Malang’s Rainbow Village

A fascinating case demonstrating the impact of creative, and unique approaches to Corporate Social Responsibility.

Malang is a popular destination on the backpacker’s tour of Java. Malang is a base for travelers to explore some of Java’s natural wonders; Bromo Tengger Semeru National Park, Tumpak Sewu Waterfall, and Igen Crater. Anyone visiting Malang will tell you that within the city itself, there is one must-see; Kampung Warna Waarin Jodipan (KWJ) Rainbow Village. Jodipan Rainbow Village, appears to be a little more than a beautiful art project and an Instagrammable background for travelers' pictures. However, the story behind the Jodipan Rainbow Village is an amazing example of the change companies can implement in their local communities through Corporate Social Responsibility (CSR).

The Rainbow Village Project In 2016, eight students (two male and six female) studying Communications at The University of Muhammadiyah Malang (UMM) were required to create an event with a real client. The theme of the assignment was environmental management. The group, called GuysPro (Guys in Public Relations), wanted their event to promote improved environmental conditions in the village of Jodipan. GuysPro member Ahmad Wira said, “Our goal is to change the mindset of the residents regarding the environment and its cleanliness” The client was a locally owned and run paint company PT Indana, which volunteered paint and labour as part of their Corporate Social Responsibility (CSR) program. Inspired by the streetscapes of Rio de Janeiro, Brazil, and the City of Cinque Terre, Italy, the students theorised that the upgrade would evoke pride within the residents and fuel a newfound commitment to maintaining a clean and sanitary village. The students consulted with the village residents and leaders, who were incredibly supportive of the event. In June 2016, painters covered the houses in a range of bright colours. Local artists also attended, filling the narrow alleyways within the village with multi-coloured murals. Jodipan quickly garnered attention from Indonesian newspapers and television programs. However, the widespread adoption of social media in Indonesia has largely fuelled the village’s rise to fame. The village quickly became a social media sensation and the number one tourist destination in Malang City, with hundreds of tourists visiting a day (prior to 2020).

Why Jodipan? In 2016 Jodipan was classified by the Indonesian Government as a “slum.” The conditions were poor. The small village was overcrowded, with poor sanitation and significant waste problems. Located on the edge of the Brants River, the overcrowding, littering, and waste problems were causing significant environmental problems for the wider community. The environmental impact of “slum” villages is a significant issue in Indonesia. Habitat for Humanity estimates that 25 million people in Indonesia live in urban slums. Jodipan is a centrally located village in Malang alongside the Brants River. The location was specifically selected to draw the attention of neighbouring villages, and encourage more community-driven environmental change in the city of Malang. The decision has been widely successful, with the Rainbow Village extending across the river and into the village of Kampung Tridi. The two rainbow villages are connected by a yellow, glass-bottomed bridge designed by another student of the University and inaugurated by the Mayor of Malang in 2017. Similarly, the neighbouring village Kampung Biru Arema has been painted blue and hosts many murals of the city's local soccer team. Beyond the paint, Jodipan was a central position to demonstrate how much change can be enacted by community-led initiatives.

How CSR created long-term change Initially intended to be a one-off event, the Jodipan Rainbow Village has become a long term CSR partnership between PT Indana and the residents. At the end of 2016, PT Indana informed the residents that to maintain the bright colours, they would need to repaint for maintenance. The company proposed to village leaders that they charge the tourists a small entry fee to fund the maintenance of the village and the creation of murals. While the residents were hesitant to charge tourists, they eventually introduced a very small entry fee to fund the upkeep of the village and a contribution to PT Indana, who continue to provide paint to the village and labour as part of their ongoing CSR Partnership. When I visited in 2022, the fee was 5,000rp (approximately 50 Australian cents), and the local people gave us a handmade keychain for our contribution to their village. Since the initial painting event in 2016, artists from around Indonesia have volunteered their time to paint beautiful pieces along the alleyways and walls of the villages. Local people have also contributed to the experience of visiting the village by decorating the alleyways with hand-crafted colourful lanterns and paper flowers as well as handing umbrellas. Women have creatively made hand-crafted colourful lanterns paper flowers, and Instagram “frames.” The villagers have even created an installation using the empty paint tins. The students of UMM may have initiated the project, but the ongoing success of Jodipan Rainbow Village can be credited to the creativity, pride, and commitment of the residents themselves.

What can we learn? Working as a Bid Coordinator for the last five years, I have frequently responded to questions about our organisation's CSR policy and initiatives. In Australia and the UK, CSR is becoming a vital aspect of any company’s proposal deck - whether pitching for projects, clients, or employees. It is important for organisations to use their power and influence to benefit the community that supports them, and try to make a difference where possible. However, the need to present a CSR Policy has led many to view the concept as a ‘check box’. Instead of pairing with charities and causes that organisation’s think their key clientele may look upon favourably, CSR should be about analysing how, and where, the organisation can make a real difference. The Rainbow Village project is an amazing and refreshing example of how CSR can be unique, and creative. It demonstrates the capacity these CSR programs can have to make a real difference. Through the mere donation of time and paint, PT Indana has saved Jodipan from demolition and turned it into a thriving community and tourist hotspot. The innovation of these 20 and 21 year old University students provide an optimistic outlook for the future of CSR and the potential of company’s to make change in the absence of Government intervention.