Family Planning 3.0: Engaging Indonesian Families with Smarter Platforms
Digital industry has entered phase 3.0: smarter and more personalized machines. This provides thousands of possibilities for smarter consumer engagement across industries, including health care. While there has been a dormancy of Indonesia’s national family planning (in Bahasa Indonesia: Keluarga Berencana/KB) program for more than a decade, the Johns Hopkins Center for Communication Programs (CCP) Indonesia believes that the digital industry’s 3.0 phase could be beneficial to family planning. CCP Indonesia, together with MobileForce, a local tech shop, developed an integrated campaign called Skata, which has quickly become a game changer in engaging families in Indonesia since its launch five months ago.
Skata—local slang for “to be in agreement”—came from the idea that use of contraceptive methods is most effective when there is a discussion between partners about their future and family planning preferences. Skata reaches users via social media engagement, including Facebook, Twitter, Instagram, Google+, and YouTube. We educate our target audiences with creative digital posters, social media competitions, videos, and live Tweets with local experts or celebrities. These social media strategies were made to create a supportive environment for when we launched the mobile app.
The features of the mobile app, now available on Google Play and iTunes, extend beyond family planning into lifestyle features, including a midwife locator, articles, fact and myth quizzes, an immunization calendar for children, a menstrual calendar, and so on. If a user has signed up and fills in their personal data, the features will be customized depending on their profile and needs. Beside the mobile app, a microsite, www.skata.info, is available to ensure that every user has equal access to the information we provide even if they do not have a smartphone.
Our data show that since the mobile app and microsite platform were launched in October 2015, there are four top features frequently accessed by users:
- The nearest health care (midwife/hospital) locator (24.8 %)
- User profiles (15.9 %)
- Articles (7.6 %), and
- Information about contraceptive methods (5.8 %)
These data show how our users rely on Skata for easier access to health care and contraceptive information. With so many users, we are optimistic that the CCP Indonesia family planning campaign can be leveraged as a fun way to engage users in making informed choices about family planning and health.