KAMPANYE PENINGKATAN PENGETAHUAN MAHASISWA UNDIP, UDINUS, DAN UNIKA TENTANG BUS WISATA KOTA SEMARANG SEBAGAI ALTERNATIF STRESS RELIEF

Abstract

Academic pressure often cause students to experience high levels of stress, creating a need for
alternative stress relief activities. The Semarang City Tour Bus, provided by the Semarang City
Government, has the potential to serve as both a recreational facility and an educational
medium to introduce various tourist destinations in Semarang. However, students’ level of
knowledge of this service remains relatively low. Therefore, this professional project aims to
increase the knowledge and interest of students from Diponegoro University, Dian Nuswantoro
University, and Soegijapranata Catholic University in the Semarang City Tour Bus as an
alternative stress relief. The campaign team designed a communication strategy by integrating
cyber public relations, advertising, event and experiences, and collaboration with Key Opinion
Leaders (KOL). The team delivered campaign messages through Instagram and a series of
events as the main communication channels by applying the AISAS Model. In its
implementation, the author carried out the roles of strategist planner, event manager, and
director. The campaign results show an increase in student knowledge from 20% to 87.6% and
successfully collected a total of 537 student databases throughout the campaign activities