By: Margareth Meutia

In order to improve the strategy of the 'Beli Yang Baik' consumer campaign under the implementation of the 'Sustainable Consumption and Production - Thailand, Indonesia, Philippine' (SCP-TIP) project, WWF-Indonesia collaborated with a strategic communication consultant, Catalyze Communications to analyze the effectiveness of the Beli Yang Baik campaign as well as formulate communication materials that are effectively able to build a correct consumer understanding of sustainable production and consumption practices. As part of the formulation process, a Consumer Information Workshop was held which invited the involvement of influencers, companies, communities and non-governmental organizations.

The one-day workshop that took place on December 12, 2017 at Kembang Goela restaurant in Jakarta aimed to formulate ideas for effective information materials to communicate sustainable consumption and production to consumers. The workshop was conducted using a group discussion method that was divided based on different product categories, namely fresh food, packaged food, electronic products, furniture, personal care products and sanitation products. The discussion process took place with the escort of a number of facilitators who accompanied each group to go through the consumer journey, identify strategic opportunities in the consumer journey to educate consumers about sustainable consumption and production, to formulate prototype information materials that are considered effective to provide understanding to consumers about sustainable consumption and production.

Each group of product categories generated interesting ideas about forms of communication and information delivery on sustainable production and consumption that follow the original character of each product category. For wood furniture, electronics and personal care products, the communication prototypes generated focus on frugal consumption behavior and reducing waste production. While for the product categories of fresh food, packaged food and sanitary products, the results of the group discussion resulted in a communication prototype that seeks to invite consumers to recognize aspects of the production of a product that have an impact on human health and the sustainability of natural resources.

As of the publication of this article, Catalyze Communication is undergoing a further formulation process to produce the final formulation of the most effective communication material on sustainable consumption and production that summarizes the main points of the six prototypes produced. Watch out for the final results in the 2018 #BuyWell Campaign!