Glocalities partnered with a large NGO in Indonesia whose goal is HIV-related harm reduction. How is the research relevant for NGOs in the field of Health and Education for example? A quick dive into our data:
Indonesia is a very social conservative society, with 88% believing the father should be the head of the household, 77% believe that children should always obey their parents, 77% finds that unmarried couples should not be able to live together.
As a result, attitudes towards sexuality are very conservative especially related to sex before marriage, same-sex relations and use of contraceptives. However, a majority supports sexuality and relationship education in schools (although there is some strong opposition to that as well). The challenge: how to make sure students are made aware of Sexual Transmittable deceases on schools without invoking the ‘sexualization of our kids’ debate frame?
Important insight: the values segment of Creatives (Open-minded idealists who value personal development and culture) only represents 5% of the population, however, this values perspective was dominant both among the local NGO staff and activists as well as the international donor partner. Strategic objective: how to connect with people outside this values bubble?
During a strategic workshop, Glocalities researchers together with NGO leaders and activists developed new approaches to promote HIV harm reduction in schools by stepping into the shoes of schoolmasters and parents (30-50 higher educated Muslims). Some of the take-aways include message framing and focusing on: health, protection of children, happy family life, parental responsibility, majority support of this issue (social proof strategy).
Moodboard exercise to visualize target audiences during Glocalities workshop.
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