Indonesian Celebrities Call for Tuberculosis Awareness in USAID Campaign

Indonesia is home to the world’s second-highest rate tuberculosis, resulting in an estimated 300 deaths per day. Despite the problem, awareness of the risks, care, and treatment of TB in Indonesia is still very low.

This is especially problematic considering that a person with active TB can infect 10–15 other people over the course of a year.

As part of a campaign to increase awareness in Indonesia about tuberculosis, USAID Indonesia has partnered with the Forum Stop TB Partnership Indonesia (FSTPI) and BBDO Indonesia to launch the #PedulikitaPeduliTBC (#CareForUsCareForTB) campaign.


In a spot filmed for mobile, we see Indonesian actor Reza Rahadian, singer Kaka Satriaji, artist Tutu and model Dea Rizkita pitching the importance of awareness.

Targeting Indonesian males and females aged 15-35 years old, the campaign is driven via social channels, including influencers and KOLs.

“Embracing a positive angle to raising awareness about TB, the BBDO Indonesia Team developed innovative approaches to utilize multiple social media platforms, and used highly visible KOLs to get the message out,” Jonathan Ross, Director Office of Health, USAID Indonesia. “Throughout the collaborative process, the BBDO Team was flexible and open to new ideas which led to an outstanding result. We thoroughly enjoyed working with the BBDO and PHD Team.”


The campaign first launched to coincide with World Tuberculosis Day, March 24, #PeduliKitaPeduliTBC invites the people of Indonesia to get behind this incredibly important health initiative and commit to spreading the word; and stop the spreading of the disease.

“It has been an honor to work on a campaign which has such a huge social impact,” said Vaishali Sarkar CEO BBDO Indonesia. “TB is a silent killer in Indonesia, impacting the lives of millions. BBDO Indonesia is privileged to have been selected, from a competitive 4 agency pitch, as the communication partner for USAID and Bantu. For the first time in Indonesia, a PSA was presented in an optimistic, innovative and progressive manner. It was also the first time we used a Mobile first approach.”

For further information on the campaign, visit

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