Indonesia · Social Impact & Purpose
Anlene: A Decade of Bone Health Education in Indonesia
From 2012 to 2018 Fonterra's Anlene brand worked with Ruder Finn Era on an annual bone health campaign in Indonesia, engaging grassroots communities, osteoporosis associations and the Ministry of Health, with more than 10,000 participants at each annual event and more than 200 clippings per media engagement.
The challenge
Anlene, Indonesia's leading high calcium milk, wanted to keep educating the public about bone health from an early age, including the habit of walking 10,000 steps a day, without the message becoming an advertisement.
Our solution
Ruder Finn Era built an annual campaign with a different bone health theme each year, engaged grassroots and women's communities through train the trainer programmes, and secured endorsement from osteoporosis associations and the Ministry of Health for a large annual festival that became a fixture.
The results
- Client
- Fonterra
- Market
- Indonesia
- Services
- Behaviour Change and Education, Community Relations, Public Affairs
- Sector
- FMCG, Healthcare and pharma
- Engagement
- Retainer
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