{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"ONLINE & DIGITAL PLATFORMS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU CREATIVE INC., JAKARTA","is_link":false},{"keyword":"TITLE","content":"PASS THE MILK","is_link":false},{"keyword":"BRAND","content":"PAXEL","is_link":false},{"keyword":"ADVERTISER","content":"PAXEL","is_link":false},{"keyword":"AGENCY","content":"DENTSU INDONESIA, JAKARTA","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"ELVIRA JAKUB","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"DEFRI DWIPAPUTRA","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"BEN M","is_link":false},{"keyword":"CREATIVE GROUP HEAD","content":"FACHRI M","is_link":false},{"keyword":"ART DIRECTOR","content":"NINO\/GIVAREL\/VIERI","is_link":false},{"keyword":"COPYWRITER","content":"CAMELY","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"PUTRI S","is_link":false},{"keyword":"OTHER CREATIVE CREDITS","content":"BAYU R\/RINDIA F","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"BARAKA, JAKARTA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In Indonesia, around 60 million litres of breast milk are wasted every year. At the same time, many babies still hard to get enough nutrition.\r\n
Many mothers have extra breast milk and truly want to donate it. But they cannot always do so. In Islamic teaching, breastfeeding creates a special family bond. Because of this, Muslim mothers must know who the milk comes from. They also must make sure the donor shares the same religion. This rule makes milk donation difficult, especially when the donor is non-Muslim. As a result, good milk is wasted and babies miss the chance to receive it.\r\n
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Pass the Milk was created to solve this problem. The program was started by Paxel, one of Indonesia’s largest delivery companies, together with Lactashare. Pass the Milk is a simple system that helps mothers donate breast milk safely and correctly, based on religious rules. Mothers can register as donors or receivers. Lactashare checks important information such as religion, health records, pumping time, and baby needs. After a match is confirmed, Paxel collects the milk and delivers it using cold delivery, so the milk stays safe. By turning milk donation into something as easy as sending a package, Pass the Milk removes fear and confusion.\r\n
The result is simple: less milk wasted, more mothers helped, and more babies fed—without breaking religious values.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The main insight was simple: the problem was not care, but trust.\r\n
Many mothers wanted to donate breast milk, and many babies needed it. But religion made mothers afraid of doing the wrong thing. When people are unsure, they stop helping—even when their intentions are good.\r\n
Instead of fighting religious rules, Pass the Milk respected them.\r\n
If religion matters, then religion must be part of the system. Just like health checks, religion became a matching rule, so the milk could find the right mother.\r\n
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The idea used something people already trust: delivery services. Indonesians send packages every day. So milk donation was designed to feel familiar—like sending a parcel.\r\n
\r\n
The strategy focused on three things: religious safety, medical safety, and ease of use. Lactashare as organization that expert in handling breat milk handled screening and verification, checking religion, health records, pumping time, and baby needs. This gave mothers confidence.\r\n
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After a match was approved, Paxel collected and delivered the milk using cold delivery, keeping it safe until it arrived.\r\n
\r\n
Every part of the system focused on one goal:\r\n
making milk donation safe, simple, and respectful.\r\n
","is_link":false},{"keyword":"STRATEGY","content":"The strategy focused on three key needs: religious safety, medical safety, and ease of use.\r\n
First, trust came from experts. Lactashare managed all checks and verification. They reviewed religion, health records, pumping period, and donor information. This gave mothers confidence that the donation was correct and safe.\r\n
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Second, simplicity encouraged action. Pass the Milk used Paxel’s existing delivery system. Donating milk felt as easy as sending a package. No new habits were needed.\r\n
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Third, clear education reduced fear. The campaign explained religious rules in a calm and respectful way. This helped mothers understand what was allowed and why.\r\n
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Finally, the system was built to grow. Because it used existing platforms and delivery routes, Pass the Milk could reach more people without heavy cost or complex setup.\r\n
The strategy did not ask people to change their beliefs.\r\n
It helped them act within their beliefs.","is_link":false},{"keyword":"EXECUTION","content":"Pass the Milk was executed through a simple and trusted process.\r\n
Mothers registered through Lactashare as donors or receivers. Lactashare checked all important details, including religion, health condition, pumping time, and baby needs.\r\n
After a match was approved, Paxel collected the breast milk directly from the donor.\r\n
\r\n
The milk was delivered using Paxel’s cold delivery service, keeping it fresh and safe until it reached the receiving mother.\r\n
The campaign film explained the problem clearly and honestly. It showed why milk donation is sensitive in Indonesia and how Pass the Milk solves it. Religious and medical voices were included to build trust.\r\n
Digital content helped spread the message and explained how the system works step by step.\r\n
Every part of the execution focused on one thing:\r\n
making donation safe, simple, and respectful.","is_link":false},{"keyword":"RESULT","content":"Pass the Milk was executed through a simple and trusted process.\r\n
Mothers registered through Lactashare as donors or receivers. Lactashare checked all important details, including religion, health condition, pumping time, and baby needs.\r\n
\r\n
To make the process easier, a new Pass the Milk button was added to Paxel’s mobile app. With just one tap, mothers could request milk pickup or delivery, just like ordering a regular package.\r\n
After a match was approved, Paxel collected the breast milk directly from the donor. The milk was delivered using Paxel’s cold delivery service, keeping it fresh and safe until it reached the receiving mother.\r\n
The campaign film explained the problem clearly and honestly. It showed why milk donation is sensitive in Indonesia and how Pass the Milk solves it. Religious and medical voices were included to build trust.\r\n
Digital content helped spread the message and explained the system step by step.\r\n
\r\n
Every part of the execution focused on one thing:\r\n
making milk donation safe, simple, and respectful.","is_link":false}],"files2":[{"name":"DM13_003.mp4","type":"mp4"},{"name":"DM13_003_DI01L.jpg","type":"jpg"}],"count":2}