Leveraging Media for Environmental Empowerment: A Study on PT Indaco Warna Dunia's CSR Initiatives in Fostering a Smart Society

Faculty Of Social and Political Science, Universitas Sebelas Maret, Indonesia

^* Corresponding author: srihilmi@staff.uns.ac.id

Abstract

This study examines the role of media as a vital tool in promoting environmental empowerment through the Corporate Social Responsibility (CSR) initiatives of PT Indaco Warna Dunia, a leading paint manufacturer in Indonesia. In the context of the conference theme “The Role of Smart Society in Sustainable and Green Economic Environment,” this paper delves into the effectiveness of media-centric CSR strategies in fostering a smart society that values sustainability and environmental stewardship. The research employs a qualitative case study approach, analyzing PT Indaco Warna Dunia's media-focused CSR programs, which include awareness campaigns, educational content, and digital platforms that encourage community engagement. These media initiatives were evaluated based on their ability to enhance environmental awareness, facilitate stakeholder collaboration, and encourage responsible behavior. Findings reveal that the effective utilization of media in CSR initiatives has significantly contributed to the empowerment of local communities, leading to better environmental management practices and more sustainable lifestyles. The study highlights the importance of multi-stakeholder partnerships, as well as the need for continuous innovation in the development of media tools, to ensure long-term impact and scalability of environmental empowerment efforts. In conclusion, this research emphasizes the potential of media as a catalyst for environmental empowerment within a smart society context.