Cannes Lions

CHANGE YOURSELF CAMPAIGN

McCANN WORLDGROUP, Jakarta / RADIO PRAMBORS / 2008

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Overview

Description

Prambors Radio, targeted at Jakarta's urban youth, 15-25, A-B, is supporting the 'Change Yourself' campaign for changing our daily behaviors. Our task is to amplify this through radio Public Service Announcements.Living in Jakarta, tempers become short and arguments often occur. The idea is to get people to behave more civilly and, if we can change one of our aggressive habits, then it might change our lives for the better.

Story: A car crashes into a bus, an argument ensues between Ucok, a Bataknese bus driver (an ethnic group stereotypically associated with bus drivers and rough behaviour), and Hendra, a typical urban youngster.

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