IMPLEMENTATION OF COMMUNITY BASED SOCIAL MARKETING IN THE PROGRAM FOR INCREASING DISABILITY AWARENESS BY KOMUNITAS PEDULI INKLUSI NUSANTARA IN BLITAR

Abstract

This study aims to determine the process of implementing a community-based social marketing campaign or
Community Based Social Marketing, namely the Disability Awareness Improvement campaign in the Children's
Literacy Movement (CLM) program carried out by Komunitas Peduli Inklusi Nusantara (KOPINUS) in Blitar and see
the changes felt by the community target.. The Children's Literacy Movement Program (CLM) is a learning assistance
program that applies inclusive education and an inclusive environment in its implementation and aims to provide a
knowledge and experience related to the world of disability. So that participants can get to know the world of
disabilities more deeply and eliminate negative views of people with disabilities. This research uses a qualitative
approach with a case study method. Data collection was carried out through observation and interviews with parties
involved in the Children's Literacy Movement (CLM) program. The results showed that the Komunitas Peduli Inklusi
Nusantara (KOPINUS) has implemented social marketing steps in the concept of community based social marketing.
The campaign process will be maximized if every planning is done in more detail. Furthermore, the Children's Literacy
Movement (CLM) program received a positive response from the target community and there were differences in the
perceptions and behaviors of the participants before joining the Children's Literacy Movement (CLM) program and
after participating in the program.
Keywords: Disability Awareness, Disability, Inclusive Education, Social Marketing, Community, Community Based
Social Marketing