(Graham Brown mobileYouth) Youthlab Indonesia Golkar Case Study
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The Golongan Karya party is one of the oldest political parties in Indonesia founded by the former dictator Soeharto. Filled with members around the age of 50, Golkar (Golongan Karya) lost their ...
The Golongan Karya party is one of the oldest political parties in Indonesia founded by the former dictator Soeharto. Filled with members around the age of 50, Golkar (Golongan Karya) lost their support from the youth segment in the last election. They are well known as an old and conventional party and are also associated with the authoritarian regime. Despite of their negative image in the eyes of youth, this party still controls many key legislative and governmental positions. For Youthlab Indoensia, this meant shifting party members mindsets from “marketing to” into “marketing with” youth. Youthlab in collaboration with Plan Politika, chose young politically-inclined trendsetters to develop games and activities for party members to participate in that gave them a youth-centric mindset. In a series of workshops that featured American-Idol like contests where party members dressed up and performed while the young people critiqued and acted as judges. The youthsourcing and co-creation that took place changed both the mindsets of the political party as well as the young trendsetters involved who witnessed an authentic participation that was a complete departure from their former convictions.
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