Why C4C is here
This is our raison d’être: “We help people who want to make Indonesia suck less (read: reformers) get support and make changes. We do this by planning, creating, and doing communication that overcomes indifference.”
The founders are two advertising veterans who have worked for global and local brands. The founders are also Generation X who were born and grew up during the New Order’s regime under Suharto. We had never thought changes were possible, until they happened fast and plenty. And now we are stagnating.
Because of the stagnation and also because we were bored to death doing commercial advertising, we started the business on January 1, 2016. We started with the untested belief that reformers can benefit from the methods and approaches from the advertising and PR industry.
Maybe because of our background (we used to sell mundane things most people take for granted for most of their waking hours), we become good at talking to people who don’t care.
We always start any communication effort with the assumption that people don’t care, and it’s not their fault. Thus we are in the business of persuading, storytelling, and reframing, not informing or educating.
At the same time, we have been observing that reformers (grass root activists, think tank professionals, bureaucrats, donors) rarely start with this assumption. We applaud they are deeply invested in their causes, but they often assume that others (should) too. Combined with the lack of know-how, this often leads to ineffective communications. This is where we believe we can help.
In our previous trade, plenty of evidence shows that campaigns that use emotional appeals outperform those with rational ones, including in the non-profit sector, including to change behavior. Maybe that’s why in writing strategies we use analysis lenses from behavior science that assume no rationality in human behavior. In our previous work we have used the perspective of behavioral economics, moral foundation theory, and social identity theory.
This is us
Every single one of us works remotely and productively. We have each other’s back while at the same time hold each other’s accountability. We apply radical financial transparency as we want to take part in fixing capitalism. We care about both the company’s and employee’s wealth and health.
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