Perencanaan Program #Untukbandung sebagai Bentuk Pergerakan Kolaborasi Sosial dalam Rangka Menyambut Hari Jadi Kota Bandung Ke-215
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ota Bandung menghadapi beragam tantangan sosial perkotaan seperti kemacetan, pengelolaan sampah, polusi, banjir, ketimpangan pendidikan, dan rendahnya keterlibatan generasi muda, yang menimbulkan minimnya ruang kolaborasi warga. Penelitian ini bertujuan merancang program #UNTUKBANDUNG sebagai gerakan kolaborasi sosial berbasis digital dalam rangka menyambut Hari Jadi Kota Bandung ke-215. Metode yang digunakan berupa perencanaan program berbasis literatur, analisis studi kasus gerakan sosial terdahulu, serta penerapan kerangka social marketing communication, digital marketing communication, dan collaborative social movement. Hasil penelitian menunjukkan bahwa program #UNTUKBANDUNG mampu menghadirkan kerangka aktivasi digital yang komprehensif untuk menciptakan efek domino aksi sosial, mencakup identitas visual, audience journey roadmap lima tahap, kalender konten tematik 215 hari, strategi media terintegrasi, serta sistem evaluasi dua dimensi. Simpulannya, perencanaan ini memberikan implikasi akademis bagi pengembangan kajian komunikasi pemasaran sosial digital dan kontribusi praktis berupa model gerakan kolaboratif yang dapat direplikasi pada isu sosial perkotaan lainnya.
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