PR AWARDS WINNER: SUNYI BERSUARA CAMPAIGN BY BURGER KING INDONESIA THROUGH THE LENS OF CIRCUIT OF CULTURE

Abstract

The Indonesia Decree number 8 of 2016 and the Sustainable Development Goals number 8 about Decent Work and Economic Growth helped to solve the issue about work inclusivity of people with disabilities, although the applications were not well carried in the field. This then brought by Burger King Indonesia through Sunyi Bersuara Campaign, with the target to improve the awareness of people with disabilities to other brands or companies. The purpose of this research is to analyze the production, distribution, and consumption of the campaign until it won the best PR campaign award and best CSR communication. By using the circuit of culture in qualitative research, the researcher analyzed the five moments of circuit of culture, which are Regulations, Productions, Identities, Representations, and Consumptions. In the case of Sunyi Bersuara, Sunyi Bersuara was departed from the Indonesia’s regulations and SDG’s target, and also was done online because the regulations regarding the COVID-19 Pandemic. Burger King utilized Instagram as their main platform seeing the features and audiences’ engagements to show their identity using contents that representing the identity. Then, Sunyi Bersuara received positive feedbacks as other brands are willing to contribute to the campaign. Therefore, this research can contribute to the further research about the campaign and Public Relations studies.