Context
The International Labour Organization (ILO) sought to promote responsible workplace practices among Small and Medium Enterprises (SMEs) in Indonesia, with a focus on improving working conditions and strengthening cooperation between management and workers. The initiative was designed as a pilot campaign in Jakarta and Makassar to test its effectiveness before broader replication.
Challenges
The objective required influencing awareness and behavior across a diverse group of stakeholders, including business owners, workers, and institutional actors. The campaign needed to be credible, locally relevant, and adaptable, while also meeting the expectations of a multi-stakeholder environment involving government, business associations, and labor organizations.
Our Approach
Kiroyan Partners developed a social marketing campaign, “Sukses Milik Bersama”, grounded in primary and secondary research. The strategy balanced consistency with flexibility, allowing local adaptation while maintaining core messages. We worked closely with stakeholders to secure alignment and approval, and led the development of campaign materials and engagement activities. The pilot implementation involved coordinated outreach and event execution in both cities, ensuring that messaging was effectively delivered across different audience groups.
Impact
The pilot demonstrated strong awareness and engagement, with 89% of respondents recognizing the campaign and 52% reporting behavioral influence. Evaluation findings were consolidated into lessons learned and implementation guidelines, enabling the campaign to be refined and positioned for replication in other regions and contexts.
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