STRATEGI BRANDING ECO GREEN CAMPAIGN KOMUNITAS MAT PECI UNTUK MEWUJUDKAN WISATA ALAM DENGAN KEARIFAN LOKAL

The Ciliwung River is a source of life for the community around watershed (Watershed)in Jakarta, Bogor and Bekasi areas. But now there has been tremendous damage to theecosystem in most it caused by human activities. Some theCiliwung river ecosystem includes waste pollution due industrial household toland conversion from upstream downstream, forced taking border areas be used ashousing, hotels, villas, factories shopping centers offices. Mat Peci Community acommunity that cares about which aim providing education aboutthe importance preserving protect natural ecosystems.This study aims examine more depth (1) find out preparation stage making theEco Green campaign Branding Strategy realize nature tourism with local wisdom, (2) todetermine stages implementation promotion increate Eco wisdomand (3) evaluation an torealize wisdom. This uses qualitative research method casestudy design. Data collection techniques use semi-structured interviews passiveparticipant observation literature review. sampling technique snowball samplingtechnique grand theory social construction reality. researchwas conducted at Community, Srengseng, South Jakarta.The results this indicate strategy carried Pecicommunity line explanation above, namely development based on selfrelianceand participatory. There are three strategies out,namely environmental conservation (Environment), conservation(Education), independent empowerment residents basin(empowerment). Dialogic communication acollaborative concept, building interactions between residents, communityand also organizations, companies or other institutions facilities, infrastructure orcarrying activities provide knowledge benefits both scientifically economically soas create 'capital'. social', economic independence citizens, where canuse meet their needs make colors recycle as asource livelihood.