CASE STUDY: How Jatam captured the president's attention

The 2006 disaster has so far swallowed up over 10,000 houses and community buildings including hospitals and schools.  More than 750 acres of rice fields have also been buried under the mud.

Under the campaign, an art installation was set up as part of a live theatrical performance to commemorate the mudflow tragedy, directly in front of the Presidential Palace in Jakarta. It sought to replicate the conditions that many of the victims still face.

It generated national and international media coverage within hours, while the President was moved to fly to the Sidoarjo mudflow site several days after the launch of the campaign.

The campaign had earlier been awarded silver at Cannes and silver at Adfest 2011, as well as awards at Spikes and LIA 2010. It recently won a Grand Prix award at the Ad Stars International Advertising Festival in Korea. Publicis Indonesia says it will donate the US$10,000 Ad Stars prize money to the fund.