REVITALISASI MUSEUM MELALUI KAMPANYE �GERAKAN NASIONAL CINTA MUSEUM� (Studi Kasus tentang Strategi Komunikasi Pemasaran Sosial Direktorat Pelestarian Cagar Budaya dan Permuseuman Kementerian Pendidikan dan Kebudayaan Melalui Kampanye Gerakan Nasional Cinta Museum)

Since the beginning of Indonesian independence, the government has put museum as one of the important institutions in the nation�s cultural development. Museum was established for the sake of cultural heritage preservation in order to foster and develop a national culture, as well as a means of non-formal education. Museum then becomes a matter that needs to be fostered, directed, and developed in order to the implementation of policy in the field of culture. However, the function of Indonesian museums at this moment is still perceived by the organizers or managers only as a place to collect, to store, to maintain, and to present the history and cultural objects. People still see the museum as a storage warehouse for ancient artifacts, reflecting formal impression that it has no attraction to visit. To address this, the Ministry of Education and Culture take a strategic effort, that is launched a campaign named �Gerakan Nasional Cinta Museum 2010-2014�. �Gerakan Nasional Cinta Museum� is a movement to raise the togetherness among stakeholders in order to achieve the functionalization of the museum to strengthen public appreciation of the nation�s historical and cultural values. This movement aims to improve the role and position of the museum that focused on the internal and external aspects. This study utilized data from the research findings that have been made by other parties associated with social marketing communication and campaign. The data type used here is a secondary data in the form of interviews that have been done by other party, prior research, information, statistics, government policies, and other secondary data that support this study. This study also uses interviews with the Directorate of Cultural Heritage Preservation and Museum, Ministry of Education and Culture, as well as archival documentation. This study uses the case study method. This study found that this campaign is an implementation of social marketing communication strategy done by the Directorate of Cultural Heritage Preservation and Museum. This strategy aims to change the museums to be more public oriented. This social marketing communication strategy is used because it aims to be able to change people�s behavior