KAMPANYE PEMASARAN SOSIAL PENGELOLAAN SAMPAH ORGANIK KAMPUNG NELAYAN TAMBAKREJO BERBASIS MAGGOT SEBAGAI MARKETING COMMUNICATION MANAGER

Abstract

The issue of organic waste management in Kampung Nelayan Tambakrejo necessitates a community-based approach that addresses both environmental degradation and behavioral patterns at the household level. In response, this campaign was designed to encourage a shift in daily waste practices by promoting the use of maggot cultivation as an effective and sustainable method of organic waste decomposition. To facilitate this behavioral shift, the author implemented an integrated communication strategy grounded in social marketing principles, combining online and offline channels. These included door-to-door education, participatory workshops, and digital content dissemination via WhatsApp groups and printed materials. The campaign yielded measurable outcomes: the installation of eight maggot processing units surpassed initial infrastructure targets, 29 households began contributing organic waste regularly, and educational interventions fostered notable changes in waste-sorting behavior. The findings suggest that a participatory, community-centered marketing approach can serve as a powerful driver for ecological sustainability.