Cinta, Bangga, Paham Rupiah (CBP Rupiah)

CBP Rupiah is a public education program driven by the condition where the public views Rupiah only as an instrument of payment without having a sense of love that can result in recognizing, protecting, maintaining, and understanding Rupiah holistically. The message to be conveyed in CBP Rupiah includes:

a. Love of the Rupiah, which refers to society’s ability to love Rupiah through recognizing and taking care of it.

b. Pride of the Rupiah, which refers to the symbol of the nation’s sovereignty by understanding that the Rupiah is a legal instrument of payment and a tool that unifies the nation.

c. Understanding of the Rupiah, which refers to society’s ability to utilize Rupiah wisely to optimize its role in Indonesia’s economy.

CBP Rupiah education is implemented through 3 pillars:

1. Education: (i) preparation of teaching modules/educational guides for program educators, (ii) standardization of teaching materials based on target audiences, and (iii) development of edutainment-based education content.
2. Platform: (i) formulation of brand guidelines/visual standards, (ii) strengthening communication strategies that are target and media-appropriate, and (iii) synergy between BI’s internal flagship activities and external stakeholders.
3. Infrastructure: (i) strengthening the competencies of internal and external CBP Rupiah educators, (ii) developing CBP Rupiah Digital Education through AR Rupiah 2.0 and the One Stop Learning Platform, and (iii) providing educational infrastructure for the CBP Rupiah that is in line with the target audience.

The end goal for CBP Rupiah education is improving public’s behavior regarding Rupiah to maintain high-quality and trustworthy Rupiah currency.

Indonesia

As a diverse archipelagic country with over 17,000 islands, Indonesia faces challenges in Rupiah education, including limited access in front most, outermost, and remote areas (3T), generational differences in learning preferences and varying levels of financial literacy. Furthermore, the digital era demands a more creative and innovative educational approach to effectively reach the wider community with quick access to information.

In response, CBP Rupiah presents the ATLAS approach (Amplification, Transformation, Collaboration). In terms of technology, CBP Rupiah is introduced through AR Rupiah and the kenalirupiah.com platform as tools for edu-gamification and a one-stop learning platform. In addition, CBP Rupiah also engages in physical campaigns such as CBP Rupiah Goes to School/Campus, CBP Rupiah Championship (includes competitions such as Teacher Ambassador, Youth Ambassador, Drawing, and Storytelling), and CBP Rupiah Tepian Negeri to reach communities in 3T areas. These programs ensure that the CBP Rupiah can reach all layers of society.

CBP Rupiah is designed by optimizing various communication channels, which are divided into two main categories: above the line and below the line.

Above the Line (ATL):
The latest data shows that the number of internet users in Indonesia has reached 212.9 million, or 77% of the total population. This forms the basis for the dissemination of the CBP Rupiah through online platforms. In addition, conventional platforms also serve as one of the channels to spread the CBP Rupiah educational message to reach communities or areas that have not been exposed to technology. The ATL channels consist of:

1. Digital and social media platforms:
   • Instagram (@cbp.rupiah), TikTok, and YouTube serve as the primary media for educating the public who wish to obtain information quickly. These are presented in the form of content with an edutainment concept.
   • AR Rupiah, a smartphone application that provides education based on augmented reality, allows the public to learn about the characteristics of authentic Rupiah currency interactively.
   • kenalirupiah.com, a web-based digital platform that offers education about the Rupiah currency.
2. Conventional Media and Out of Home (OOH):
   • Regional television and radio are still used to reach a broader segment of society, especially those who are less active on digital platforms and social media. In 2024, CBP Rupiah had 93 instances of media publication through public service advertisements on TV and 76 instances through regional radio publications.
   • OOH publications through billboards, banners, and advertisements are placed in strategic locations to reinforce the delivery of the CBP Rupiah message.

Below the Line (BTL):
Although digital media is becoming increasingly popular, this does not erase face-to-face education. This is done considering that certain demographics still prefer to receive education in person. Additionally, face-to-face education allows for a more varied approach.

1. CBP Rupiah Goes to School/Campus
   This program targets school and university students, allowing direct interaction with participants to provide a deeper learning experience.
2. CBP Rupiah Championship
   This program involves competitions for various groups and consists of several types of contests, including Teacher Ambassador, Youth Ambassador, Storytelling, and Drawing.
3. CBP Rupiah Tepian Negeri
   This program carries out education in 3T areas. In collaboration with the Indonesian National Navy, the existence of this program ensures that CBP Rupiah awareness can reach all corners of Indonesia.
4. Synergy with National Events
   The CBP Rupiah is also part of national events organized by Bank Indonesia, including the Sovereign Rupiah Festival Indonesia (Festival Rupiah Berdaulat Indonesia (FERBI)), SERAMBI (Semarak Rupiah Ramadan dan Berkah Idul Fitri), and Rupiah & Heroes (Rupiah & Pahlawan (RUPAWAN)). This is done with the aim of strengthening education for various segments of society and stakeholders through participation in national-scale events.

By maximizing the various communication channels available, CBP Rupiah is able to amplify its message through targeted-and-media-appropriate communication strategies, the transformation of education processes based on technology, and educational collaboration with stakeholders.

For both the above the line and below the line implementation of CBP Rupiah, an evaluation is conducted annually through surveys across all regions of Indonesia. The results of the national CBP Rupiah literacy survey show an increase in the awareness index level, from level 1 with a score of 74.36 (adequate), rising to level 2 with a score of 78.06 (good). This indicates that the public is becoming increasingly familiar with the characteristics of authentic Rupiah currency, handles money well, and manages finances better. Additionally, the effectiveness of the CBP Rupiah program is also measured through various indicators, including:

1. Number of Activities: 2023: 3,698 → 2024: 4,807 (+30% YoY)
2. Number of Audiences: 2023: 1.3 million → 2024: 2.35 million (+81% YoY)
3. National CBP Index: 2023: 74.36 → 2024: 78.06
4. AR Rupiah Usage:
   a. Number of users of the feature: 2023: 135,847 → 2024: 205,814 (+51% YoY)
   b. Number of accounts: 2023: 20,703 → 2024: 56,583 (+173% YoY)
5. Number of Instagram Followers @cbp.rupiah: 2023: 6,478 → 2025: 16,294 (+151%)
6. Counterfeit Money Ratio: 2023: 5 ppm (pieces per million) → 2024: 4 ppm

From this data, it can be concluded that the CBP Rupiah has successfully reached and enhanced the public’s understanding of the Rupiah by amplifying the message through targeted-and-media-appropriate communication strategies, transforming the educational process based on technology, and collaborating in education with stakeholders.