Freeport Indonesia Wins Hashtag Asia Awards 2025
Jakarta – PT Freeport Indonesia (PTFI) won the Silver Award in the Best Social Media Education or Awareness Campaign category at the Hashtag Asia Awards 2025 in Singapore on June 13, 2025. This award was given for PTFI's educational campaign titled Breaking the Myths of Freeport, which aimed to dispel myths about PTFI.
"This award is very meaningful for Freeport Indonesia. We hope that through the 'Breaking The Myths of Freeport' campaign, the public can get to know and understand Freeport Indonesia better. Most importantly, they can get accurate information directly from the source," said PT Freeport Indonesia's Vice President of Corporate Communications Katri Krisnati, who was present to receive the award.
Katri explained that the campaign against PTFI myths was designed to combat misinformation and educate Millennials and Gen Z (ages 18-35) about PTFI's contributions while dispelling negative perceptions that have circulated. PTFI collaborated with IDN Times, utilizing the Millennial Voice program hosted by influencer Jovial da Lopez to present mining issues in an engaging and easily understood manner.
Before launching the campaign, IDN Times conducted in-depth research to understand Millennials' and Gen Z's views on PTFI. Based on these findings, the campaign focused on breaking three main myths: the myth that PTFI's main commodity is gold, the myth that PTFI has no positive impact on Papua's communities, and the myth that PTFI is a closed foreign-owned company.
"All these myths were answered with facts from the field so the public could directly see the truth," said Katri.
The campaign was implemented through a series of social media posts (Instagram) and videos on IDN Times' YouTube channel, as well as the account of host/influencer Jovial da Lopez (@Jovialdalopez) who has 1 million followers.
As a result, the campaign successfully changed PTFI's narrative among young audiences through engaging and relevant visual content. The campaign achieved significant results with more than 473,000 impressions on YouTube and Instagram, as well as increased conversation and positive company image. Specific metrics included over 250,000 YouTube views, over 5,900 YouTube likes, over 223,000 Instagram reach, and over 7,200 Instagram engagement.
"This success proves that the mining industry can effectively reach millennials and Gen Z," said Katri.
The Hashtag Asia Awards is a prestigious award event organized by Marketing-Interactive. This award recognizes outstanding achievements in Asia's digital world, serving as a platform to showcase creativity and innovation in digital communication.
There are various award categories in the Hashtag Asia Awards. PTFI competed in the Best Social Media Education or Awareness Campaign category alongside other leading companies worldwide such as National Environment Agency (Gold Award), Blu BCA Digital (Bronze Award), AIA Singapore, Cathay Pacific, Hong Kong Correctional Services Department, Singtel, Standard Chartered Bank, and Watsons Philippines.
The Hashtag Asia Awards jury consists of leading professionals in marketing, corporate communications, and digital from various companies and agencies across Asia. They are experts with extensive experience and deep understanding of trends and innovations in the digital industry.
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