From the ground up: How Tools for Humanity is planning to integrate into digital Indonesia

Tools for Humanity (TFH), the driving force behind World, is bringing its vision to Indonesia, marking a pivotal moment in the country's evolution of digital identity. With a mission to create a more inclusive and secure online ecosystem, World aims to redefine the way Indonesians interact with technology, where identity is verifiable, ownership is protected, and opportunities are accessible to all.

As Indonesia stands at the intersection of rapid digital transformation and financial inclusion, World enters with a promise: a seamless, privacy-first system designed to empower users while safeguarding their autonomy. Leveraging cutting-edge cryptographic solutions, TFH introduces a new paradigm - one where digital credentials are not just secure but universally accessible, giving users control over their data like never before.

MARKETING-INTERACTIVE sat down with John Patroulis (pictured), the chief marketing officer of TFH, to discuss World's expansion, how it aligns with Indonesia's evolving digital landscape, and the vision for reshaping how identity is experienced and protected in the online world.

Patroulis explained that the technology is for everyone, emphasising its broad accessibility and the role it plays in bridging the digital divide. "This is built for every human. The first target is often people who are understanding this moment where we're at with artificial intelligence and the need for security and safety with your data online," he said.

Reaching every Indonesian, from Jakarta to beyond

A key component of World's launch strategy in Indonesia is education. As a relatively new concept, the platform seeks to demystify the technology behind it, and part of the strategy is "to start from the ground up and build it in the communities that you're in," Patroulis said. Through a comprehensive educational campaign, TFH is working to provide clear, accessible information about the platform and its benefits.

"We've worked with local agencies to speak to what it is to be human here. What is the ridiculousness of it, the complexity," he added. "So, we use local insights and local expressions to communicate that. We also follow up with education materials."

The "You must be human" campaign, Patroulis explained, taps into local expressions and sensibilities, aiming to highlight the importance of securing one's identity in a digital-first world. Complementing this campaign is an educational initiative centred around the CAPTCHA experience, showcasing how World provides a more streamlined and secure alternative to traditional verification methods.

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Patroulis shared that the team has collaborated with local artists to design merchandise, including shirts and tote bags, further integrating the platform into Indonesian culture. By working with 100 local influencers, TFH is tapping into the power of trusted voices to engage and educate consumers.

The initial roll-out will focus on 10 locations in Jakarta, with plans to expand to other regions in the future. TFH's team is strategically placing access points in high-traffic areas such as malls, train stations, and other busy urban spots to ensure maximum accessibility for all Indonesians.

Building trust through transparency and security

The introduction of World in Indonesia is not just about introducing new technology; it's about fostering trust in a time when online identities shape much of our personal and professional lives.

Patroulis emphasised the importance of openness in building this trust. Despite concerns in other regions, he reassured the public that World operates on a privacy-centric model: "People own their own data, and the rest has been encrypted, broken apart and held by different parties. This is literally designed for privacy and security. It's why the whole thing was invented."

He also said that World is a completely open-source platform, which is a key element of its transparency and accountability. "Anyone can go in and look at the code to ensure that we're living up to what we promise," Patroulis added. "That is a core premise of the entire project."

Moreover, World isn't positioned as a competitor to existing digital identity services; rather, it serves as an added layer of security, complementing the systems already in place, Patroulis said.

The commitment to privacy and security is particularly significant in a region like Southeast Asia, where digital identity verification has become a critical concern, yet many individuals remain unaware of the risks associated with sharing personal data online.

Indonesia's rapid digital growth presents both opportunities and challenges for World. With a substantial amount of new internet users each year, the need for a secure, verifiable digital identity system is urgent. At the same time, a significant challenge remains: millions of Indonesians still lack formal identification, limiting their access to digital services.

Right now, World's focus is on being welcoming and inclusive, ensuring that everyone feels there's a place for them, Patroulis said.

"There's a lot of excitement around everything happening with artificial intelligence, but also some anxiety and uncertainty. The more you understand and move past that uncertainty, the more important it becomes to feel welcomed. That's really key, and it guides everything we're doing," he stressed.

A vision for Indonesia

As Indonesia continues to embrace AI and blockchain technologies, World wants to be at the forefront of this digital revolution, providing Indonesians with the tools to protect their identities and unlock new opportunities.

Ultimately, "it's the real human network showing, talking about what it is to be human, and then driving people to learn about it," Patroulis concluded.

TFH is committed to ensuring that World complies with all local regulations, including Indonesia's Perlindungan Data Pribadi (Personal Data Protection) Law. Patroulis reassured that the company is actively working with Indonesian regulators and policymakers to ensure full compliance.

Last week, TFH forged a strategic partnership with the Foreign Policy Community of Indonesia to engage Indonesian students in shaping the future of AI policy. The signing ceremony was witnessed by Muhaimin Iskandar, the coordinating minister for people's empowerment.

TFH is also in the final stages of hiring a local marketing lead to spearhead its efforts in Indonesia, focusing on crafting tailored marketing strategies and building local partnerships to drive brand awareness.

"Our long-term vision is to serve every person in Indonesia - be here, stay here, and be helpful to all. As we grow, our goal is to expand access, offer more education, and provide even more services," said Patroulis.

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