No Noise, Just Work
Inside the campaign that turned the tide — and what it means for how we intend to govern.
I wrote this not to revisit a win, but to document the mindset behind it. After helping lead the campaign that brought Bapak Munafri Arifuddin and Ibu Aliyah Mustika Ilham to victory in Makassar, I joined the transition team.
It’s now been four months since the voting day. The pair has been sworn in, the campaign materials are packed away, and the city is moving into a new rhythm. What struck me most — and why I feel compelled to write this — is that the same principles that helped us win the race are now guiding how we begin to govern: quiet discipline, careful listening, and data-informed work.
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First of all, this wasn’t a campaign powered by celebrity or charisma. It wasn’t about promising the moon. It was built on something far more deliberate: trust-building, data-informed planning, and operational discipline.
From the beginning, we understood that skepticism toward politicians was real — and valid. After two previous defeats, Bapak Munafri didn’t enter this race as a frontrunner. But he entered it with something else: humility, persistence, and a readiness to try a different approach.
We didn’t begin with messaging. We began by listening.
Through fieldwork, surveys, FGDs, and informal discussions, we identified what residents genuinely cared about: flooding, traffic, the rising cost of living, corruption, safety, and the quiet frustration of being left out of decisions that shape their daily lives. These weren’t just campaign talking points — they became the foundation for a governing agenda.
The campaign was executed with the same professionalism we now expect from public service. We ran A/B testing to sharpen our messaging, adapted visuals and tone for different neighborhoods, and deployed content with clear local resonance. Every piece of communication was measured not just for reach — but for relevance.
But the digital front was only one part of the story. What truly moved the needle was our organising. In four days of intensive briefings, we mobilised over 17,000 canvassers — many of them longtime supporters who had never been activated at this scale. What we built wasn’t just campaign infrastructure — it was civic energy.
Bapak Munafri was then paired with Ibu Aliyah Mustika Ilham — not to spark spectacle, but to signal balance. Her presence brought memory, emotional resonance, and continuity. Together, they offered something both grounded and forward-looking.
And just as importantly, we didn’t pretend to have all the answers. We didn’t promise miracles. We offered consistency, transparency, and the willingness to listen, adjust, and improve.
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We know change doesn’t come from leadership alone — it comes from how people across government choose to show up.
Hence, this isn’t just a new administration — it’s a chance to shape a new culture, together.
A culture that values:
Delivery over showmanship.
Systems over shortcuts.
Transparency over secrecy.
Meritocracy over nepotism.
Genuine participation over symbolic consultation.
This culture isn’t here to disrupt — it’s here to repair, to strengthen, and to modernise the way we serve the public.
We know many of our colleagues in government have seen administrations come and go. Fatigue is real. Cynicism is earned. But this time, we believe the opportunity to do things differently is real — and lasting. Not because of one leader, but because of the collective will to build better systems.
This is an open invitation — to every civil servant, policy thinker, technocrat, and public worker who wants to be part of that shift. Walk alongside us. Keep us honest. Keep us sharp. Help us build the kind of administration the city deserves — one step, one system at a time.
After all, we didn’t win on noise. We earned trust through quiet, consistent work. And that’s how we intend to govern.
