Case Studies
"Bank Mandiri Global Communications Plan," Golin/Harris
Forrest
After years of attempting to reconstruct the Indonesian economy
from the Asian financial crisis of 1997-98, Bank Mandiri was established
as one Indonesia's largest government-owned banks. Although controlling
25 percent of Indonesia's bank assets, Bank Mandiri received little
recognition for its significant progress. Bank Mandiri's CEO approached
Golin/Harris Forrest to create an overall review of the bank's global
communications needs and developed a three-year strategic communication
plan. The result was a 140-page document that now forms the basis
for the bank's public relations programs and IPO communications.
"KONTRA KALAT DAGAT (Movement Against Sea Littering) in
Bataan," Petron Foundation, Inc., with the Bataan Coastal Care
Foundation, Inc. and the Provincial Government of Bataan, Philippines
Bataan, a peninsular province, is the gateway to the Philippines'
political, social and economic center while also being in the frontier
of socio-economic growth. However, Bataan was also the home to a
polluted coast, marking the lack of environmental awareness among
the community. Petron Foundation, together with Bantaan Coastal
Care Foundation and the Provincial Government of Bantaan has encouraged
a regular cleanup drive that has inspired a long-term coastal management
program. As a result of the continued awareness of the environmental
problems, stakeholders, community members and municipal government
units have collaborated to keep the coast, and surrounding natural
regions, clean.
"AFS, An Opportunity of a Lifetime," AFS Intercultural
Exchanges, Limited
AFS Intercultural Exchanges is Hong Kong's not-for-profit educational
exchange program for secondary school students and teachers. The
program enables students to attain a global experience by studying
abroad. AFS also contributes to multicultural diversity within Hong
Kong by providing host families for students from other countries.
AFS was facing a public relations problem when it realized that
information regarding its program was not reaching interested students.
Furthermore, there was little support from host families and schools.
AFS implemented a communications effort to achieve higher visibility
and create public interest. Through various media and school campaigns,
AFS was able to substantially increase student involvement and community
participation. As a result of its efforts, AFS has received international
recognition, and PRweek Magazine honored the program with a merit
award for outstanding communication effort.
"0800 SMOKEY - A Partnership Approach to an Air Pollution
Public Education Campaign"
Auckland Regional Council, Auckland, New Zealand
Concern over air pollution and motor vehicle emissions in Auckland
resulted in the creation of Auckland Regional Council (ARC). ARC
embarked on a public education campaign in order to raise awareness
about the air quality problems and to get Aucklanders to take proactive
steps to addressing these problems. The campaign moved through three
main stages and targeted different audiences: awareness phase -
partner, sponsor companies and organizations; action phase - resident
and commuters within Auckland region; and the post action phase
- government agencies, oil companies and transport operators. The
0800 SMOKEY campaign was a phenomenal success, raising awareness
within Auckland's population and gaining support for environmentally
responsible industry standards.
"Hispanic Awareness Campaign," Boy Scouts of America
The Boy Scouts of America sought to increase the enrollment of
Hispanic males in their program. Although Hispanics are a growing
population in the country, these high numbers of were not being
represented through the Boy Scouts program. With the use of a consumer
research survey conducted by Bromley Communications, the Scouts
created strategically placed advertisements that attracted this
population. Successful bilingual mottos and public service announcements
enabled new scout groups to develop with a higher participation
within Hispanic and Latino communities.
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