Universitas Airlangga (UNAIR) is taking an active role in the Patriot Expedition Team (Tim Ekspedisi Patriot or TEP) through a community mentoring program for transmigration areas in Prafi District, Manokwari Regency, West Papua.
Running from August to November 2026, the initiative focuses on strengthening digital marketing for village economic institutions and Micro, Small, and Medium Enterprises (MSMEs). The mentoring is specifically designed to bolster the economy of the transmigration area while unlocking broader market access for local products.
Led by Dr. Fatin Fadhilah Hasib, S.E., M.Si., the UNAIR team includes members Haidar Afifudin Fawwaz, Abdusyahid Naufal Fathullah, Titin Nurazizah, Anysa Puji Rahayu, and Muhammad Fikri Alfiansyah. According to Fatin, the program was crafted to help the Prafi community tackle modern marketing challenges while driving economic transformation rooted in local potential.
Huge Local Potential, Limited Marketing Reach
The Prafi Transmigration Area possesses a wealth of economic potential that awaits development, particularly through its MSME products. However, this potential has yet to be fully matched by adequate marketing and branding capabilities.
"This potential is often hindered by a limited marketing reach and product branding that isn't quite ready to compete on a broader scale, unlike in the more developed regions of Java," Fatin remarked.
This reality motivated the UNAIR Patriot Expedition Team to bring a hands-on digital marketing approach to Prafi. The mentoring goes far beyond introducing theoretical concepts; the team actively assists local entrepreneurs and village institutions in building product identities, creating engaging marketing content, and expanding digital sales channels.
Key focuses of the program include:
- Visual identity creation and branding
- Marketing content production
- E-commerce account registration
- Website development to serve as the main landing page for Prafi's MSME products
Beyond marketing, the team also provides crucial guidance on legal and licensing matters—including halal certification—to enhance the products' added value.
Fatin highlighted Prafi's abundant clean water supply, which the Village-Owned Enterprise (BUMDes) has already tapped into by producing bottled drinking water.
Prafi has exceptionally clean water, and the BUMDes capitalized on this by creating bottled water. Unfortunately, it cannot be commercialized yet because it lacks the permits required to meet regulations," she explained.
This issue perfectly illustrates that community economic development requires more than just production. To grow sustainably, products need legal standing, a strong brand identity, strategic marketing, and clear market access.
An Approach Rooted in Understanding the Community
Implementing the program wasn't without its challenges. One unique hurdle was the character of the Prafi community itself, which tends to embrace a relaxed, "slow living" lifestyle.
Fatin noted that this condition is a double-edged sword. On one hand, a lifestyle free from intense economic pressure fosters excellent psychological well-being. On the other hand, it presents a challenge when encouraging the community to adopt new economic and technological innovations.
"This shows a lack of urgency or utility toward advancement, heavily influenced by a lifestyle where they already feel self-sufficient. Mentally and psychologically, this is fantastic because there is no excessive pressure," Fatin observed.
Because of this, the team avoided imposing a rigid business approach focused solely on market expansion. Instead, they began by genuinely understanding the community's needs. Through direct interaction, building relationships, and socializing with locals and business owners, the team was able to map out real issues, determine realistic steps, and formulate practical, applicable solutions.
"Our goal isn't just to expand the market, but also to help improve the efficiency of the community's daily life," Fatin stated.
Pushing Prafi Products to a Broader Audience
The UNAIR Patriot Expedition Team hopes this dedicated mentoring will help Prafi's goods and services flourish and gain recognition far beyond their district. To ensure the program's impact outlives the expedition, the team is leaving behind a valuable resource.
"To ensure sustainability, we are compiling practical guides and modules to make it easier for village economic institutions and MSME players to continue the program's mission," Fatin noted.
This transformative initiative proudly supports several Sustainable Development Goals (SDGs), specifically:
- SDG 8: Decent Work and Economic Growth
- SDG 11: Sustainable Cities and Communities
- SDG 17: Partnerships for the Goals
Through the Ministry of Transmigration's Patriot Expedition, universities are proving that they are there to do more than share knowledge. They are actively serving as community partners—identifying challenges, nurturing local potential, and building a resilient economic ecosystem designed for long-term success.
This article was created by Seasians in accordance with the writing rules on Seasia. The content of this article is entirely the responsibility of the author.
