ENVIRONMENTAL STRATEGIC COMMUNICATION OF THE ANTHEIA PROJECT IN CREATING PUBLIC AWARENESS REGARDING ENVIRONMENTAL ISSUES

Abstract

The waste problem in Indonesia is not only an environmental challenge, but also a major risk to public health and welfare. Every year, Indonesia produces millions of tons of waste from various sectors, such as households, industry, business, and healthcare. If not managed properly, this waste contributes to environmental damage, increased disease risk, and social losses. Strategic environmental communication is essential to raise public awareness, encourage community involvement, and foster responsibility in waste management. This study examines how The Antheia Project, an environmental organization, uses strategic communication to raise public awareness about waste management in Indonesia, with Instagram as its primary platform. Through educational content and calls to action for sustainable practices, The Antheia Project has successfully reached a wide audience. This study employs theories of strategic environmental communication and social media engagement, particularly the impact of Instagram on public discourse. The qualitative case study method involves in-depth interviews, observations, and literature reviews to analyze the organization's communication strategies.  The Antheia Project strategy is divided into four stages: assessment, which includes analysis of social issues, relevant topics, platforms, and target audiences; planning, which focuses on creating strategies and content in line with trends and audience preferences; production, which involves creating accurate messages, testing, and delivering content; and action and reflection, which involves implementing online and offline communication activities and conducting regular evaluations through monthly reports. This approach is effective in raising environmental awareness and encouraging community participation in sustainable waste management.