Abstract :

This research aims to understand the communication strategy of the adolescent reproductive health campaign conducted by the Tenggara Youth Community through a media ethnography approach. The main focus is on two campaign spaces: digital space (Instagram account @tenggarantt) and offline space (community activities in Kupang City and surrounding areas). Using Chris Heuer’s 4Cs theory as an analytical framework-including context, communication, collaboration, and connection-the study found that Southeast’s campaign strategy was contextual, inclusive, and participatory. Their digital content utilized local language and youth-friendly design, and used the hashtag #YouthCareYouthShare as a symbol of the campaign’s core values. On the other hand, the offline approach through the Bacarita Kespro program managed to reach thousands of teenagers, including marginalized groups. This research concludes that a media-based community approach can effectively shape safe spaces and empower adolescents on reproductive health issues. The research also recommends media capacity building, access expansion, and strategic partnerships as further steps.

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Keywords :

reproductive health, media ethnography, digital campaign, community communication, Tenggara Youth Community.

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