ANALISIS ISI PESAN EDUKASI PELESTARIAN LINGKUNGAN PADA KAMPANYE #BUTTER4YOURLIPS #BETTER4THISISLAND DI INSTAGRAM @FROMTHISISLAND

The beauty industry in Indonesia has experienced rapid growth, reaching 77% between 2021 and 2024, which has led to intense competition among brands. Therefore, brands need to adopt innovative strategies to promote their products, such as through digital campaigns on social media. Instagram is one of the most popular social media platforms in Indonesia, with a total of 103 million users, making it an effective channel for delivering information and education. The brand From This Island implemented this strategy through the #Butter4YourLips #Better4ThisIsland campaign on Instagram to promote its products while providing education on environmental conservation. This research focuses on identifying the frequency of environmental education messages based on the three attitude dimensions proposed by Breckler: cognitive, affective, and conative.

This study employs a quantitative approach using content analysis on 24 units of analysis consisting of Instagram posts in the form of feeds, reels, and highlight stories uploaded between June 9 and August 2, 2024. The coding process was carried out based on each indicator of educational messages and involved two coders to maintain data consistency. Reliability testing was conducted using the Holsti and Scott formula to assess the level of data consistency.

The results show that environmental education messages were dominated by affective messages (46%), followed by conative messages (29%) and cognitive messages (21%). The dominance of affective messages indicates that the brand’s strategy emphasizes emotional approaches to building empathy and audience awareness toward environmental conservation through visual storytelling narratives.