Project: Pilihan Kita

Indonesia is one of the biggest consumers of tobacco in the world with 70% of their population being smokers (WHO, 2018). Aggressive marketing tactics and misinformation contribute to a misinformed understanding of the health risks associated with smoking. This is in conjunction with an endearing view of tobacco in the hearts and minds of the Indonesian people. In a distinctly difficult problem space, we worked to create a campaign focused upon recontextualising and subverting the aspirational perception of tobacco and highlighting the benefits of a smoke-free lifestyle in both the long and short term.

From our research, we distilled a series of key insights that influenced our ideation process. We categorised our insights into 3 pillars of a STEEP analysis: socio-cultural, economic and political  – as we found these to be the most dominant influencers of tobacco culture within Indonesia. We deduced that the most effective way to implement any real change would be to have a bottom-up approach. Through our ethnographic observations, and empirical insights it was evident that community enforced codes of conduct were received with more compliance than government legislation.

By drawing upon multiple streams of information we hoped to quickly gain a comprehensive understanding of the statistics associated with tobacco usage and its complex intrinsicness within Indonesian culture. In tandem with the information ascertained, we conducted interviews with a number of stakeholders to better understand the local perception of Indonesia’s tobacco industry, as well as their understanding of smoking-related disease.

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Following the collation of our research, we began the process of quickly interpreting these insights into various viable strategies in order to assess both a direction and intention for the rest of our design campaign. Following the research phase, we formulated a consensus on our target group being young Indonesians aged between 15 – 25.

Studies have found that a non-smoker identity was a major influence on intention to quit and was positively correlated with higher success rates of quitting (Meijer et al., 2015). In Indonesia, tobacco marketing has spent years building a powerful aspirational narrative around smoking, one that frames the protagonist (the smoker) as more successful, more attractive, more confident and more masculine. It follows that the antithesis of these qualities; unsuccessful, unattractive, meek, weak, etc., start to become associated with the passive act of refraining. For adolescent Indonesians that are highly affected by social and peer pressures, this highlights the importance of addressing and fostering social identities for non-smokers.

Our design solution is a campaign that outlines how to initiate these ideas to create a brand and hopefully a movement.

Pilihan Kita (our choice) is a campaign which draws on the aspirational marketing misused in Indonesia, creating a social identity for people looking to quit smoking. Stemming from second and first-hand accounts, we have created a multi-channel campaign that facilitates a safe and positive community for like-minded individuals.

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This notion of personal aspiration was continued within the creation of small comic strips. These comic strips effectively depict contextually significant aspirational stories with the aim being to change the perception of smoking as a roadblock on the path to achieve personal goals. The aspirations we chose to depict focused on the social and economic consequences of habitual smoking (which largely remain unnoticed by the Indonesians, courtesy of big tobacco). By focusing on these consequences we hope to open a new conversation about the effects of smoking in the present rather than long-term health impacts due to the relevance of these issues for young Surabaya’s.

The Instagram page is designed to facilitate a community and accountability which is proven to increase the success rate of quitting smoking. It allows people to share their stories, their motivations and location enabling them to feel like they are part of a community that is making the choice to live healthier, richer and tobacco-free.

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People who are interested in our movement can contact us via the landing page and ask for stickers and signage free of charge. This is a way for them to actually help us by making their tangible mark on public space. This will aid in ensuring the sustainability of the movement. Once we have amplified and instilled the message, it’s important to make sure that it remains present in the everyday lives of Surabaya’s, even just in a small way. Walking through the streets of Surabaya you are bombarded with imagery from Big Tobacco. We can claim back some space ourselves in our own small way. Signage can assist neighbourhoods and businesses in their efforts to keep public spaces smoke free, but this collateral also fosters solidarity and recognition amongst strangers. It fosters the notion that each one of us is not alone, and we have strength in numbers, that together we have the power to influence real and permanent social change.

Tobacco companies are not selling a product; they are selling the dream of a better future which is something much more powerful and mobilising. Our campaign recognises this. The way that we have chosen to respond is through the construction of another narrative. The difference is that this one is real, it’s based on facts and science, and it can have a positive impact on Surabayan society today.

In summary, the campaign is drawing on the success of aspirational marketing narratives that are commonly misused in tobacco advertising. Our multi-platform campaign will work to foster a new social identity, a community and as a result, an effective support system. With the implementation of this campaign, Surabaya could see the growth of a community that sees through the lies of the tobacco advertising and strives to support each other, working together to lead better lives.

REFERENCE LIST

Meijer, E., Gebhardt, W., Dijkstra, A., Willemsen, M. & Van Laar, C., 2015, ‘Quitting smoking: The importance of non-smoker identity in predicting smoking behaviour and responses to a smoking ban’, Psychology & Health, vol 30, no 12, pp.1387-1409.

World Health Organization 2018, Tobacco Control in Indonesia, viewed 8 December 2018, <http://www.who.int/tobacco/about/partners/bloomberg/idn/en/>.

 

PROJECT RAMBUTAN: Tahan Nafas

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The tobacco industry has become an ingrained foundation in Indonesian culture. With a population of over 260 million people and 336 billion cigarettes being produced in 2015 (1), an enormous percentage of the population smoke cigarettes. The World Health Organisation suggests that 65% of the male population smokes and there are over 214,000 tobacco related deaths each year (2). Problematically, it has become a huge factor in the Indonesian economy, with the industry funding sporting events, large scale advertising and owning a dominating presence within the communities. Additionally, the extremely affordable pricing and the widespread access makes devising a solution a complicated and intricate process.

We used an old Australian TV advertisement which demonstrated the symptoms of emphysema through an interactive breathing exercise as inspiration for out project. This advertisement was extremely successful as it allowed you to step into the shoes of a smoker who is experiencing the disease and physically empathise with the smoker. We found this sort of experience informative but also effective in communicating a difficult point through interaction.

Australian Emphysema Ad

https://www.youtube.com/watch?v=6SN4xLqYTuE

Our intervention is an informative package intended to be handed out to small communities or groups to create discussion, inform and encourage change through community members strengthening one another. The package includes six cards, candles and straws; one of the cards feature the mission statement and QR code to the website, another is fact sheet on the causes, symptoms and prevention of emphysema and four breathing exercises that replicate the shortness of breath experienced with the late stages of emphysema. The candles and straws included in the package are necessary for
experiments one and three.

mcok up instructions

With further time consideration and funding, we believe we can improve upon this idea in several ways.  Our media outreach is currently limited to Instagram and a webpage. We intend to further spread our influence through other social media sites to reach a wider audience and hopefully, spread awareness of tobacco related diseases. Furthermore, a more extensive list of experiments could be devised with further research which could further explain symptoms of tobacco related diseases to help better resonate with youth. Additionally, we could aim to create the packages with more sustainable materials, as well as reusable household items such as bamboo and plastic bottles in future experiments to reduce costs in terms of shipping, material sourcing and also provide a second use for the products, rather than simply discarding them.

Being made aware of the minute advertisement there is for anti-smoking in Surabaya, our intervention aims to bring further awareness of the damaging health effects of smoking.  Through our initiative we hope to bring people to a closer understanding, through emphasising with the negative experiences caused by smoking. Our kits are just one step forward for our incentive. With support from community members and organisations we envision that Tahan Nafas will inspire and move people to make a change.

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PROJECT: Group Durian: Untangling the wicked problem of tobacco in Indonesia

Indonesia is an incredibly interesting space to be in with tobacco influencing many, many faucets of Indonesia’s complex economy, social nuances and cultural mentalities. There is no single solution to tackle such a large and complex issue however there are many aspects of life, here in Indonesia, that one might argue could be improved without the presence of tobacco.

Key insights are rarely found in books – but instead hidden in the conversations with locals, the backends of streets and deep within the art and spirit of the city. The insights we found most valuable are as follows:

  1. Masculinity and Tradition: Smoking in Indonesia is almost exclusively for males, as they make up 62% of the smoking population whilst only 1-3% of women are smokers (Rosemary, 2018). Our interviews with students at ITS highlighted the way in which tobacco is engrained in Javanese tradition, which allows for its normalisation and stigmas surrounding those who choose not to smoke. The young individuals found that males who did not smoke were seen as less masculine or incapable of socialising, with teenage boys stating that “If I don’t smoke, I’m not a real man.” (Aditama, 2002)

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  1. The importance and strength of communities: The Kampung,  Warna Warni, is a slum located on the riverbank. Working with a local university and a paint company they repainted the village with colour (Indo Indians 2017). The way in which colour is used has transformed the way people behave and interact in the space, changing social attitudes towards the slum area and empower the spirit of creativity in Indonesia and revealing the nations deeper values of diversity and unity (Putri 2018).

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  1. The lack of community for non-smokers: Smoking is socially accepted by most Indonesians and with many public spaces facilitating social interaction around smoking culture. In contrast, non-smokers seem to not get the same privilege as smokers, as there are rarely smoke-free areas for non smokers in public spaces.

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From this, our campaign stemmed. In a singular sentence, we want to change the role tobacco plays within Indonesia’s narrative and normalise non-smoking. We aim to achieve this by giving smokers tools to quit but even deeper than this we want to create a place for non-smokers in Indonesia. This means more non-smoking spaces, it means giving non-smokers the respect and acknowledgement that they deserve when it comes to smoking around them and it means creating a community for those who choose not to use tobacco. 

Our campaign is broken down into four main aspects:

#30DayChallenge

#WristBands

#LungSymbol

#SocialMediaMovement

First of we start with #30DayChallenge movement. Projected to start on the 31st of May 2019 inline with World Tobacco Day. In essence, this is designed to be something that piggy backs off the hype from a large anti-tobacco event such as World Tobacco Day and provides a reason or time for people to begin quitting. The 30 Day challenge can also be followed on our social media movement, Suara Tanpa Rokok, which will give daily inspiration and encouragement for all those trying to quit for the month. 

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This is followed up by the wristbands movement which is the tangible symbol of this campaign. The wristbands play a couple of important roles in all of this especially when it comes to creating communities. We see three main advantages:

  • People that are trying to quit that might be feeling isolated have the ability to walk down the street and still feel part of a community by seeing others walking around also wearing the bands. 
  • It also informs smokers how to act and be respectful around those trying to quit or those that don’t want to be associated with smoke. By seeing people wearing the band we would hope people begin to learn not to offer cigarettes, or not begin smoking around these people. 
  • Finally amongst the youth, through our interview process with students we found merchandise to often attract a lot of curiosity. By sparking curiosity and sharing the wristbands through social media we also believe this will further perpetuate our campaign. 

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Following on this notion of perpetuating our movement through social media we have created a hand symbol to allow people to show the are part of a bigger movement through their varying social media platforms  (Tsotra et al., 2004). The hands represent lungs and also the connection between individuals. Its a visible gesture which will increase engagement, awareness online and shows solidarity in the community we are creating.

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The social media movement will likely be the main platform promoting this campaign. Social media promotes communities and people, shares stories, links people up, gives people a voice, allows people to feel part of something bigger and also acts as a collection of tools, resources and information to encourage, inspire and educate. 

48371920_599468713818228_6272527615270060032_n.jpgTo start creating community notions from the get go, this campaign is actually targeted at groups of people. The idea being that groups such as educational institutions, workplaces or entire geographical communities could sign up for a ‘package’, which would contain all the necessary merchandise, advertising and messages. Local businesses and vendors would also be given an opportunity to sign up from a different angle and contribute products that meet a criteria as well creating small business opportunities. All products are collated through vital strategies and then distributed to the communities and groups. Which then markets itself through social media and word of mouth.

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A typical flow of this campaign might run as follows;

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We believe that having a campaign stemming from strong primary research and reaffirmed through secondary sources that really targets communities has the chance to create real change in Indonesia’s narrative and creating accepted places for the non-smoking community. 

 

REFERENCES

Aditama, T. Y. 2002, “Smoking Problem in Indonesia”, Medical Journal of Indonesia, vol.11, no. 1, pp. 56-65.

Indo Indians 2017, Kampung Warna Warni Jodipan, a Colorful Village in Malang, viewed on 13 December, <https://www.indoindians.com/kampung-warna-warni-jodipan-a-colorful-village-in-malang/>.

Putri, E. 2018, Jodipan: Indonesia’s Amazing Rainbow Village, Culture Trip, viewed on 13 December, <https://theculturetrip.com/asia/indonesia/articles/jodipan-indonesias-amazing-rainbow-village/>.

Rosemary, R. 2018, Forbidden Smoke, Inside Indonesia, viewed on 13 December, <https://www.insideindonesia.org/forbidden-smoke>.

Tsotra, D., Janson, M. and Cecez-Kecmanovic, D. (2004). Marketing on the Internet: A Semiotic Analysis. In: Americas Conference on Information Systems. [online] New York: Association for Information Systems, pp.4211-4220. Available at: https://aisel.aisnet.org/cgi/viewcontent.cgi?article=2102&context=amcis2004 [Accessed 11 Dec. 2018].