The objective:

Resolve the problems faced by the victims of the Mudflow in Porong Sidoarjo, East Java, through the authority of President Susilo Bambang Yudhoyono, before the approaching end of his presidential term.

The challenge:

How can we urge the President to take firm measures in resolving the problems of the Mudflow victims in Sidoarjo, that has been dragging on in uncertainty for the past 7 years.

The execution:

Create a newsworthy story about innocence, of these Porong Sidoarjo children crafting a bust statue gift made of mud for the President, and personally delivering it to the Presidential Palace, 462 miles away from their home.

The outcome:

Within minutes, people talked about the bust statue through all media, sharing its picture extensively. The next day, the President flew to Porong Sidoarjo with several state ministers, and created an action plan to resolve the problem.

A truly rare occasion where victims of a tragedy can still maintain their positivity and sincerity to create a gift for the President in his likeness, made from the same material at the root of their tragedy, that will certainly have the power to be a constant persuasive reminder to the President of their unresolved problems.

The visit of the Porong Sidoarjo school children to the Presidential Palace to deliver the mud statue of the President became headline news in various mass media, creating a persuasive pressure for the President to resolve the problem at hand.

Within minutes of the delivery, people started talking about that bust statue of President Susilo Bambang Yudhoyono through all media, and its picture is extensively shared through social media and instant messaging.

The next day, the President flew to Sidoarjo with several state ministers, where he instructed an action plan to resolve the problem once and for all.