Elevating narratives on Indonesia's 1965 and 1998 human rights tragedies through research and strategy

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.

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.

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 official recognition as part of Indonesia's history. 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.

Driving social change by amplifying Buried Chapters beyond the echo chamber with paid ads

One consistent pattern in behavioral science 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.

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. 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 reaching that number, C4C recommended Talamedia utilize paid ads for its content. Relying solely on organic promotion is ineffective in reaching beyond the echo chamber. 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.

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:

1. They may not perceive the topic as personally relevant to their lives

2. 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 proactively encourage and "nudge" those who are beginning to engage with the topic. 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): 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.

Guiding the Talamedia team to enhance Buried Chapters overall strategy and tactics through a workshop

Lastly, through a tailored workshop, C4C provided Talamedia with strategic guidance to refine and elevate their overall approach. Building on the insights from the evaluation and recommendation document, this workshop equipped Talamedia with actionable strategies and tactical improvements to strengthen their impact and effectiveness.