Helping to create progress on Indonesia's energy transition by reframing the policy narrative
Client:
Year:
Sustain (Yayasan Kesejahteraan Berkelanjutan Indonesia)
2024 - 2025
2024 - 2025
Publications from think tanks are often comprehensive, spanning many pages and using technical language. These documents are typically designed to inform policy and reflect in-depth research, but not all stakeholders, such as legislative members, business leaders, local officials, or even the public have the time, background, or motivation to engage with such material in its original form. Moreover, different stakeholders often have varying priorities, incentives, and levels of influence.
This is where C4C can add value. We help think tanks translate their research into more accessible, targeted formats, whether that’s in the form of a slide deck, or an infographic video. More importantly, we tailor these outputs to speak directly to the specific interests and concerns of each stakeholder group. By doing so, we not only increase the chances that the message is heard, but also that it drives the intended action, be it policy adoption, funding support, or cross-sector collaboration.
We explore this approach further in a separate article, where we highlight the key considerations in repackaging policy documents and examine why well-researched recommendations are often overlooked by decision-makers.
This is where C4C can add value. We help think tanks translate their research into more accessible, targeted formats, whether that’s in the form of a slide deck, or an infographic video. More importantly, we tailor these outputs to speak directly to the specific interests and concerns of each stakeholder group. By doing so, we not only increase the chances that the message is heard, but also that it drives the intended action, be it policy adoption, funding support, or cross-sector collaboration.
We explore this approach further in a separate article, where we highlight the key considerations in repackaging policy documents and examine why well-researched recommendations are often overlooked by decision-makers.
We supported SUSTAIN (Yayasan Kesejahteraan Berkelanjutan Indonesia) in sparking discussions about their energy transition policy recommendation among policymakers and the public
Energy transition has become a key focus within the environmental sector, and the Indonesian government has set its own targets in this area, presenting its own set of challenges. One of the major hurdles is the country’s ongoing economic pressure. Compounding this is Indonesia’s failure to meet its renewable energy target of 23% in the national energy mix, which currently stands at only 14–15%. Additionally, updating its Paris Agreement and NDC commitments to reflect a stronger global stance remains a pressing priority.
As one of Indonesia’s leading environmental think tanks focused on energy transition, SUSTAIN has developed an evidence-based policy recommendation aimed at helping the government address its economic challenges while advancing energy transition goals.
However, gaining support for these recommendations requires more than just sound research. It calls for strategic communication, reframing the policy into a more accessible format, tailoring it to the interests and incentives of key stakeholders, and anticipating political risks. Policy change is rarely driven by evidence alone, political will and context play a crucial role.
To address this, SUSTAIN partnered with Communication for Change (C4C) to reframe its policy recommendation in a way that aligns with stakeholders’ political priorities and presents it in a more accessible format. The reframing approach was showcased during their policy launch event, which garnered national media coverage from Kompas, Tribun, Liputan6, and many more.
This marked an important first step in sparking broader stakeholder discussions. Now, let’s begin by looking at the core challenges in SUSTAIN’s context:
Energy transition has become a key focus within the environmental sector, and the Indonesian government has set its own targets in this area, presenting its own set of challenges. One of the major hurdles is the country’s ongoing economic pressure. Compounding this is Indonesia’s failure to meet its renewable energy target of 23% in the national energy mix, which currently stands at only 14–15%. Additionally, updating its Paris Agreement and NDC commitments to reflect a stronger global stance remains a pressing priority.
As one of Indonesia’s leading environmental think tanks focused on energy transition, SUSTAIN has developed an evidence-based policy recommendation aimed at helping the government address its economic challenges while advancing energy transition goals.
However, gaining support for these recommendations requires more than just sound research. It calls for strategic communication, reframing the policy into a more accessible format, tailoring it to the interests and incentives of key stakeholders, and anticipating political risks. Policy change is rarely driven by evidence alone, political will and context play a crucial role.
To address this, SUSTAIN partnered with Communication for Change (C4C) to reframe its policy recommendation in a way that aligns with stakeholders’ political priorities and presents it in a more accessible format. The reframing approach was showcased during their policy launch event, which garnered national media coverage from Kompas, Tribun, Liputan6, and many more.
This marked an important first step in sparking broader stakeholder discussions. Now, let’s begin by looking at the core challenges in SUSTAIN’s context:
Different interest between between think-tanks and policy stakeholders
SUSTAIN’s core agenda is to advance Indonesia’s energy transition by promoting policies that could accelerate the shift toward renewable energy and sustainable development. However, policymakers often operate within a complex landscape shaped by shifting political priorities, economic pressures, and competing stakeholder interests. As a result, their agendas may not always align with long-term environmental goals. Instead, they may focus on short-term economic growth, job creation, energy affordability, or maintaining political stability, factors that can sometimes delay or complicate the adoption of energy transition policies.
Bridging this gap requires aligning evidence-based recommendations with the political and economic realities that decision-makers face.
SUSTAIN’s core agenda is to advance Indonesia’s energy transition by promoting policies that could accelerate the shift toward renewable energy and sustainable development. However, policymakers often operate within a complex landscape shaped by shifting political priorities, economic pressures, and competing stakeholder interests. As a result, their agendas may not always align with long-term environmental goals. Instead, they may focus on short-term economic growth, job creation, energy affordability, or maintaining political stability, factors that can sometimes delay or complicate the adoption of energy transition policies.
Bridging this gap requires aligning evidence-based recommendations with the political and economic realities that decision-makers face.
Gathering evidence and developing a policy recommendation is one challenge, presenting it to stakeholders in a way that drives action is another challenge entirely
Developing a policy recommendation through rigorous research is one thing, but presenting it to stakeholders in a way that gains approval or sparks meaningful discussion is a completely different challenge. Strong evidence is essential, but it’s rarely enough on its own. Stakeholders, such as policymakers, government officials, or business leaders, operate under time constraints, competing interests, and political considerations. They may not have the capacity or motivation to engage with lengthy, technical documents. This means that how a recommendation is communicated is just as important as the content itself.
To make an impact, a policy proposal must be strategically framed: tailored to the interests and incentives of the audience, aligned with current political and economic realities, and delivered in a format that is clear, concise, and actionable.
Effective presentation can be the difference between a report that sits on a shelf and one that shapes real-world decisions.
Developing a policy recommendation through rigorous research is one thing, but presenting it to stakeholders in a way that gains approval or sparks meaningful discussion is a completely different challenge. Strong evidence is essential, but it’s rarely enough on its own. Stakeholders, such as policymakers, government officials, or business leaders, operate under time constraints, competing interests, and political considerations. They may not have the capacity or motivation to engage with lengthy, technical documents. This means that how a recommendation is communicated is just as important as the content itself.
To make an impact, a policy proposal must be strategically framed: tailored to the interests and incentives of the audience, aligned with current political and economic realities, and delivered in a format that is clear, concise, and actionable.
Effective presentation can be the difference between a report that sits on a shelf and one that shapes real-world decisions.
Based on the problems, we start reframing SUSTAIN policy recommendation through these strategic step
- Breaking down the logic to craft the overarching framing narrative
Image 1: Slides from the repackaging narrative
In SUSTAIN’s case, they recognized that the new government administration is facing significant economic challenges and addressed this in their policy recommendation by highlighting how prioritizing the energy transition can actually support economic growth. However, the recommendation falls short in articulating the urgency of prioritizing the energy transition amid these economic pressures. It does not clearly outline the risks if the government fails to act, nor does it emphasize the potential incentives and benefits if the government chooses to prioritize it. These missing elements are crucial for making a persuasive case to decision-makers. Therefore, we try to also highlight those elements in reframing the policy narrative to further drive action among policymakers
Image 2: Slides from the repackaging narrative
- Understanding the end goal of the policy as well as its stakeholders
In SUSTAIN’s context, the end goal of their policy recommendation is the implementation of a levy on coal mining businesses in Indonesia. This levy could generate a new source of government revenue that can be used to accelerate the energy transition. With that goal in mind, we begin to see who needs to be influenced, and in what direction. SUSTAIN aims to target the Prabowo administration with this recommendation. Once we understand the end goal and the key stakeholders, we can define the central thesis we want them to remember:
"Despite current economic challenges, Indonesia’s energy transition remains feasible and we can prioritize it."
To support this thesis statement, a “from-to” table is also developed to clearly show the intended shifts in stakeholder perspectives and how far they need to move to support the policy.
Image 3: "From-to" table for Sustain's policy narrative
- Consider risks and pushback from the narrative
In SUSTAIN’s case, proposing a levy on coal mining businesses, especially during a period of economic uncertainty, may face resistance from industry players, local governments reliant on coal revenues, or even policymakers wary of short-term economic repercussions. These tensions need to be acknowledged and addressed, not avoided. Incorporating these risks into the framing narrative can strengthen the message. Rather than presenting the policy as a simple win-win, the narrative should frame the energy transition as a necessary and strategic choice that requires trade-offs, but offers long-term resilience, economic diversification in return. Stakeholders are more likely to trust and support a policy that recognizes real-world complexity and offers thoughtful responses to anticipated challenges.
By factoring in pushback and weaving these insights into the overall communication approach, the policy narrative becomes not only more persuasive, but also more politically and socially durable.
- Craft the language from "research-jargon language" to common language that is easy to understand
In practice, this means replacing abstract phrases with real-life examples, breaking down complex ideas into smaller, digestible parts. Instead of saying “implement fiscal instruments to internalize externalities,” we might say “introduce taxes or incentives so that polluters pay for the damage they cause.” The goal is to make the core message not only easier to understand, but also more persuasive and memorable.
In short, how you say something matters just as much as what you’re saying. Making your policy language accessible is key to making your research move beyond the page, and into real-world impact.
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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