Boosting Care Economy Awareness in Indonesia via Social Media

The training aims to support the ILO to promote the “Recognize-Reduction-Redistribute (3R)” from the above 5R Framework of Care Economy, by digital-based awareness raising and outreach activities; to community of workers, business, employers, and social partners.

Objective

The workshop aims to support the ILO to promote the “Recognize-Reduction-Redistribute (3R)” from the above 5R Framework of Care Economy, by digital-based awareness raising and outreach activities; to community of workers, business, employers, and social partners. n thIis regards, because there is limitation to leverage on of ILO-owned social media accounts, both Influencer Marketing and Digital Marketing will be considered and explored in this awareness raising campaign. Both are vital components of communication strategies.
  • Influencer marketing for public campaigns often emphasizes individual influence, authenticity, and cause alignment.
  • Digital marketing encompasses a wide range of strategies, including influencer marketing, and is applied in diverse ways depending on the goals and contexts of public campaigns.

Strategic Approach

The consultant/contractor is expected to propose/develop a tailored strategy that considers the following elements:
  • Audience Segmentation:
    • - Clearly define and segment the target audience based on demographics, interests, and online behaviour
    • - Tailor messaging strategies for each segment to ensure maximum relevance and impact.
  • Influencer Collaboration and capacity building:
    • Identify and engage influencers/Key Opinion Leaders (KOLs) whose audience aligns with the campaign's objectives.
    • Develop a detailed plan for influencer collaboration, specifying the types of influencers and platforms that will be most effective for each target audience segment.
    • Conduct training on care economy and 3R, as well as capacity building on the necessary skills needed by the nano and micro influencers.
  • Digital Channels:
    • Recommend specific digital platforms and channels for campaign dissemination, considering the preferred platforms of the identified target audience segments.
    • Propose a multi-channel approach that may include social media, other online forums and possible offline event.
  • Localization:
    • Ensure cultural sensitivity and localization in all campaign materials to resonate with the Indonesia audience effectively.