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Edelman releases Indonesian ’words of generation’ film series

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Edelman has released a series of seven short films that celebrate and explore the lives of 10 Indonesians who were born between 1977 and 1985, and were teenagers during the fall of Suharto and the transition to democracy.

The films take the form of personal portraits of their lives, conducted via one-to-one interviews on themes ranging from love to dreams,  where the past, present and future perspectives of interviewees are explored.

In election year, the films provide a window into one generation in Indonesia and a unique insight into what makes them tick and how their attitudes are shaping society.

The series, which began in China with 28 people from China’s 70s generation, has expanded over the course of a year to document the personal stories and perspectives of 50 people from change generations in five countries: Singapore, Malaysia, Vietnam, Indonesia and India.

Cornelia Kunze, vice chairman, Edelman Asia Pacific, Middle East & Africa, said: “We decided to use video as a medium for this project because there is no more effective and intimate way to let our participants be seen or heard. We wanted to go beyond facts, figures and statistics. We are making the entire Words of a Generation series available online so that anyone from any country can step into the personal words of people who feel deeply and strongly about what influences them, and how they can influence change themselves.”

The films deliberately omit the more quantitative aspects that consumer studies often take to get a real feel for the desires, fears and hopes that are driving normal Indonesians in their everyday lives.

The new democracy generation has lived through the 1997-1998 Asian financial crisis, which saw Indonesia’s economy collapse and lead to the revolution that overthrew Suharto.

Commenting, Stephen Lock, CEO, Edelman Indonesia, said: “The films encapsulate a sense that to return to a time where a strong leader governed and dominated the nation will safeguard not only Indonesia’s society, but also its natural endowments and reputation. This has interesting implications for the upcoming Presidential elections.”

INTRODUCTORY VIDEO AND THEMED VIDEOS:

Videos copyrighted by Edelman and available on Vimeo

China Crisis economy Edelman India Indonesia Singapore Vietnam

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