Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)

The Importance of Partnership for Sustainable Social Marketing Campaign: The Case of the Indonesian Movement for Plastic Bag Diet (GIDKP)

Authors
Taufiqur Rahman*, taufiqurrahman@umy.ac.id
Department of Communication, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
Khairatun Hisankhairatunhisan48@yahoo.com
Department of Communication, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
Corresponding Author
Available Online 29 November 2021.
DOI
https://doi.org/10.2991/assehr.k.211121.045How to use a DOI?
Keywords
Partnership; social marketing; plastic bag; diet; sustainable
Abstract

The Indonesian Movement for Plastic Bag Diet (GIDKP) is a movement that actively contributes to reducing plastic waste in Indonesia, especially plastic bags. This movement has a social marketing program called “Plastic Bag Diet”. GIDKP conducts its activities by targeting three parties to reduce plastic bag waste in Indonesia, namely the government, companies, and the community. The results of this study indicate that the sustainability of the GIDKP program can be maintained because it has a strategic target for partnership, named three pillars that are used as references in each program and activity. Those three pillars are advocacy, company involvement, and public education. Consistency with these three pillars makes this social marketing program can survived for a relatively long period of time from 2013 to 2019 when this research was conducted.

Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 November 2021
ISBN
978-94-6239-460-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.211121.045How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Taufiqur Rahman
AU  - Khairatun Hisan
PY  - 2021
DA  - 2021/11/29
TI  - The Importance of Partnership for Sustainable Social Marketing Campaign: The Case of the Indonesian Movement for Plastic Bag Diet (GIDKP)
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 192
EP  - 194
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.045
DO  - https://doi.org/10.2991/assehr.k.211121.045
ID  - Rahman2021
ER  -