Strategic communication is understood as a series of planned communication efforts designed to achieve organizational goals. According to Estaswara (2021), strategic communication is a continuous process that occurs among communication actors — individuals, groups, or organizations — to build a shared understanding and collaborate toward common objectives.
Mangroves: The Frontline of Life
Indonesia holds one of the largest mangrove coverages on Earth, encompassing approximately 3.3 million hectares — nearly 20% of the world’s total mangrove area. Mangroves are not merely trees along the coast; they are lifelines that sustain ecosystems and communities. These coastal forests can store four to five times more carbon than terrestrial forests, prevent coastal erosion and seawater intrusion, and serve as breeding grounds for fish, crabs, and shellfish, forming the backbone of many coastal livelihoods.
However, this vital ecosystem is under tremendous pressure. In Mempawah Regency, West Kalimantan, mangrove forests covering around 1,521 hectares face growing threats from erosion, land conversion, logging, and pollution. The average annual erosion rate reaches 6.74 hectares. Although natural sedimentation occurs, it remains insufficient to offset the damage caused by human activity.
Protecting mangroves, therefore, is no longer just a matter of conservation — it has become a critical part of climate adaptation and coastal resilience.
The Social Challenge: Who Will Protect the Mangroves?
Beyond ecological concerns lies a deeper social question: who will safeguard these ecosystems in the long term? The answer may lie in young people — particularly Generation Z.
In Mempawah alone, there are around 81,000 Gen Z residents, representing 26% of the total population. They are a generation born into the digital age — connected, informed, and increasingly aware of global environmental issues.
Yet awareness does not automatically translate into participation. Research consistently shows that Gen Z’s involvement in local environmental issues remains low — not because of apathy, but due to limited participatory spaces, restricted access to information, and communication approaches that fail to resonate with their values and digital habits.
A Model for Strategic Communication
What is needed now is a new approach — one that effectively activates their engagement. Environmental communication can no longer rely on posters, seminars, or conventional appeals. Instead, it must create experiences that they can live, record, and share — shifting from knowing to doing.
The most effective way is through hands-on activities: planting mangroves, cleaning beaches, or organizing eco-camps with peers. Such activities foster emotional engagement, transforming youth from observers into active participants. The more directly they are involved, the more likely they are to stay engaged in the long term.
The Power of Digital Storytelling
Social media plays a crucial role in this process. For Generation Z, experiences feel incomplete if they are not shared. Platforms like Instagram, TikTok, and YouTube are not merely spaces for entertainment — they are storytelling arenas.
When environmental actions are turned into compelling visual narratives — short videos, digital challenges, or behind-the-scenes stories — environmental messages can travel far beyond the physical location of the activity.
To make this effective, adequate logistical and financial support is essential. Funds invested in on-the-ground actions, content production, and digital promotion are often far more impactful than administrative spending. A small but well-crafted digital campaign can reach wide audiences and strengthen the positive image of environmental movements.
Communication for Action
Creativity is key. Programs such as environmental content competitions, mangrove planting camps, or collaborations with youth hobby communities can become magnets for participation. Engagement does not have to occur through formal education — it can emerge from familiar cultural spaces: music communities, K-pop fandoms, gaming groups, or creative content circles.
The goal is simple: create spaces where young people can act and feel that their actions matter.
The future of mangrove conservation rests in the hands of young people. But hope does not grow on its own — it requires a medium, a message, and a space. With relevant communication, a language they understand, and actions they can experience, Generation Z will not only care — they will take action.
Mempawah: A Model for Generational Transformation
Mempawah has the potential to become a model of transformation. When young people are trusted and empowered, mangroves will not only survive but thrive — not just as coastal vegetation, but as a symbol of intergenerational collaboration to protect the Earth together.
Author: Mohammad R., Gemawan Activist
Reference: Model of Strategic Communication to Enhance Generation Z Participation in Mangrove Ecosystem Protection, El Jughrafiyah Vol. 5 No. 1, 2025