Fonterra Brands Indonesia

2002 – 2014

The Challenge

To increase the awareness of the silent and debilitating effects of osteoporosis and to increase the consumption of milk as a preventive measure, specifically Anlene calcium fortified milk powder.

The Approach

IM&A with Fonterra initiated a proposal to the Ministry of Health to declare National Osteoporosis Day to be commemorated each year starting in 2002 and the then Minister of Health agreed to adopt the Osteoporosis campaign with Fonterra and the Indonesian Osteoporosis Association. Since then IM&A continued to organize and supervise, the media campaign as well as the events management of National Osteoporosis Day coordinating with all the stakeholders. Anlene’s own commercial and marketing communications campaign were realigned to the National Osteoporosis Day program which included an annual mass gymnastics event and highlighted the walkathon for healthy bones involving 10 000 people in 2009 in which the Indonesian President and the First Lady took part, and smaller mass walk events in many cities across Indonesia in Java, Bali, Sumatra and Kalimantan.

The Result

The program resulted in 11 years of significant coverage across print, broadcast and online media annually, driving attention to Anlene’s integrated marketing program and translating into substantial rise in sales. Above all our PR program established community perception of Anlene milk as the best preventive measure against osteoporosis. David Ross, President Director of New Zealand Milk Indonesia commended the campaign as ‘the best communications campaign for Anlene in the Asia Pacific region’.

About Inke Maris & Associates

PR Agency Indonesia

Established in 1986, Inke Maris & Associates (IM&A) is a leading, independent PR Agency in Jakarta providing strategic counsel to businesses, organisations and public institutions. IM&A was recognised as the Best PR Firm in Indonesia after a survey conducted by Mix Magazine to over 100 Indonesian journalists nominated the firm for the PR Agency of the Year Award 2016. As PR and strategic communications consultants, our work falls into overarching and often intersecting areas of Public Affairs, Corporate Communications, Financial Communications, Marketing Communications, Issues & Crisis Communications, Capacity Building & Training, Social Marketing & PR Campaigns, Community and Stakeholder Engagement, Digital PR, Event Management.