Public Awareness Campaigns Model of Global Civil Society at the Local Level: Case of Earth Hour Malang

The purpose of this research is to elaborate the model of public awareness campaigns conducted by global civil society actors at the local level, with studies of Earth Hour Malang. Earth Hour Malang’s public awareness campaigns are related to efforts to fight for environmental issues to gain attention with the society and stakeholders. This research used the global civil society framework, specifically the public awareness campaigns (PAC), conducted through interviews and documentation studies on Earth Hour Malang Social media. Social media data is analyzed using the NCapture feature in the NVivo 12 Plus. The results showed that Earth Hour Malang integrates offline and online approaches through various instruments in conducting campaigns. The goal is to raise public, business, and government awareness of environmental issues, encourage changes in green lifestyleoriented behavior, changes in business activity and orientation, and proenvironmental policy changes