Springster Warna-Warni Waktu

Warna-Warni Waktu turned Springster’s well-loved characters into peer guides for a six-episode animated journey about self-worth, built with Girl Effect and the Dove Self-Esteem Project.

This was a continuation of a years-long partnership between Girl Effect and Percolate Galactic, this time joined by DSEP, the Dove Self-Esteem Project, and researchers from the Centre for Appearance Research at the University of the West of England.

The goal was to boost teenage girls’ self-esteem and self-worth, backed by real research and study sessions with Indonesian girls, and turned into a guided video journey that felt fun and educational rather than preachy.

Existing Springster characters — Laras, Sekar, Ratih, Ria, and Riri — were redrawn in a rounder, chibi style, swapping their previous older-sister feel for a peer-to-peer one, so the characters travel alongside the audience rather than lecture them. These characters are already represented the diverse body types and personalities of real-life girls in Indonesia.

The series was structured around three pillars, Think, Feel, and Do, told through six time-travel episodes following a girl named Putri as she confronts beauty standards, comparison, and appearance-based comments across different points in her life. The campaign extended past the series into badges, reinforcer activities, behind-the-scenes content, and social posts.

THE SERIES

The production of Warna-Warni Waktu involved an army of crews responsible for different aspects of this web series. From 3D artists to create the futuristic flying taxi drones to make up artists that transform ordinary people into dystopian citizens cradled in ads-filled society losing their sense of self-confidence. Although we will not be fully able to witness everything, we will get a glimpse of the wonders of their work through almost three minutes behind the scene video that will also serve as supporting material for WWW campaign as a whole.

To capture the attention of girls and provide them with the resources that’s understandable and easy to follow, we created three pillars for this campaign: Think, Feel, and Do.

CAMPAIGN MATERIALS

In addition to the series, WWW provide ‘Reinforcer Activity’ that offer interactivity elements that adjacent to each topic in every episodes. The subject matter covers the issue of: Body Image, Body Confidence, Appearance Standard, Appearance Pressure, and Positive Body image.

CAMPAIGN MATERIALS

In addition to the series, WWW provide ‘Reinforcer Activity’ that offer interactivity elements that adjacent to each topic in every episodes. The subject matter covers the issue of: Body Image, Body Confidence, Appearance Standard, Appearance Pressure, and Positive Body image.

Peers guiding each other beats an older voice telling them what to do.

Letting research shape the creative, not just the message, made the difference between a campaign that preaches and one that actually sits with its audience.