Empowering Youth Environmentalism: A Study of Pandawara Group’s Social Movement Campaign and Digital Communication ^†

Abstract

This research explores the social movement of Pandawara Group in their environmental cleanliness campaign through the TikTok platform. Using qualitative methods and a content analysis approach, this study examines the digital communication strategies employed by Pandawara Group. Applying the pro-environmental behavior and diffusion of innovations theory, the research explains the speed and effectiveness of the dissemination and adoption of their movement. The findings indicate that Pandawara Group has successfully inspired many people, especially the younger generation, to care about the environment through the content they share. Despite facing resistance from the public and challenges such as funding issues and bureaucratic hurdles, Pandawara Group remains consistent in their actions and has built a solid network of volunteers. The movement has spread internationally and continues to grow, demonstrating the significant potential of social media in driving social change and raising environmental awareness.

1. Introduction

Environmental cleanliness is something we, especially Indonesians, discuss every day. The amount of waste that continues to be released is a burden for Indonesia. The amount of food and beverage production that still uses disposable containers creates a buildup of waste. Awareness of maintaining cleanliness, especially garbage disposal, is still not maximized by the community itself.

There are so many cases and news related to flash floods caused by the accumulation of garbage in rivers. Obviously, this is human behavior by people who do not heed the phrase “Keep Clean”. According to data from the National Waste Management Information System (SIPSN) of the Ministry of Environment and Forestry (KLHK) in 2022 [1], the results from 202 districts/cities throughout Indonesia presented data that show that the amount of waste accumulated reached 21.1 million tons. Unfortunately, 34.29% of this has not been managed properly.

The above problem is a perennial problem; from year to year, it has always been the focus of the government, but it has not been able to be resolved completely. This is also influenced by the environmental habits built by the Indonesian people themselves. Because it must become a habit, it needs to be changed slowly to overcome the existing waste problem. On the other hand, with the development of technology, the power of social media innovation plays a huge role. Now, social media has become one of the gateway trade centers used by the general public and has a huge power of influence in influencing the lives of its users.

One of the accounts called “Pandawara Group”, which exists on the TikTok platform, by presenting some of its content about anti-litter movements, has a great influence on its followers. Pandawara Group was founded by a group of individuals who are concerned about environmental conditions, especially water pollution in Indonesian rivers. Their main goal is to reduce waste in rivers and raise public awareness about the importance of keeping the environment clean.

Pandawara Group’s main activities include river cleanups, environmental education, and social media campaigns. They often organize cleanup events in various rivers and invite volunteers to participate. Pandawara Group has successfully inspired many people, especially the younger generation, to care more about the environment. They also often collaborate with local communities, government, and non-government organizations to expand the reach and impact of their activities.

Through the content created by the account, it creates a positive impact on the habits of its followers. This was proven by the group winning three “Tiktok Awards” trophies in the categories of Creator of the Year, Rising Star, and Change Maker of the Year. The victory was generated from the results of voting and an independent survey conducted by internal TikTok. Therefore, it can be seen that the content has an impact on its followers.

Research conducted by [2] shows that content related to COVID-19 on the alodokter account on TikTok provides positive results and is effective in capturing the attention of the audience through visual communication. Furthermore, Pandawara Group uploaded their actions in the form of videos on one of the social media platforms, namely TikTok, and then ended up going viral because many people praised and supported their good actions. TikTok has become one of the most popular social media platforms in the world, bringing a wave of innovation in the form of short videos that are creative and rich in education.

Pandawara Group harnesses the power of technology to share its actions with the masses. The platform has changed the way people interact with digital content, embracing creativity and expanding the boundaries of online entertainment. In this case, TikTok has played an important role for Pandawara Group in campaigning for environmental cleanliness and disseminating it to the public. The action carried out by these five young people has attracted international attention. From this background, an idea emerged to discuss more deeply the success strategy of Pandawara Group in delivering environmental hygiene campaigns through TikTok media to increase public awareness of the importance of maintaining environmental cleanliness, especially in marine and river ecosystems.

If the research [3] examines the influence or lack of influence of Pandawara Group’s TikTok content. Therefore, this research will allow readers to know more deeply how Pandawara Group provides innovation and good examples of environmental cleanliness, especially regarding waste in Indonesia. The purpose of this research is to identify the development of Pandawara Group as an environmental social movement, understand the dynamics of Pandawara Group’s social movement, and analyze Pandawara Group’s digital communication strategy through social media platforms. The research problem is: What is the development of Pandawara Group as an environmental social movement, and how does the social movement face challenges, respond to environmental changes, and mobilize community support? Also, what is Pandawara Group’s digital communication strategy through social media platforms in raising environmental awareness among youth? This research will use concepts and theories that can answer the problem.

1.1. Pro-Environmental Behavior

Pro-environmental behavior includes various terms to describe actions that protect the environment, such as environmental care behavior, environmentally significant behavior, environmentally responsible behavior, and pro-environmental behavior [4], which are carried out consciously by individuals to reduce the negative impact of human activities on the environment and or to improve environmental quality [5]. Furthermore, the authors of Ref. [6] emphasized that pro-environmental behavior is also strongly related to knowledge of environmental systems and awareness of global environmental issues. According to Ref. [7], people with low pro-environmental behavior can change their intention to perform pro-environmental behavior based on external factors, such as the presence of other people and social distance from them. Pro-environmental behavior is an important part of efforts to maintain the ecosystem, and is influenced by knowledge, awareness, and social factors. Thus, it is important to continuously improve understanding of environmental issues and strengthen social support for pro-environmental actions.

1.2. The Diffusion of Innovation Theory

The diffusion of innovations theory developed by Everett Rogers explains how individuals and societies adapt and change as a result of the discovery and spread (diffusion) of new ideas and products [8]. The diffusion of innovations theory explains how, why, and at what rate innovations (new ideas, technologies, or practices) spread in a society [9]. According to Everett M. Rogers [10], adoption is the decision to fully use an innovation as the best available course of action, while acquiescence is the decision not to adopt the innovation, and diffusion is defined as the process by which an innovation is communicated through specific channels over a period of time among members of a social system. Rogers classified the categories of adoption: (1) Innovators: Venturesome, (2) Early Adopters: Respectable, (3) Early Majority: Deliberate, (4) Late Majority: Skeptical, and (5) Laggards: Traditional.

Four key elements help explain the speed and effectiveness of dissemination and adoption of an innovation: (1) time, (2) innovation characteristics, (3) communication channels, and (4) social system [8]. Regarding time, all innovations take time to spread, with the aim of accelerating the rate of adoption. Innovation characteristics include relative advantage over existing options, fit with existing values and experiences, and complexity of an innovation—the simpler an innovation, the easier it is to adopt. The third dimension is communication channels, the types of channels available, such as interpersonal communication, mass media, and social media, that can influence the spread of new innovations. Diffusion theory emphasizes interpersonal communication in social networks as a channel in the spread of innovation. Regarding the social system, the social system’s opinion leaders and organizations are the main aspects of the social system. Opinion leaders are key individuals in the network who influence the opinions of others, while organizations are entities that have a major role in encouraging the process of implementing innovations in society.

2. Methodology

This research uses a qualitative methodology with a content analysis approach to understand the communication strategies carried out by Pandawara Group on social media. Qualitative research methods are based on an in-depth and interpretative understanding of social phenomena [11]. Content analysis, which can also be called content analysis, is research that is an in-depth discussion of the content of written or printed information in the mass media [12]. According to Holsti, quoted from Asfar, the content analysis method is a technique for drawing conclusions by identifying various specific characteristics of a message objectively, systematically, and generalistically. Asfar also mentions that the basic procedures for making research designs and content analysis are as follows:

The implementation of a content analysis study consists of six steps, namely (1) formulating research questions and hypotheses, (2) sampling the selected data sources, (3) creating categories used in the analysis, (4) collecting a sample of documents that have been selected and coding them, (5) creating scales and items based on certain criteria for data collection, and (6) interpreting the obtained data.

Denis McQuail, in Asfar, categorizes the types of media content analysis into two types, namely: message content analysis and structural analysis of texts. Content analysis included in message content analysis has the following characteristics: quantitative, fragmentary, systematic, generalizing, extensive, manifest meaning, and objective. Meanwhile, structural analysis of texts, which includes semiotics, has the following characteristics: qualitative, holistic, selective, illustrative, specific, latent meaning, and relative to the reader.

In this study, the content analysis conducted can tend to be categorized as message content analysis, in which the author identifies the messages that an object (Pandawara Group) wants to convey to the audience through the content uploaded on social media. In this research, the author uses two communication theories that can be applied to the issues to be discussed, namely the theory of pro-environmental behavior and the theory of diffusion of innovation. Both theories are applied to the results of data obtained by the author from four different media, namely Instagram, YouTube, news portals, and TikTok. The author also carries out the stages of qualitative research with a content analysis approach consisting of formulating problems, selecting media (data sources), operational definitions, training in coding and checking reliability, and analyzing data and preparing reports.

In the background, the author explains information about the history and development of Pandawara Group, taken from YouTube media and news portals. Then the author examines the social media that are often used by Pandawara Group, namely TikTok with the username @pandawaragroup and Instagram with the username @pandawaragroup, to analyze what digital communication strategies Pandawara Group uses to convey its messages to the audience. In analyzing this digital communication strategy, the author also uses STP theory, or segmenting, targeting, and positioning. After analyzing the results of digital communication strategies that have been found on the object under study, the author draws conclusions.

3. Research Results

3.1. History and Development of Pandawara Group

Pandawara Group was first famous for its viral action in sharing a video of cleaning up trash in a very dirty small river through the TikTok account @pandawaragroup on 19 August 2022. Pandawara Group was formed by a group of young people from Kopo, South Bandung. Pandawara consists of five young men named Agung Permana (22 years old), Gilang Rahma (22 years old), Muhammad Ikhsan (21 years old), Rafli Pasya (22 years old), and Rifki Sa’dulah (22 years old). Information obtained in Denny Sumargo’s podcast, Gilang explained the meaning of the name “Pandawara”, which is from the Mahabarata story involving the five Pandavas, and also the word “wara”, which comes from the Sundanese language and means good news. Pandawara itself means five people who bring good news [13].

Gilang told Denny Sumargo’s podcast that Pandawara was formed from the personal experiences of its members, who often experience flooding in their neighborhoods. Before the first Pandawara content on TikTok in August 2022, Pandawara had started cleaning up the river in the neighborhood where its members live. The first cleanup action in the neighborhood was in 2021, but it did not produce the best results. The results of research by Rizkia Ekka and her colleagues in 2023 explained that Pandawara evaluated their actions by finding research and surveys showing that flooding was not only caused by the garbage they collected but also by obstacles at various water flow points, such as rivers in neighboring villages. Another contributing factor was the residents’ bad habit of littering. This inspired Pandawara to expand their cleanup area and conduct regular cleanups [14].

The initial operational costs of Pandawara Group’s cleanup actions were explained in Denny Sumargo’s podcast. They explained that the cost came from the personal contributions of its members, with each member contributing IDR 400,000 for each cleanup. The money collected is used to buy cleaning equipment such as trash bags, gloves, and drinks, and to rent a pick-up truck if the location of the river or the place they clean is far from the TPS (Waste Disposal Site), and to buy gasoline for the pick-up truck. If the location of the river and the TPS are close by, Pandawara does not pay for the pick-up rental, thus saving money [13].

Pandawara began utilizing social media and combining their actions with documentation to reach a wider audience by producing short videos for social media. Pandawara’s first video on TikTok in August 2022 focused on small-scale river cleanup efforts, with elegant and ASMR content. Over time, Pandawara shifted to interactive videos with upbeat music backgrounds, highlighting the “fun” aspect of their actions. Platforms frequently used by Pandawara Group are TikTok with the username @pandawaragroup and Instagram with the username @pandawaragroup.

In early 2023, Pandawar began to not act alone; there was a lot of support and collaboration, such as with BRI, working together with sustainable travelers with Citilink, and other collaborations with Nestle, Kahf, ViCee Indonesia, Pegadaian Indonesia, Bank BJB, Pertamina, Olymplast, and various thousands of volunteers who participated during cleanup actions in various regional locations and with various organizations and governments. In August 2023, Pandawara was made the Brand Ambassador of Baygon products, and in November 2023, Pandawara visited Denmark, the cleanest country in the world, to learn about its circular economy and waste management. This action is in accordance with Pandawara’s slogan, stated in his TikTok and Instagram bios, namely “not cleaning but reducing”; therefore, Pandawara develops actions not only regarding cleanup but also to reduce waste.

Pandawara continues to grow by having a program that aims to build the characteristic of environmental care in future generations by making works from used goods. The program is called AJARAKSA, the first program at SMPN 2 Bandung was held on 9 October 2023, with sponsorship from Kahf and Eiger. The second AJARAKSA program was held at SMPN 5 Bandung on 18 October 2023. Pandawara, through its Instagram, shared information on its second program, a social action to care for children’s education under the name Jaganadara. Pandawara did not stop there and subsequently developed the “Creator Contribution” campaign program formed by Pandawara, which consists of a collection of creators throughout ASEAN who raise environmental issues. This program targets youth and creators of environmental issues in ASEAN. Their first country visit for the program was in Vietnam on 27 February 2024. The purpose of this program is to strengthen the creator community and its scope is for countries in ASEAN, discussing solutions to environmental issues, sharing technical ways to clean and clean up rivers and beaches.

3.2. Social Movement Dynamics of Pandawara Group

In a sense, a social movement can also be defined as an action that continues gradually by making collective demands on others [15]. Sztompka places limits on the definition of social movements. According to him, all social movements must fulfill four criteria. First, they must be collective. Second, they must have a common goal, which is to realize certain changes in community participation that are formulated in the same way. Third, collectivities are more dispersed than formal organizations, and collectivities are smaller. Fourth, the actions are unconventional and highly spontaneous, but not institutionalized.

In the case of the environment, environmental organizations or local communities engage in conflict with governments or corporations. This means an adversarial relationship between actors seeking control over a common interest—whether it is cultural, political, or economic power—who make claims and demands that harm the interests of other actors.

One type of new social movement is the environmental movement. New social movements see other logics motivating people to act collectively, while old social movements argue that people want to take collective action because of economic factors. New social movements argue that people are willing to act, perhaps on the basis of ideological, political, cultural, or other identities that are championed, rather than economic factors. Therefore, environmental-based social movements can be considered a newer type of social movement [16].

One of the concrete actions taken by Pandawara Group is the river cleanup campaign. Rivers full of plastic waste and other waste are their main focus, considering the negative impact on the ecosystem and the health of the surrounding community. They invite volunteers from various backgrounds to take part in this action. In addition, Pandawara Group also works closely with local government and non-government organizations to ensure that the waste collected is properly managed, either by recycling or disposing of it in appropriate landfills.

The impact of Pandawara Group’s social action is significant. They have managed to clean up thousands of tons of waste from the various locations they have visited. In addition to the immediate physical impact, there is an equally important long-term impact, which is the increase in public awareness of environmental issues. Their campaigns and actions have inspired many people, especially the younger generation, to care more about environmental cleanliness. Through social media, they are able to reach a wider audience, spreading positive messages about the importance of maintaining cleanliness and environmental sustainability.

However, like any other social movement, Pandawara Group faces various obstacles in carrying out its actions. One of the main obstacles is funding. Cleanup activities and environmental campaigns require a lot of money, from equipment to logistics. Despite receiving support from various parties, unstable funding is often a challenge. In addition, coordination with the government and local authorities sometimes results in bureaucratic obstacles, which can slow down or even impede their actions. Another obstacle faced is resistance from the local community. Not everyone welcomes their presence, especially in areas that have a habit of littering. Changing deep-rooted habits in society takes time and consistent effort. Pandawara Group often has to face challenges in building awareness and changing people’s behavior towards waste management. Education through socialization and social media campaigns is one of the main strategies to overcome this obstacle.

Overall, Pandawara Group’s social actions show that positive change can start from small actions undertaken with passion and consistency. Despite facing various obstacles, they continue to move forward with a clear goal: creating a clean and healthy environment for all. Support from the community and collaboration with various parties are the keys to their success. Pandawara Group is an inspiring example of how a local initiative can grow into a social movement that has a wide and sustainable impact, inspiring many people to take part in maintaining cleanliness and environmental sustainability.

3.3. Pandawara Group’s Digital Communication Strategy Through Social Media

The use of the TikTok social media platform by the Pandawa Group environmental youth group is the right choice. TikTok in Indonesia currently reaches 126.83 million people of which 49.3% of users are Generation Z or young people aged 13–24 years [17]. TikTok, which was officially released by the ByteDance company in 2016, is now growing rapidly and competing with large social media platforms such as YouTube, Instagram, Facebook, and Twitter. With the large number of TikTok social media users, it can be used as a place to market products or services and even become an effective campaign medium to attract the attention of many people. TikTok itself is a social media that is in great demand because it offers interesting video content and background sound. Users can easily understand the content displayed without the need to read captions, like other social media.

Good content has various pillars so that it can be accepted by all, for example, credible, shareable, useful and fun, interesting, relevant, different, and on-brand [18]. From the content of TikTok @pandawaragroup, which was initiated in August 2022, it can be seen that the content displayed includes the pillars needed for good content. Regarding credible content, the @pandawaragroup account displays river cleaning activities or places full of garbage until they are clean, creating public trust. The content created is also easy to disseminate with the TikTok application, which provides sharing facilities. The @pandawaragroup account presents videos that are fun and have the purpose of increasing the awareness of young people to clean the surrounding environment. In addition, the content is also interesting by showing the before and after of a cleaning area, and is very relevant to Indonesian people whose environment is dirty due to a lack of concern for waste management. Pandawara Group creates its own trends with unusual content on TikTok. This account is very different from other accounts, so it brands the account according to the content displayed.

Initially, the video content created by this group of young people did not receive much attention from the public because of the environment that was cleaned, such as the Ciliwung River, but after consistently carrying out activities for 3–6 months, their content then went viral with the activity of cleaning rivers full of plastic waste. Pandawara Group realized the importance of responding to the negative comments that continued to attack them when their initial content was published. They responded well by consistently creating other content with the same goal of encouraging people to care about the environment. In addition, this account also creates special content in order to answer doubts that arise among netizens that result in negative comments. The content answers criticism by presenting a journey of river cleaning activities, making netizens provide sympathy to Pandawara Group. In campaigning that uses content with the intention of mobilizing the wider community, special attention is needed in answering criticisms in the campaign process. This is used so that the intent and purpose of the published content is not weakened as a result of the bad opinion of netizens who make negative comments. In addition, answering criticism does not have to be continuous, but only at certain times when the number of negative comments is felt to have become increasingly massive in each post.

River cleanup was particularly popular because it was relevant to the community. In addition, there are no other social media accounts that offer environmental awareness activities that specialize in cleaning up garbage in rivers, streams, and sewers around residential areas. The closeness of the content to what the community feels makes the content more easily accepted by the public. This kind of thing is a turning point from content activities that only offer entertainment without education. The presence of @pandawaragroup content, which then went viral, promoted more and more educational youth content, especially accounts that focus on environmental care.

After cleaning up slum areas on a small scale, in 2023, Pandawara Group increased the scale of activities by cleaning up slum beaches involving the wider community. In the content on the @pandawaragroup account, they use marketing strategies by creating content based on segmentation, targeting, and positioning. Segmentation is the determination of the market that will be targeted before a product/service/idea/campaign is launched to the market [18]. Pandawara Group develops the segmentation of young people and the wider community to care about the environment. The number of slum communities affected by plastic waste that pollutes the environment makes this kind of environmental awareness campaign very relevant to the public. Determining the right segmentation tactic in the use of social media determines public interest in every piece of content posted. The ease of sharing content and ease of use make the TikTok application very appropriate as a campaign medium used by Pandawara Group. By targeting slum neighborhoods, the @pandawaragroup account is a differentiator in contemporary content on the TikTok application. The intended content segmentation is a slum environment due to garbage in environments such as rivers, sewers, beaches, and so on.

As seen from the content on the @pandawaragroup TikTok account before the major cleanup action, there have been more than five activities involving volunteers (youths) and government agencies. This then really mobilizes the public to participate in the grand action of cleaning up garbage. The mobilization strategy most often used by @pandawaragroup accounts is content involving invitations to the public. The proof is that on several occasions, the major activities carried out by the group were attended by thousands of volunteers, which made this movement even more quickly recognized by the public. An effective digital communication strategy can mobilize the community when the content offered is relevant to the community’s circumstances, has content differentiation, and includes fun environmental activities.

The strategy for delivering content to the public is developed based on the level of public preference for video content. The @pandawaragroup account puts more weight on video content with direct narration conveyed in the video. Videos that are in accordance with the state of society, plus actions that involve the cleanup of garbage, have their own advantages to the public. Basically, Indonesian people like stories coupled with visualization and video differentiation, making @pandawaragroup content attract the public at large. The caption of the posted content does not really narrate the activity, only informs what is being undertaken by consistently using the hashtag #onedayonetrashbag. This hashtag continues to be used until now, and what initially was only one main hashtag, #onedayonetrashbag, has now grown to 3–5 hashtags in each content post. This consistency and differentiation of content is a digital communication strategy carried out by the @pandawaragroup account in campaigning for environmental cleanup of waste that damages the environment.

4. Discussion

The results of the above research can be explained using the diffusion of innovations theory, which consists of four key elements to help explain the speed and effectiveness of the dissemination and adoption of Pandawara Group. The four elements are time, innovation characteristics, communication channels, and social system.

The first element is related to time, explaining the beginning of the Pandawara Group. Pandawara is a group of five young people who give good news through river cleaning. Pandawara has shown progress since the beginning of its activities in cleaning small, dirty rivers. Then, their actions began to be documented with the ASMR concept through the TikTok account @pandawaragroup on 19 August 2022. The large number of responses from the public led to Pandawara Group beginning to receive support from various parties such as BRI, Citilink, Nestle, and other sponsors in early 2023. The action began to expand to various regions and received support from various government organizations. In the same year, in August 2023, Pandawara was made the Brand Ambassador of Baygon products, and in October 2023, the first AJAKRAKSA program was carried out with the aim of shaping the characteristic of environmental awareness from an early age through schools. Pandawara did not stop in its action. In accordance with Pandawara’s slogan “not cleaning but reducing” in November 2023, Pandawara visited Denmark, the cleanest country in the world, to learn about waste management, namely the circular economy and waste management. Pandawara expanded its cleanup action in ASEAN by gathering creators to create “Creator Contribution” in February 2024. In addition, until May 2024, there was no clear action from Pandawara Group regarding the reduction of waste, waste that is collected or picked up from waterways, whether rivers or beachfronts.

Innovation characteristics include relative advantage over existing options, fit with existing values and experiences, and complexity of an innovation—the simpler an innovation, the easier it is to adopt. In fact, Pandawara itself is not the first group, institution, or community in Indonesia that has engaged with the environment, especially raising the issue of cleanliness. There are already several government institutions that follow the same movement, such as the Ministry of Public Works and Public Housing (PUPR), the Ministry of Environment and Forestry (KLHK), the Environmental Agency, and other institutions. However, Pandawara itself innovates by following the same movement but with the participation of members who are predominantly young people. They also adjust the development of communication strategies that are appropriate for the current generation.

On the @pandawaragroup account, they apply digital marketing strategies with the right segmentation, targeting, and positioning. Their segmentation targets young people and the wider community to care about the environment and consider the amount of plastic waste that pollutes the environment, making this campaign very relevant. Determining the right segmentation and using social media such as TikTok makes it easier to share content and increase public interest in each post. By utilizing interesting video hooks and creating engaging teaser content, Pandawara Group manages to differentiate its account compared to the current content on TikTok. Their content segmentation focuses on waste-driven slum environments, such as rivers, sewers, and beaches, which are the main attraction of their digital campaign. Innovation characteristics include high relevance to social issues, the ability to attract attention quickly, and easy dissemination through social media platforms, thus encouraging wider public participation and awareness.

Communication channels determine the speed and extent of the influence of the content created. In influencing the public, the Pandawara Group uses the TikTok application. With a large number of users in the young age category, choosing a TikTok account is very appropriate for spreading innovation on social media. TikTok, which offers convenience in sharing features, can very quickly spread information based on the content created. Pandawara Group, with the @pandwaragroup TikTok account, develops content based on the criteria of current social media needs, such as interesting and fun, different from others, and relevant.

Then, from this content, the credibility of the Pandawara Group is established. In pursuit of building public trust, the group made 74 videos at the beginning of its account related to river cleanup activities. The group, which was initially underestimated, began to be noticed by the public, so to increase public trust, they developed an open recruitment of volunteers, which initially started with 20, then grew to 200 and eventually to thousands of people, while working with the local government, environmental services, police, army, the ministry of environment and forestry, many other institutions, and the wider community. It was so successful that they invited sponsorship from product brands and big companies such as Cimory, Boncafe, BRI, Citilink, Pegadaian, Pupuk Kaltim, and so on. Currently, their content and movement have penetrated overseas, and they were invited by Bjarke Ingels Group to Copen Hill in Copenhagen, Denmark, to see the waste processing process. Currently, their movement has spread to Malaysia, Vietnam, and Japan, with cooperation in these countries to jointly take action to clean the environment.

In an effort to expand its network, Pandawara Group announced an open recruitment for environmental cleanup volunteer members through their Instagram and TikTok accounts. One of the important ways to increase environmental awareness among the community is by openly recruiting environmental cleanup volunteer members. Open recruitment will allow people from different backgrounds, ages, and skills to actively participate in cleanup efforts. This creates an environment in which everyone can participate and feel valued. The community shows that small actions can have big effects through active participation. Moreover, this approach will result in a community that comes together to achieve a common goal: keeping the environment clean and healthy. This community is not just a group of people who clean up trash; it is also a group of people who support, inspire, and encourage each other. Pandawara Group is forming a strong foundation for a green future. It is an investment in a more sustainable and healthy future for all living things.

Pandawara Group selects the areas to be cleaned up based on the level of urgency and the environmental impact caused by the pollution in the rivers. They conduct surveys and receive reports from local communities on the condition of the rivers that require immediate attention. In determining the location, they also consider the readiness and support of the local community, as well as the potential to engage a large number of volunteers. Collaboration with stakeholders is a strategic step taken by Pandawara Group to ensure the success of its action. They establish relationships with local governments to obtain permits and logistical support, as well as with non-governmental organizations that share a similar vision of keeping the environment clean. This collaboration covers not only operational aspects, but also efficient and sustainable waste management, such as recycling programs and community education on waste management.

The social system that supports Pandawara Group’s actions is formed through consistent efforts to involve various layers of society. Through massive campaigns on social media, they have managed to attract public attention and build a solid network of volunteers. The dissemination of information and education on the importance of keeping the environment clean has built a higher collective awareness. Continuous support from the community, government, and non-government organizations creates an ecosystem that supports the sustainability of this movement. The consistency of their actions, coupled with tangible results that can be seen directly by the community, strengthens trust and active participation from various parties, enabling this social system to continue to grow and provide sustainable positive impacts.

5. Conclusions

This research reveals that Pandawara Group successfully utilizes digital communication strategies through social media, particularly TikTok, to campaign for environmental cleanliness in Indonesia. The background of this research is based on the issue of environmental cleanliness, which is still a big challenge in Indonesia, especially regarding the accumulation of waste from the use of disposable packaging, which results in disasters. This research utilizes the innovation diffusion theory, which consists of four key elements: time, innovation characteristics, communication channels, and social system to explain the speed and effectiveness of the dissemination and adoption of Pandawara Group’s movement. The results show that Pandawara Group, which was started by five youths, has grown rapidly since the beginning of its activities in August 2022. They have managed to gain support from various parties and sponsors, and have expanded to various regions with the support of government organizations. The social system that supports Pandawara Group’s actions is formed through consistent efforts in engaging various layers of society. Through massive campaigns on social media, they have managed to attract public attention and build a solid network of volunteers. The dissemination of information and education on the importance of maintaining environmental cleanliness, which is packaged interestingly and differently from the usual content, has built a higher collective awareness. As a suggestion for future researchers, it is recommended to explore more deeply the long-term impact of Pandawara Group’s digital campaign on changes in public behavior in maintaining environmental cleanliness. In addition, further research can be conducted to identify factors that can increase community participation in environmental social movements, such as those conducted by Pandawara Group.