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‘We care, that’s why we don’t spread TB’, says Indonesian public health campaign

Popular Indonesian actor Reza Rahadian has become the face of a new awareness campaign warning youths against the spread of tuberculosis.

The film star is one of a number of influencers and public figures to take part in the social media-driven campaign created for USAID and Forum Stop TB Partnership Indonesia.

Created by BBDO Indonesia, the #PedulikitaPeduliTBC (#CareForUsCareForTB) commercial features the actor on a film shoot, speaking to the camera: “I care, that’s why I spread stories.”

He is then joined by Kaka, the singer from the band Slank, graffiti artist Tutu and beauty queen Dea Rizkita, who also state caring as their motivator for the work they do.

The video concludes with four individuals speaking the tagline: “We care. That’s why we don’t spread TB”, as a voiceover encourages viewers to get themselves tested.

Targeting Indonesians aged 15-35 years old, the admittedly low-budget campaign was shot in a vertical format in an effort to make the video more relevant to the mobile phone generation.

BBDO Indonesia chief executive officer Vaishali Sarkar explained: “For the first time in Indonesia, a public service announcement was presented in an optimistic, innovative and progressive manner.

“It was also the first time we used a mobile-first approach. Low budget but high impact online videos were shot in a vertical format, with four celebrities stepping forward with a rallying cry #PedulikitaPeduliTBC (#CareForUsCareForTB). If this campaign can bring down fatalities and encourage testing in Indonesia, that’s when our job will truly be done.”

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