To bring this problem to light, we knew we that the first step to confronting the issue is to show how it affected people. So we created a documentary that told the lives of 3 people with beautiful Indonesian names. They had unfortunately been the victims of vicious name calling, so much so that it was now how they even referred to themselves with. We then invited their parents to share their hopes behind their children’s names and encourage them to reclaim their names. And when they did, the effect was nothing but happiness.

On the same day that we the online video was aired, we invited our media partners to our PR launch event. We also invited celebrities and a psychology expert to talk about the issue. The 3 stars of our online film, including their parents also made an appearance, sharing their experiences on the matter.

The campaign was exposed to more than 53 million Indonesians. 169 pieces of media publications picked up our story. The video was viewed 8,9 million times within 1 week. Coca-Cola's imagery scores increased by 11% to that of ‘a brand that is responsible member of the community.