In the midst of a dynamic, fast-paced life in the digital era and continued globalization, we sometimes forget about frivolous things that are considered “nothing” but can have a negative impact on humans and the environment. These things can be as simple as the habit of managing garbage disposal, or what often happens today is the public’s ignorance in managing electronic waste. Is there a proper way to dispose of electronic waste? Have you ever considered the negative impacts of disposing of electronic and household waste?

Out of curiosity, Rafa Jafar[1], a child in elementary school, questioned the correct place to dispose of the pile of used gadgets in his house. Rafa also analyzed the phenomenon of Indonesians who often own more than one device and end up with piles of electronic waste. He poured this into his writing, which was later published in a book titled ‘E-Waste: Electronic Waste.’ Not only that, Rafa continued with real action by inviting friends around him to collect electronic waste and collaborating with official companies that can manage electronic waste until the EwasteRJ community was established, which routinely conducts education on various platforms.

Long story short, the unnoticed actual, sustainable actions carried out by Rafa and his community caught the attention of the surrounding community but also encouraged industry players or electronic product manufacturers to the government to realize the importance of the e-waste management ecosystem in Indonesia. As a result of Rafa’s selfless actions and behaviors, he inadvertently inspired the community. He made positive contributions and changes at the local level, resulting in public recognition due to these actual actions – this is the origin of the term ‘local hero’ to an individual or group.

A local hero becomes essential in their community because they can inspire and be a role model for others. In addition to making a positive impact in various ways, they also indirectly help improve the quality of life for locals, help those in need, or promote social and cultural values that are important to the community. This is what makes the role of local heroes able to trigger positive impacts and significantly push the message that a corporation or brand wants to convey.

When a corporation or brand engages with a local hero who has influence and a good reputation in the community, it creates strong emotional attraction and relevance to the relevant stakeholders. This creates a positive perception that the corporation or brand cares about the local community’s values, thus driving a positive reputation.

Corporations/brands’ values that are in line with the local hero’s mission can collaborate to spread positive messages related to the vision, mission, and common goals. This effort creates a good image for the corporation/brand as part of a community that cares and is responsible for positively impacting society.

People who admire local heroes often want to support corporations/brands that support these local heroes. This can increase stakeholder involvement, such as consumers who actively support the initiative and are willing to transact products/services from the corporation/brand. The presence of a local hero can be an inspiring story and drive the creation of a strong marketing story. It is an effective tool for creating compelling organic content for marketing campaigns that influence consumers’ views of a brand.

Each individual can become a local hero uniquely by contributing positively to their community – starting with small questions, small steps, and sustained hard work to find answers and solutions. However, it is crucial to note that collaborative efforts with local heroes should be based on shared values and a real positive impact on the community. If these efforts are perceived as a marketing exercise, it could damage the reputation of the corporation/brand. Therefore, collaboration with local heroes must be done with integrity and a solid commitment to the common goal.

Author: Carissa Angie Lesmana
Editor: Dwi Retno Damayanti dan Tyas Sastradipradja

1] https://www.kompas.id/baca/muda/2021/04/07/rafa-jafar-gigih-mencari-solusi-sampah-elektronik