In modern days, environmental journalism is deemed essential as the issue of global warming is alarming to a greater extent. In response to extreme climate change, scientists urge people around the globe to take an active part in preserving the environment. Before the pandemic, many activists protested on the streets, met people in the malls, invited youngsters to join an environmentalist organization and contribute to conserve the earth along with its wildlife. During the Covid-19, some of these activities have been hindered by the health protocols. This does not mean that activists must retreat from pursuing the cause and stop their efforts: they move to online campaign using the social media. Accordingly, the researchers conducted a reception analysis of environmental conservation campaign contents shared on social media. The study was conducted in a green campus of Malang city, Universitas Brawijaya. The subjects were students from several faculties. The qualitative reception analysis method was employed. This study’s results can serve as a guidance for universities in implementing green campus concept and for other organizations campaigning environmental conservation through social media. Additionally, it is expected that the results can reveal the effective message-delivery to the millennials and how well they receive the campaign-message. It ultimately leads to the primary purpose: to make the millennials take part in conserving the environment on their daily basis.

Authors: Lila Nathania, S.I.kom., M.Litt., Asih Zunaidah, S.S., M.Li., Yanuarita K., S.Sosio., M.Med.Kom., Haifa Imansyah, Evan Reinaldo

Published in ATLANTIS PRESS