Strategi Komunikasi WWF Indonesia dalam Mensosialisasikan Program Signing Blue di Bali

Abstract

Tourism activitiesin Bali can have a negative impact on the surrounding environment. The Signing Blue program was initiated by WWF Indonesia to reduce the negative impact. The implementation of this program is a big challenge for WWF Indonesia, therefore it needs the right communication strategy so that this program can be accepted easily by tourism actors. This study uses qualitative methodologies to describe the communication strategy used by WWF Indonesia to spread awareness of the Signing Blue program in Bali. Interviews and documentation studies were the data collection methods used. The results are WWF Indonesia's communication strategies, namely:1.) informative, the message contains facts and information related to Signing Blue, 2.) educative, the message is always inserted with education to become responsible tourism actors, and 3.) persuasive, all content on Signing Blue social media contains a sentence inviting to join Signing Blue membership and become responsible tourism actors.