Strategic Communication in Sexual and Reproductive Health and Rights Advocacy: A Case Study of a Local Organisation in Indonesia

Sexual and reproductive health and rights (SRHRs) remain a sensitive issue in Indonesia due to entrenched structural, cultural, and social barriers, particularly affecting adolescents, women, and minority groups. In response, the Indonesian Planned Parenthood Association of Yogyakarta Special Region (PKBI DIY) actively promotes SRHR access through value-based, community-centred communication strategies. This study explores how PKBI DIY applies strategic communication to strengthen SRHR advocacy by employing collaborative and participatory methods. Using a qualitative case study approach, researchers conducted in-depth interviews with 11 key informants. Thematic analysis identified three core strategies. First, PKBI DIY fosters inclusive and non-discriminatory communication through educational outreach that challenges stigma and engages diverse audiences. Second, it adopts value-driven, community-focused communication practices that reflect its organisational ethos and build public trust. Third, it practices reflective and collaborative communication with government bodies, civil society, and the media to reinforce advocacy and ensure sustainable outcomes. PKBI DIY illustrates that NGO communication transcends message delivery by embodying advocacy values, affirming organisational identity, and supporting long-term impact. The findings contribute to the broader discourse on value-based strategic communication in human rights work and provide practical guidance for NGOs aiming to implement ethical and socially impactful communication models in SRHR.