Case Study

Sarihusada Srikandi Award

Honoring the unsung heroes – Indonesian extraordinary women who make a difference in their lives, and also the lives of others.

Srikandi Award is recognition of midwives who have run health development programs involving community members and leaders in their respective regions. Aside of showing appreciation for midwives’ greatest efforts to support the achievement of the Millennium Development Goals (MDGs) especially the Goal 1 (eradicate extreme poverty and hunger), 4 (reduce child mortality rate) and 5 (improve maternal health), this program is also expected to inspire and to encourage other parties to commit and to endeavor in achieving the MDGs targets in Indonesia by 2015. Indonesian Health and Demography Survey 2007 revealed that Mother Mortality Rate (MMR) and Infant Mortality Rate (IMR) remain serious problems in Indonesia. There are 228 cases of mother mortality among 100,000 live births and 34 infants died for every 1,000 births. The data showed that Indonesia has the highest MMR and IMR among ASEAN countries.

Started in 2009, Srikandi Award is expected to motivate health workers and to inspire and encourage the establishment of new Pos Bhakti Bidan throughout the country to improve community health and to help the government in achieving targets in 2015.

Through its experience with Srikandi Award, not only has Alchemy become used to managing huge and prestigious events, but it has also gained invaluable knowledge about the remarkable Indonesian midwives and their contributions to society. Since this program provides numerous benefits that augment the midwives’ reputations, it is quite natural that it has also received support from the Indonesian Midwives Association (IBI), The Ministry of Women Empowerment and Child Protection and Indonesian MDG’s representatives.


PT. Unilever Indonesia Tbk. (Warna Warni Kasih Bunda Event)

A different way to commemorate Mother’s Day; a celebration of love and joy of sharing.

PT Unilever Indonesia Tbk., through its four well-known brands (Citra, Buavita, SariWangi Gold Selection and Wall’s Moo), and together with Rumah Belajar and Rumah Lukisku, appointed Alchemy to organize “Warna Warni Kasih Bunda”, an event  to commemorate “Hari Ibu”  or Mother’s Day every December 22 as an expression of gratitude, appreciation and affection for our mothers, whose importance in our families simply cannot be overemphasized.

Conducted for 10 days (December 17-27, 2009) at Grand Indonesia, this consumer event consisted of a painting exhibition, a painting experience, a painting competition, an auction, inspirational talkshows from each brand and interesting activities in each brand booth. The funds raised from the sales and auction were donated to the Nanda Dian Nusantara Foundation, which is dedicated to helping street children.

We also held a media conference that was formally opened by Dr. Setiawati MSc. – the Deputy Minister for Women’s Life Quality Improvement from the State Ministry for Women’s Empowerment and Child Protection. “A memorable and unique event to appreciate our mothers; a very exciting pastime also to spend our holiday”, was one of the many encouraging comments that we received from the visitors and media. The overall event was characterized by the large variety of interesting activities. “Warna Warni Kasih Bunda” was exceptionally rewarding since it was Alchemy’s first big joint effort to bring together the three divisions: public relations, creative design and event management.


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