Indonesia Strengthens Digital Strategy for Free Nutritious Meals Program

RRI.CO.ID, Bekasi - Indonesia’s National Nutrition Agency (BGN) is strengthening its digital communication strategy to support the Free Nutritious Meals (MBG) program. Through a content ecosystem approach and optimal use of social media, the agency aims to reach millions of audiences while building strong public engagement.

The strategy was presented by BGN’s Head of Legal and Public Relations Bureau, Khairul Hidayati, during a Public Communication Coordination Meeting on the MBG program with the Ministry of Communication and Digital Affairs in Bekasi, Monday April 6 2026. The forum highlighted the importance of measurable and adaptive digital strategies in delivering program messages effectively amid the rapid flow of information.

Hidayati stressed that digital communication is not only about maintaining a presence on social media platforms. “Our digital communication strategy is not just about being present on social media, but ensuring that the program’s message reaches the public, is understood, and builds trust,” she said.

BGN has developed a multi-format approach in managing its digital content. Short-form videos such as reels are used to deliver nutrition education, showcase testimonials from beneficiaries, and document leadership activities.

Meanwhile, carousel content provides deeper explanations, including educational infographics and program achievements. Single-post content is used to maintain daily communication consistency and encourage interaction with the public.

“All our content production is data-based, easy to understand, and human-centered. The goal is to help the public see the real impact of the MBG program and encourage participatory engagement,” Hidayati said.

The results have been significant, with BGN content reaching hundreds of thousands to millions of viewers. The digital campaign has also generated tens of millions of impressions and strong engagement across platforms.

BGN measures communication impact using the AMEC framework, assessing outputs, outcomes, and the level of public trust generated by the program. The agency also adapts its approach based on audience behavior across platforms.

“Each platform has different audience characteristics. Instagram tends to be more positive, while X is more critical, so our strategy must remain adaptive and responsive to emerging opinions or issues,” Hidayati said.