In this research, the researcher discusses the strategy of GEMARIKAN campaign by Fisheries and Marine Department of Yogyakarta Province aiming to improve the fish consumption of Yogyakarta citizens. GEMARIKAN campaign also aims to create healthy, smart, and strong generation. The objective of this research is to find out and describe in depth about Fisheries and Marine Department’s campaign strategy in promoting fish consumption. This is a descriptive qualitative research with primary data collection which was done through interviews and discussion, as well as secondary data which were obtained through books, online articles, documents and photo documentation. The data validity was tested using triangulation which compared and re-checked the accuracy level of the information gathered through different time and tools in qualitative research. The research result shows that GEMARIKAN campaign strategy by Fishery and Marine Department of Yogyakarta Province has been successfully carried out well and effectively, based on the stages of palnning, implementation, and evaluation. The campaign strategies are socialization and GEMARIKAN educational campaign, as well as conducting a cooking fish demo through a program called ATI (Alih Teknologi Informasi/ Information Technology Transfer.