In the second half of 2018, WWF-Indonesia initiated a sustainable palm oil campaign aimed at expanding public understanding of sustainable palm oil, and ultimately increasing consumer demand for sustainable palm oil products. The campaign is carried out through intensive media engagement, as well as the use of social media to multiply stories and conversations in the public sphere regarding sustainable palm oil. The implementation of this campaign received expert support from a communication consulting agency, Edelman Indonesia, which assisted WWF-Indonesia in the formulation of campaign strategies to the implementation of the campaign through strategic activities involving media participation.

As part of the campaign, on November 21-24, WWF-Indonesia held a 'Journalist Trip' in Sintang Regency, West Kalimantan. As the name implies, in this activity WWF-Indonesia invited journalists representing a number of media along with several social media (micro) influencers to witness firsthand the efforts of sustainable palm oil production practices carried out by oil palm independent smallholders in Sintang district.

Today, independent smallholders play a very significant role in Indonesia's palm oil industry. As much as 40 percent of Indonesia's palm oil production is produced from independent smallholders' land. Due to chaotic regulations and limited information among farmers, most oil palm independent smallholders do not understand the practice of sustainable oil palm production so that many of their plantation activities are environmentally damaging with less profitable results.

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The journalist trip was conducted to introduce media partners to WWF-Indonesia's activities in Sintang District, which collaborate with the local government (from the regent to related agencies), community groups (especially farmers), companies and fellow NGOs from related fields to realize sustainable palm oil production practices. During the three-day trip, fellow journalists and influencers had the opportunity to meet face-to-face with the Regent of Sintang, Dr.Jarot Winarno, attend the Public Consultation session for the formulation of the Regional Action Plan-Sustainable Palm Oil, visit the WWF-Indonesia office in Sintang city and meet directly with independent smallholder groups in Telaga Satu Village, Binjai Hulu District to witness firsthand the extension activities carried out by the Sintang Agriculture and Plantation Office in order to socialize environmentally friendly and responsible palm oil plantation practices.