Tesis ini membahas program kampanye pemberian ASI Eksklusif. Penelitian ini bertujuan untuk mendeskripsikan bagaimana evaluasi formatif dan evaluasi proses strategi komunikasi kampanye dengan menganalisa delapan elemen inti kampanye, efek yang diharapkan (intended effect), persaingan komunikasi (competing communication), objek komunikasi (communication object), populasi target (target population), kelompok penerima (receiving group), pesan (the message), saluran (the medium), komunikator (the communicator). Penelitian dilakukan dengan menggunakan pendekatan kualitatif, metode penelitian studi kasus, dan teknik pengumpulan data dengan wawancara mendalam. Hasil dari penelitian ini memperlihatkan bahwa elemen kelompok penerima kurang diperluas jangkauannya dan belum maksimal dalam penggunaan saluran yang ada.

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This thesis discusses the exclusive breastfeeding campaign program. This study aims to describe the formative evaluation and the process evaluation by analyzing eight core elements of the campaign communication strategy. The intended effect, competing communication, communication object, target population, receiving group, message, the medium, and the communicator. The study was conducted by using a qualitative approach, case study method, and data collection techniques with in-depth interviews. Results from this study showed that the receiving group element lacking in the extended reach and the use of existing channels is not max.