Garnier unveils 1-minute ad to illustrate waste problem in Indonesia

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Garnier has launched its Ramadan campaign with the message that "One Green Step is all it takes to reverse the effects of climate change". Done in collaboration with M&C Saatchi Indonesia, Garnier's #OneGreenStep campaign is fronted with a one-minute countdown film. The campaign is a part of Garnier's 2025 goals to radically reduce the global impact on the environment, pledging that all its products will be manufactured without the use of non-recycled plastic, and converting all its factories to be carbon neutral.

Highlighting the urgency of action towards climate change, the one-minute film shows how swiftly the planet is degenerating and the urgency of action required from everyone to play a part in reversing its ill effects. The film, which is made available on Garnier's YouTube channel, is accompanied with the caption: "Did you know that in one minute, Indonesia produces 13 tons of plastic waste? Can you imagine how many tons of waste in one year?".

The film also consists of actions Garnier is taking towards its sustainability goals and educates the simple steps Indonesians can take to begin being environmentally conscious. Actors Joe Taslim and Mikha Tambayong, who are known for their green lifestyle, are also featured in the film encouraging audiences to take a "green step" by recycling their empty packaging with Garnier's e-Recycle app. The campaign has launched ahead of Ramadan and will run through the rest of the year. MARKETING-INTERACTIVE has reached out for additional information.

The campaign urges people to channel the "do-good" spirit of Ramadan towards doing good for the country, the planet and society, by minimising and recycling plastic waste. Consumers are also asked to donate their plastic waste. The value of each donation will be doubled by Garnier, and the proceeds will be used to fund the education of scavengers’ children (children who pick up waste from landfills), an often ignored strata of society who are integral to the country’s waste management process.

Anish Daryani, founder and president director, M&C Saatchi Indonesia, said: "While conversations about greener lifestyles have been gaining traction in Indonesia, actual adoption is rather slow. Most believe that the consequences of climate change are still a lifetime away, when in fact, the clock started ticking many years ago and we are now closer to the point of no return.”

"Just one minute can make or break the world, and collectively, each minute counts towards a greener planet," Daryani added.

Brodjonegoro Pandu, brand general manager for Garnier at L'Oreal Indonesia, said the campaign comes as Garnier realised the important role of education, especially in the circular economy for the next generation. The campaign is about "#onegreenstep for kindness", a Ramadan initiative where the brand urges consumers to donate their waste to support education for scavengers’ children. "This way, we give our consumers a platform to do good to the environment, and to the needy, in line with the spirit of Ramadan," Pandu said.

According to Pandu, the aim of the campaign is to collect 100 tons of waste by 2021 to support the government to meet the 30% waste reduction target, which is also in line with PPRI 97 of 2017, a country-wide waste management campaign by the Indonesian government.

This is not L'Oreal Indonesia only attempt at highlighting social issues in the country through its campaigns. Last month, in line with International Women's Day 2021, L'Oreal Paris launched a "Stand Up" movement to tackle street harassment in Indonesia. The campaign features a film featuring Cinta Laura Kiehl, an Indonesian actress, model and the new L'Oreal Paris brand ambassador. Created by M&C Saatchi Indonesia, the minute-long film tells how Laura Kiehl feels unsafe in public spaces as people feel entitled to comment on her appearance. The film then ends with a call-to-action for viewers to participate in L'Oreal Paris' Stand Up programme through a dedicated site, to train them to stand up against street harassment and help to diffuse the situation.

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