Staying fit is crucial amid the COVID-19 pandemic, and The Youth and Sports Ministry (Kemenpora) has initiated the ‘Olahraga Tanpa Batas’ (Exercise Without Limits) campaign for persons with disabilities in order to raise awareness of the importance of exercising for the general public, especially for individuals with disabilities. One of the challenges for ID COMM was to brainstorm a collection of messages that would effectively motivate people with disabilities to exercise on their own during COVID-19. As a result, from September to October 2020, Kemenpora (with the assistance of ID COMM) had implemented a number of campaign socialization events in order to entice disability groups to exercise more to maintain healthy conditions during the pandemic.

Kemenpora’s Deputy 3 for Sport Cultivation has appointed ID COMM to develop several socialization strategies. The first one is an inspirational video production that contains messages from 4 athletes with disabilities that share their personal experiences as well as encouraging words that underline that physical limitations are not hindrances to excelling and achieving personal goals and should not be excused not to participate in sporting activities during the COVID-19 pandemic. Secondly, ID COMM also initiated media briefings to deliver educational messages to the media to spread the word to the general public, especially the demographic group of disabilities. In addition, a talk show segment titled ‘Hidup Sehat’ was also broadcasted on TVOne with the purpose of reminding the public to maintain good stamina and fitness and sharing inspirational stories from athletes with disabilities with the relevant audience. The fourth strategy is a viral marketing approach with the intention of spreading the inspirational video with the hashtag #OlahRagaTanpaBatas to 25 digital marketing supporting programs to ensure that the video reaches communities, and the final strategy is to release advertisements on social media.

The video uploaded by the @deputi3kemenpora Instagram account had garnered 434.372 interactions with the potential of reaching 3.737 individuals, viewed 4.443 times. The @deputi3kemenpora IG account also uploaded 25 IG stories that collected 95 interactions with the potential of reaching 5.326 persons, viewed 6.159 times. For the viral marketing strategy, the 25 supporting programs also uploaded a total of 25 IG stories and 25 IG video feeds that attracted 74.261 engagements (replies, profile visits, hashtag/account taps, likes, comments, shares, and bookmarks) with the potential of reaching 73.245 individuals, 157.268 times. The social media advertisements promoted with the @deputi3kemenpora IG account had the potential of being viewed 2.093.080 times by 2.080.330 people, which had surpassed the initial target of reaching 2.000.000 individuals. In total, the engagement output from both social media advertisements and digital marketing methods managed to reach 2.153.575 people and were viewed 2.250.348 times.