WWF wants to improve Indonesians awareness on WWF conservation programs as well as their individual active participation.

Indonesians are patriotic and have high sense of nationalism. We use this unique trait to promote individual active participation amongst Indonesian people in WWF nature conservation programs to raise nationwide awareness in the importance of building and defending their motherland.

Monumen Tanah Airku is the first and biggest collaborative monument in Indonesia with more than 50,000 thumb prints. This movement is also supported by public figures, community leaders, top state officials, including M, Jusuf Kalla, the Vice-President of Indonesia. In only 2 months, 7.579 new WWF volunteers signed up, over 100.000 web search result and more than Rp. 1 billion worth of free media and press coverage. This monument is currently exhibited throughout Indonesia and will become the permanent collection of the Indonesia National Museum.

Born from the idea; “THUMBS UP FOR OUR NATION” We made this campaign as a petition. Instead of using signatures, we ask people to put their thumb prints using green and blue ink on square canvas. Once these 64 canvases are put together at the exact date of Indonesia’s 64th independence day on August 17th , they form a giant thumb art installation (13m x 5m) depicting Indonesia land and its surrounding waters, as a symbol of commitment to keep the ocean blue and the forest green.