Zero Waste Indonesia (ZWID) was established in 2018 as the first online-based community in Indonesia. Zero Waste Indonesia focuses on reducing waste in Indonesia. Zero Waste Indonesia conducted a campaign called #TukarBaju where this campaign focuses on reducing textile waste in Indonesia. The purpose of this research is to find out the communication strategies that are used by Zero Waste Indonesia in the #TukarBaju campaign. The main theories used for this research are Communication Theory by Harold Laswell. The methodology used in this research is qualitative. To acquire primary research data, in-depth interviews were performed with a variety of internal and external sources. Based on the research results, the #TukarBaju campaign is optimal. In this campaign Zero Waste Indonesia has taken various steps to deliver their concern about the textile waste problem including online activation, offline activation, and collaboration with public figures and organizations. #TukarBaju offline activation held pop-ups event. The original plan was for only 5 pop-ups to eventually become 15 pop-ups. Their online activation also optimizes the uses of its platform in a more interactive way that creates two-way communication.

Keywords: Communication Strategy, Campaign, Zero Waste Indonesia, #Tukarbaju