Assessing Changes in Attitudes, Awareness, and Behavior in Indonesian Youths: A Multi-Method Communication and Social Media Approach

The MTV Exit documentary on Indonesians’ experience with human trafficking had limited effects on increasing the viewers’ knowledge of trafficking, awareness of vulnerability to trafficking, or intention to reduce vulnerability—suggesting that awareness-raising materials should be pretested to ensure that messages are compelling for and relevant to the target community. Face-to-face engagement and discussion were the most effective ways to decrease misconceptions about human trafficking, trafficking vulnerability, and effective risk reduction. Although there clearly were social media conversations about and activism around human trafficking in Indonesia, USC found no evidence of activists using Twitter to organize or augment a strategic advocacy campaign, so it may be useful to consider how activists in other countries in the region have used social media to disseminate information or build and leverage networks for collective action and social change.