The COVID-19 pandemic has caused a global health crisis, include Indonesia, as a impacted country. The effort to citizens is by learning from home. One of the activities affected is that lectures carried out online, but allowed strict health protocols. To support this policy, several universities in Malang City have issued policies both through official appeals and creative content on the university's official social media (Instagram). This study aims to analyze how the Clean and Healthy Lifestyle (PHBS) campaign practices are carried out by universities in Malang City to prevent the transmission of the COVID-19 virus. This research was conducted in qualitative and data will analyze descriptively. Data collection was collected by digital archive on Instagram accounts of several campuses in Malang City. The results of this study indicate that (1) the campaign by universities related to COVID-19 has not been massive and has not been evaluated properly;(2) message content on social media still contains general information related to COVID-19, it is not specifically;(3) the intensity of the PHBS campaign through social media has decreased since 2021. The conclusion is health campaigns related to COVID-19 must continue to be carried out by all universities in Malang City for resilience in facing the COVID-19 pandemic. Keywords: COVID-19, Health Communication Campaign, PHBS, Social Media Pandemi COVID-19 menyebabkan krisis kesehatan global, temasuk Indonesia sebagai negara terdampak. Upaya perlindungan warga negara melalui belajar dari rumah. Aktivitasnya yakni perkuliahan daring dan protokol kesehatan ketat. Guna mendukung kebijakan tersebut, universitas di Kota Malang telah mengeluarkan kebijakan, himbauan resmi maupun konten kreatif di media sosial resmi universitas. Penelitian bertujuan menganalisis praktik kampanye Pola Hidup Bersih dan Sehat (PHBS) perguruan tinggi di Kota Malang dalam mencegah penularan virus COVID-19. Penelitian kualitatif deskriptif dengan metode pengumpulan data berupa studi arsip digital pada akun resmi (official account), instagram tiga perguruan tinggi di Kota Malang. Hasil penelitian menunjukkan (1) kampanye perguruan tinggi terkait COVID-19 belum massif dan terevaluasi dengan baik;(2) konten pesan di media sosial memuat informasi umum COVID-19, tidak spesifik;(3) intensitas kampanye PHBS media sosial semakin menurun awal tahun 2021. Kesimpulannya kampanye kesehatan COVID-19 dijalankan seluruh perguruan tinggi di Kota Malang agar sivitas akademika memiliki ketangguhan dalam menghadapi pandemi COVID-19. Kata Kunci: COVID-19;kampanye komunikasi kesehatan;media sosial;perilaku hidup bersih dan sehat (PHBS)
Analisis kampanye Perilaku Hidup Bersih dan Sehat (PHBS) untuk pencegahan penularan COVID-19 oleh perguruan tinggi di Malang Raya