About

About us

Founded by professional marketing communication veterans, Communication for Change (C4C) is in business to ensure reformasi in Indonesia will never be an unfinished one. We want individuals and organizations that strive to make Indonesia suck less benefit from our experience and expertise in branding, advertising, and marketing. 

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

Paramita Mohamad
Paramita Mohamad
CEO & Principal Consultant
Mita thought she was going to pursue a career in academics to research on interreligious group relationships. But she ended up working in a market research company (AC Nielsen), co-founded one (Insight Asia), and survived the first dotcom bust working in Indonesia’s first Internet portal. She flourished in the advertising industry, started one of the first digital multinational agencies in Jakarta, and became Global Planning Director for multinational consumer-goods giants in London and Paris. She also sits on the board of Komunitas Salihara, an arts center in Jakarta. In her spare time, she writes for an advice column forqueer youth in Madgalene.co, swims or cycles, and devotes her life to her three gorgeous cats.
Wirya Adiwena
Wirya Adiwena
Consultant
Wirya’s career has so far been an attempt to answer a question: how does change happen? In pursuit of the answer, he started his first paying gig as an interpreter for a peasants union. He tried the academic route for a while before working at then-President Susilo Bambang Yudhoyono’s international relations office. He then continued as a researcher at The Habibie Center, a think tank founded by President BJ Habibie, working primarily on foreign policy and human rights issues. His experience led him to believe that change does not happen by chance. It requires motivating the right person to act at the right time. But how? Well, he is now writing the answer to that question in C4C.
Thasia Paulina
Thasia Paulina
Traffic and Finance Manager
Thasia entered the development sector by chance when undertaking research for her thesis. She fell in love with the discovery of traveling and fortunately she found a job that can come with tickets to see wonderful parts of Indonesia while applying her knowledge in economic valuation. That was back when she was an associate researcher for several studies with the World Wildlife Fund and Non-Timber Forest Product (NTFP) Indonesia. Unlike most people, Thasia loves being immersed in numbers and receipts. But to avoid anxiety, she allocates at least a week to get lost in a new travel destination. Since 2014, she has started collecting local recipes from her travels. The more parts of Indonesia she sees, the more she realises that many problems in Indonesia came from amateurish planning and ineffective communications. This is where C4C comes in.
Andri Kusuma
Andri Kusuma
Sales and Marketing Manager
Captivated by the dynamic and multi-perspective social science, Andri made a leap of faith from chasing his dream as a programmer to communication. A media studies graduate, Andri started his career as a freelancer for various social projects (e.g: Rutgers WPF Indonesia). After a stint in e-commerce, the prodigal son returned to the development sector by joining C4C. An all-rounder, Andri does not only handle end-to-end sales and marketing in the company but also does research for training modules and co-facilitate with the Principal Consultant. Andri spends his spare time enjoying visual arts and design. He is also into pop culture from both the West and the East.
Anastasie Di Gobi
Anastasie Di Gobi
Associate Consultant
Gobi is a psychology graduate from University of Indonesia. She spent her college years as an assistant counselor at Bogor Penitentiary. She had an internship at Rutgers WPF Indonesia as a project assistant and research consultant. Outside of work, Gobi is a trainer at Dance4Life, a youth development project. Gobi believes that social change starts from the smallest cell of a country: I. She also makes time for her favorite thing: traveling. She is always excited about a new adventure, be it wandering around a new city or country, snorkeling, diving, or hiking.
Our Culture

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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or text us on 089666666727