It's not about pity, it's about justice: C4C and AMAN's strategy to mobilize the public

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.

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.

• 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.

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.

We have learned a lot from our partnership with AMAN

• Value alignment is very influential. Campaign messages will be more effective if they are delivered in a way that is in line with the values that people believe in, such as respecting traditions, maintaining harmony, and adhering to social norms.

• Emotional framing determines public response. Anger tends to encourage people to engage more than sadness. However, these emotions need to be managed wisely to avoid creating distance.

• Public understanding is still limited. Many people do not understand exactly who indigenous peoples are. Public communication needs to convey information clearly and simply, without losing its importance.

• Timing determines the impact of the campaign. Campaigns will be more powerful if they are broadcast at the right time, for example, when there is news coverage of indigenous land conflicts or official statements concerning indigenous peoples.