Background

Indonesian Presidential Election 2019 is a rematch between incumbent Joko "Jokowi" Widodo and his long-time rival former Army General Prabowo Subianto. Jokowi has made so many achievements during his time. However, his electability was attacked by pessimism, hatreds, and false accusations. Feuds between their supporters overflowed the media and in real life. It had become the most polarized Indonesian election ever. We believe an election is a festival of democracy that should not accommodate hatred. Our challenge was: How to win Jokowi’s electability and at the same time keep the election as the festival of democracy?

Describe the creative idea

To fight against firehose of falsehood and fear, we decided to come with a campaign with strong meaningful key messages anchored to the basic emotive need for Indonesian to be optimistic with their life. These key messages are them transformed into various kind of materials in order to communicate them frequently without getting people bored, people feel they are exposed to many different materials but actually with the same messages. To ignite optimism, we integrate the materials into artworks. The beauty of art will invite positive feeling thus ignite optimism. We came up with KaryaAdalahDoa (CreationIsPrayer), a creative movement to mobilize Jokowi’s supporters by creating campaign through artworks depicting Indonesia’s glorious futures. Through this movement, we facilitated people to show their support for Jokowi positively, online and offline. Besides supporting for Jokowi, KaryaAdalahDoa became a symbol of people support to keep the election as the joyful festival of democracy.

Describe the strategy

Our primary target is Indonesian Youth (17-35 years old) who actively involved in various creative industries and support Jokowi’s cause. Our secondary target is all Indonesian who is eligible to vote. That's why we applied 12 archetypal psychology by Carl Jung. And we create 4 narratives that meets their basic psychological needs. While the opponent exploited identity politics, we created 4 archetypal narratives, empowering the diversity of Indonesia:
 1. “JOKOWI, AN EXTRAORDINARY CHARACTER” for Outlaw, Magician, and Hero archetype, answering their basic emotive needs: to leave a mark on the world. 2. “JOKOWI, THE FATHER OF ALL INDONESIANS” for Lover, Jester, and Everyman archetype, answering their basic emotive needs: to connect with others.
 3. “UNDENIABLE ACHIEVEMENTS” for Creator, Ruler, Caregiver archetype, answering their basic emotive needs to provide structure to the world.
 4. “GLORIOUS NUSANTARA” for Innocent, Sage, and Explorer archetype, answering their basic emotive needs to yearn for paradise.

Describe the execution

Within 8 months of campaigning, we shared each artwork within seconds through our social media account, following every national interest and political kinetic. On official website, we provided high-resolution files of various artworks for supporters to download and produce campaign materials. Through www.tokome.id, an e-commerce sites, we produced >50 merchandise designs (T-shirt, Bags, Caps, etc.). We created “Cerita Nesia”, a 10-episodes of InstaRadioPlay (animated radio drama series) posted at @Prambors youth radio station official Instagram Account, to persuade apathetic millennials. We created 4 online videos targeted to West Java, well-known base of Prabowo’s supporters. Our artworks also became animated videos for Jokowi’s campaign jingle. We published “Creation is Prayer for Nusantara”, a 221 pages art-book, distributed through Gramedia, the largest book store chain in Indonesia. We created Karya Adalah Doa Experiential Art Exhibition, providing 4 exhibition rooms so people can experience to feel our archetypal narratives in each room.

List the results

Our user generated content at www.karyaadalahdoa.id gathered >700 artworks, downloaded >17K times from 53 different countries. Our social media accounts gained >34.8K followers. @jokowi’s official account shared 21 of our illustrations and used them as headers. Through www.tokome.id we achieved >1K merchandise transactions. Our stickers in Google Playstore have been downloaded >23K. Our Sundanese Videos instantly went viral and gained >50M impressions. The responds for CeritaNesia InstaRadioPlay gained >210K impression with >1.4K engagement. Our art book, has become Top 10 Best Sellers in many Gramedia book store. KaryaAdalahDoa achieved high engagements (125M social media impressions and countless on chatting platforms) and outstanding media coverage (>USD100K, >40 media, >80 airtime). In the end, not only we helped Jokowi won for the second time (55,5% with 85.607.362 votes), through a Presidential Election with the highest rate of participation (81%), by celebrating the true meaning of democracy festival, we have protected Indonesia’s unity.