Indonesia is the world’s fourth most populous country, located in Southeast Asia, and has more than 17,000 islands with over 700 local languages and distinct cultural traditions. During the COVID-19 pandemic, this diversity contributed to how information was shared, who was trusted, and whose voices were heard more. As part of the SEACOVARIANT public and community engagement initiative, this discussion aims to explore and identify who held the public’s attention and trust during the pandemic, and how these insights can inform reactive to proactive outbreak communication strategies for more effective responses in future health crises.
A Participatory Approach to Public Trust Mapping
In response to this challenge, the Oxford University Clinical Research Unit (OUCRU) Indonesia conducted conducted a participatory mapping activity in Jakarta. Brought 30 professional stakeholders, including government officials, researchers and academics, healthcare providers, public health professionals ( WHO and NGO representatives), and former COVID-19 volunteers in Jakarta were invited to map out key communicators during the COVID-19 pandemic in Indonesia.
Participants were organised into three groups and used participatory mapping to place actors and institutions on concentric maps based on their perceived communication effectiveness during COVID-19. The closer to the centre, the more impactful the communicator was perceived. This method helped each group visualise complex opinions to explore shared patterns and key differences.
1. Central Trusted Figures
Two groups consistently appeared at the centre of all maps:
- COVID-19 Task Force, seen as the primary formal authority with technical credibility.
- Religious and community leaders, trusted for their cultural relevance and deep-rooted connection with communities.
These figures were essential in reaching diverse populations, especially during uncertain early phases of the pandemic.
2. The Visibility Gap in Scientific Communication
- Academics and scientists were viewed as credible but often lacked public visibility.
- Media training and collaborative engagement could help increase their reach and impact in future crises.
3. Social Media Influencers: A Double-Edged Sword
- Influencers were recognised for their broad reach.
- Some successfully amplified health messages, while others unintentionally spread misinformation.
4. The Emotional Impact of Family Messaging
Campaigns like “Ingat Pesan Ibu” (Remember Mother’s Message) proved emotionally effective in promoting behavioural change.
Implications for Future Public Engagement and Outbreak Preparedness
The findings of this study have important implications for the design of future outbreak communication strategies, both in Indonesia and in similar settings. Key recommendations include:
- Engage trusted local figures, such as religious and community leaders, from the outset of any public health response.
- Involve influencers constructively, recognising their potential to either support or undermine public understanding.
- Support scientific experts in becoming more visible and relatable, through media training and cross-sector collaboration.
This work also highlights the value of participatory approaches in identifying context-specific communication dynamics. Effective communication is not solely dependent on the accuracy of information, but also on the credibility, relatability, and accessibility of the messenger.
Building Trust Before the Next Crisis
This initiative reinforces the need to move from reactive to proactive science communication strategies, particularly in low- and middle-income countries (LMIC) settings. Building bridges between scientific expertise, cultural understanding, and public trust is essential to ensuring equitable and effective responses to future health crises. OUCRU Indonesia remains committed to advancing community-centred, evidence-informed public engagement that brings diverse voices into the heart of research and response planning.
View the visual map poster below to learn more:
Interested in collaborating on public and community engagement in health research? Contact PCE_Indonesia@oucru.org to explore partnership opportunities.
