The 2013 World Health Organization (WHO) report put Indonesia as a country with the fourth highest number of road traffic fatalities (WHO, 2013). The majority of the fatalities were motorcycle users (Indonesia National Police cited in WHO, 2015, p.148). With almost 93 million motorcycles in 2014 (Indonesia Statistic, 2016), there is a need to contribute to addressing the concern for motorcycle road safety.
The Indonesia Motorcycle Road Safety Campaign is a program created to increase the awareness of motorcycle user about road safety. Based on the data of the four largest age group of victims in motorcycle accidents, the target audience will be motorcycle users age 15 to 34 years old (Syafei, 2014). Indonesia motorcycle users tend to gather with another user that have the same brand of motorcycle. They used offline event and social media to connect with each other.
The social media campaign is chosen as 49% of internet user in Indonesia range between 18 to 25 years old (Asosiasi Penyelenggara Jasa Internet Indonesia, 2015, p.2-3). The type of platform is decided by comparing the audience profile with social media user data and observation of communication habit in the audience and organizations that engage in the similar campaign. Thus, Facebook, Twitter, and Instagram will be the platforms chosen for the campaign.