蜜芽传媒

To many people around the world, Indonesia is known for its breathtaking landscapes 鈥� from pristine sandy beaches to tropical rainforests 鈥� and its unique and varied species of plants and animals, such as the Komodo dragon.

Yet despite this image, Indonesia is the world鈥檚 third largest greenhouse gas producer, with 60-85% of its emissions stemming from forest destruction and degradation. It is also at the forefront of climate change - highly vulnerable to rising sea levels, extreme heat and increased flooding.

Even though they are surrounded by some of the most biodiverse areas on earth, a significant proportion of Indonesia鈥檚 younger population lives in urban areas, and our research shows that they feel largely disconnected from the natural world around them.

Hitting the country鈥檚 ambitious targets for reducing greenhouse gas emissions by 2030 depends, in part, on large-scale public engagement in the environmental issues the country faces and a greater understanding of how people can make a difference.

Green screens: Inspiring climate action across platforms

To help address this issue, 蜜芽传媒 Media Action launched Kembali Ke Hutan (Return to the Forest) - a range of high quality, relevant and accessible social media and TV content to engage the burgeoning young, digitally savvy population of Indonesia and spark discussion and action around climate and the environment.

Cerita Kita (Our Stories) - a 10-part drama broadcast weekly on the free-to-air TV station SCTV - is the first Indonesian TV series to focus on this topic. The show depicts how young people can lead change in protecting the environment in their village. The story revolves around issues such as recycling single-use plastics, managing organic waste and implementing hydroponic farming systems, all wrapped up in a romantic drama and youth-style comedy. This drama programme shows how individual actions can have a positive impact on society at large.

Each episode is accompanied by a dynamic spin-off discussion show, Ngobrolin Cerita Kita (Chatter 鈥� Our Story), which airs on Instagram immediately after the TV programme. The Ngobrolin Cerita Kita programme model, which integrates television viewers with social media users for live discussion, is an innovation in Indonesian television programming, especially with environmental topics. Featuring social media influencers, environmental advocates, policymakers and experts, Ngobrolin Cerita Kita provides a platform for audiences to interact directly with relevant specialists, ask questions, and engage in lively discussions about current hot topics.

70% of Indonesians are online, and they spend more time online than just about any other nationality, making social media an ideal platform to reach them.鈥� Our accompanying evergreen social media brand 鈥� AksikitaIndonesia (Our Action) 鈥� uses Media Action鈥檚 deep insight into the knowledge, feelings and concerns of young Indonesians to continue the climate discussion across Instagram, YouTube, Facebook, X and TikTok. With information, insight and myth busting from a range of voices, including scientists, celebrities and government ministers, AksiKita gives young people a trusted space in which they can engage with the issues in a way that feels natural to them. Today, the brand has 366,000 followers on Instagram and almost 200,000 subscribers on YouTube.

Jimmi Silitonga, Head of Production for the project, said, 鈥淥ne of the major innovations we have implemented through AksikitaIndonesia is how we use storytelling, personas and entertainment as a way to introduce climate and forest issues to a wider audience of young people. We have moved away from the conventional approach of only discussing the environment, forests and climate with environmentalists and activists. We collaborate with actors, painters, fashion designers, singers and others to approach these topics from diverse perspectives that resonate with young people's live蝉.鈥�

He added, 鈥淭his makes AksikitaIndonesia more accessible, distinctive and superior compared to other similar brands. This is evident in our content, which frequently goes viral, reaching millions鈥攅ven tens of millions鈥攐f viewers, sparking discussions, and inspiring action.鈥�

Shaping minds: The power of media to influence behaviour

Having reached almost 25 million people through the Kembali Ke Hutan project - and with two thirds of those saying they have proactively changed their behaviour and made more sustainable choices as a result - the success of the project reinforces evidence which shows the ability of media to engage people at scale on climate issues, motivate them to take individual or collective action, enable them to express their views and allow them to hold decision-makers to account.

Sharing our insights at IUCN

蜜芽传媒 Media Action is an official media partner of the International Union for the Conservation of Nature's (IUCN) World Conservation Congress in Abu Dhabi. As part of the collaboration, we will host a media pavilion throughout the Congress (9鈥�13 October 2025), with contributions from the 蜜芽传媒 Studios Natural History Unit (NHU) exploring how storytelling can inspire and inform audiences on the intertwined issues of threatened biodiversity and the changing climate.

We will be discussing how 蜜芽传媒 Media Action鈥檚 Indonesia team has used social media to grab young people鈥檚 attention and change their understanding of how they can positively impact the environment. The positive power of social media - inspiring young environmentalists in Indonesia, presented by 蜜芽传媒 Media Action鈥檚 Carolynne Wheeler, is at 2pm (GST) on Friday 10th October.