Title:

STRATEGI KAMPANYE GREENPEACE INDONESIA DALAM KAMPANYE #SAVEKARIMUNJAWA

Author:

Mail Google Scholar Orcid Wahyu Eka Putri(1*)

(1) Universitas Tidar, Indonesia
(*) Corresponding Author
10.31002/jkkm.v7i1.7490| Abstract views : 0 | PDF views : 0

Abstract


The #savekarimunjawa campaign strategy by Greenpeace Indonesia uses YouTube as a media campaign and a publicity stunt strategy to attract public attention. This research is based on the problem of coral reefs in Indonesia, especially Karimunjawa which has the second highest level of diversity in Indonesia. As a campaign implementing organization, Greenpeace Indonesia has a message packaging that is not ideal from other organizations' campaigns. The purpose of this research is to describe the message strategy of the #savekarimunjawa campaign carried out by Greenpeace Indonesia. The implementation of the #SaveKarimunjawa campaign is seen from the perspective of the components and stages of Simon's campaign. This research is a descriptive qualitative research using case study method. The conclusion of this study shows that Greenpeace Indonesia has its own campaign strategy and uses confrontation as a strategy for packaging campaign messages with the aim of attracting public attention

Keywords


Campaign Strategy, Confrontation, Youtube, Publicity Stunt

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References


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DOI: https://doi.org/10.31002/jkkm.v7i1.7490

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