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.

1. YOUTHLAB
GOLONGAN KARYA POLITICAL
PARTY
MARCH 2010 - PRESENT
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2. YOUTHSOURCING
RELEVANT POLITICAL MESSAGES FOR YOUTH
MARKETING
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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.
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4. SOLUTION
CREATIVE STUDENTS DEVELOP FUN GAMES
TO CHANGE THE MINDSET OF A ‘RIGID’
POLITICAL PARTY THROUGH THE USE OF
RELEVANT POLITICAL MESSAGES
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5. CLICK HERE TO PLAY
VIDEO
RESULTS
400 PARTY MEMBERS ATTENDED
THE WORKSHOPS AND AGREED
THEIR MINDSETS ON YOUTH
MARKETING CHANGED.
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6. RESULTS
The workshops have spread
throughout Indonesia and the
insights have been shared with the
entire party.
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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.”
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8. YOUTH RESEARCH
PARTNERS IS PROFILING THE
BEST STORIES IN YOUTH
MARKETING TODAY
TO VIEW MORE CASE
STUDIES CLICK HERE
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