YAYASAN About
Founded in 2004, Yayasan Mudra Swari Saraswati is an independent, not-for-profit foundation committed to enriching the lives and livelihoods of Indonesians through a range of community-building arts, cultural, and culinary programs. It was founded by Janet DeNeefe and Ketut Suardana as a healing project in response to the first Bali bombing to boost the economy and reflower the community after the devastating effects of the bombings. The goal of the Foundation is to help fulfill the creative needs of Indonesia, its individuals and communities, while showcasing its cultural diversity – both traditional and contemporary – to the world. Creating a space for cross-cultural exchange and open-minded dialogue and discussions is at the heart of the Foundation. It achieves this through its core initiatives, Ubud Writers & Readers Festival, Ubud Food Festival, and KEMBALI 2020: A Rebuild Bali Festival. Through these major international events, the Foundation promotes Ubud as a center for arts and culture, while showcasing the artists, writers, chefs, and producers of Indonesia on an international stage. Our events provide enormous networking opportunities, both locally and internationally, and help Indonesians reach their full potential through educational and capacity-building programs.
Yayasan Mudra Swari Saraswati •
IDR 50,000,000 used to produce
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IDR 19.000,000 used to produce
• In July 2020, we’ve launched the Yayasan Patron Program in response to the COVID-19 global pandemic. The decision to postpone Ubud Food Festival 2020 and Ubud Writers & Readers Festival 2020 meant loss of revenue, thus impacting the survival and sustainability of the Foundation. Local communities who also enjoyed the economic boost from these muchloved annual events were highly impacted. The Yayasan Patron Program was created to seek assistance for the survival of both Festivals and the Foundation. In a 6-month fundraising campaign, IDR166,900,000 was raised from 524 donors through various programs, including donationbased access to KEMBALI 2020: A Rebuild Bali Festival (KEMBALI20) Workshops and Main Program sessions. Our Yayasan Patron Program
524 DONORS IDR 166,900,000 TOTAL RAISED
IDR 12,000,000 RAISED FROM KEMBALI20 SPEAKERS
donors include long-time partners, supporters, ticket buyers, along with the audiences who donated to gain access for KEMBALI20 on our Festival’s website. We’ve also collaborated with several foundations that focus on supporting various social and environmental issues in Bali, such as Yayasan Gaya Dewata, Friends of the National Parks Foundation, Yayasan Akar Cinta Kasih, and Yayasan Kasih Peduli Anak. Other than to support the sustainability of Yayasan Mudra Swari Saraswati, the money raised was used to create programs that are aligned with our core mission, such as KEMBALI20, our very own documentary series of Bali’s young farmers, Stories from the Field, and will be used for future projects that aim to boost the local economy and creative industry in Bali.
the Stories from the Field documentary series.
three KEMBALI20 art programs – Tribute to Sapardi Djoko Damono, Ubud Dancing, and Poetry and Dance. The three programs featured Balinese artist and performers Dewa Ayu Eka Putri, Napak Tuju, and Ni Ketut Putri Minangsari.
IDR 53,800,000 used for video
production for Main Program sessions featuring Bali based speakers such as Oka Rusmini, Kadek Sonia Piscayanti, Valiant Budi (Vabyo), and many more. The videos were recorded at various places around Ubud.
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IDR 10,000,000 used for an on-the-
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IDR 7,600,000 used to produce
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IDR 20,000,000 will be used for
ground film screening event for Stories from the Field at the Festival Hub, Ubud. KEMBALI20 workshops.
Indonesian Emerging Writers curation in February 2021.
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IDR 1,500,000 donated to Yayasan
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IDR 1,500,000 donated to Yayasan
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IDR 1,500,000 donated to
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IDR 2,000,000 donated to Friends of
Gaya Dewata, a community based, nonprofit organization providing HIV/AIDS education, prevention, sexual health, care and support programs, and empowerment Akar Cinta Kasih, a non-profit organization providing care and support programs for children with HIV in Bali. Yayasan Kasih Peduli Anak, a non-profit organization giving disadvantaged Bali street kids care, education, and skills they need to grow.
the National Parks Foundation, a Bali based conservation, not-for-profit organization, working to protect wildlife and its habitat, and at the same time supporting local communities.
MESSAGE FROM
When we established the Yayasan Mudra Swari Saraswati in 2004, and presented the first Ubud Writers & Readers Festival, it was designed as a healing project to boost the economy and the faded spirit of our community in response to the devastation of the first Bali bombings. Since then, we continue to bring the same mission of rebuilding Bali every year. In a year of almighty change, for the first time ever, we have reimagined Ubud Writers & Readers Festival and Ubud Food Festival to create a powerful online event. KEMBALI 2020: A Rebuild Bali Festival was aimed at boosting Indonesia’s creative industries of literature, art, and gastronomy, to give a voice to Bali’s young entrepreneurs and to embrace extraordinary international talent. During this year’s Festival, over 120 brave voices, creative minds, and bold thinkers united in digital format. There were conversations, panel discussions, music, film, performances, cooking demos, workshops, and documentaries, all online. We’re proud to have supported Indonesian writers, artists, journalists, and performers during this roller coaster ride of a year and that we were able to share with you our first digital Festival with our most diverse
program yet. It has been an incredible learning journey. Of course, none of it would have been possible without the support of our partners. Generously contributing everything from supporting our speakers and the creative industry during these trying times to getting the word out, our first ever digital Festival was brought to life by businesses and organizations across the world. I send my deepest thanks to each and every one of you for believing in our mission and for your unwavering generosity. We’re proud of what we have achieved this year with your support, and we’re excited about what we can achieve with our next initiatives, together. I look forward to working with you again!
FESTIVAL SUMMARY From 29 October to 8 November 2020, we welcomed thousands of creative minds to celebrate KEMBALI 2020: A Rebuild Bali Festival on a digital platform. The Festival aimed to inspire, excite, reconnect, and revitalize the community of Bali through its lineups of diverse online programs. With 108 events held on the Festival’s website and YouTube channel, 134 artists, authors, thinkers, activists, performers, chefs, and entrepreneurs from 16 countries, the Festival’s 11-day program spanned panel discussions and in conversations, workshops, book launches, music and art performances, film screenings, and cooking demonstrations. KEMBALI20 became this year’s most important celebration of Indonesia’s creative arts and
culinary richness. The digital Festival dissolved the imaginary borders between East and West, between race, color, and creed, and delivered a message of human resilience and survival. Literature, politic, tourism, economy, journalism, environmental activism, art, music, design, and much more were unpacked by the Festival’s speakers. A not-for-profit initiative designed to enrich the community, KEMBALI20 was accessible for everyone through its donation-based and free sessions. As part of the Yayasan Patron Program, KEMBALI20 is designed to support the future of Yayasan Mudra Swari Saraswati, along with other social and environmental movements in the Island.
KEMBALI20 HIGHLIGHTS •
The presentation of UWRF Lifetime Achievement Award to Indonesia’s renowned poet and scholar Toeti Heraty via Zoom Video Conference.
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The launch of Stories from the Field, a documentary series that collect stories from farms, learning centers, home industries from across the Island, produced by Yayasan Mudra Swari Saraswati from the support of donors.
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Long time beloved program, Poetry Slam, held virtually and joined by poets from Indonesia and beyond, who get to perform from their home.
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As a tribute for the late Sapardi Djoko Damono, a Balinese performer, Dewa Ayu Eka Putri, danced to the last poem Sapardi recited for Ubud Writers & Readers Festival. The moving performance was filmed at Candi Tebing and screened for free on the Festival’s website and YouTube channel.
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Our Mothers’ Land, a documentary by Indonesian activist and journalist, Febriana Firdaus, premiered for the first time at the Festival.
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The program team pulled off an unlikely team of chefs, former Indonesian minister, and well known Indonesian rockstar for two cooking challenges as they discussed food and sustainability.
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Bart van Olphen and Susi Pudjiastuti did a fish dish challenge, while Aga Alvian and Kaka Slank created vegan burgers for the challenge.
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With the continued support of the Embassy of the United States of America, the Satellite Program returns in an online form, collaborated with the literary communities in Ambon, Malang, and Medan.
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Supported by Writing WA, from Jakarta, Eka Kurniawan’s session was live-streamed to a group of audience in Perth.
SPEAKERS AT A GLANCE From acclaimed Indonesian writers, journalists, architect, rockstar, and actor to international bestselling authors, from award winning activists to renowned culinary figures, KEMBALI20 unites some of the world’s biggest names virtually and proven to be one of the biggest and most diverse online Festival in Indonesia.
134 SPEAKERS
16
COUNTRIES
AUSTRALIA
ARGENTINA CANADA COLOMBIA INDIA
INDONESIA ISRAEL MALTA
NEW ZEALAND SINGAPORE THE NETHERLANDS THE PHILIPPINES TIMOR LESTE UNITED KINGDOM USA VIETNAM
EKA KURNIAWAN
OKA RUSMINI
DEE LESTARI
ANDRA MATIN
SUSI PUDJIASTUTI
KAKA SLANK
NICHOLAS SAPUTRA
INTAN PARAMADHITA
SAKDIYAH MA’ARUF
ADE PARAMADHITA
DAVID BYRNE
MAYA SOETORO
EDWIDGE DANTICAT
JOSE RAMOS HORTA
KEVIN KWAN
ETGAR KERET
AVNI DOSHI
KRITHIKA VARAGUR,
PROGRAMS AT A GLANCE
35
108 events across 11 days, the Festival served range of Spanning
FREE
programs such as discussions, workshops, cooking demos, music and arts, and film screenings, all presented in digital format on the Festival’s website and YouTube channel.
107 ONLINE PROGRAMS
1
25
LIVE PROGRAMS
72
DONATIONS BASED
ON-THE-GROUND PROGRAM
MAIN PROGRAM |
WORKSHOP | SPECIAL EVENT | TEATER KULINER | BOOK LAUNCH | MUSIC & ARTS | FILM SCREENING | SATELLITE PROGRAM
83
PRE RECORDED PROGRAMS
72:15:24 HOURS OF PROGRAM
ON-THE-GROUND PROGRAM FILM SCREENING On Saturday, 7 November 2020, we held a Film Screening for the premiere of Stories from the Field documentary series at the Festival Hub in Ubud. The physical event was held under a very strict government approved health protocol and involved only Ubud’s local communities. The Festival worked with the police and pecalang
(traditional Balinese security) to ensure that only 50 visitors were allowed on the ground and maintained the appropriate physical distance. Upon entering the ground, all visitors were required to fill in a health declaration form and have their body temperature checked.
WEBSITE USERS
VIEWER GENDERS
25%
41% 75%
AUDIENCE AT A GLANCE
New visitors Returning visitors
Female Male
LOCATIONS At KEMBALI20, the Festival’s website acted as the venue that welcomed 120,624 website visits during the 11-day Festival course and onemonth of rewatch period from 29 October to 8 December. The website housed all programs, where those who have donated can create an account to watch donation-based programs, while the free programs were accessible to all. The system recorded 735 accounts were created and generated 15,591 views for both categories of programs.
120,624 10,926 15,591
WEBSITE VISITS
59%
AGES (%)
3%
17%
WEBSITE USERS
22%
PROGRAM VIEWS
95% ID AU USA
60% Asia Other
Age 18 to 24 Age 25 to 34
Age 35 to 44 Age 45 to 54
FESTIVAL MARKETING
129% SUBSCRIBERS INCREASE AND COMMUNICATIONS
Through a 5-month (July to November) strategic marketing and communications campaign spanning national and international audiences with organic, paid, and partnership approach,
we’ve reached millions of people across the continents. The Festival used Facebook, Instagram, Twitter, Youtube, and Mailchimp (newsletter) as the promotional platforms.
SOCIAL MEDIA
NEWSLETTER
Through organic and paid content, the Festival recorded significant audience numbers across its social media channels Facebook, Twitter, and Instagram.
Mailchimp is the Festival’s email marketing platform and for KEMBALI20, we regularly sent newsletters to combined subscribers of UWRF and UFF.
5, 286, 019 SM ACCOUNTS REACH 13,001 ENEWS SUBSCRIBERS 6, 399, 364 SM ACCOUNTS
28 CAMPAIGNS SENT
112,459
78,033 NEWSLETTERS OPENED
IMPRESSIONS
SM ENGAGEMENTS (LIKES, COMMENTS, SHARES, SAVES)
4,550 LINK CLICKS TO VARIOUS LANDING 6,169 LINK CLICKS
PAGES
66,759 SM ACCOUNTS FOLLOWERS
7
CROSS PROMOTIONS including Hong Kong Lit Fest and Yarra Valley Writers Fest
YOUTUBE At KEMBALI20, we used YouTube as the streaming platform for all of the programs, where all videos were embedded to Festival’s website, making it available to watch on both the website and UWRF YouTube channel. The
data provided in this section is based on Festival course and rewatch phase time window, which is 28 October to 8 December, the time where our Youtube channel is most active.
SPONSORED MERCHANDISE
112,400 VIEW IMPRESSIONS 15,591 VIEWS 3,092 HOURS WATCHED 5,500 UNIQUE VIEWERS BRANDING The Festival’s poster artwork was created inhouse and became the base of the Festival’s visual identity. During the Festival’s marketing and communications campaign, the design team produced 508 visual promotional materials for various platforms.
HAMPERS In order for our valued supporters to enjoy the online Festival, we’ve created beautiful hampers with selected KEMBALI20 merchandise, snacks, coffee, t-shirt, and gifts and sent 150 hampers to partners, volunteers, media, and KOLs in several cities in Indonesia.
MEDIA The Festival’s campaign is underpinned by an extensive national and international media strategy, targeting audiences from across Indonesia, Southeast Asia, Australia, and the world.
18 MEDIA PARTNERS 22
MEDIA INTERVIEWS GENERATED THROUGH ZOOM MEETING, PHONE, AND EMAILS
163 EDITORIAL PIECES PUBLISHED 17 PRINT AND DIGITAL ADVERTISEMENTS 65 SM ACCOUNTS FOLLOWERS 232,709,851 POTENTIAL AUDIENCE REACH
The Age, Sydney Morning Herald, The Jakarta Post, Coconuts, Books + Publishing, Detik. com, Media Indonesia, Tempo.co, Kumparan, Antara News, Harnas.co, and Whiteboard Journal Highlight media coverage includes
PARTNERS AND SUPPORTERS The Festival is extremely proud of its partners and supporters, who highly contributed to the success of KEMBALI20 during this hard time, without whom the Festival would not have been possible. The support received was crucial to the creation of another successful Festival, as well as achieving the broader goals of the Yayasan Mudra Swari Saraswati and the continuation of it. The partners and supporters also help covered all aspects of the Festival, including (but not limited to) venue support, cultural and arts program events, authors’ fee, media coverage, as well as other areas of in-kind and monetary support. We were delighted to have a significant number of Bali and Ubud-based businesses as our partners, supporters, and collaborators for the Festival. These partnerships further strengthened our commitment as a Foundation to empower local Indonesian and Balinese communities through the creation of a collaborative, inclusive environment, and as an effort to promote those who got hit by the pandemic. The Yayasan Mudra Swari Saraswati would like to offer thanks to all our KEMBALI20 partners and supporters, and we look forward to future partnerships and collaborations, as well as welcoming new members to our Festival Family.
HIGHLIGHTS IN PARTNERSHIP: •
55 businesses, government institutions, media, arts organizations, and communities in Indonesia and beyond participated in supporting the Festival.
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50 vouchers and products were received for giveaways.
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Supports were received in various formats, from technical support to venues and program content.
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75% long-time UWRF and UFF partners
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25% new partners participated at
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The Festival bookshops going online fully supported by our long-time partners.
participated at KEMBALI20.
KEMBALI20.
FEEDBACK
GLOSSARY AUDIENCE REACH: The number of people
“Congratulations in pulling it all together to keep us Festival fans going, while we can’t get to Bali.”
“Well done - it is a hard thing to pull off!”
who’ve read and saw articles about the Festival FOLLOWER: Accounts who follow the Festival’s FB, IG, and Twitter KOL: Key Opinion Leaders NEWSLETTER LINK CLICKS: The number of clicks generated from the URLs displayed on newsletter
ORGANIC: Content generated organically PAID: Content generated with a boost in the form of cash or partnership
“The variety of speakers and moderators was wonderful.”
“I think KEMBALI20 has been one of the most impressive digital festivals I have seen advertised in its range, scope and vision. Well done, I am enjoying it so much.”
SM ENGAGEMENT: How accounts interact
with the content published SM IMPRESSION: Number of times the Festival social media content, whether a post or a story, was shown to users. While commonly confused with reach, impressions are the total number of times the Festival’s social media content could have been seen SM LINK CLICKS: Number of clicks generated from URLs displayed on Festival’s social media content
SM REACH: Number of unique users that saw Festival content on social media
SM: Social Media SUBSCRIBER: Users who subscribe to the
Festival’s YouTube and newsletter, thus regularly get updates WEBSITE USER: User or visitor who has initiated a session on Festival’s website. The moment a user lands on any page of the website, they are identified as either a new or returning user WEBSITE VISIT: Total number of times the website was visited
YOUTUBE IMPRESSION: When a viewer came across the Festival’s video thumbnails YOUTUBE UNIQUE VIEWERS: Estimated number of different people who came to watch the Festival’s videos YOUTUBE VIEWS: Total number of times the Festival’s videos would have been seen
SUPPORT US Our Festivals and Foundation rely on the support of patrons, donors, partners, and audiences each year. In 2021, new opportunities will be available to reach our broad and diverse Festival audiences across Indonesia and the world. Your patronage will play a central role in ensuring our Foundation succeeds in its goal of enriching the lives and livelihoods of Indonesians, and promoting the wealth of Indonesian cultures and communities to the world.
CONTACT OUR PARTNERSHIP TEAM TODAY
SARASWATI RATNANGGANA Partnership Manager
e: saras@yayasansaraswati.org m: +62 815 1612 116