In February, a collaborative project between EngageMedia and Viral Strategies launched an anti-tobacco campaign in Kampung Kali Code, Yogyakarta. This event was organized by health experts and media campaigners in reaction to the tobacco industry, which exploited the village for their advertisement media without monetary compensation.

A few months ago, a tobacco company painted the village in red, blue, yellow and white for a project called “Show Your Colors”. A conservative analysis by Vital Strategies estimates that the company has enjoyed brand exposure worth more than US$220,000 per month as a result. According to a 2011 survey, Indonesia is the second-largest cigarette market in Asia after China, and has the highest male smoking rate in the world at 67% of the population (Asian Tribune).

“Show Your True Colors” is a counter-campaign against aggressive tobacco marketing by re-painting the village with anti-tobacco, glow-in-the-dark graphic murals, that were designed by graffiti artist Koma. The murals were painted on the walls and rooftops of houses, so that pedestrians on the bridge above of the village can easily view them. This initiative aims to not only raise awareness about healthier environments and the risks of smoking, but also to remove the exploitative tobacco branding in Kali Code.

As part of the community empowerment agenda, activities were not only undertaken by the campaign organizers and artists, but also involved the people of Kali Code. Teenagers from the village participated in a video workshop for three days at EngageMedia, and produced six videos that were screened on the night of the launch event.

Now, Kali Code is showing its true colors – the color of its people, and not of the tobacco company.