Elevating narratives on Indonesia’s 1965 and 1998 human rights tragedies through research and strategy
Client:
Year:
Year:
Talamedia
2024
2024
Buried Chapters is a campaign by a film production company called Talamedia, featuring a series of documentaries that shed light on Indonesia's “buried” history of human rights violations. The campaign has released four documentary films on YouTube, presenting firsthand accounts from witnesses of various human rights abuses in Indonesia. Using a creative animated approach, the films aim to spark discussions, raise awareness, and ultimately drive systemic change in the country’s human rights landscape.
However, Buried Chapters has struggled to achieve its expected promotional reach, facing challenges in capturing audience attention and engagement. To address this, Talamedia assigned C4C as a consultant to evaluate the campaign’s impact and provide strategic recommendations.
As a first step, C4C conducted social channel analytics research to assess the campaign’s current performance. This analysis formed the foundation for an evaluation and recommendation document, designed to translate key insights into a strategic approach that can enhance audience engagement and the Buried Chapters narrative itself. Here’s how we helped them and the key lessons we learned from this project.
Review and rethink the Theory of Change
A theory of change is a straightforward tool used to express our initial assumptions about how a campaign can achieve its desired impact. It is based on a causal pathway that maps out our understanding of the problem, its causes, and its root causes, providing a structured approach to solving it and creating change.
Below is an example of a theory of change and its corresponding causal pathway:
However, Buried Chapters has struggled to achieve its expected promotional reach, facing challenges in capturing audience attention and engagement. To address this, Talamedia assigned C4C as a consultant to evaluate the campaign’s impact and provide strategic recommendations.
As a first step, C4C conducted social channel analytics research to assess the campaign’s current performance. This analysis formed the foundation for an evaluation and recommendation document, designed to translate key insights into a strategic approach that can enhance audience engagement and the Buried Chapters narrative itself. Here’s how we helped them and the key lessons we learned from this project.
Review and rethink the Theory of Change
A theory of change is a straightforward tool used to express our initial assumptions about how a campaign can achieve its desired impact. It is based on a causal pathway that maps out our understanding of the problem, its causes, and its root causes, providing a structured approach to solving it and creating change.
Below is an example of a theory of change and its corresponding causal pathway:
C4C recommended that Talamedia refine its theory of change to make it more realistic in achieving its goal of promoting the alternative narratives on the 1965 and May 1998 tragedies in the hopes of securing the alternative narratives official recognition as part of Indonesia’s history, and initially this would involve social change. Behavioral science suggests that social change will only happen if at least 25% of the population fully watch the documentaries and begin questioning the government's historical narrative of 1965 and 1998, and if at least 3.5% of the population engages in real collective action to demand change. Therefore, based on these insights, we recommended a new theory of change for Buried Chapters
Driving social change by amplifying Buried Chapters beyond the echo chamber with paid ads
Our recommended theory of change for Buried Chapters is based on the insights from behavioral science and behavioral science does not have as many fixed laws as physics or chemistry, but some observations are so consistent that they are considered almost like laws.
One such pattern is the inverse, funnel-like relationship between the number of participants and the depth of their participation. This means that for Buried Chapters to inspire collective action or social change, it must expand its reach beyond the echo chamber. By engaging a broader audience, a portion of those at the top of the funnel can be guided toward deeper involvement and meaningful collective action.
However, beyond its overall low view count, our social channel analytics research reveals that Buried Chapters remains trapped in an echo chamber, primarily reaching viewers who are already interested in the subject rather than the general public. Moreover, Buried Chapters does not just need to reach more people, it also needs to influence them. To determine the necessary reach for sparking social change, C4C calculated the required number of views based on the Rule of 7s in marketing and the 25% threshold in social change. Unsurprisingly, the required number is massive.
To start the effort of reaching the huge number, C4C recommended Talamedia to utilize paid ads for its content. Paid ads may seem costly, adding to the high production expenses of the documentaries. However, relying solely on organic promotion is ineffective in reaching beyond the echo chamber. Compared to standard public communication efforts, ads can significantly expand the audience. In a previous campaign that C4C handled, we spent Rp50,000,000 on ads over 65 days, reaching 1,903,238 viewers, amounting to just Rp25 per person, far cheaper than hosting seminars, screening events, or other standard public communication efforts. Additionally, ads provide real-time performance reports, allowing for agile strategy adjustments.
Our recommended theory of change for Buried Chapters is based on the insights from behavioral science and behavioral science does not have as many fixed laws as physics or chemistry, but some observations are so consistent that they are considered almost like laws.
One such pattern is the inverse, funnel-like relationship between the number of participants and the depth of their participation. This means that for Buried Chapters to inspire collective action or social change, it must expand its reach beyond the echo chamber. By engaging a broader audience, a portion of those at the top of the funnel can be guided toward deeper involvement and meaningful collective action.
However, beyond its overall low view count, our social channel analytics research reveals that Buried Chapters remains trapped in an echo chamber, primarily reaching viewers who are already interested in the subject rather than the general public. Moreover, Buried Chapters does not just need to reach more people, it also needs to influence them. To determine the necessary reach for sparking social change, C4C calculated the required number of views based on the Rule of 7s in marketing and the 25% threshold in social change. Unsurprisingly, the required number is massive.
To start the effort of reaching the huge number, C4C recommended Talamedia to utilize paid ads for its content. Paid ads may seem costly, adding to the high production expenses of the documentaries. However, relying solely on organic promotion is ineffective in reaching beyond the echo chamber. Compared to standard public communication efforts, ads can significantly expand the audience. In a previous campaign that C4C handled, we spent Rp50,000,000 on ads over 65 days, reaching 1,903,238 viewers, amounting to just Rp25 per person, far cheaper than hosting seminars, screening events, or other standard public communication efforts. Additionally, ads provide real-time performance reports, allowing for agile strategy adjustments.
Engaging the "hesitant audience" through a safe space
Our social channel analytics research also indicates that while audiences are interested in the Buried Chapters documentaries, many are not yet ready to openly express their support. This hesitation could stem from two key factors:
To start overcoming this barrier, we recommend Talamedia to proactively encourage and "nudge" those who are beginning to engage with the topic, guiding them toward active participation. A crucial strategy is to create post-viewing activities that provide audiences with opportunities to discuss the documentary in a safe and supportive environment.
These activities could include:
By fostering structured, peer-driven discussions, Talamedia can help audiences move from passive viewing to active engagement, ultimately increasing the documentaries' impact and broadening the conversation beyond its current echo chamber.
Our social channel analytics research also indicates that while audiences are interested in the Buried Chapters documentaries, many are not yet ready to openly express their support. This hesitation could stem from two key factors:
- They may not perceive the topic as personally relevant to their lives
- They may fear potential social or political repercussions, as discussions about 1965 and May 1998 tragedies remain taboo in Indonesia
To start overcoming this barrier, we recommend Talamedia to proactively encourage and "nudge" those who are beginning to engage with the topic, guiding them toward active participation. A crucial strategy is to create post-viewing activities that provide audiences with opportunities to discuss the documentary in a safe and supportive environment.
These activities could include:
- Watch Parties & Discussions (Online & Offline): As previously stated, while costlier than ads, it does not mean that these kinds of activities should not be initiated at all. These events can deepen engagement among audiences already familiar with the topic.
- Reviews & Discussions on Other Platforms: Encouraging conversations through external content can create a bandwagon effect, making people feel safer to join the discussion.
- Community Collaborations: Partnering with history, arts, and cultural groups allows Buried Chapters to tap into existing audiences and align with relevant activities, ensuring broader reach without reliance on individual influencers.
By fostering structured, peer-driven discussions, Talamedia can help audiences move from passive viewing to active engagement, ultimately increasing the documentaries' impact and broadening the conversation beyond its current echo chamber.
Guiding the Talamedia team to enhance Buried Chapters overall strategy and tactics through a workshop
Lastly, through a tailored workshop, C4C provides Talamedia with strategic guidance to refine and elevate their overall approach. Building on the insights from the evaluation and recommendation document, this workshop equips Talamedia with actionable strategies and tactical improvements to strengthen their impact and effectiveness
Lastly, through a tailored workshop, C4C provides Talamedia with strategic guidance to refine and elevate their overall approach. Building on the insights from the evaluation and recommendation document, this workshop equips Talamedia with actionable strategies and tactical improvements to strengthen their impact and effectiveness
Let’s partner with us and spark social change through narratives that are based on data and research!
From research to compelling narratives, we help organizations to craft messages that drive real impact based on data and research. Whether you are a nonprofit looking to refine your storytelling or seeking research-backed strategies to enhance your influence, C4C has the expertise to bring your vision to life. Get a free 1-hour consultation to explore how we can support your mission, click the button below to get started!
From research to compelling narratives, we help organizations to craft messages that drive real impact based on data and research. Whether you are a nonprofit looking to refine your storytelling or seeking research-backed strategies to enhance your influence, C4C has the expertise to bring your vision to life. Get a free 1-hour consultation to explore how we can support your mission, click the button below to get started!
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