There is an interesting article today on CSR, it was published in Republika “CSR, di balik kepentingan promosi” (“CSR, behind the promotional needs”)
I was expecting to read one example of corporate promotional activities that are packaged in CSR program, but what was explored in the article is mainly about PT Sido Muncul TV ad “Orang Pintar Sayang Keluarga” version.
The TV ad with new tagline is claimed as one of their CSR project to ensure the better quality of young generation through the the good quality of families who live in harmony. The new TV ad features Ari Lasso (one of the country’s top musician) and his family to convey the message of the importance of making a harmonious family. They simply chose Ari Lasso to be the icon because they want to change the celebrities image that is closely connected divorces. Is it that necessary for Sido Muncul to work on their image?
Well, for me this is some kind of ga’ nyambung, it has got nothing to do between their new social marketing campaign and CSR project I suppose.
CSR should go beyond incorporating your social message to your new adv version.