Strategi Kampanye Komunikasi Lingkungan #nostrawmovement dalam Rangka Mengurangi Sampah Plastik

Abstract

Abstract—Environmental Conditions Indonesia is experiencing a crisis. One of the biggest causes is the amount of plastic waste which is always increasing rapidly every year. Very low public awareness about the importance of protecting environmental health will make the increasing amount of plastic waste increasingly worrisome and will certainly disrupt human health itself. Research conducted by the Ministry of Environment and Forestry states that Indonesia produced up to 65 million tons of waste in 2016. And the amount in 2019 increased by 1 million tons from before. With this phenomenon, Kentucky Fried Chicken Indonesia, together with Divers Clean Action, is cooperating in social action in the form of an environmental communication campaign, #nostrawmovement. The reason for choosing KFC Indonesia is because KFC is one of the largest junk food companies that already has a total of 630 outlets throughout Indonesia and its uniqueness is to eliminate the use of disposable straws that have become a habit of the people of Indonesia. So I chose to do research on the KFC Indonesia #nostrawmovement Environmental Communication Campaign Strategy in reducing plastic waste. In research on #nostrawmovement environmental communication campaigns using qualitative methods with a case study approach. Data collection was carried out using interview, observation, literature study and documentation study. The thing that was studied was; 1.) Planning #nostrawmovement campaigns, 2.) Campaign implementation 3.) Campaign Obstacles, 4.) Media in #nostrawmovement campaigns Theories used are theories about social campaigns, innovation diffusion theory and environmental communication theory. And informants in this study include; Mr. Arif Riadi D. H as General Manager of KFC Dago, Mr. Sudirman Afriandi K. I. General Manager of KFC Cempaka Putih, Central Jakarta, Dr. Kamalia Purbani, MT as Head of Bandung City Environment and Sanitation Office, Divers Clean Action, KFC Indonesia customers, especially KFC Dago Bandung and KFC Cempaka Putih, Central Jakarta, KFC Indonesia employees, especially KFC Dago Bandung and KFC Cempaka Putih, Central Jakarta.

Keywords—Environmental Communication Campaign, #nostrawmovement Campaign, Campaign Planning, Campaign Implementation, Online Media and Offline Campaign, Campaign Barriers