Kreasindo/Leo Burnett wins Indonesian AIDS campaign

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JAKARTA--Kreasindo/ Leo Burnett has been appointed by the Indonesian government and international funding organizations for a national AIDS awareness campaign to kick off December 1.

Kreasindo pitched against J. Walter Thompson, Cabe Rawit and MACS 900. BBD0/Komunika and Ammirati Puris Lintas withdrew from the pitch. A strict specification of the appointment, insiders say, is that no mention should be made of condoms.

Kreasindo will execute the campaign covering above and below line advertising, and public relations. The main sponsor is AUSAID, the Australian development agency, with coordination by Indonesia's coordinating ministry of public health.

"Our knowledge of consumer behavior and the ability to conduct insightful research enabled us to differentiate each target group's communication needs," says Kreasindo/Leo Burnett Technical Adviser Berndt Soderbom.

With a population of more than 200 million. and a highly transient population, Indonesia is expected to face enormous problems in dealing with AIDS in the future.

Copyright November 1998, Crain Communications Inc.

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