[ABSTRAKPenelitian ini bertujuan untuk memahami kekuatan NGO melalui strategiadvokasi kampanye yang dilakukan untuk mengubah perilaku ataukebijakan aktor-aktor lain. Dalam penelitian ini akan dianalisa strategiadvokasi Greenpeace Detox Campaign on Fashion dalam mengadvokasipolusi air di Tiongkok tahun 2011 hingga 2013. Strategi advokasi yangdigunakan oleh Greenpeace adalah kampanye?meliputi informationpolitics, leverage politics, symbolic politics serta accountability politics.Dalam penelitian ini juga dianalisa bagaimana hubungan antar aktor,terutama Greenpeace sebagai aktor NGO dengan aktor target kampanye,yaitu perusahaan fashion global, masyarakat global dan Tiongkok.Penelitian ini menemukan bahwa strategi advokasi berupa kampanyeberhasil mempengaruhi kebijakan aktor target kampanye terkait persoalanpolusi air di Tiongkok.

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ABSTRACTThis study aims to understand the power of NGOs through advocacycampaign strategies to change the behavior or policies of other actors. Thisstudy analyzed Greenpeace advocacy on Detox Campaign on Fashion inChina, in the period of 2011 to 2013. The main advocacy strategies usedby Greenpeace is campaign?include information politics, leveragepolitics, symbolic politics and accountability politics. This research alsoanalyzed the relations between Greenpeace as NGO and targeted actors,namely global brand fashion, global society and state actors, China. Thisstudy found that the campaign strategy success in influencing targetedactors to change their behavior and policies regard to the issue of waterpollution in China., This study aims to understand the power of NGOs through advocacycampaign strategies to change the behavior or policies of other actors. Thisstudy analyzed Greenpeace advocacy on Detox Campaign on Fashion inChina, in the period of 2011 to 2013. The main advocacy strategies usedby Greenpeace is campaign—include information politics, leveragepolitics, symbolic politics and accountability politics. This research alsoanalyzed the relations between Greenpeace as NGO and targeted actors,namely global brand fashion, global society and state actors, China. Thisstudy found that the campaign strategy success in influencing targetedactors to change their behavior and policies regard to the issue of waterpollution in China.]