Situation:

In 2023, Jakarta's pollution levels exceeded WHO limits by 21 times due to an increase in vehicles, polluting industries and lack of clean energy. The pervasive pollution posed a grave threat to public health, particularly impacting vulnerable demographics like children, exacerbating respiratory ailments such as ISPA. Shockingly, indoor environments, including schools, mirrored, and sometimes exceeded, outdoor pollution levels.

Brief:

We sought to spotlight the overlooked perils of pollution in Jakarta’s daily life through widespread public campaign and media outreach.

Objective:

Our primary objective was to compel government action by underscoring the severe health hazards posed to children and the pressing need to mitigate pollution levels in Jakarta.

Empowering all school children to be seen and heard, we transformed a colouring in activity into open letters to the government. The students used special crayons that absorb indoor air pollution when exposed, creating a piece of art work that serves as tangible evidence of the dirty air in classrooms. These letters were then used as our direct communication to the government urging them to take action.

Target Audience

We want to speak to the government directly, especially the ministries of health, resources and environment. It's crucial to raise awareness and be a leading voice about this problem and the urgent need to address pollution levels. They play a key role in implementing solutions to safeguard public health and the environment.

The Approach

An open letter from children, urging the Indonesian government and regulators to protect society's health

The Dirty Letter campaign starts with the schools. We decided to empower children and for them to participate in colouring activities using special crayons that absorb indoor class room pollution. After collecting the coloured pictures, showcasing the trapped pollutants, they became the message. We distributed them to government offices and they served as tangible evidence of Jakarta's alarming pollution levels forming a collective message. We also exhibited them in public spaces and an exhibition hall, these impactful visuals encouraging swift action and requesting the consumers to sign a petition. Institutions responded and even the President of Indonesia intervened to enhance air quality.

The efforts paid off with 262,841 signed petitions, 404,987 exhibition visitors, 221 schools involved and 779 student-submitted pictures within a month.

These letters, voiced by the future generation, have effectively pressured the government into taking action to reduce pollution, resulting in tangible improvements.

Consequently, Indonesia's air quality, measured by the US Air Quality Index (AQI US), has significantly improved. From being the world's most polluted city with an AQI US of 189, it has now dropped to 70th place with an AQI US of 50.