Learning Communication Strategy and Execution, Bakrie Communication Science Integrated Uas Project

Jakarta, 20 December 2025. Ahead of Mother's Day, students of the Bakrie University Communication Studies Program are running a Public Relations campaign entitled #BackToTheDapur as part of the Final Semester Examination (UAS) Project. This campaign is designed to train students' readiness to face the world of work through experience-based learning, as well as inviting the younger generation to reinterpret the kitchen as a space for togetherness and preservation of family traditions.

The momentum of Mother's Day in this campaign is not only interpreted as a reflection of family values, but also as an entry point to understanding the broader challenges faced by the younger generation. Behind the raising of cultural issues and daily habits, the issue of college graduates' readiness to enter the world of work is still an inseparable reality.

Data from the Central Statistics Agency (BPS) records that the number of unemployed higher education graduates, from diplomas to doctoral degrees, reached more than 1.01 million people in February 2025, the highest in the last four years. This condition encourages universities to strengthen learning that does not only focus on theory, but also on practical experience that is relevant to industry needs.

In response to this challenge, the Bakrie University Communication Studies Program designed a UAS Project in the form of an integrated Public Relations campaign that combines three courses, namely Media Relations, Visual Content Production, and Cyber ​​PR. Students are challenged to work collaboratively, from formulating communication strategies to planning campaign execution.

The course lecturer, Octaviniant Aspary, said this approach was designed to bring together the learning process in class with the realities of working in industry. "Since the beginning of the course, we have built one relevant campaign umbrella for the three courses, so that students do not study theory separately. Instead, we train them to think strategically and be able to run campaigns in an integrated manner, from planning to evaluation, as is the practice in the professional world," said Octaviniant.

Strengthening the industrial perspective in this campaign is realized through direct assistance from practitioners. Diah Andrini Dewi, Executive Account Director of VERO Agency, plays an active role in guiding students to translate academic concepts into campaign strategies that are applicable and in line with industry needs. Through this mentoring process, students are invited to understand how a campaign is designed comprehensively, starting from audience analysis, strategic message formulation, to execution planning and measurable evaluation.

Diah emphasized that in the practice of Public Relations, creativity must go hand in hand with a deep understanding of the context and objectives of the campaign. "Campaigns are not only required to be interesting, but also relevant, understand the target audience, and have clear and measurable goals. Through this project, students learn to design campaigns strategically while being realistic and impactful, as is the practice applied in industry," said Diah.

The theme #BackToDapur was chosen by considering the phenomenon of the younger generation who are increasingly dependent on instant food and delivery services. This campaign invites students to view the kitchen as a social space that holds the values ​​of togetherness, tradition and cultural identity, which are often passed down across generations.

To enrich their perspective, students also get input from a number of figures, one of which is Fery Farhati, Chair of the TP PKK DKI Jakarta for the 2017–2022 period. According to Fery, the kitchen has an important role in preserving family memories and identity. "The kitchen is more than just a place for cooking, it is a space for preserving family values, traditions and stories. The momentum of Mother's Day is a reminder of the important role of the family, especially mothers, in maintaining and passing on these values. Through campaigns such as #BackToThe Kitchen, young people are invited to understand and appreciate that meaning again," he said.

In addition, Anne Mutiara, founder of Seroja Bake, shared perspectives on how traditional culinary heritage can be packaged in a relevant and attractive way for the younger generation without losing value authentic.

UAS implementation closed with a Project Showcase Presentation at the Bakrie University Auditorium, Jakarta. In this activity, students present the results of their campaigns in front of experts and practitioners and receive direct input as part of experience-based learning.

The Bakrie University Communication Studies Program hopes that this project can be developed further and not stop as just an academic assignment. It is hoped that collaboration with industry practitioners will continue to be strengthened to open up more real learning spaces for students, while also bridging the world of education and the growing needs of the communications industry.