SC Johnson traditionally utilized 85% TV for its communication. However, we changed the game by integrating a multitude of channels – from print, online, mobile, in-store, TV, and events – to raise consciousness across different socioeconomic classes.

To educate urban consumers, we created a mobile app, “MozzHunter”, allowing users to identify hidden dengue mosquitoes, while eliminating them with SC Johnson products.

To educate rural consumers, we created anti-dengue workshops to clear hidden mosquito breeding sites in flood-ridden areas.

To amplify nationally, we aligned with Miss Indonesia pageant for SC Johnson’s Autan brand to build consciousness of always-on skin protection. Additionally, we created fillers on national TV between 8–11 pm, when dengue mosquitoes are most prevalent.

To engage mass contribution, an anti-dengue marathon was held for consumers to proactively fight against the cause at Jakarta’s key landmark, where SC Johnson donated on behalf of participants to charity.

Within one year, SC Johnson’s most popular product in Indonesia, Baygon Coil, witnessed a three-fold increase in sales due to the halo effect from the campaign. “MozzHunter” received nearly 450,000 clicks-to-download within three months. More than 5,000 individuals and their families participated in the marathon, and raised over US$ 10,000 within four hours.

Most importantly, SC Johnson led the public to see what was previously invisible into something more visible, thus increasing consciousness about dengue. With the success of the campaign, SC Johnson has pledged to continue the campaign for years to come.