Walk it off, Jakarta – Experiencing the Message to Strengthen the Strategy

How can you be so sure about something if you never  get to know them better?

Well, that’s what I thought when I walk home from my office before getting into a public transportation. And by saying public transportation, I excluded taxi. Because it’s just an exclusive service that you hire for couple of hours to get you to some place else.

Some says that Jakarta suffer from incurable traffic problems – even the Swedish prime minister offer Susilo Bambang Yudhoyono a help to solve the unbearable issue of every people living in Jakarta (quoted from The Jakarta Globe online). More than 500 cars and 3000 motorbikes clog its roads every day.

According to one official report, this city with a daytime population of 11 million is just nine years away from being gridlocked.

While the new governor seems to be more focused on health, education and social welfare (as they are putting the interest of more people in Jakarta first, he said), some of the so-called social activist are campaigning about the use of massive public transportation as the solution to Jakarta’s traffic problems.

I didn’t mean to be harsh, but I’m just stating the obvious: why are you trying to make others believe that using massive public transportation will bring more benefits to them? Only to reduce the pollution and solve the traffic problems? Yeah, right. Like that going to happen instantly.

The messages are to cliché. People who actually can afford to buy a motorbike will prefer to ride them instead of getting into a bus.
Key Elements of Behavior Change

What we’re missing here is that in order for people to change their behavior, they need to acknowledge the risk that their willing to take and what is the minimum and maximum effort they will have to attempt.

People have to be able to understand the threat and fear of the intended action change. Oftentimes, the messaging and the strategies of behavior change jumped right into Benefits – the positive consequences of performing recommended response.

Fear can powerfully influence behavior and, if it is channeled in the appropriate way, can motivate people to seek information, but it can also cause people to deny they are at-risk

Then, what we need to learn is how can we turn the fear of people in Jakarta using massive public transportation into the thoughts of how can they overcome the fear or minimize the threat.

For me, using massive public transportation will increase the awareness of my surroundings. If I’m alone in my own car or using a cab, I won’t care with what is happening with other people around me. There’s plenty to see and learn when you’re sitting next to a person inside a bus or train. Again, it might sound too cliché, but at least I came up with that from my personal experience and it makes me want to use my own vehicle or getting into a cab less.

So, walk it off, people. You’ll see once you experience the message you are trying to convey to other people, it will be stronger and more effective.

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