iden dan +62 21 786 7222

Building Millennial Awareness Through Marine Conservation Campaign, UI Students Win at the 2024 Ajisaka Festival

Universitas Indonesia > News > News Highlights > Building Millennial Awareness Through Marine Conservation Campaign, UI Students Win at the 2024 Ajisaka Festival

Futihat Nurul Karimah, Hurin Nazhifa Mumtaz, and Quinta Ayu Maharani, from the Public Relations Study Program, Vocational Education Program, Universitas Indonesia (UI), who are members of the Spread Love team, succeeded in bringing home the 2nd place trophy in UGM Ajisaka Festival 2024 in the Prahasta (PR Campaign) category. The competition was held from January to March 2024 and closed with an Awarding Night event on Sunday (24/03) at Taman Budaya Exhibition Building, Yogyakarta.

They launched a campaign entitled “Sagar Sena, Young Generation for the Sea”. Sagar means sea and Sena refers to the young generation in Sanskrit. This program aims to voice the role of the younger generation in preserving the sea and creating positive waves for the future of the marine ecosystem. As students, Futihat and the team want to emphasize that Gen Z and Millennials can be agents of change, especially in the field of marine sustainability, land waste management to prevent marine damage, as well as simple actions that will have a significant impact in the future, especially in the region Marunda Kepu Coast, DKI Jakarta.

“By adapting various strategies such as creative advertising through YouTube, cinemas, Jakarta Aquarium, TikTok Challenge in improving the environment, and games using Augmented Reality (AR) filters in TikTok, hoping the message can be received positively by our campaign targets,” said Futihat.

Another strategy implemented by the Spread Love Team is the formation of a Waste Academy: Waste Ranger, where people in the Marunda Coastal area will be formed as part of the waste ranger community and provided with education and training by Waste4Change. It continues further, another program is Clean Up Marunda, a program to clean up trash for volunteers with one of the TikTok influencers, Pandawara.

Futihat and the Spread Love Team said their participation in the competition was based on curiosity to hone their potential and apply the public relations knowledge they had learned in class. Futihat said, “The subjects we studied in class were very helpful when creating this campaign. For example, the Public Relations Evaluation course to evaluate programs effectively, the Social Marketing course, and Cyber ​​Public Relations course to increase the use of technology along with the development of the times using digital public relations.”

The Director of UI Vocational Education Program, Padang Wicaksono, S.E., Ph.D, expressed his appreciation for the achievements by Futihat and the team. “I am sure that the participation of Futihat, Hurin, and Quinta in this competition will be an effective step in evaluating and preparing themselves to carry out one of the public relations programs, such as campaigns. So, when they enter the industry, they will be familiar and ready to work,” said Padang.

The UGM Ajisaka Festival 2024 is an annual competition organized by the Department of Communication Sciences, Gadjah Mada University. This national-level competition was attended by more than 50 groups of participants from various universities in Indonesia. Some of the competition categories held were Sadewa (Skip Ads), Prahasta (PR Campaign), Kresna (Documentary Film), Nakula (Popular Research), Arjuna (Podcast), and Dewi Sinta (Business Model Canvas).

Related Posts