Indonesia has the third highest burden of Tuberculosis/TB in the world. The presence of COVID-19 pandemic becomes a new challenge in the effort to reach end TB in Indonesia by 2030. To increase public understanding and awareness about TB disease and its prevention, the Ministry of Health collaborated with Johnson & Johnson Indonesia to conduct TB socialization campaign. The campaign was carried out through digital communication channel in attractive packaging to trigger active participation and build enthusiasm of the public.

ID COMM was appointed to catalyze this initiative in reaching its full potential through series of public communication activities: activation of ‘TOSS TBC Virtual Run’, development of a microsite, series of articles in online media, radio talk show, collaboration with influencers for campaign promotion and engagement in social media, and conducted a press conference for the virtual run launch.

The TOSS TBC Virtual Run campaign reached out to around 100 million impressions through online media, around 4,000 engagements through social media contents, and potentially viewed by around 250,000 audience. The campaign has also achieved remarkable success by winning silver award of the PR Indonesia Award (PRIA) 2021 for “Corporate PR Program” category.