Social campaign strategies of the environmental agency of Yogyakarta City in the Mas Jos Program 2025
Keywords:
Social campaign, Waste management, Social marketing, Mas Jos Program, Environmental behaviorAbstract
Urban waste generation continues to rise in Yogyakarta, while household waste-sorting behavior remains low. The Environmental Agency (DLH) introduced the Mas Jos Program in July 2025, integrating environmental education, community participation, and service innovation most notably through the Rapid Response Team (TRC) Mas Jos. This study aims to analyze the social campaign strategies implemented by DLH in promoting sustainable household waste behavior. Using a qualitative case study approach, data were collected through in-depth interviews, field observations at Bank Sampah Pelangi (Pelangi Waste Bank), and documentation of campaign materials. Guided by Kotler and Roberto’s Social Marketing Framework, findings reveal that DLH applies a multi-channel, community-based strategy that includes interpersonal communication, social media, and direct public services. The Five Mas Jos Steps function as the core behavioral message, supported by a collaborative implementation involving DLH, Forum Waste Bank, SinJogja, and Mataram Content Creator. Despite behavioral barriers such as habit resistance and limited household space, the program demonstrates significant progress in mobilizing community participation. The study concludes that integrating communication with service provision is essential for public environmental campaigns.
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