their hands.

From crackers to instant cup noodles; from mineral water to bottled juices and coffee, this results in littering and leaving dirty, sticky, oily keyboard and mouse to be used by other people.

*all the vectors were taken from various sources

The food and drinks signage policy has already been printed on A5-sized stickers, installed on 4 surrounding pillars inside the room.

So This is what happens.

C A M P A I G N O V E R V I E W

objectiveRaise awareness among UI students about the F&B policy in RUANG MAC

Make UI students wary of their irresponsibility in RUANG MAC

Target audiencePrimary target:RUANG MAC users (UI students only)Secondary target:Other RUANG MAC users (non-UI students)Including faculty members, staff, and people from outside UISince the strategies proposed later are only exposed to UI students, the secondary targets are expected to imitate/conform with the behavior triggered by the UI students.

The Big Brother Campaign

1st Phase – “The Suspects” VideoTo kick start the campaign, the team will begin with creating a viral video with a duration around 3-4minutes, capturing the real snacking tragedy that takes place inside RUANG MAC. There will only be two videos produced in a month, each will be capturing the littering process and how UI students manage to leave their ‘belongings’ and also showing faces and names of the suspects. This video producing phase will take place in the first three months of the campaign, each with different episodic names, creating a so-called Youtube series.The video will end with the no F&B symbol and a sentence:“Someone’s watching.”

Coordinating with the RUANG MAC admins, the team will track down the suspects’ names and faculties (by seeing their login details). By then, the names & faculties will be added to their footage—this would trigger their friends to tell them that they appear on the video, and probably to never repeat that again (word of mouth).

“The Suspects” videos will be uploaded on Youtube, and will be distributed through BEM UI and other 13 faculty-level student leagues’ social media (Twitter and LINE).

2nd Phase – SocializationAfter and while creating the next buzz (video), the team will then print a larger size of the F&B policy symbol (printed on A3 paper).

This will also follow the usage of desktop backgrounds on every iMac inside RUANG MAC.

Do you know what that means?

It means, someone’s watching.Are you one of the suspects?

[video link]

Desktop background exampleLarger signage

example

3rd Phase – EvaluationAfter the number of ‘the suspects’ decrease, the team will release another video showing how the behavior have changed and only a small number of irresponsibility occurs. This will be released after behavioral changes occur, approximately on the fourth or fifth month of the campaign execution.

The video will have the same suspects footage and detailed concept, but will end with a data showing the decreasing number of suspects after the video’s first release date and also a gratitude for finally obeying the policy.

The link of the final video will also appear on the desktop background, and will be distributed throughout BEM UI and other 13 faculty-level student leagues’ social media (Twitter and LINE).

ITEMS AMOUNT SUBTOTAL TOTAL

POSTER (A3) 4 6500 26.000

HOW MUCH DOES IT COST?

BUDGETING

VIDEOGRAPHER 1 1.000.000GRAPHIC DESIGNER 1 1.000.000

THE INTENTED PERIOD

TIMELINE 6 MONTHS

T H E S U S P E C T S V I D E O S & S O C I A L I Z I N G EVALUATION

2 MONTHS2 MONTHS2 MONTHS

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IMAGE SOURCES