Context
The Basic Education Minimum Service Standards Capacity Development Program (BE MSS-CDP), supported by the Asian Development Bank and funded by the European Union, aimed to improve the quality of education across Indonesia. While standards had been established, their implementation depended heavily on local governments within a decentralized system.
Challenges
Awareness of the standards among parents and communities remained low, limiting public demand for implementation. At the same time, local governments faced varying incentives and priorities, making adoption inconsistent. The program required a communication strategy that could both inform the public and create sufficient momentum to encourage policy uptake at the district level.
Our Approach
Kiroyan Partners designed an integrated campaign combining public awareness and policy advocacy. The strategy leveraged multiple channels, including digital platforms, media engagement, and on-the-ground activation, to reach both national and local audiences. A central component was the “Murid 5” video series, which translated policy concepts into relatable narratives. This was complemented by stakeholder engagement activities, content production, and sustained outreach to policymakers, civil society, and media to reinforce visibility and credibility.
Impact
The campaign significantly increased awareness and engagement around the standards, with video content reaching over 200,000 views and more than 600 media coverages generated. Public discourse strengthened, and several local governments demonstrated commitment by integrating the standards into local regulations, contributing to broader policy adoption.
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