The One Show
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Category
Innovation / Execution in Public Relations
Annual ID
OS24_PR034B
About the Work
Indonesia's rapid digital growth has widened the digital gap, particularly affecting street children who lack adequate education. HP aims to address this issue by bridging the digital divide and influencing digital education. To reach the talented yet disadvantaged street community, HP sought a way to connect beyond traditional school settings, reaching out to them on the streets.
Collaborating with a local education partner, Prestatsi Junior, HP developed a paper-based coding course spanning four weeks. This unconventional approach aimed to provide a foundational understanding of digital skills in an engaging manner, drawing inspiration from the local street culture and the informative nature of paste-up art. To capture the attention of Indonesia's education system, HP partnered with DarBotz, a respected figure in Indonesian street art.
The free coding classes were promoted through DarBotz's posters, attracting a consistent group of street youth week after week in a makeshift classroom under a freeway bridge. The course concluded with an impactful augmented reality (AR) projection, coded by the students, showcasing the untapped talent residing within Indonesia's street community.
We achieved 30% student uptake, meeting the 20 enrolment target with zero dropouts and 100% attendance. In the Print category, generated a 10% YOY market lift in print product sales in Q1FY23 (Indonesia Market, HP) – the sole campaign in Q1FY22. Brand impact includes +16pts in "HP helps children in Indonesia have more access to technological education," +12pts in HP love, and +7pts in HP trust. Reached 38m+ people through earned and social channels, with Streetcode AR posters scanned 50,000+ times. YouTube True View campaign garnered 525,000 views, 4m impressions, and 1.3m engagements with a tiny USD spend. Education impact includes endorsement by the Indonesian Ministry of Education, paving the way for widespread adoption of the Street Code curriculum across the country.
Collaborating with a local education partner, Prestatsi Junior, HP developed a paper-based coding course spanning four weeks. This unconventional approach aimed to provide a foundational understanding of digital skills in an engaging manner, drawing inspiration from the local street culture and the informative nature of paste-up art. To capture the attention of Indonesia's education system, HP partnered with DarBotz, a respected figure in Indonesian street art.
The free coding classes were promoted through DarBotz's posters, attracting a consistent group of street youth week after week in a makeshift classroom under a freeway bridge. The course concluded with an impactful augmented reality (AR) projection, coded by the students, showcasing the untapped talent residing within Indonesia's street community.
We achieved 30% student uptake, meeting the 20 enrolment target with zero dropouts and 100% attendance. In the Print category, generated a 10% YOY market lift in print product sales in Q1FY23 (Indonesia Market, HP) – the sole campaign in Q1FY22. Brand impact includes +16pts in "HP helps children in Indonesia have more access to technological education," +12pts in HP love, and +7pts in HP trust. Reached 38m+ people through earned and social channels, with Streetcode AR posters scanned 50,000+ times. YouTube True View campaign garnered 525,000 views, 4m impressions, and 1.3m engagements with a tiny USD spend. Education impact includes endorsement by the Indonesian Ministry of Education, paving the way for widespread adoption of the Street Code curriculum across the country.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
PR / Marketing Agency
Edelman / Sydney
Production Company
Barde Films / Jakarta
Executive Creative Director
Jamil Bhatti
Chief Creative Officer, APAC
Tim Green
Chief Strategy Officer, APAC
Huw Gildon
Head of Strategy
Patt Nitikarn
Senior Producer
Jasmin Malam
Client Executive
Shalsa Putri
Client Supervisor
Febe Christina
Communications Manager
Jasmine Yoo
Consumer Print Category Manager
Aditya Suryadinaga
Director, Print Category, SEA
Michele Huang
Head of Digital
Henry Taylor
Senior Client Manager
Cheryl Ho Lee Ming
Worldwide Communications Lead for Printing
Liveina Kumar
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