Communication and public advocacy

Communication and Public Advocacy

Partnerships for children’s rights

Children’s Rights and Business Principles


Communication and Public Advocacy

© UNICEF Indonesia/2016/Fedriansyah

Digital communication has become integral to social life in Indonesia, especially among the country’s youth. By the end of 2015, an estimated 34 per cent of the population used the internet and 30 per cent used social media, often for several hours a day. Jakarta has been crowned the “Twitter capital of the world” and access to mobile phones is universal, with a penetration rate in excess of 130 per cent.

The country boasts a vibrant media landscape, with more than 1,500 private radio stations and some 500 private TV stations in operation. Newspapers are losing ground to television and internet as preferred information sources, but traditional media remains important for setting the news agenda and shaping public opinion.


UNICEF uses a mix of communication channels, including its own digital and mobile platforms (Twitter, Facebook, Instagram and YouTube), to convey key advocacy messages related to children’s rights and wellbeing. In addition, UNICEF partners with newspapers, magazines and broadcast media. A key partner is the Alliance of Independent Journalists (AJI), with whom UNICEF organizes an annual media training on a children’s rights topic and organizes a joint media award for excellence in several formats, including TV, radio, print, online and photography.


Through compelling storytelling and sharing of information on children’s rights issues, UNICEF aims to engage all relevant audiences in the country. A key channel for engagement is the UNICEF youth polling platform U-Report. Through U-Report, UNICEF gives young people a voice on critical issues that affect their lives. UNICEF conveys their responses to key partners in government, providing critical input to shape strategies and policies such as the National Strategy to prevent Violence against Children, developed by the Ministry of Women Empowerment and Child Protection. As of early 2017, more than 30,000 young people have signed up as U-Reporters in Indonesia.


Targeted messaging has the power to transform detrimental norms, including poor infant and young child feeding practices, low uptake of immunization services, high numbers of out-of-school children, widespread open defecation, violence against children and other challenges. UNICEF supports research into such harmful practices, mobilizes key influencers like religious leaders to drive behavioural change, and provides opportunities to become active through digital campaigns such as Tinju Tinja, which aims to eliminate open defecation.



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