As Indonesia looked towards the 2024 presidential election, Generation Z stood out as a major demographic, comprising 57.3% of the electorate.

However, findings from Litbang Kompas pointed to a potential challenge: a significant portion of young voters show limited engagement with political news, raising questions about their connection to the democratic process.

To bridge the gap in political information and equip Gen Z first-time voters, Harian Kompas (Kompas.id) implemented the #MudaMemilih campaign on @kompasmuda. Running from January to October 2024, this initiative focused on political education through journalistic content, encouraging young people to exercise their right to vote with bravery and wisdom.

The objectives of this campaign are diverse: to increase political literacy, encourage active participation in the 2024 election, increase engagement through social media, and expand Kompas.id readers among Gen Z.

To achieve these various goals, Harian Kompas strategically used Kompas Muda (muda.kompas.id) as a hub. The platform on kompas.id, established in 2017, aims to increase the involvement of young readers of Harian Kompas. It is a collaborative space where young people, including students and the Gen Z community, can showcase their writings, photos, comics, videos, and creative works.

In addition to its digital presence, Kompas Muda also establishes relationships with the real world through various impactful initiatives, such as volunteering and internships, which are further strengthened by its active involvement in the official digital channel, @kompasmuda.

Attracting a younger demographic

Kompas designed a dynamic and youth-oriented campaign to engage first-time voters aged 17 to 27 for the elections. Recognising their preference for entertainment, Kompas framed the electoral process using analogies to music concerts, making politics feel more relatable.

The content spanned a range of formats — including videos, images, live dialogue, and memes — distributed across Instagram, TikTok, Facebook, X, and subscription platforms such as Kompas.id. Integrated efforts with affiliated accounts and a countdown to Election Day emphasised participation while catering to Gen Z’s digital habits.

A standout initiative was the “A Poem for Nation” social media challenge, which invited young people to express their hopes and concerns for Indonesia through poetry. This challenge not only fostered creativity but also cultivated civic engagement, with each submission earning free Kompas.id access.

In collaboration with @bijakmemilih.id and tagged content like “Muda Memilih” from journalists across verticals, Kompas ensured young voters saw themselves and their interests reflected across platforms and in mainstream political discourse.

Holding their attention

Post-election, Kompas sustained momentum by covering vote count developments, analysing quick counts, and detailing the inauguration timeline.

By integrating entertainment with information under the content formula “Informative, Educative, Fun, Meme (IEF+M),” Kompas succeeded in transforming news consumption into a compelling, socially driven experience for young voters.

This blend of creativity, relatability, and multi-platform strategy helped demystify politics and empower a generation to show up, speak up, and make informed decisions.

Cecilia Gandes, social media manager of Kompas Daily, said she felt an extraordinary collaborative spirit throughout the #MudaMemilih campaign. This spirit extended beyond the internal team to external parties.

For example, writers from Kompas Book Publishers offered insights into Gen Z’s perspective on politics, as well as a strategic alliance with “Bijak Memilih,” an established political literacy platform. This collaborative ecosystem provided a wider, optimal, and synchronised campaign reach.

Gandes also noted the genuine positive impact of #MudaMemilih, especially for young individuals wanting a better grasp of politics. The positive comments online, the way people shared information, and the number of saves on social media all point to this.

It’s also inspiring to see young people channelling their hopes for the country through things like poetry. This kind of lively engagement makes #MudaMemilih feel like a campaign that is truly alive and growing.

The campaign increased in engagement amongst young people:

• The #MudaMemilih hashtag received 2,179 posts from 549 users, while the @kompasmuda account experienced a remarkable surge in new followers of 168.1%, totalling 18,367.

• Overall engagement reached 139,562, reflecting a healthy engagement rate of 6.81%, accompanied by 6,386 comments. The estimated reach increased to 7,766,942, with impressions totalling 224,096,740.

• The “Poetry for the Nation” challenge, which was held for 32 days, inspired 478 poetry submissions and contributed to 379 new Kompas.id subscribers.

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