Managing a Public Communication Campaign of the Covid-19 Handling Program and National Economic Recovery (PCPEN) through a Participative Activation Strategy to Fight Public Resistance to Information

Project Year: 2022


The COVID-19 pandemic has not only posed a formidable challenge to society but also had an impact on the emergence of a new order in various sectors of life. In March 2021, or after one year since the pandemic started to spread in Indonesia, 1.5 million cases were found, with the number of deaths reaching 42,000. The impact of this virus was exponential, both in health and non-health aspects (economic, political, social, cultural, etc.). The impact of the Large-Scale Social Restrictions policy (PSBB) in Indonesia caused economic growth to contract -1.7% -0.6%.


To deal with the pandemic and accelerate national recovery, the Indonesian government formed the Committee for COVID-19 Handling and National Economic Recovery (KPCPEN). One of KPCPEN’s tasks is to carry out public communication to build public trust in order to lower Covid-19 cases and accelerate the handling of the pandemic. The target of KPCPEN’s public communication was to change public behavior through two approaches: (1) campaigning on various media channels, and; (2) building and empowering partnership networks to expand the dissemination of information through a pentahelix approach.


Implementation of public communication during the pandemic was challenging, as it was influenced by several factors including (a) the emergence of a lot of misinformation related to the spread of the virus, the number of cases, treatment, virus mutations, vaccines, and other issues from irresponsible parties; (b) the decreasing level of public trust in government’s efforts to deal with the pandemic; (c) pandemic fatigue which causes the surge of demotivation to engage in protection behaviors and seek COVID-19-related information. These factors could lead to community resistance that would potentially make them ignore health protocols, which would hinder efforts to handle the pandemic and recover the national economy.

Strategic Solution

Konner Advisory was appointed by the Ministry of Communications and Informatics (MCI) to assist public communications within the framework of PCPEN. The strategy used was Behavior Change Communication (BCC) through a massive media campaign, and community networking using a pentahelix approach. Before executing the program, Konner first formulated a powerful key message to influence the public to get involved and reduce any resistance that might arise.


The campaign message #MulaiDariKamu (English: #BeginsWithYou) was chosen as the foundation for all communication steps. The message contained a call to action that did not use the terms “pandemic” or “Covid-19” so that this campaign could be perceived as fun and people would want to get involved voluntarily. To reach a wider audience, Konner also emphasized the importance of participatory activation in every activity that had successfully increased public communication performance, such as the surge in User Generated Content (UGC) and Word of Mouth (WOM).


Media campaigns were also carried out massively using the concept of 360-degree communication through broadcast media, print media, online media, social media, and out-of-home (OOH) media. Some contents produced include talk shows, public service announcements (PSA), native articles in online and print media, as well as publications through OOH. The message in the media was tied with a call to action “Mulai Dari Kamu” to raise public awareness so that people can start taking their own roles.


Enhancing the partnership network with the pentahelix approach through direct outreach program, allowed this education to be widely disseminated at the grass-roots level. Therefore, the public was exposed to above- and below-the-line information. The #MulaiDariKamu social media campaign itself played a vital role in integrating all public communication activities into light messages and getting the attention of the public to participate. Some of the creative content developed includes the “let’s wear a mask, let’s get a vaccine” jingle, web series, vlogs, and UGC. Social media management within the framework of PCPEN was also carried out using a cross-platform campaign approach to generate cross-channel conversations.


PCPEN public communication had previously been carried out by the MCI, and the following are the results of the activity carried out by Konner Advisory for 5 months:

Media Talk Shows
Media Press Conferences
Social Media Reach
New Network Initiatives
OOH Placements
Media News and Native Articles
Direct Outreach Programs at National & Local Levels
Public Service Announcement (PSA) Placement
Taping Program & Media Placement
User Generated Content

Konner Advisory​