Tackling Air Pollution in Indonesia with IKEA

Many people believe that Yogyakarta is a healthier place to live compared to other major Indonesian cities. However, over the years, it’s seen a huge rise in motor vehicles which has lowered the air quality. In fact, over 6 months Jogja had just 50 days of Good Air Quality (KLHK, 2019). We were tasked with raising awareness of this problem with the local community and calling on the government to act.

We conducted a public perception survey to measure perceptions on air pollution, showing air pollution as the third most important issue after COVID19 and crime. Also, bikeability research was conducted with the Center of Transportation and Logistics as the basis of our policy brief that was conveyed to the Mayor’s office and City Council. 

As a city that is rich in culture and perceived as a plural society, Yogyakarta is home to many artists, community groups and religious organizations. Our strategy was to get these grassroots communities from underrepresented groups to call on the government to act by engaging them with on and offline activations that encouraged them to advocate for clean air, by showing them the joy and convenience of cycling.

Our approach was to promote cycling as an environmentally friendly alternative to motorized vehicles and in turn, educate the public on the issue of air pollution. Our creative used art and interfaith narratives to increase public awareness,speaking directly to our audiences through their communities. We worked with Jaringan Gusdurian (an interfaith organization) and local artists to create several murals, a hero film highlighting faith leaders advocating for clean air, alongside a digital campaign and multiple experiential activations. 

We engaged youth, women and faith communities in the campaign. Leveraging the boost in cycling during the pandemic as an entry point, and drawing attention to air pollution through easy-to-digest information. Building a website and social media campaign, and hosting regular events to spur public conversation and political action. 

As a result of the activity, we’ve helped create a lasting legacy. The campaign influenced the initiation of several impactful independent campaigns where other bike communities secured financial support from the government, businesses and individuals. Not only this, but the Centre of Transportation and Logistics Study (Pustral) UGM (our policy research partner) conducted several webinars and bicycle events to show their support for the cycling movement in Yogyakarta.