Trash Hero Yogyakarta Community Campaign Strategy in Education of The Community Through the Environmental Care Movement in The City of Yogyakarta

¹ Communication Department, Universitas Muhammadiyah Yogyakarta, Indonesia
² Public Policy Department, National University of Modern Languages, Pakistan
³ Communication Department, Universitas Gajah Mada, Indonesia

^* Corresponding author: yenirosilawati@umy.ac.id

Abstract

The waste management system remains a challenge in various countries around the world. In Indonesia, a country with a population of 275.77 million people, waste management is also a significant concern. Since the closure of the Piyungan landfill, Yogyakarta has been experiencing a waste emergency, exacerbated by minimal public environmental awareness. Trash Hero is a non-profit organization striving to combat waste through the awareness of its members. This study aims to determine the campaign strategies employed by the Trash Hero Yogyakarta community in promoting environmental care in Yogyakarta City. The research was conducted in Yogyakarta City, involving five research informants selected using a purposive sampling technique. These informants included the Chairperson of Trash Hero (1 person), Trash Hero management (2 people), and 2 community figures. Data sources for this research included both primary and secondary data. Data collection methods comprised in-depth interviews, observation, and documentation. One of the routine agendas carried out by Trash Hero Jogjakarta is the clean-up agenda. Namely the agenda for cleaning up rubbish as well as campaigning for rubbish and environmental issues. Trash Hero also carries out campaigns related to awareness about throwing rubbish in the right place.