Understanding our audiences is integral to all that we do at ±«Óătv Media Action. As part of our exciting new project Kembali Ke Hutan (Return to the Forest) focusing on the sustainability of Indonesian forests and natural resources, we needed to reach Indonesia’s millennial generation, inspiring them to understand and engage on critical environmental choices for their future.

Young people really are Indonesia’s future: predicts 46% of the population will be under age 30 by 2030, with a majority in urban areas. Already the country has over 350 million mobile subscriptions, and 150 million active social media users – most of them on mobile. Inspiring them to engage on climate action requires us to reach them where they are: online.

Our approaches

We used artificial intelligence to analyse online data as well as more traditional methods such as focus groups to develop deeper insights.

Techniques drawing on artificial intelligence helped gather, sort and analyse information from 118 sources across 16 different areas – from lifestyle to local community forums. We used these results to create archetypes of young Indonesians, and then followed this up with a week-long online focus group with 50 urban youth aged 18-25, exploring their online behaviours: their interests, how they engage with important issues – from politics to the environment – and how they behave on social media. We combined this with traditional face-to-face focus groups with urban young people, active members of community-based youth organisations, to gain a thorough understanding of what motivates them to engage with environmental issues.

Who are Indonesia’s young people?

Based on this data, we found urban youth value their social identity, to define their place within Indonesian society and influence their social networks. They are willing to think about and engage with political and social issues through online platforms.

“We represent the people of East Kalimantan when we come to the government and tell them about the issues that have to be addressed.” member aged 18-25, from Samarinda

However, we also learned that frustrating interactions with government in the past among 22-30 year olds, and feelings of distance and apathy in 18-21 year olds, contributed to their perceived disinterest and inability to act.

Based on segmentation from the AI/Semiotics study we established the following ‘groups’ of young people:

• ‘Regular Consumers’: These young Indonesians lead relatively structured lives with clear routines, and whilst some environmental issues are important to them, they are more focused on doing well academically and obtaining good jobs. Whilst they spend a lot of time on social media, it tends to be for hobbies, travelling, food or entertainment, and a place to connect with others, rather than as a forum for debate or taking action.
• ‘Loud and Proud Crusaders’: This group considers social media a key forum for taking action on issues relating to climate change. Influencers and well-known names help grab their attention, and they engage with content with a clear link to their daily lives. Most were unfamiliar with the term ‘green growth’, and as a result didn’t know what actions they could take.
• ‘Quiet Heroes’: They are interested in environmental and social issues, and believe they should lead by example and change themselves first. They start with smaller actions - not littering, joining environmental organisations, encouraging friends to do so too, for instance through information.
• ‘Aesthetic indulgence’: This youth ‘group’ is all about travel and natural beauty – they act out of concern to protect areas of natural beauty for others to enjoy.
• ‘Guardians of Future Generations’: Finally, this group is driven by aspirational and positive examples that focus on social issues and the environment, either locally or nationally; they prefer to act through community-based initiatives.

"It’s in my nature, part of my conscience to [be an activist]. It calls to me.” Aksi Kamisan (Youth Good Governance Group) member aged 18-25, from Samarinda

“Resources are limited while the wants of the public are not. The government needs to ensure that [the resources] can be enjoyed by the next generation, that it will not be gone.” member aged 18-25, Jakarta

What’s next

A platform for young people to voice their concerns and opinions, while feeling part of environmental youth communities and groups, seemed the natural way to build their engagement and public discussion. Social media is being used to help this via our Aksikita brand, , and .

We have used our research findings to inform the content for our national TV programme and digital media. As Instagram is the most popular social media network in Indonesia, we have designed a range of posts to meet the different needs of Indonesian young people, from cartoons to videos, each based around how individuals might be affected and what they can do. This will help engage the 'Quiet Heroes' and 'Regular Consumers' with simple, effective actions they can take.

(Missing Travel), takes young people stuck at home during the pandemic on a virtual journey to their favourite parts of the country – appealing to those who are proud of their country’s beauty – such as the 'Aesthetic Indulgence' group.

Throughout the series, our Digital Manager and Series Host, Jimmi, is accompanied by young people actively working on climate change, to build audience engagement by contrasting beautiful scenery with the impacts of environmental damage.

We’ve also used comedy and social media influencers to help reach those less engaged in environmental issues, and information that appeals to ‘Quiet Heroes’.

With all of this we aim to gain reach, while using informative and questioning content that provokes discussion among our followers, their family and peers – ultimately increasing Indonesians' understanding and awareness of a range of environmental issues and sustainable development challenges. For Indonesia’s coming-of-age generation, this is about the future of their country’s environment and prosperity.

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Ankur Garg is Country Director for ±«Óătv Media Action in Indonesia, and Anisha Ratan is Digital Research Manager for ±«Óătv Media Action, based in London.

Return to the Forest is funded by NICFI (Norway's International Climate and Forest Initiative). Learn more about the project here.

Nothing could have prepared me for what I experienced when I travelled to Kanukurudio, a small village in rural Kenya hit by flash flooding last month. Though I’d seen photos on WhatsApp of the havoc caused, it was only upon speaking to those affected that I truly understood its impacts.

I’m the producer at Radio Maata for a weather and climate programme called Nee Nikosi (‘Our ±«Óătv’), broadcasting to pastoralists and farmers across the county. Every Wednesday evening, as they return from tending to their land and livestock, I share practical weather information about issues ranging from drought to the current that is threatening our food supply.

Setting off before dawn, it took me four hours to reach Kanukurudio from our base in Lodwar. I had hired a four-wheel drive to navigate the rough terrain – crossing flooded rivers and dykes along the way.

When I arrived, the sense of grief in the community was palpable. There were animal carcasses everywhere, and some of the villagers were already butchering them so they wouldn’t have to go hungry. The village water pump had been destroyed and household utensils and belongings lay strewn on the ground.

Most people in Kanukurudio are pastoralists who depend on their animals for their livelihoods and as a source of food during drought. Coming from a farming community myself, I understand the deep pain of losing animals. Interviewing the members of the community when emotions were raw was tough, and I tried to be as sensitive as possible with my questions.

One interviewee stood out to me the most. Mzee Naree Lomilio is a father of eight who lost 150 goats in the floods. His wife was also swept away, but thankfully survived by holding on to a branch for hours until the villagers found her and pulled her to safety.

“The floods caught many of us off guard. They began like the usual rains but continued pouring heavily, with most of us ending up stranded with our livestock in the field. We usually keep our goats at home in the kraal (enclosure), but they too were washed away,” explained Mzee Naree.

At this point, Mzee Naree began to cry. “This is too much,” he said. “I would rather die than live like this!” His community rallied around him to offer support – summoning the strength to offer him comfort despite contending with their own grief.

“If only there was a way we could have known the floods were coming, we would have been better prepared,” Mzee Naree continued.

According to local authorities, more than 472 people were displaced by the floods – with many people in the area requiring food, water and support to rebuild what they lost.

But another huge challenge facing villages like Kanakurudio is a lack of access to media. No radio stations, including my own, reach the region, severely limiting access to timely and practical weather information which could have helped people like Mzee Naree to prepare.

This is why ±«Óătv Media Action is providing wind-up and solar-powered radios, with several pre-recorded programmes loaded on to memory cards, to improve community access to, and understanding of, weather and climate information. Understanding threats, and what actions to take to minimise risk, can save lives and livelihoods.

My experience travelling to Kanakurudio was deeply moving, and speaking to affected people helped me learn more about the local community, their farming techniques, and what information they most need – all of which I will apply to my show.

I dream of a time when people like Mzee Naree need not worry about crises such as flooding. But the weather in Turkana is becoming increasingly unpredictable and putting more and more lives at risk. I am determined to continue supporting people like Mzee Naree through my programme – helping them to adapt to a climate that’s changing so quickly around us.

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Vivian Achwa is the Producer with Radio Mataa, a local Kenyan radio station partnering with ±«Óătv Media Action as part of our Weather Wise project. Weather Wise aims to help farmers, fishermen, and pastoralists in East Africa better prepare for weather events through improved climate and weather journalism – find out more here.

In May 2020, we were delighted to announce the launch of a new climate project in the Horn of Africa called , which will build on the success of Weather Wise and our established media partnerships in the region.

I’m certainly not the first person to say that media has enormous power – both to reach people far and wide, but also to help us understand, discuss and inspire action on the most important issues facing the world today.

At a time when media is often co-opted and used to spread disinformation, there is a huge need for trusted media to play an educational role in society. And, for me, there’s no bigger problem that media can help us understand than climate change.

For too long, the conversation around climate change has focussed on science, policies and governmental commitments. People’s lived experiences of extreme weather exacerbated by climate change have been missing – especially those who feel the impacts most.

At ±«Óătv Media Action, we believe that addressing climate change requires action at all levels of society, and that media has the power to bring together ordinary people, civil society, and leaders to discuss sustainable development that benefits everyone.

Our Indonesia project aims to do exactly that.

Indonesia is one of the world’s largest greenhouse gas producers, with the vast majority of emissions stemming from forest destruction and degradation. The Government has pledged to reduce these emissions; having an engaged public that cares about their forests and holds their leaders to account will help ensure these green commitments are fulfilled.

From our previous work in Bangladesh and Cambodia, we know that media can inform and educate audiences affected by changing weather, inspire individuals and communities to take action to protect their lives and livelihoods, and prompt governments to respond with policies for more sustainable development.

Our challenge in Indonesia is to engage an audience which doesn’t currently feel close to the problem: young people.

Around the world, we’ve seen young people lead the way when it comes to taking action on climate. Youth will make up an estimated 44% of Indonesia’s population by 2030, and there are encouraging signs that they could follow that path too. But our initial research shows us that this largely urban population doesn’t connect with forests or understand how deforestation affects their daily lives. They also don’t know how they can get involved.

Our first task will be to grab their attention – young Indonesians are huge consumers of social media, particularly on mobile. So our project will be ‘digital first’, challenging us to create high-quality, viral content that can cut through a sea of competing information to inform, entertain and inspire young audiences about their environment and the future of their planet.

To do this, we believe a sense of identity is key. Young Indonesians care about what their peers think about them and crave their respect. If we can create a culture of “green kudos” among friendship groups, and make it ‘cool’ to care about the forests, we could spark a generation of young Indonesians who actively engage with their leaders on sustainable development.

This engagement cannot be tokenistic, which is why we’ll be backing up our digital content with a high-quality TV discussion programme and a challenge-style reality TV show. These will provide young people with the tools to understand how climate-related issues, such as air pollution and water security, affect their lives, and how they can engage with leaders on these issues.

Overall, we know this is a formidable task. But we also know from our charity’s work over the last 20 years that trusted media provide space for constructive public participation and debate – something which is much needed when it comes to climate change.

People need to be at the heart of the response to climate change. By encouraging people to work together, media really can change the world for the better.

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Ankur Garg is Country Director for ±«Óătv Media Action Indonesia.

Our work in Indonesia is funded by the Norwegian Agency for Development Cooperation.

As world leaders gather at the UN Climate Action Summit in New York, Diana Njeru from ±«Óătv Media Action Kenya explains how climate change is affecting people across East Africa, and how we’re supporting them to adapt through radio.

Here in East Africa, there is no doubt we’ve been experiencing more extreme weather events. In 2019 alone, Cyclone Idai in south-eastern Africa and drought in Northern Kenya have resulted in loss of livestock, damage to crops, and even loss of life.

According to the , there’s a high probability that we’ll continue to experience higher temperatures, more erratic rainfall, severe droughts in the arid lands, and rising sea levels along our shores. Our communities are not easily able to adapt, so these changes will have devastating impacts – .

These communities, which are often remote and hard to reach, need the knowledge and skills to build their resilience to climate change. That is where radio comes in.

I manage a project called Weather Wise through which we’re partnering with eight local radio stations to provide weather and climate information to farmers, fishermen and pastoralists whose livelihoods are most affected by climate change.

Tradition versus science?

Formative research into our audiences’ knowledge and attitudes about weather and climate information revealed that they rely primarily on indigenous beliefs to predict the weather, but recognise that this is becoming less accurate as the weather becomes less predictable:

“In the old days, if you see the swallows migrating from the East to the West, it was an indication that the rains are about to come, but today, the swallows migrate anyhow, could be somebody disturbed their resting places and they flew off, you cannot use that to make any farming decisions.”  – Young farmer from Uganda.

Yet audiences are reluctant to give up traditional methods of forecasting in favour of more scientific approaches, which they say they don’t trust, understand, or feel meets their needs.

“The forecast is general; it does not have the information that we need. We want to hear a forecast talking about the winds that affect the fishermen, to see the forecaster showing us our islands and what is happening in there, not some map that is not specific to us.” – Fisherman, Uganda.

We are training journalists to produce high-quality weather and climate radio content in local languages – including features, magazine programmes and bulletins – that is accurate, timely, relevant and useful for practical decision making.

Bridging divides

But our work goes beyond training. We’re supporting journalists to interview members of their communities and set up radio listener groups, so they can hear what their audiences need and tailor their shows accordingly.

We’re also bringing together scientists and journalists who, historically, have had a hard time understanding one another – with journalists struggling to grasp complicated climate jargon and scientists worrying their information would be misconstrued. Workshops have built new relationships between scientists and radio producers, who’ve undergone training in how to produce weather and climate content with the audience at its heart.

Although we’ve only scratched the surface, Weather Wise is starting to have an impact. Journalists from our community radio stations, who previously had little or no formal training, now report that they have an improved understanding of climate change and are more confident communicating it to their audiences:

"I have learnt the importance of thinking about the needs of my audience and how to equip them with practical information that they can apply in their day to day lives. As a result, I’m finding my work as a journalist to be more fulfilling now, as many listeners call me telling me how they are learning a lot from my programme and improving their lives." – Journalist, Radio Kwizera, Tanzania

Encouragingly, their listeners are already benefitting, too:

“In one of the programmes, they shared how the rains would fail and the different things we could do as farmers to cope including planting more drought resistant seed varieties. I planted these on my farm that season and was able to get a much better harvest than my neighbours’, most of whom lost all their crop.” – Female farmer, Masaka District, Uganda.

As for me, this has been an eye-opening project so far and I’m learning more about climate change and its impacts on the region’s poorest people every day. Because climate change isn’t just about the weather – it’s about people.

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Diana Njeru is Project Director for our Weather Wise project in Kenya, Uganda and Tanzania.

Weather Wise is part of the Met Office’s Weather and Climate Information Services for Africa (WISER) project, funded by the UK Department for International Development (DFID).

 

Like many Cambodians, I’m noticing changes in the weather in my country. The temperature is getting hotter, floods and storms are happening more frequently, and our dry season is longer than ever before.

With 75% of the population living in rural areas and relying on farming or fishing to make a living, these weather changes are already having a big impact on people’s lives and livelihoods.

I helped conduct ±«Óătv Media Action’s newly-published research exploring how people across Cambodia are experiencing these weather changes, and whether or not they’re doing anything about them. The report outlines priority audiences, the challenges they are facing in responding to climate change, and tips for how media professionals can communicate climate issues to them more effectively.

We interviewed 1660 people across five regions of Cambodia, and conducted in-depth community discussions. Most people (85%) who we surveyed felt that the weather changes could be having an effect on their health. When I visited Anlong Raing community in the Tonle Sap region, for instance, many people told me they thought their children had been getting diarrhoea more often, and in some cases more serious diseases like Typhoid.

People also felt that weather changes were affecting their income (81%), and what’s more, we discovered that rather than take simple steps such as changing their farming methods, people were more likely to make big life changes in order to get by - 33% said they had changed their job as a result.

Transforming lives through TV

That’s where our brand new TV documentary series – Don’t Wait For Rain – comes in. Informed by our research, the show aims to improve knowledge of climate risks and encourage Cambodians to make easy and affordable changes to become more resilient to the changing climate.

We filmed in locations across Cambodia to showcase the real weather issues people are facing – from flash flooding in the mountainous area of Kampong Speu province to lower fishing yields in the Tonle Sap.

Providing role models to encourage action

For me, one of our most interesting findings is that there is often a social barrier to adapting to climate change. In our survey, 37% of respondents said that they weren’t responding to climate change due to being fearful of discussing actions with others, and 35% said that it didn’t fit with their religious beliefs or community culture.

This was an important insight which we reported to the TV production team. We knew that trust would be a key factor when helping people adapt to new techniques, and that audiences would need to see people they could relate to in the show adapting successfully to be encouraged to try it out for themselves.

That’s why in each episode we pair up an ‘impact’ community struggling to cope with the weather with local experts who have overcome climate challenges.

For example, in one episode, audiences see a female farmer called Ming Mao who lives in Central Cambodia. Ming Mao felt helpless when all of her crops were washed away by flood waters, an increasingly common risk in her region. We paired her with a local expert who teaches her how to build a raised vegetable garden to grow food above flood levels. When she’s revisited later in the episode after another flooding, Ming Mao’s new garden has remained completely untouched!

A more resilient future

My hope is that Don’t Wait For Rain proves to be a hit with our audiences and helps them to better cope with the weather challenges we’re currently facing, and will face in the future. I also hope that other media organisations will use our research findings to tailor their own communications, helping even more Cambodians to adapt.

At the very least, I believe the show will prompt awareness of these weather changes and lead to families and communities questioning what more they could do to prepare for further unpredictability. But of course, what I really want is for people to take action!

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Khuon Chandore is the former Research Manager for ±«Óătv Media Action Cambodia.

Our factual TV series Don’t Wait For Rain is on air nationally in Cambodia from late February until May 2019. The show is part of our Neighbours Together project, funded by Sida, which also includes outreach activities and social media.

To discover more about how people from other countries in Asia are experiencing climate change, check out our where you can find further data from our Climate Asia series.

It helps the audience hold their leaders accountable on important issues that affect their lives and enables those in power to provide information about important projects that have been accomplished in the public interest.

Originally the programme was only made in Hargeisa City but now, in partnership with The Horn Cable TV, we’ve been recording in different regions across Somaliland since April 2016.

“Drought affects every one of us”

It was eye opening for our audiences, many of whom didn’t know they had the right to challenge leaders about how their taxes are spent, and highlighted the pressing need for people in local regions to have their voices heard by those in power.

The results were often immediate and powerful.

In Burao the TV audience and panellists debated local issues around health which resulted in the immediate closure of an illegal slaughter-house operating in a residential area and a regional official being charged with corruption.

And, the impact of drought across the country was a major talking point.

“While drought affects every one of us, we again see lorry-loads of charcoal getting into this town every day!” audience member Ayaan Ismail said at a debate in Hargeisa before asking “What are you doing about the practice of cutting down trees?”

Questions like this pushed panellists to give answers on plans to reduce the impact of the drought, promises made to help rebuild livelihoods and the enforcement of laws on deforestation.

We enabled people in Berbera, Borama, Burao, Erigavo and Gabiley in Western and Eastern regions to raise their hands to ask their local leaders about health services, taxes, jobs, public land, rebuilding livelihoods after severe drought, issues for internally displaced people, inflation and corruption.

Over 20,000 viewers on average tune in to watch Qanci Dadkaaga  and through the supporting radio programmes we’re widening the discussion and the impact it can have.

Banning plastic containers

In a recent episode of our radio discussion programe Wayaaha Nolosha (Moments of Life), participants discussed how milk vendors transport milk across the country, usually in hard to clean and unhygienic plastic containers (jerry-cans).

The local residents made many suggestions on the show such as making steel containers compulsory because they are easy to clean and scientifically approved in dairy companies around the world, banning the sale of plastic containers and enforcing police check points.

Many local milk vendors immediately started using steel containers after hearing the programme, and the local councils in Hargeisa and Mogadishu held extra meetings to discuss the points raised and to enforce new rules.

Listen to your people

We also mentored local station Radio Hargeisa which is now producing a spin-off radio programme Magal Dadkaaga (Listen to Your People) – and challenging the status quo. In one instance, a power company convinced a local minister to stop the show broadcasting for two weeks, after refusing to join a debate about the price of electricity.

But after we met the Minister of Information and highlighted the importance of accountability programmes like Magal Dadkaaga the power company agreed to join an on air debate and then reduced their prices.

“I was very happy, when I heard my voice, on Radio Hargeisa, asking questions to the leaders,” said Hargeisa resident Ali Qawdhan.

“I never thought this could be possible, especially on the state-owned station.”

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Mohamed A. Gaas is Deputy Country Director for ±«Óătv Media Action in Somalia

-Qanci Dadkaaga (Convince Your People) is a ±«Óătv Media Action TV Debate Show funded by UK Aid through Mott Macdonald.

-Wayaaha Nolosha ( Moments of Life) radio programme is produced by ±«Óătv Media Action in Hargeisa and aired by the Somali service covering Puntland, South central Somalia and Somaliland, to help citizens raise issues about national development and enhancing their living standards.

-Magal Dadkaaga (Listen to Your People) is produced by Radio Hargeisa under our mentorship.