Strategi Komunikasi Pemasaran Sosial Organisasi Non-Profit :(Studi kasus Strategi Komunikasi Pemasaran Sosial Indonesia AIDS Coalition dalam Kampanye ODHA Berhak Sehat Periode 2011-2014)

Widha Anistya Suwarso, Ana Nadhya Abrar

2016 | Tesis | Ilmu Komunikasi

ABSTRACT This research aims to describe and analyze the social marketing communication strategy of Indonesia AIDS Coalition (IAC) in the ODHA Berhak Sehat (OBS) campaign period of 2011-2014. The campaign is a form of a marketing idea about social change, so that the social marketing approach can be used in the context of social campaign. That strategy divided into downstream strategy and upstream strategy. Through the downstream strategy, IAC builds the communication marketing strategy of campaign by forming the society as campaign target. Upstream strategy is a social marketing communication strategy that refers to an effort of IAC to influence the policy by rallying support and promoting the issue or specific problem that related to HIV/AIDS. The methods that used in this research is case study, where the researcher trying to figure out the phenomenon of social campaign that done by using social marketing approach. The qualitative data analysis starts by collecting datas, data reduction, data presentation, and also making a conclusion. The research result shows that the communication strategy that applied by IAC in OBS campaign, wheter downstream srategy or upstream strategy haven’t reach a maximum ability in achieving the purpose of the campaign. Efforts are still needed to optimize the management of campaigns, especially with the evaluation and development of mobile applications of Digital AIDS actually very potential in supporting the campaign activities of the OBS. Keywords: communication strategy, social marketing, non-profit organization, ODHA Berhak Sehat campaign, Indonesia AIDS Coaliton

Kata Kunci : Komunikasi Pemasaran