With Indonesia’s recent rapid digital economic growth, a huge digital divide has become evident between the haves’ and have nots’.

Indonesia has one of the highest numbers of street children in the world, with most not receiving adequate education if any at all. Many resort to basic skills to secure an income and run the risk of by being preyed on by crime and prostitution rings, all serving to stop them escaping the poverty cycle

HP is a supporter of Indonesia’s digital education, but to reach this hugely talented but disadvantaged street community they needed a way to communicate beyond schoolrooms, start-ups and corporates and on to the streets.

HP ‘s mission is to find a way to start to close the digital gap for the future Indonesian workforce, one that would create a lasting impact, one that could be easily accessible and one that could influence broader digital education.

In order to bridge the digital divide for Indonesia’s youth we knew we needed to find them on their own ground. Inspired by the way street culture shares knowledge and information through paste-up art, we partnered with acclaimed street artist, Darbotz to design, print and paste up a call-out to coding classes held on some of Jakarta’s most notorious streets. With our education partner and from a makeshift classroom (under a freeway bridge), we are teaching a uniquely created four-week curriculum on coding - Using only paper and ink.

Indonesia has one of the highest numbers of street children in the world, with most not receiving adequate education. HP wanted to harness their expertise in print as an educational tool to help young Indonesians learn to code just through the power of the printed page.

The PR strategy communicated to multiple audiences:

• Indonesia’s youth, driving talkability and sharability of Street Code,

• Parents: Who want the best for their children’s education and future career but are unaware of the right tools and the importance of their role in their child’s education.

• The education sector: Engaging with the Ministry of Education to bring the digital divide to the forefront of the conversation and equip students with future-ready skills and a well-rounded education to narrow the skills gap to get better job opportunities.

The PR strategy leveraged content created to amplify to Indonesian media, KOLs and global press.

Alongside Prestatsi junior (education partner) we created and delivered a paper-based coding course, that would unlock the principles of coding through non-digital teaching methods.

To ensure the course resonated with our audience we teamed up with DarBotz, a respected figure in the street art scene. He helped unleash the street youth’s inner coding monsters by using his iconic illustration style to depict them and shape the final output of the course.

His posters announced the local location of our free coding classes. A makeshift classroom created under a freeway bridge and the offices where digital skills could get them jobs.

The posters worked, securing a full classroom each session, the same kids coming back week-on-week, ensuring their learning was built on.

This culminated in a highly impactful AR projection, coded by the students, that showed media and onlookers just how much talent is being wasted on the streets.

IMPACT

32 million people reached through earned and social channels

Streetcode AR posters scanned over 50,000 times

Earned media value +8.5 million IDR

ACCESSIBILITY

Full capacity classes

Same students returning class on class

EDUCATION INFLUENCE

3 of our students have enrolled in further coding classes

20 families’ lives impacted positively to date

Most importantly of the future of street kids and the programme, Streetcode is now endorsed and available to download from the Indonesia’s Ministry of Education website