Building a positive narrative on the Land of Papua and Maluku Islands is one of the objectives in pursuing EcoNusa’s missions. Good and inspiring stories on biodiversity, culture, fair and sustainable cultural-based natural resources management, as well as empowerment of indigenous peoples and local communities in Eastern Indonesia, are the main things that are upheld and reported to the public.
“In communication, EcoNusa always tries to bring positive narratives and good stories from the Land of Papua and Maluku Islands. The public needs to know the charm and beauty of Eastern Indonesia,” said Nina Nuraisyiah, Director of Communication and Youth Mobilization of EcoNusa Foundation. Nina also explained that EcoNusa’s communication strategy is implemented to achieve four stages: to be aware, to be engaged, to convert, and to advocate.
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During the process since its establishment in 2017, EcoNusa Foundation has consistently dispersed info to the public about the natural and cultural richness that is the main charm of the Land of Papua and Maluku Islands, including a series of activities and programs to protect forest and marine ecosystems as well as strengthen the rights of indigenous peoples. In the 5th year of EcoNusa’s journey, to understand the communication efforts’ impact, an Audience Conversion Assessment was conducted. It aimed to measure how the public understands and views various issues in the environmental sector including in Eastern Indonesia.
“This was carried out to evaluate and understand how much the public has been exposed to positive narratives shared through existing communication channels, involved in discussions and conversations about Eastern Indonesia both online and offline, to take part in real actions in saving the environment as part of public advocacy,” Nina said.
During the process since its establishment in 2017, EcoNusa Foundation has consistently dispersed info to the public about the natural and cultural richness that is the main charm of the Land of Papua and Maluku Islands, including a series of activities and programs to protect forest and marine ecosystems as well as strengthen the rights of indigenous peoples. In the 5th year of EcoNusa’s journey, to understand the communication efforts’ impact, an Audience Conversion Assessment was conducted. It aimed to measure how the public understands and views various issues in the environmental sector including in Eastern Indonesia.
“This was carried out to evaluate and understand how much the public has been exposed to positive narratives shared through existing communication channels, involved in discussions and conversations about Eastern Indonesia both online and offline, to take part in real actions in saving the environment as part of public advocacy,” Nina said.
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When it comes to climate crisis issues, 30 percent of respondents expressed concern about natural, environmental, and socio-cultural issues, especially respondents from Bandung and Ambon. Meanwhile, 41 percent of respondents have great concerns about the impact of climate change, weather changes, and rising temperatures.
The concerns of respondents in urban areas and rural areas about environmental issues were different. As many as 40 percent of respondents in urban areas are more concerned about waste management, also water and air quality. Meanwhile, 20 percent of respondents in rural areas were more worried about deforestation, conservation, and energy issues.
Environmental issues in Papua and the Maluku Islands also received attention from the Indonesian people. At least 59 percent of respondents stated that they were quite concerned about this issue. Of the several problems related to this issue, the issue of food prices that are relatively higher than in other parts of Indonesia received the attention of 76 percent, followed by the natural beauty in this Eastern Indonesian region which caught the attention of 69 percent of respondents.
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The results also show that Indonesians are interested in environmental issues in eastern Indonesia, but not necessarily concerned about them. This is due to the far proximity, high cost, and many news about conflicts involving these areas, thus affecting the disconnection of these issues to people living in other parts of Indonesia.
The digital channel is the main channel managed by the EcoNusa Foundation in delivering conservation messages and good stories from Eastern Indonesia to the public. Various communication materials are creatively packaged so as to attract public attention and interest to know more about the natural and cultural wealth in the Land of Papua and Maluku Islands. The website is also one of the important communication channels used in presenting EcoNusa’s works with indigenous peoples and local communities in Eastern Indonesia through various articles and publications.
In support of the mission to build a positive narrative about the Land of Papua and Maluku Islands, EcoNusa Foundation always shares positive and inspiring stories and news from the land of paradise in eastern Indonesia through various channels both online and offline. Departing from this spirit, EcoNusa finally gave birth to several communication and campaign programs such as #DefendingParadise, Ocean Harmony, #AksiMudaJagaIklim, Mangrove Expedition, and other communication programs.
Based on the engagement rate, the majority of respondents who know EcoNusa have been involved up to the aware stage, as many as 12 percent, and ten percent for those involved up to the engage and convert stages, which means that they have taken concrete actions after being exposed to EcoNusa’s communication materials. The biggest real action, as much as 50 percent, comes from respondents in Eastern Indonesia, who have shared information through their social media accounts and invited people around them to care more about nature, especially in the Land of Papua and Maluku Islands.
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The results of this assessment show that the #DefendingParadise and #AksiMudaJagaIklim campaigns are two programs that get high engagement from the public. The #DefendingParadise campaign is most widely known by respondents in Sorong City, while #AksiMudaJagaIklim is widely spread especially in the Jakarta area.
From the communication synergy that has been carried out during the EcoNusa process, public participation towards the Land of Papua and Maluku Islands has begun to form. However, there is still a long way to go until public pressure is finally formed to encourage policies for the protection of nature and indigenous peoples in the Land of Papua and Maluku Islands.
This does not necessarily dampen EcoNusa’s spirit to continue voicing and spreading positive narratives, good and inspiring news, and stories from the Land of Papua and Maluku Islands. Hopefully, with more and more people caring about this paradise land, nature, which is the last stronghold and an important key in combating the climate crisis, can be protected, and a prosperous, equitable, and sustainable future can be realized.
“Nature in Eastern Indonesia is the last stronghold that we must protect together, so it is very important for us to broadcast stories to the public about the “face” of the Land of Papua and the Maluku Islands. So that more and more people care, and want to take part in protecting it,” Nina concluded.
Editor: Swiny Adestika and Nur Alfiyah
