A lecturer from the Faculty of Law (FH) at Universitas Islam Riau (UIR), Assoc. Prof. Dr. Admiral, S.H., M.H., was invited as a speaker at the Mantra Talks forum held online on Friday, July 11, 2025.
The event was organized by the Overseas Indonesian Students Association Alliance (PPI Dunia), the largest Indonesian student organization abroad, which operates in 66 countries worldwide. The session carried the theme “Social Marketing as a Behavioral Change Concept for the Success of Green Behavior.”
Assoc. Prof. Dr. Admiral, S.H., M.H., emphasized the importance of using social marketing as an effective strategy to encourage behavioral change toward a more environmentally friendly lifestyle.
“Social marketing is not just a promotional tool, but a strategy for social change that begins with individual awareness and builds into a collective culture that cares about the environmental crisis,” Admiral stated.
He explained that the fundamental principles of social marketing include understanding, sharing and influencing, from personality to culture, and knowing by doing. According to him, this strategy must start from the individual and expand systemically through communities.
Admiral also presented several real-world examples, such as starting from oneself and moving together as a community, collaborating with all stakeholders, conducting continuous campaigns through social media platforms, and maintaining consistency.
As an academic and university leader, Admiral expressed his hope that the younger generation of Indonesia would take an active role in fostering green behavioral change.
Concrete examples of the role of social marketing in green campaigns and their impact on public behavior include campaigns to reduce waste by using reusable shopping bags, campaigns encouraging proper trash disposal, and energy-saving campaigns that promote responsible electricity use and the use of public transportation. (hms/smh)
