PEMIMPIN.ID

Pemimpin.Indonesia is a non-profit organization focused on leadership development with the vision "Create More Leaders, Create More Ecosystem." The organization aims to cultivate more leaders capable of building strong and sustainable ecosystems.

The Concept

Big Idea: Reframe Gen-Z unemployment from individual failure to systemic issue, using data instead of stereotypes.

⚠️THE CHALLENGE

Media narratives keep blaming Gen-Z for being lazy or unemployed
Public conversation lacks data-backed context behind the actual numbers
Complex labor economics is hard to make digestible for social media audiences

💡 THE STRATEGY

Hook: Open with the familiar stereotype framing to draw in viewers who've heard the narrative before
Build: Layer in government statistics on shrinking formal jobs and market barriers to reframe the issue as systemic, not personal
Land: Position the brand as a youth advocate, sparking constructive dialogue on structural solutions instead of blame

Client

PEMIMPIN.ID

Role

Content Writer

Brand Voice

Informative, Conversational, Empowering

Platform

instagram

PEMIMPIN.ID

This content series came from a Focus Group Discussion held by Policy Forum on Education and Konsorsium Masyarakat Peduli Pendidikan Indonesia, centered around teacher leadership and education quality equity. What stuck with me the most wasn't the data, but it was how honest the teachers were when talking about their own situation, how the spaces meant for their growth often end up consumed by administrative tasks, how appreciation rarely reaches them, and how policies keep shifting without truly accounting for the weight they carry every day. That's why I chose a narrative approach, because I wanted anyone who reads this to not just understand the issue on the surface, but to actually feel it.

The Concept

I made this content series for Pemimpin.id, exploring Multicultural Leadership through an angle most people wouldn't expect, which is K-pop. The idea was straightforward: instead of explaining the concept through heavy academic language, I chose to enter from something people already know and love, then slowly bring them toward a deeper insight. Because as it turns out, behind those seamless performances lies one underrated role, the leader, whose job isn't just to be the face of the group but to act as a bridge between different cultures, personalities, and ways of thinking within a single team.