International Labour Organization (ILO) needed to raise awareness about responsible workplace practices in Small and Medium Enterprises (SMEs) that promote better workplace conditions and cooperation between management and workers. ILO wanted to launch a pilot social marketing campaign in two cities to understand its feasibility and effectiveness, before deciding to replicate it in other areas in Indonesia as well as other developing countries.

Our Approach
Kiroyan Partners assisted the development of a social marketing campaign called “Sukses Milik Bersama” (Success Belongs to Everyone), designed to allow for local adaptations. The campaign strategy was built based on primary and secondary research and must be approved by a multi-stakeholder group of governments, businesses, and labor organizations. During the pilot in Jakarta and Makassar, we led the development of campaign materials and events, including the coordination between various stakeholders.

Evaluation reports and lessons learned documents were delivered at the end of the pilot. The strategy was refined and implementation guidelines were developed to help replication in other areas. A post-campaign survey of the pilot revealed that 89% of respondents were aware of the campaign messages and 52% felt it affected their work.


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