Marketing Featured Southeast Asia

Indonesia’s ministry of communications partners singing groups LALEILMANINO, JKT48 for digital literacy campaign

Jakarta, Indonesia Indonesia’s Ministry of Communications and Informatics (MCI) through the National Digital Literacy Movement (GNLD) Siberkreasi has collaborated with boy band group LALEILMANINO and girl group JKT48 to launch their newest digital literacy campaign, #BeraniBersuara (Dare to Speak Up). 

The campaign aims to educate young people in Indonesia, with easy-listening song lyrics, especially Generation Z (Gen Z) to be wiser in using social media, so as to create a positive, ethical, and safe digital creative space.

As part of this campaign, LALEILMANINO composed a song called “Berani Bersuara <3<3” to be performed by JKT48. The launch of this song will be followed by the “Duet Bareng JKT48” campaign which invites Gen Z to sing a duet with JKT48 and Laleilmanino on social media such as Instagram and TikTok. The lyrics of the song aim to build a sense of togetherness and connect with Gen Z.

“We believe music is a very great medium to remind us of the positive values we often forget. With an arrangement that is quite upbeat and cheerful, we hope listeners will understand the serious message we are trying to convey, if packaged in entertaining lyrics. The title with <3<3 emoticons is a wordplay of hati-hati, which can mean ‘double hearts’ or ‘to be careful’ in Bahasa. It sounds playful but the meaning is deep,” said Nino, Laleilmanino’s member.

Meanwhile, JKT48 expressed their hope that Gen Z can show character in the digital realm. “Young people and Gen Z are looking for entertainment and role models on social media. Through music and dance movements, we want to be able to touch people’s hearts, especially the younger generation in Indonesia,” said Sheni, JKT48’s personnel spokesperson.

“Seeing this condition, we hope that the #BeraniBersuara campaign will not only educate and inspire Indonesian Gen Z to create interesting content, but also help them understand the importance of playing social media wisely and ethically, as well as keeping away from hoaxes, fraud and cyberbullying,” said Digital Literacy Coordinator, Rizki Amelia at the Ministry of Communication and Informatics.

As a group of musicians who care about ethical digital literacy, LALEILMANINO said, “Although we are happy that everyone has become more courageous in expressing themselves, we can still find links or comments that are submitted unethically. We hope that this song can provide entertainment with lyrics that inspire Gen Zs to create only good communication in Indonesia.”