Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

(Graham Brown mobileYouth) Youthlab Indonesia Golkar Case Study

3,172 views

Published on

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.

(Graham Brown mobileYouth) Youthlab Indonesia Golkar Case Study

  1. YOUTHLAB GOLONGAN KARYA POLITICAL PARTY MARCH 2010 - PRESENT YouthResearchPartners.com 50Youth Award Nominee
  2. YOUTHSOURCING RELEVANT POLITICAL MESSAGES FOR YOUTH MARKETING YouthResearchPartners.com 50Youth Award Nominee
  3. CHALLENGE THE GOLKAR PARTY NEEDED TO GAIN MORE OF THE YOUNGER VOTING DEMOGRAPHIC. THEY HAD TO SHIFT THEIR MINDSET FROM “MARKETING TO” TO “MARKETING WITH” YOUTH. YouthResearchPartners.com 50Youth Award Nominee
  4. SOLUTION CREATIVE STUDENTS DEVELOP FUN GAMES TO CHANGE THE MINDSET OF A ‘RIGID’ POLITICAL PARTY THROUGH THE USE OF RELEVANT POLITICAL MESSAGES YouthResearchPartners.com 50Youth Award Nominee
  5. CLICK HERE TO PLAY VIDEO RESULTS 400 PARTY MEMBERS ATTENDED THE WORKSHOPS AND AGREED THEIR MINDSETS ON YOUTH MARKETING CHANGED. YouthResearchPartners.com 50Youth Award Nominee
  6. RESULTS The workshops have spread throughout Indonesia and the insights have been shared with the entire party. YouthResearchPartners.com 50Youth Award Nominee
  7. MUHAMMAD FAISAL YOUTHLAB INDONESIA “NOT ONLY DID THE MINDSETS OF THE PARTY MEMBERS CHANGE BUT THE STUDENTS GAINED A NEW RESPECT FOR THE POLITICIANS THEY NOW VIEW AS ‘COOL’... A TESTAMENT TO THE PROCESS OF CO- CREATION.” YouthResearchPartners.com 50Youth Award Nominee
  8. YOUTH RESEARCH PARTNERS IS PROFILING THE BEST STORIES IN YOUTH MARKETING TODAY TO VIEW MORE CASE STUDIES CLICK HERE YouthResearchPartners.com 50Youth Award Nominee

×