93 SOCIAL MARKETING ASPECT IN ANTI-VIOLENCE AGAINTS WOMEN CAMPAIGN IN INDONESIA Yuanita Safitri Bina Nusantara University, Indonesia Yuanita.saftri@binus.edu Mia Angeline Bina Nusantara University, Indonesia Yuanita.saftri@binus.edu Abstract This article aims to answer how anti-violence against women campaigns and social marketing aspects are carried out by the four selected institutions or communities in 2016-2018 period. The four institutions chosen were UN Women, the Alliance of New Men, Indonesian OBR, and The National Commission on Violence Againts Women. The four institutions were chosen because they were considered as the most active institutions or communities in voicing the issue through online media. This research used descriptive qualitative approaches and case study methods. The result shows that the anti-violence against women campaign from four institutions is included in the social marketing concept and uses the marketing mix. Products sold are not like the commercial marketing, but the 16 Days Anti Violence Against Women event, and information to the target audiences. The price concept used is non-monetary incentives, and the distribution channels used are quite diverse, both online and offline. Keywords: Campaign, Communication, Violence and Women Abstrak Artikel ini bertujuan untuk menjawab bagaimana kampanye anti kekerasan terhadap perempuan dan aspek social marketing yang dilakukan oleh ke-empat lembaga atau komunitas terpilih dalam kurun waktu 2016-2018.Empat lembaga yang dipilih adalah UN Women, Aliansi Laki-Laki Baru, OBR Indonesia, dan Komnas Perempuan. Keempat lembaga ini dipilih karena dinilai yang paling aktif menyuarakan isu tersebut melalui media online.Penelitian dengan pendekatan kualitatif deskriptif dan metode studi kasus.Hasil menunjukkan bahwa kampanye anti kekerasan terhadap perempuan dari empat lembaga termasuk dalam konsep sosial marketing dan menggunakan bauran pemasaran. Produk yang dijual tidak seperti pada pemasaran komersil, melainkan event 16 Hari Anti Kekerasan Terhadap Perempuan, dan informasi kepada target audiens. Konsep price yang digunakan adalah non-monetary incentive, dan saluran distribusi yang digunakan cukup beragam, baik online dan offline. Kata Kunci: Kampanye, Komunikasi, Kekerasan dan Perempuan INJECT (Interdisciplinary Journal of Communication) p-ISSN: 2548-5857; e-ISSN: 2548-7124 Vol. 4, No. 1, Juni 2019: h. 93-114 website: http://inject.iainsalatiga.ac.id/index.php/INJECT/index