Agen Damai is a collaborative digital campaign that aimed to create a peaceful narrative in the digital platforms, by ‘flooding’ it (mostly social media) with positive content, in order to debunk the rapid spread of negative contents. The digital campaign was run for eight weeks, and it consisted of several core activities, such as (1) creating positive digital contents, (2) establishing a positive content creator community which we called as #AgenDamai (Agent of Peace), (3) setting up regular Whatsapp digital discussions on several issues relating to the rapid spread of negative contents, (4) inaugurating content-creation competition, and (5) and establishing regular talk shows that related to the issue of managing digital content. With the aim to raise the number of positive content being spread on the digital platforms, we have reached out to more than 400 #AgenDamai who had been actively participating and contributing to fill up the digital platforms with any forms of positive content. The content outputs were quite diverse, ranging from academic articles, comics, videos, and photos that are related to the proliferation of peaceful narratives on digital platforms. We also had more 27.000 engagements and impressions on digital platforms, and when we do an exit survey on this campaign, 97% of the contributors now understand why they should produce positive contents on digital platforms, and the know-how behind its creation process.

http://cfds.fisipol.ugm.ac.id/agen-damai/

• Indonesia

• Youth

This project can be replicated anywhere since the project is mainly dominated by activities that can be done anytime in the digital spaces. What matter is how this project can deliver the right message to the right audience, because it will be better if this project is being replicated on another occasion, we will need to identify (1) who’s the target audience, and (2) how it can effectively deliver the message of proliferating peaceful narrative in the digital platforms. This is important to be done because although the digital campaign can reach out so many layers of the society, it will be more focused if we can identify what spectrum of the society that we want to target and from there we can tailor a specified digital campaign strategy to reach out those targeted audiences.

Based on the WSIS Common Vision & Value, we believe that throughout this project, we support the development of an open-access digital environment that enables individuals, communities, and peoples to achieve their full potential. We promoted it by providing society with digital literacy programs through the creation of positive digital content (videos, photos, comics, articles) that can be freely accessed by society. The effort didn’t stop there, where we also established a positive content creator community where we shared the know-how on making various kinds of positive digital content and the ways we can debunk negative contents, through the creation of regular talkshows and digital discussion on Whatsapp.