Strategi Komunikasi Lingkungan Pengelola Food Bank Aksata Pangan dalam Pengembangan Citra Organisasi untuk Mengurangi Sampah Makanan di Kota Medan

Abstract

The objective of this research is to analyze the environmental communication strategy of Food Bank Aksata Pangan in organizational image development lo reduce the food waste in Medan, the obstacles encountered, and the ways lo overcome these obstacles. The theory used in this research is the Environmental Communication Strategy by Flor & Cangara (2018). The paradigm used in this research is constructivism, with the object of research being the management of Food Bank Aksata Pangan and the research subject being the environmental communication strategy. Five Techniques include in-depth interviews and observations. The results of this research find that Food Bank Aksata Pangan successfully identifies the main issues related to environmental communication needs through social media monitoring and news analysis. Aksata Pangan focuses on using lnstagram as the main platform to reach Generation Zand millennial with educational messages about environmental issues such as food waste. These efforts help increase public understanding of environmental issues and the importance of reducing food waste, positively impacting the organization's image. Food Bank Aksata Pangan encounters several obstacles, such as the lack of public understanding about the role and purpose of the Food Bank, which hinders support and donations, and the public's unfamiliarity with the new types of food distributed. To overcome technical obstacles, Aksata Pangan intensifies donation and education campaigns on social media, focusing on environmental issues. Psychological obstacles are addressed by clarifying the organization's identity and goals, emphasizing the importance of environmental sustainability. Human obstacles are overcome through a more humane approach, strengthening educational campaigns on the importance of reducing food waste, and actively involving the community in environmental sustainability efforts.