Challenge: 

As Indonesia’s biggest telco provider and with a huge number of youth subscribers, Telkomsel realized it could play a role in moving young people to stop plastic waste. How could we empower them to stop using disposable, single-use plastic as the country’s agents of change?

Strategy:

Indonesia’s young people are among the world’s top smartphone users, and taking and posting selfies is one of their most prominent behaviors. We wanted to change the selfie-taking act into a selfless act by encouraging young people to use their smartphones as a device for declaring their support for stopping plastic waste.

Introducing The Last Straw, a symbol of commitment to stop using plastic straws. Participants made bracelets out of plastic straws and wore them as a symbol of their commitment and reminder that it will be the last plastic straw they will ever use. By posting on social media with our designated hashtag #BhayPlastik (Bye-bye Plastic), they declared their commitment to a habit they already had.

Result:

The initiative increased Telkomsel’s brand image as a progressive, socially aware brand that relates to Gen Z. It garnered a high number of impressions and engagements with this segment, which is crucial to Telkomsel’s future growth.