EVALUASI STRATEGI KAMPANYE KOMUNITAS NADA BICARA JOGJA DALAM KAMPANYE “LEWAT NADA BICARA KEBERAGAMAN, KESETARAAN, KEBERPIHAKAN PADA PEREMPUAN DAN ANAK”
Abstract
This research is to evaluate the campaign strategy of Komunitas Nada Bicara Jogja. The purpose of this study is, first, to describe the campaign management of “Through Tone, Talking about Religiosity, Equality, and Alignment to Women and Children”. Secondly, to find out the supporting factors and its obstacles in the implementation of the campaign. The campaign evaluation model used was PII (Preparation, Implementation, Impact) by Cutlip, Center and Broom (2011). This research method is descriptive research by using case study approach. The data source of this research was taken from the primary data obtained from in-depth interviews and secondary data obtained from books, internet, documents and photo documentation. The data validity test uses triangulation by comparing and re-checking the degree of validity of information obtained through different times and tools in qualitative research. The results of this study indicate that the campaign of Komunitas Nada Bicara Jogja has been run effectively from the aspect of sufficiency of background information of the program, the message accuracy of activity’s content and people who receive messages and activities. While for some of the constraints faced by Komunitas Nada Bicara Jogja is the aspect of messages sent to the media, the designed activity, the messages placed and the activities implemented.