TOUCH CAMPAIGN by Johnson&Johnson Indonesia
Annually, 70,000+ Indonesian neonates do not live beyond their 28th day. "Touch" educated mothers on proper bath and massage rituals that could change this. 114K moms joined to help babies of 60,000+ underprivileged mothers. Breaking the GUINNESS WORLD RECORD for largest baby massage lesson significantly increased awareness, establishing Johnson’s as a baby care expert in a category that lacked differentiation, had similar tonality, and messaging. The Campaign delivered exceedingly high PR value, increased awareness and purchase intent, turned around volume growth, and achieved highest offtake ever for Johnson’s in modern trade.
We continue the movement "TOUCH FULL OF HOPE" to "SENTUHAN CINTA" with the main objective of helping baby across Indonesia to thrive beyond 28 days through 3 communication pillars: raising awareness about the importance of baby massage, educating moms to massage their baby properly, and raising fund for the cause to help babies in rural areas.
*GOLD - 2018 WARC AWARDS*
*BRONZE - 2019 APAC EFFIE AWARDS*
Client Johnson&Johnson Indonesia
ATL Agency BBDO Indonesia
Digital Agency DDB Indonesia
Strategic Planner Director Talha Bin Hisaam
Art Director Steven Altanie
Copywriter Anthony
