The Rantang Hati campaign was a rapid-response social initiative launched at the onset of the pandemic. It was designed to address two urgent needs: providing sustenance to those affected by COVID-19 lockdowns, and crucially, ensuring that our network of warteg and warung makan owners could keep their kitchens running and maintain income.

As the Creative Manager, my role was to architect a campaign that was simple enough to spread organically yet sophisticated enough to handle major logistical and multi-stakeholder collaboration.

My strategic focus centered on:

1. High-Impact Creative Concept: I directed the development of the “Rantang Hati” concept as a simple, emotionally resonant idea (the heart/food container) that immediately communicated the dual purpose: charitable giving fuels small businesses. This creative simplicity was the engine that made the campaign highly shareable and easy for major partners to adopt.

2. Mobilization and Partnership Management: I coordinated the creative and communication strategy across an extensive list of corporate and NGO partners, including Kitabisa, JNE, Telkomsel, Narasi, and BCA. This required tailoring communication assets and messaging to each partner’s specific audience while maintaining a unified Wahyoo brand message. I managed the complex process of integrating fundraising (via Kitabisa) with logistics (via JNE) and media reach (via Narasi), ensuring seamless operational flow.

3. Measurable Social Delivery: The campaign’s success was defined by its execution—delivering free food across Jakarta at a time of severe need. I directed the tracking and communication of these results, transforming the operational data into compelling narrative content that fueled further crowdfunding. The effectiveness of the simple concept and the strong partnership network led to comprehensive coverage across the capital.

This project underscores my ability to rapidly conceptualize and manage large-scale social impact campaigns under high pressure, leveraging strategic collaboration and powerful, yet simple, creative ideas to achieve measurable real-world outcomes.