ACCOUNT EXECUTIVE DALAM KAMPANYE PEMASARAN SOSIAL: PENGELOLAAN SAMPAH BERBASIS MAGGOT DI KAMPUNG NELAYAN TAMBAKREJO

Abstract

The problem of organic waste is a crucial issue in coastal areas such as Tambakrejo Fishing Village, Semarang. This is influenced by low public awareness and participation in waste sorting, which leads to negative impacts on the environment and health. This project aims to design and implement an effective and sustainable social marketing campaign to increase the engagement of the Tambakrejo Fishing Village community in maggot-based organic waste management, in collaboration with the client, WALHI Central Java. Adopting Philip Kotler's social marketing model, the campaign combined offline strategies (community empowerment, workshops, door-to-door education) and online strategies (educational content via WhatsApp). The results of the campaign's implementation showed significant achievements and surpassed the established targets