The issue of waste management in Indonesia remains an unresolved challenge, particularly in terms of public habits. In response to this situation, students from the Digital Communication and Media Program at the Vocational School of IPB University have launched a digital campaign titled #KitaUbah in collaboration with PT Wasteforchange Alam Indonesia.
This campaign was conceived by Rachel Triana Azzahra and Fahriza Rifalsyah as an effort to present a communication approach that is more relevant, relatable, and encourages concrete action in waste management.
Rachel explained that the #KitaUbah campaign does not only focus on conveying messages but also encourages active audience engagement through various integrated digital activities.
“This campaign is built on three main pillars, #UbahBersama, which raises collective awareness, #UbahDiri, which emphasizes change in individual habits; and #UbahSampah, which provides practical education on waste management,” she explained.
As part of its implementation, Rachel noted, the campaign features various digital communication outputs, ranging from the production of a campaign kickoff video as the opening content, educational content in the form of Instagram Reels, to the development of persuasive captions designed to reach a wider audience.
In addition, #KitaUbah also encourages the public to participate directly through an online challenge that promotes waste management practices in daily life. This participation is amplified by the use of the hashtag #KitaUbah, which allows the audience to share their experiences organically on social media.
“To expand our reach, we’re collaborating with key opinion leaders (KOL) who play a role in spreading the campaign’s message to a broader community,”
The campaign not only targets external audiences but also fosters internal engagement through an employee generated content (EGC) approach. Waste4Change employees contribute to conveying environmental messages through their daily content.
Fahriza explained that this EGC program is further strengthened through joint training with content creator @cleoardeliaa, who is experienced in the field. “We bring in a content creator as a mentor to equip employees with basic skills, ranging from simple editing to how to convey engaging messages. The hope is that the resulting content will not only be more appealing but also expand the reach of the #KitaUbah campaign through a more personal perspective,” she said.
For Rachel and Fahriza, the #KitaUbah campaign marks the first step in showing that big changes can start with small habits.
“We hope this campaign will serve as an example of how digital communication can be creatively leveraged to drive behavioral change in society, while also strengthening Waste4Change’s role as a provider of sustainable waste management solutions,” she concluded. (*/Rz) (IAAS/KQA)
