The Campaign
erafone Jaga Bumi is a sustainability initiative by erafone (Erajaya Digital) aimed at educating the Indonesian public about the dangers of electronic waste and encouraging active participation in responsible gadget recycling.
The campaign centred on making e-waste collection accessible — placing physical dropboxes at erafone retail stores across Jabodebek — while using storytelling to shift public perception of used electronics from "trash" to "treasure worth returning."
What I Did
- 01 Named the campaign — "erafone Jaga Bumi" — and defined its core identity
- 02 Developed the messaging framework and brand voice used across every campaign touchpoint
- 03 Wrote landing page copy for the campaign microsite
- 04 Created dropbox wording for 10+ in-store collection points across Jabodebek
- 05 Wrote video scripts for teaser and educational content
- 06 Wrote press releases distributed to national media (ANTARA News, Media Indonesia, and more)
- 07 Crafted social media captions for Instagram and TikTok
Campaign Period
Dropbox Locations
E-waste collection dropboxes were placed at 10 erafone retail stores across greater Jakarta, making it easy for consumers to drop off their old devices in person.
Planned expansion to 25–50 dropbox locations in subsequent phases.
Campaign Impact
Data sourced from publicly available press releases and media coverage. Campaign ran October–December 2024 across Jabodebek.