Designing a Climate Campaign Playbook for Cross-Sector Collaboration

A practice-based playbook translating cultural events, audience insights, and collaborative workshops into scalable climate campaign strategies.

Project Goal

Climate campaigns often struggle to move beyond awareness into sustained action. Through IKLIM (The Indonesian Climate Communications, Arts, and Music Lab), musicians and cultural spaces became a testing ground to understand how narratives, emotions, and community trust can activate public engagement at scale.

My Role

Program Manager, BLESS Indonesia

Services

Strategy Communication

Location

Indonesia

Link

https://www.musicdeclares.net/id/

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As Program Manager, I:

  • Co-designed the overall playbook structure and learning flow
  • Co-facilitated collaborative workshops with musicians, NGOs, and media
  • Synthesized audience insights into persona and CTA frameworks
  • Translated field learning into practical tools and campaign guidance
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From Practice to Playbook

Field Practice

Insights were gathered through direct engagement in cultural events and festivals such as IKLIM Fest 2024, supported by CTA tracking and audience observation to understand how people respond in real public settings.

Collaborative Workshop

Cross-sector workshops brought together musicians, NGOs, and media to build shared audience personas and test messages collaboratively before they entered public campaigns.

Synthesis

Field learning and workshop insights were synthesized into a clear CTA typology, an audience engagement pyramid, and a practical collaboration model.

Playbook Output

The process resulted in a practice-based playbook offering strategic guidance, practical tools, and a campaign roadmap for future climate and cultural campaigns.

Key Strategic Insight

Cultural Trust Advantage

Musicians and cultural actors function as credible interpreters, making abstract climate issues emotionally accessible and socially relevant.

Grounded Action Design

CTAs gain traction when they connect directly to everyday behavior and lived experience, rather than relying on generic or moral-driven appeals.

Structured Collective Engagement

Climate campaigns are more durable when actions feel socially shared and when cross-sector partners operate with defined roles, not just shared narratives.

Impact at a Glance

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Cross-sector collaborators

Musicians, NGOs, media, and creative communities involved

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Musicians Engaged

Participated in workshops, campaigns, or CTA testing

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Flagship cultural events

Used as learning grounds for CTA tracking and insight generation

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Practice-based playbook

Developed as a shared reference for future climate campaigns: CTA Playbook for IKLIM Concert 2024 & IKLIM Collaboration Playbook