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Brewing Conversations, Brewing National Pride

Packaging the Bela Negara Movement through a digital-first approach to engage Indonesia’s younger generation and foster a stronger sense of national pride.

CLIENT

SCOPE

PR STRATEGY
PR STRATEGY
PR STRATEGY

THE OUTCOME

THE PROJECT

Ngopi Daring Bela Negara is a digital public communication platform developed by Idekami Communications to deliver the message of Bela Negara in a lighter, conversational, and youth-oriented format. Developed during the COVID-19 pandemic, the concept introduced NGOPI — Ngobrol Pintar, a digital talkshow connecting government officials, public figures, creators, entrepreneurs, communities, and young Indonesians through conversations about Indonesia. First initiated in December 2020, the concept evolved into Studio Ngopi Daring Bela Negara, officially launched by the Ministry of Defense on March 8, 2021, marking the transition from concept development to platform strengthening and expansion.

THE CHALLENGE

The COVID-19 pandemic created a new challenge for public communication: how to deliver the message of Bela Negara when physical interaction was highly limited? At the same time, there was a perception challenge—how to make a topic often associated with formal and institutional communication more relevant, interesting, conversational, digital, and shareable. This required a shift from “Government Tells People” to “People Talk About Indonesia.”

To address this challenge, Idekami Communications developed Ngopi Daring Bela Negara as an informal conversation platform where national values could be explored through the experiences, professions, creativity, and perspectives of diverse speakers. Built around NGOPI (Ngobrol Pintar), DARING (Digital & Accessible), and BELA NEGARA (National Values & Contribution), the program became a digital public engagement platform designed to connect with audiences in a more natural and accessible way.

The big idea was simple: Bela Negara is not only talked about—it is practiced through meaningful contributions. It can be expressed through work, achievement, profession, creativity, innovation, care, and contribution to Indonesia. This approach made the message more relevant to everyday life, particularly for Gen Z, millennials, students, creators, creative communities, artists, entrepreneurs, and digital audiences, while remaining relevant to professionals, families, communities, organizations, and the wider public.

OUR STRATEGIC APPROACH

Idekami Communications developed an integrated communication approach built around Government × Creator × Community × Digital, shifting the delivery of Bela Negara messages from one-way government communication into meaningful conversations with figures who are close to their audiences. Government leaders provide policy and national perspectives, creators translate these messages into digital language and popular culture, communities bring real-life experiences, and digital platforms extend the conversation through streaming and social media. The talkshow format was designed as a casual, human, engaging, and entertaining conversation, moving from an introduction and dialogue to personal stories, national values, and a clear call to action.

A key strength of the program was its diverse range of speakers, bringing together government leaders, artists, content creators, entrepreneurs, community leaders, and young achievers. Their experiences demonstrated that Bela Negara can be expressed through creativity, professional achievement, entrepreneurship, community building, and positive contributions to society. At the launch of Studio Ngopi Daring Bela Negara in 2021, the Ministry of Defense featured public figures including Atta Halilintar, Gilang Ramadhan, Teuku Zacky, and Olivia Zalianty, alongside Ministry representatives. The program was also developed as a content ecosystem, transforming one episode into multiple assets—from full-length streaming and short-form videos to social media content, news stories, and community materials.

Designed as a digital-first platform, Ngopi Daring Bela Negara leveraged YouTube, Instagram, Zoom, social media, and digital video to reach audiences beyond physical locations. Its content strategy explored Bela Negara through relevant themes such as creativity, digital citizenship, professions, MSMEs, women, entertainment, achievement, and community. Media and public relations were integrated into the program through media mapping, engagement, news pitching, press releases, interviews, and post-event follow-up, turning one episode into multiple news angles and extending its impact across mainstream media, digital platforms, and communities.

Our Idea Makers

The people behind the ideas, strategies, stories, and experiences that move people and move business.

Ricky H Sutjipto

Chief Strategist

Tarsih Ekaputra

PR Strategist

Pandit Sumawinata

Event Strategist

Faizal Tri Nugroho

Business Development Strategist

Indriana Octasaphira

Account & Communication Strategist