Institutions that want to disseminate their research effectively must address their target audience's needs and ensure their work reaches those who would benefit from it. C4C has demonstrated how this can be achieved.

In 2023, C4C supported PUSKAPA in sharing a crucial report on youth engagement in climate and environmental issues in Indonesia. PUSKAPA aimed to enhance its reputation and foster civic engagement, especially among the younger generation. The challenge was to break through the echo chamber of limited reach. Leveraging targeted communication strategies that addressed these needs, C4C enabled PUSKAPA to successfully engage its audience and amplify its impact. Our work shows a model for institutions striving to disseminate their research effectively.

Understanding the audience before starting to disseminate research
C4C recognizes that PUSKAPA's research highlights the gap between youth engagement with civil society organizations (CSOs) and the activities offered by these organizations. To bridge this gap, C4C has developed a customized dissemination strategy, inspired by the university career fair format, called the Environmental Volunteer Exchange (“Bursa Relawan Lingkungan”).

In this innovative approach, CSOs such as Think Policy, PAMFLET, Solar Generation, GERKATIN, and Greenpeace set up booths similar to employers at career days to attract young volunteers rather than job seekers. Young people, in turn, visit these booths to find an activism platform that matches their interests. This adaptation of the career fair concept ensures that the "supply" of volunteer opportunities meets the "demand" of enthusiastic young people, fostering meaningful connections and increasing engagement.

By choosing a venue and dissemination methods that are tailored to the characteristics of young people, such as holding the event at MBloc Space–a popular meeting place for young people, C4C ensures that dissemination efforts break out of the echo chamber and effectively reach the intended audience.

Adapting research findings for varied audiences through infographic backdrops
To effectively reach a diverse audience, research findings need to be presented in multiple formats to accommodate different levels of understanding. We found infographics to be an ideal solution. By presenting the research as a visual diagram of the stages or timeline of young people's engagement–or disengagement–with environmental or climate activism, the information becomes clearer and more compelling. Displaying this infographic as a backdrop throughout the event ensures that participants at all levels can easily understand and retain the key findings, regardless of their prior knowledge of the topic.

Replacing the research report book with a microsite
Packaging research findings as a backdrop for a semi-public event was only part of the strategy. To meet the needs of those seeking a deeper understanding or practical implications, a more comprehensive solution was required. A microsite was created as the ideal format for this purpose. This microsite included infographics adapted from previous stages for digital engagement, a summary text that could be read in about five minutes, and a link to download the full research report. This approach ensured that general audiences as well as those requiring detailed insights could access the information efficiently.

Enhancing engagement through a game-based exploration of youth climate activism
To liven up the atmosphere and enhance participant interaction, we created a game that immersed participants in the landscape of youth environmental and climate activism. The game guided players through various opportunities, enabling factors, and constraints that influenced their climate agendas. By engaging with the game's challenges and scenarios, players gained a deeper understanding of the terrain and obstacles facing young activists. Our goal was for players to grasp the intricacies of climate and environmental activism and to spark their curiosity, encouraging them to explore further and become more involved in these critical issues.

Marketing the event is essential for a successful outreach
Developing a marketing strategy to optimize pre-event coverage involved integrating social media ads with dynamic content and motion graphics. By using targeted social media ads, we were able to reach specific audiences more efficiently and ensure that key messages about the upcoming event were visible to potential attendees. To complement these ads, we developed engaging content and motion graphics that captured attention and communicated the event's highlights in a visually compelling way. This approach not only built excitement, but also provided a cohesive narrative across multiple platforms, maximizing reach and engagement before the event even began. The synergy between targeted advertising and creative visuals effectively amplified our reach and set the stage for a successful event.

Breaking through the echo chamber and effectively disseminating research results requires a strategic approach tailored to your audience's needs. We are here to help you craft a communication strategy that not only reaches but resonates with your intended audience. To explore how we can support your institution in achieving impactful research dissemination, we invite you to schedule a free consultation session.

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