Communication strategies of environmental activists in conducting sustainable environmental awareness campaigns

¹ Communicarion Sciences, Communication Department, Tangerang, Banten, 15118, Indonesia
² English Education, Faculty of Teacher Training and Education, Tangerang, Banten, 15118, Indonesia

^* Corresponding author: ikhfi.imaniah@umt.ac.id

Abstract

Environmental issues have become a global concern that requires collaborative efforts to address effectively. Despite various initiatives, public awareness and participation have not yet effectively protected the environment. This study aims to identify and analyze communication strategies used by environmentalists in environmental awareness campaigns, as well as their impact on increasing public participation and awareness. Using a qualitative approach, data was collected through in-depth interviews with 16 informants who had an active role in environmental campaigns, including community leaders, environmental cadres, volunteers, and youth environmental activists. Participatory observation is carried out to directly understand the dynamics and implementation of communication strategies in the field. The results of the study show that communication strategies that integrate spiritual approaches, local culture, and concrete actions have succeeded in increasing people's environmental awareness. Activities such as joint prayer, shadaqah bumi (earth charity), grief compensation, cleaning the residents' environment, planting trees, and the Tamsiruga program (plant, water, care for, and protect) create a sense of collective responsibility and emotional attachment to the environment. Approaches based on local wisdom, such as the use of the terms shadaqah bumi and Tamsiruga, make the campaign more relevant and easily accepted by the community. However, this campaign also faces challenges in the form of financial limitations and difficulties in inviting apathetic people. The study concludes that community approaches based on local values, spirituality, and direct involvement are highly effective in building sustainable environmental awareness. The recommendations of this study include the need for stronger collaboration between environmental activists, governments, and communities to strengthen the sustainability of campaigns.