It's not about pity, it's about justice: C4C and AMAN's strategy to mobilize the public
Client:
Year:
AMAN (Aliansi Masyarakat Adat Nusantara)
2024
2024
Aliansi Masyarakat Adat Nusantara (AMAN) is an organization that fights for the recognition and protection of the rights of indigenous peoples in Indonesia. However, amid increasing cases of territorial grabbing and weakening regulations to protect indigenous rights, public support is still not deeply rooted. This is even though the role of the public is vital to exert political pressure and encourage policy changes in favor of indigenous peoples. Without broader support, advocacy efforts risk getting stuck in the activism loop and failing to influence decision-makers.
To create real policy change, AMAN wants to change public perception and trigger collective action so that the public will join together to support the passage of laws protecting indigenous peoples.
In response to this need, we conducted nationwide audience research and used the findings to design a campaign strategy, and facilitated internal workshops to help AMAN reframe its campaign messages, as well as build the team's capacity to design more effective public communications.
To create real policy change, AMAN wants to change public perception and trigger collective action so that the public will join together to support the passage of laws protecting indigenous peoples.
In response to this need, we conducted nationwide audience research and used the findings to design a campaign strategy, and facilitated internal workshops to help AMAN reframe its campaign messages, as well as build the team's capacity to design more effective public communications.
We conducted a nationwide survey of 2,039 internet users in Indonesia
Our research found that the public narrative has not framed indigenous peoples as rights holders. Instead, the public recognizes them as a "disadvantaged" ethnic or cultural group. As a result, campaign messages that rely on a human rights approach have not sufficiently stirred the public's emotions to act.
Our research found that the public narrative has not framed indigenous peoples as rights holders. Instead, the public recognizes them as a "disadvantaged" ethnic or cultural group. As a result, campaign messages that rely on a human rights approach have not sufficiently stirred the public's emotions to act.
- This can be seen from how the majority of respondents (58.5%) still equate indigenous peoples with ethnic groups, showing a significant gap in understanding of AMAN's definition of indigenous peoples.
- The public's emotional reaction to the difficulties faced by indigenous peoples is dominated by sadness and concern, not anger. Studies (Jasper, 2011) show that anger is a more effective emotion in driving collective action.
- Only 44% of respondents believe that laws and regulations can allow the eviction of indigenous peoples for investment. This shows a lack of public awareness of the structural injustices they experience.
We strategized the "From Them, To Us" campaign based on the results of our audience research
Different from the old narrative that emphasized rights violations, this new approach highlights the contribution of indigenous peoples in maintaining traditions, ecosystems, and noble values that also positively impact the wider community. The campaign strategy also uses visual storytelling that connects indigenous practices to tangible benefits felt by the general public, such as clean water, food, and fresh air.
This strategy is designed to evoke stronger moral emotions as a platform to trigger public solidarity and engagement in support of indigenous peoples' advocacy. Here is an example of the execution of the campaign style.
Different from the old narrative that emphasized rights violations, this new approach highlights the contribution of indigenous peoples in maintaining traditions, ecosystems, and noble values that also positively impact the wider community. The campaign strategy also uses visual storytelling that connects indigenous practices to tangible benefits felt by the general public, such as clean water, food, and fresh air.
This strategy is designed to evoke stronger moral emotions as a platform to trigger public solidarity and engagement in support of indigenous peoples' advocacy. Here is an example of the execution of the campaign style.
To make the link between indigenous peoples practicing their traditions and the benefits felt by the wider community in our daily lives as clear as possible, we seamlessly connected photos of indigenous community members practicing their traditions with photos of community members enjoying the benefits.
We organized workshops for AMAN’s internal staff to strengthen their ability to deliver audience-based campaign messages
The training focused on equipping them with the skills to craft narratives that resonate with a broader public, especially conservative audiences who are often unreached by traditional rights-based approaches.
The training focused on equipping them with the skills to craft narratives that resonate with a broader public, especially conservative audiences who are often unreached by traditional rights-based approaches.
We have learned a lot from our partnership with AMAN
- Value alignment is very influential
- Emotional framing determines public response
- Public understanding is still limited
- Timing determines the impact of the campaign
Let’s partner with us and spark social change through narratives that are based on data and research!
We are the architect of narrative change. C4C bridges research and communication to craft compelling messages and narratives that drive change.
We translate data and insights into strategic storytelling, helping organizations in the social sector engage audiences, inspire action, and create meaningful change. 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!
We are the architect of narrative change. C4C bridges research and communication to craft compelling messages and narratives that drive change.
We translate data and insights into strategic storytelling, helping organizations in the social sector engage audiences, inspire action, and create meaningful change. 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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