July 22, 2025 - A storytelling campaign led by PT Freeport Indonesia’s Corporate Communications department recently was honored with the Silver Award in the Best Social Media Education or Awareness Campaign category at the Hashtag Asia Awards 2025 in Singapore.
“This award is very meaningful for Freeport Indonesia,” said Katri Krisnati, PTFI Vice President-Corporate Communications. “We hope that through the ‘Breaking the Myths of Freeport’ campaign, the public can better understand who we are and what we do. Most importantly, it can access accurate information directly from the source.”
The campaign was developed in response to a study by IDN Times, a local online news outlet, which aimed to understand Millennials’ and Gen Z’s perceptions of the mining industry. The study revealed three key misconceptions:

1. 1. The belief that gold is the only metal PTFI produces
2. 2. Misunderstandings about PTFI’s contributions to local communities
3. 3. Confusion around the company’s ownership

These insights helped shape the campaign’s content, which was delivered through engaging storytelling on IDN Times’ social media platforms – including Instagram and YouTube – in collaboration with prominent influencer Jovial da Lopez.
The content featured videos on PTFI’s mining operations, environmental management and social investments in education and healthcare for local communities.
The campaign helped reshape youth perceptions of both the mining industry and PTFI. Through visually engaging and relevant content, it generated more than 473,000 views across YouTube and Instagram. Key metrics include:

• More than 250,000 YouTube views
• Nearly 6,000 YouTube likes
• More than 223,000 unique Instagram reaches
• Over 7,200 Instagram engagements

“This success proves that the mining industry can effectively reach Millennials and Gen Z,” Krisnati said.
The Hashtag Asia Awards recognize excellence in Asia’s digital landscape. It celebrates creativity and innovation in digital communication. PTFI was the only finalist from the mining industry.
The judging panel is comprised of leading professionals in marketing, corporate communications and digital strategy from across Asia.

Photo: Pictured at the Hashtag Asia Awards are Katri Krisnati, PTFI Vice President-Corporate Communications (second from left) and Muhammad Rizal, General Superintendent-External Relations, along with IDN Times representatives at the award ceremony in Singapore.