PERAN ACCOUNT EXECUTIVE DALAM KAMPANYE PEMASARAN SOSIAL SEMARANG WEGAH NYAMPAH

Abstract

The Semarang Wegah Nyampah 2025 campaign is an educational and collaborative initiative aimed at raising awareness and encouraging public engagement particularly among university students in reducing single-use plastic consumption in Semarang City. This campaign was implemented through various strategic approaches, including the Dolan Ing Kampus roadshow at four universities, social media challenges, and the promotion of eco-friendly products. As an Account Executive, the role involved bridging communication between the campaign team, the client, and university stakeholders, managing the permitting process for campus activities, establishing a digital community as an information channel for participants, and overseeing the implementation of programs according to the communication strategy. Evaluation shows that the Semarang Wegah Nyampah 2025 campaign succeeded in influencing student behavior, particularly in increasing the use of environmentally friendly products and reducing dependence on single-use plastics.