Recognising the unique confluence of environmental, democratic, and religious influences in Indonesia, the Islamic Climate Movement, a movement galvanised by Purpose, sought to increase climate awareness and action among young Muslim voters in Indonesia. The impacts and lessons learned from this inspiring approach are explored by Elok Faiqotul Mutia, Campaigns Manager at Purpose.
A Historic Election Moment
In 2024, 64 countries¹, accounting for nearly half the world’s population², voted in national elections. One of these countries was Indonesia. Indonesia’s 2024 simultaneous elections (pemilu serempak) were a pivotal moment in the country’s democratic and developmental journey. For the first time, national and provincial elections were held together, creating a unique opportunity to align leadership choices with urgent national priorities, including tackling climate change and transitioning to renewable energy.
As one of the world’s largest coal producers, and owner of the largest nickel reserve³, Indonesia’s contribution to global climate efforts is critical. The previous administration made bold commitments, including achieving net-zero emissions by 2060 and integrating 23% renewable energy into the national energy mix by 2025. Yet, coal remains deeply entrenched, powering over 60% of the country’s electricity and slowing progress toward these goals⁴.
Elections can act as a lightning rod moment for climate issues: they may be deprioritised in the face of traditional election commitments, i.e. employment, education, and development; or they can come to the forefront, if properly connected to voters’ priorities or values. In order to create the public support needed to push through ambitious climate policies, we must identify and galvanise critical constituencies who could have a stake in climate solutions. The next step is to find the entry points to build constituents’ investment in these solutions, so they can hold their candidates and elected officials accountable.
A Faith-Based Climate Constituency
The Islamic community in Indonesia makes up a majority of 250 million people⁵, and Islam has clear mandates for the ummah to be stewards of the earth. Given this, Purpose conducted a nationwide survey in 2024 to understand how the Muslim community perceives and engages with climate solutions. The survey demonstrated that while environmental issues are sixth on Indonesian Muslims’ list of priorities, religious leaders are amongst the most trusted climate messengers for Indonesian Muslims. A qualitative consultation with 100 Islamic leaders showed consensus that Islam has clear teachings about protecting the environment. Their awareness of climate challenges, and their credibility with their communities makes them key climate messengers and changemakers. Based on these findings, Purpose has been working to galvanise a climate movement driven by Muslim voters and guided by Islamic teachings for the past three years, called the Islamic Climate Movement.
Youth Voters Bringing Energy Transition to the Forefront
The Pilah Pilih campaign, incubated by the Islamic Climate Movement, worked to bring renewable energy and climate action into the spotlight during the 2024 elections. Collaborating with local partners, the campaign focused on engaging Muslim youth voters—a group with strong religious values that significantly influence their political decisions. By framing climate action around principles of justice and community well-being, Pilah Pilih made the case for sustainability in ways that resonated with voters on a personal and moral level.
Insights from the campaign revealed the public’s deep concerns about environmental issues:
- 9 out of 10 voters expressed worry about environmental degradation.
- 87% believed political campaigns were not addressing these concerns effectively.
- 97% said they would prioritise environmental issues when choosing their leaders.
Lessons Learned from the Campaign
The Pilah Pilih campaign underscored how elections can serve as a catalyst for addressing pressing issues like a just energy transition. The choice of constituents to engage, the entry points for their engagement, the choice of message and messengers are all critical to consider when designing campaigns around elections. Here are four key lessons from the campaign:
- Tapping Into Voter Values
One of Pilah Pilih’s greatest successes was its ability to bring together diverse stakeholders. Religious leaders, civil society groups, and media outlets all played a role in amplifying the campaign’s message. Framing renewable energy within Islamic teachings, such as Rahmatan Lil’ Alamin (mercy to all creation), helped build trust and cultural resonance. Partnerships with media and influencers ensured that messages reached wider audiences, making renewable energy feel relevant to both urban and rural voters. - Youth Voters Are a Driving Force for Change
With a tight election timeline and competing campaigns, capturing youth voters’ attention required interactive, relatable content that made complex issues engaging. Pilah Pilih also observed the influence of silent voters—youth who stayed quiet but shaped outcomes. Future efforts must prioritise accessible and meaningful engagement to reach both active and silent young voters. - Positive Messaging Resonates
Instead of focusing on the downsides of coal or the risks of inaction, the campaign highlighted opportunities. Messaging centred on the tangible benefits of renewable energy—such as job creation, improved air quality, and energy independence—proved to be more effective in engaging audiences. This constructive approach encouraged people to view renewable energy as a shared opportunity rather than a polarising issue. - Local Leadership is Critical
While national policies set the framework, provincial governments and communities are where real change happens. In provinces like West Java and West Sumatra, leaders must be equipped with the resources and knowledge to implement renewable energy projects that meet local needs. The campaign revealed that many provincial leaders were eager to act but lacked the tools to do so effectively. Capacity-building and sustained support will be crucial to closing this gap.
Building a Just Energy Transition for the Future
Now that the elections are over, the hard work of delivering on promises begins. For Indonesia to meet its renewable energy goals, the focus must shift to empowering communities and ensuring projects are fair and inclusive. By continuing to align energy transition with public benefits like job and energy security, and environmental stewardship, Indonesia can redefine its energy systems to serve its people and the planet.
Indonesia’s 2024 elections showcased the potential of democracy to shape a better future. The Pilah Pilih campaign demonstrated how engaging voters and centering equity can push critical issues like energy transition to the forefront of political discourse.