Implementing Environmental Communication Strategy Towards Climate Change Through Social Media in Indonesia

Abstract

Indonesia is not exempt from the globally increasing environmental complexities (particularly climate change). Following Cox’s (2013) environmental communication strategy, this research aimed to review environmental communication strategies by environmental non-governmental organizations (ENGOs) with the “Bye Bye Plastic Bags” campaign through social media in Bali, Indonesia. This study also examined the communal perspectives of the “Bye Bye Plastic Bags” campaign execution. An in-depth interview was performed with five ENGO respondents and two community counterparts to obtain the study aim. Resultantly, ENGOs incorporated Cox’s (2013) four-phase environmental communication strategy for the campaign (assessment, planning, production, and action and reflection). The ENGOs employed digital platforms (Instagram and Facebook) during the campaign for knowledge transfer. Additionally, community respondents denoted the campaign as a good initiative in substantially reducing garbage-littering among Bali tourists. As it was claimed (by community respondents) that the campaign only emphasized younger individuals, both respondent groups implied the need to expand the target audience across all generations as environmental intricacies were a social issue.