Boosting Care Economy Awareness in Indonesia via Social Media

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.