Komunikasi Kampanye Penyadaran Konsumen Mengenai Pengurangan Penggunaan Sedotan Plastik di Ompu Gende Medan

Abstract

The use of plastic straws has become an essential part of our daily lives. Nearly all packaged beverages come with plastic straws. The same goes for drinking activities in restaurants, cafes, and coffee shops. Coffee shops have become a global trend even in the city of Medan. Many home terraces are being used as a place to sell modern coffee beverages. However, the use of disposable straws as drinking utensils poses a long-term threat to the environment. The waste of disposable plastic straw is becoming a growing concern that needs urgent attention, particularly by reducing their use. One of the social movements that actively campaign for plastic straw waste reduction is #NoStraw Movement which is now starting to be followed by some beverage entrepreneurs. This research aims to describe and analyze the campaign communication model used by food and beverage business owners in raising public awareness to reduce the use of disposable plastic straws. This research uses qualitative methods with a case study approach. The research subjects consist 5 (five) consumers of Ompu Gende Medan and 2 (two) triangulated informants, including the owner of Ompu Gende Medan and environmental activists. The theory used by researchers as a reference in this research is the theories of organizational communication, environmental communication, and awareness campaign communication. The research result shows that many people still lack a deep understanding of the long-term impacts of disposable plastic straw waste. Additionally, efforts to raise consumer awareness in reducing the use of disposable plastic straws need to go beyond mere appeals in the form of posters and require more substantial initiatives.