By DKT International, Cut Vellayati, Head of Marketing DKT Indonesia; Cory Puspitasari, Medical Marketing Manager DKT Indonesia; Nurul Jannati Rochmah, Media and Communications Manager DKT Indonesia
Those working in social and behavior change communication know that bringing about real behavior change is incredibly difficult. Doing so requires convincing individuals, or groups of individuals, that a habit they now have needs to change. Then, there is a need to introduce an alternative option, convince your audience that the new option is a viable alternative and then, develop the right amount of awareness (education campaigns/ads) to instill enough confidence in a consumer to believe they can adopt the new behavior.
The Theory of Planned Behavior is the gold standard used by behavior change practitioners in project design. Image(s) credit:”Visualizing Communication Science: Theory of Planned Behavior” via Pinterest (top); HC3 (diagram)
Designing effective behavior change campaigns is a kind of art—an intricate dance that hones in on the goals of the consumer, requires choosing the right mediums to craft and deliver the message, and then utilizes both the public and private sectors to deliver that message. DKT International has spent the past 34 years perfecting such initiatives using social marketing campaigns and most recently, DKT Indonesia rolled out a strong example of its behavior change approach with its Andalan IUD multimedia campaign.
The campaign identifies three distinct target audiences developed using extensive market research. Teams designed the campaign such that segmented audiences would easily identify with key messages in each ad, then featured familiar influencers who could best represent those groups. Linguistic dialects and aspects of the diverse cultures within Indonesia were also incorporated into the campaigns. Every aspect of the casual, slightly humorous campaign has been designed to resonate with potential consumers.
First time mothers who wish to space their second child for two to three years or more
Breastfeeding mothers
Women who have completed their families and don’t want to have more children
Public Service Announcement (PSA) about IUDs with Indonesian government
In addition to the three Andalan ads, teams developed a fourth advertisement to serve as a PSA (Public Service Announcement) in coordination with the Indonesian government and its department of family planning, known as the BKKBN. DKT Indonesia and BKKBN have been working together for more than 20 years as part of a public private partnership to improve family planning and contraceptive programs in Indonesia. The objective of this collaboration is to spread the message that “IUD is the solution for all,” and brings both DKT’s BKKBN’s audiences together using the hashtag #AyoPasangIUD (#Let’sinsertIUDs). The BKKBN will disseminate the PSA throughout Indonesia and have adopted it as part of their national family planning strategy.
The ads will air on Indonesian national television and DKT’s social media platforms including @andalankontrasepsi and @halodkt on Instagram, TikTok, and the Andalan Kontrasepsi Youtube Channel. DKT will also use programmatic ads, the Google Display Network, and third party platforms (publishers, influencers and key opinion leaders).
All four ads have been given the green light from the government advertising board to be aired during daytime and primetime hours on television. Radio versions will support the televised and social media campaigns. Posters and campaign-themed banners will also be placed at the 21,000+ midwife clinics that now partner with DKT Indonesia, and which also serve as the primary providers of contraceptive services across Indonesia.
The campaign will run from June 2023 until the end of the year.