The COVID-19 pandemic significantly disrupted the socio-economic landscape, disproportionately impacting vulnerable groups in Indonesia. In response, UNICEF Indonesia implemented the COVID-19 Multi-Donor Trust Fund and the Joint SDG Fund to enhance the country’s social protection systems. These initiatives aimed to support the Indonesian government in strengthening its social protection framework and introducing innovative approaches to Adaptive Social Protection (ASP) for middle-income countries. To ensure the effectiveness and responsiveness of these systems to future crises, including pandemics, UNICEF Indonesia enlisted ID COMM in 2021 to lead the communications, visual designs, program branding, and media relations.

ID COMM assisted UNICEF Indonesia in translating the Adaptive Social Protection (ASP) objectives and framework into various communication products and initiatives such as press releases, videos, photos, articles, social media posts, and webinars. The communication strategy was designed to advocate for the ASP framework to key stakeholders, including Ministry of Social Affairs, Ministry of National Development Planning, Ministry of Villages, civil society groups, and media outlets, promoting the adoption of this framework.

Through ID COMM’s strategic guidance, UNICEF Indonesia’s COVID-19 Multi-Donor Trust Fund and Joint SDG Fund successfully enhanced stakeholders’ awareness and understanding of an inclusive and adaptive social protection. A wide range of communication materials being produced, significantly increasing visibility of the Adaptive Social Protection (ASP) framework. This led to active engagement and secured support from those stakeholders groups. As a result, there was a notable boost in policy advocacy and endorsement of social protection measures, ultimately contributing to a more resilient social protection system in Indonesia, better equipped to handle future crises.