Electronic Theses and Dissertation

Dalam konteks meningkatnya kasus kekerasan terhadap hewan di Banda Aceh, komunitas Indonesian Cat Association (ICA) berupaya memberikan pemahaman yang lebih baik kepada generasi muda melalui program Education Pets (Edupets). Penelitian ini bertujuan untuk menganalisis bagaimana strategi komunikasi yang diterapkan oleh ICA dapat meningkatkan kesadaran dan kepedulian masyarakat terhadap hewan. Penelitian ini menggunakan model kampanye Hibert Simon, yang mencakup lima tahapan: planning, mobilization, legitimacy, promotion, dan activation. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data dikumpulkan melalui wawancara dengan informan kunci, termasuk ketua komunitas ICA, Dr. Natalia Kristianto, dan 4 pengurus komunitas ICA, serta dokumentasi terhadap kegiatan Edupets di beberapa taman kanak kanak di Banda Aceh serta dari media sosial ICA. Hasil penelitian dengan menggunakan model kampanye Hibert Simon menggambarkan bahwa ketidaktahuan masyarakat mengenai program Edupets menunjukkan adanya kesenjangan informasi yang perlu diatasi. Hal ini mengindikasikan bahwa strategi komunikasi yang ada belum sepenuhnya efektif meskipun ICA Aceh telah melakukan upaya promosi melalui berbagai saluran komunikasi. Meskipun demikian ICA Aceh telah mengalami peningkatan antusiasme dengan partisipasi aktif komunitas serta penguatan citra positif yang didapatkan dari sponsorship  dan donasi rutin. Sehingga pesan yang disampaikan dapat disesuaikan dengan karakteristik audience serta mengintegrasikan dengan nilai kearifan lokal dan keislaman. Berdasarkan hasil penelitian, peneliti menilai bahwa kegiatan Edupets yang dilakukan oleh ICA Aceh dapat menjadi wadah dan prasarana bagi pemerintah maupun masyarakat terhadap kesejahteraan hewan. 
 
Kata Kunci: Strategi Komunikasi, Indonesian Cat Association (ICA), Edukasi, Perlindungan Hewan, Kampanye.

In the context of the increasing cases of violence against animals in Banda Aceh, the Indonesian Cat Association (ICA) community strives to provide better understanding to the younger generation through the Education Pets (Edupets) program. This study aims to analyze how the communication strategies implemented by ICA can raise public awareness and concern for animals. The study uses Herbert Simon’s campaign model, which includes five stages: planning, mobilization, legitimacy, promotion, and activation. This research employs a qualitative method with a descriptive approach. Data were collected through interviews with key informants, including the head of the ICA community, Dr. Natalia Kristianto, and four ICA community board members, as well as documentation of Edupets activities in several kindergartens in Banda Aceh and from ICA’s social media.The research findings, using Herbert Simon’s campaign model, indicate that the public's lack of awareness about the Edupets program shows an information gap that needs to be addressed. This suggests that the current communication strategies are not yet fully effective, even though ICA Aceh has made promotional efforts through various communication channels. Nevertheless, ICA Aceh has experienced increased enthusiasm through active community participation and a strengthened positive image gained from sponsorships and regular donations. Therefore, the messages delivered need to be tailored to the audience’s characteristics and integrated with local wisdom and Islamic values. Based on the results, the researcher concludes that the Edupets activities carried out by ICA Aceh can serve as a platform and facility for both the government and society in promoting animal welfare.    Keywords: Communication Strategy, Indonesian Cat Association, Education, Animal Protection, Campaign.