Indonesia is the second largest contributor to plastic waste in the world. It takes hundreds of years to break down plastic waste into small particles, because plastic waste has the potential to pollute the environment and endanger the health of living things. Greenpeace Indonesia also feels this concern and makes it the basis for holding the #PantangPlastik campaign through Urban People Power (UPP). UPP held its campaign actions through many means and media, such as carrying out clean-up actions on the beach, announcing the most plastic products or factories, and also utilizing various mass media channels. Instagram as a one of the social media that is loved by 20% of the entire Indonesian community is the object of this research. Therefore, this quantitative research aims to see how big the #PantangPlastik campaign on instagram @Greenpeaceid is able to play a role in creating an environmentally friendly attitude towards its followers. The results showed that message content, message structure, campaign actors, and campaign channels played a role of 51% in supporting aspects of cognition, affection, and building an environmentally friendly attitude to instagram follower's @Greenpeaceid. The #PantangPlastik campaign has been able to gradually form an environmentally friendly attitude on instagram followers @Greenpeaceid, starting from increasing knowledge, the emergence of feelings of guilt and responsibility, to reducing the use of plastic straws, using tumblr, and so on.
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