Indonesia stands at a crossroads in its energy transition. While renewable energy holds the key to a more sustainable future, its adoption remains slow. Public pressure could be a game-changer—pushing policymakers and industries to accelerate the shift—but so far, campaigns to build that public momentum have lacked strategic direction.

Recognizing this gap, Tara has set out to increase the use of renewable energy in Indonesia, not just through policy advocacy but by rallying public support. To help achieve this, C4C is facilitating a learning journey for Tara’s key partners, equipping them with the knowledge and skills needed to engage the public effectively. By strengthening their capacity, we aim to turn awareness into action—ensuring that Indonesia’s transition to renewable energy is not just a policy goal, but a movement backed by the people.

To turn public engagement into a powerful driver for Indonesia’s renewable energy transition, C4C partnered with Tara to strengthen the communication and advocacy skills of key organizations. Our collaboration focused on three key areas: training, institutional mentoring, and research.

Training sessions to build strategic communication skills

Effective public engagement requires more than just spreading information—it demands compelling storytelling, persuasive messaging, and impactful delivery. We helped Tara’s partners sharpen their communication skills through a series of training sessions:

• Digital Campaign for Social Change

Participants learned how to design strategic and creative digital campaigns that resonate with the public, helping them build awareness and mobilize support for renewable energy.

• Story of Change

We guided participants in crafting compelling narratives that highlight the real-world impact of their work, ensuring that their messages inspire action rather than just inform.

• Impactful Presentation

From policymakers to the public, effective communication hinges on delivery. We trained participants to present their messages with clarity, confidence, and strategic intent.

Strengthening CSOs communication through institutional mentoring

To create lasting impact, strong institutional communication is just as critical as individual skills. We worked closely with two of Tara’s key partners—IESR (Institute for Essential Services Reform) and CPI (Climate Policy Initiative)—to enhance their communication strategies through:

• Audits of their existing communication activities to identify strengths and areas for improvement.
• Tailored recommendations to refine their messaging, outreach strategies, and engagement tactics.
• Consultation and mentoring sessions to provide ongoing support in implementing the recommended improvements.

Understanding public perception through baseline research

A strong communication strategy is grounded in data. To ensure that Tara’s partners could engage the right audiences with the right messages, we conducted a mix-method study exploring how urban Indonesians aged 15–39 perceive renewable energy. These insights provided a foundation for crafting data-driven communication strategies, ensuring that messaging aligns with public attitudes and motivations.

Through training, mentoring, and research, we identified key lessons that can help shape more effective communication and advocacy efforts.

We need to bridge the gap between research and public engagement

Research and policy discussions often remain inaccessible to the broader public. To drive meaningful engagement, organizations must translate complex research into clear, relatable, and engaging formats—making technical insights relevant for both policymakers and everyday citizens.

We need a tailored communication strategies for different audiences

One-size-fits-all messaging doesn’t work. Different stakeholders require different levels of technical detail and framing. Applying a “Theory of Change” approach ensures that communication efforts are aligned with intended outcomes, whether addressing policymakers, businesses, or the general public.

We need to optimize social media in public advocacy

Social media is a powerful tool for raising awareness and mobilizing support, especially among younger, urban audiences. However, localized content—delivered in the local language and framed with culturally relevant narratives—is essential for meaningful engagement.

Navigating institutional constraints in communication

Many research organizations lack dedicated communication teams or budgets, making effective public outreach a challenge. One possible workaround is to create topic-driven social media accounts, allowing institutions to engage the public without overburdening their internal teams.

The needs for capacity building for effective communication

Researchers and policy advocates often struggle to present their findings in compelling ways. Training in strategic storytelling techniques—such as the ABT structure (And, But, Therefore) and audience pyramids—can help transform dense research into narratives that resonate with the public.

Our baseline study (2021) on urban Indonesians aged 15–39 revealed critical gaps in awareness and concern about renewable energy.

Few respondents had heard of renewable energy or understood the long-term scarcity of fossil fuels

Our baseline study revealed a striking reality—renewable energy remains an unfamiliar concept to many. Few respondents had even heard of it, let alone understood the long-term scarcity of fossil fuels. While global conversations about climate change and energy security continue to intensify, these issues have yet to resonate deeply with the public. Most respondents expressed little concern about energy availability, believing that power shortages or environmental crises are distant problems, rather than urgent challenges requiring immediate action.

Climate issues and energy security are not yet top concerns for most respondents

This lack of concern stems from a combination of misconceptions and emotional detachment. Many respondents assume that energy security is a given, unaware of the looming risks posed by overreliance on fossil fuels. Without a clear sense of urgency, public emotions remain neutral, making it difficult to build momentum for collective action. Research shows that for people to mobilize around an issue, they need to feel more than passive awareness—they need to experience a sense of frustration or anger that propels them to act.

Some respondents mistakenly believe that water and solar power are already the main sources of energy in Indonesia

Many of the respondents were not fully aware of the energy sources commonly utilized to generate electricity in Indonesia. Many mistakenly believe that the electricity they use on a daily basis comes from sustainable sources, such as solar, wind, and water.

This misconception likely stems from the perception that Indonesia, as a resource-rich country, naturally harnesses its abundant natural assets for energy production. However, in reality, a significant portion of Indonesia’s electricity still relies on fossil fuels, particularly coal.

Reframing the narrative around renewable energy is essential to bridging this gap

Instead of presenting it solely as an environmental solution, renewable energy must be positioned as a way to address the everyday challenges people care about the most. In a country where economic inequality and financial security remain pressing concerns, renewable energy can be linked to job creation, lower household expenses, and economic resilience.

Solar power can serve as an entry point to introduce renewable energy

Unlike abstract policy discussions, solar panels provide a concrete and visible representation of how renewable energy can directly impact communities. By emphasizing its practical benefits, solar energy can serve as a gateway to broader public interest and support for the energy transition.

To access our full research report, visit this link (in Bahasa Indonesia).

For organizations working on policy change, engaging with decision-makers is not enough. To drive real impact, research must be communicated effectively to the public, inspiring broader support and action. Translating complex data into compelling narratives is no longer optional—it is essential.

At C4C, we specialize in bridging the gap between rigorous research and impactful messaging. Through a data-driven approach, we ensure that research findings are not only understood, but also spark meaningful engagement and policy change. Whether through strategic storytelling, digital advocacy, or institutional mentoring, we help organizations turn knowledge into action.

If you are ready to amplify your message and transform research into real-world impact, let’s start the conversation today. Reach out to us and take the next step toward meaningful change.