DKI Jakarta is the province with the highest population density in Indonesia, with a density figure of 15,764 and it is exacerbated by the high number ofmotorized vehicles that continue to increase each year which causes airpollution to worsen. This problem can be overcome by increasing positive attitudes about eco-lifestyle in society which can be formed through a persuasive communication strategy. The project designers collaborated with Vrent, the first electric motor sharing service application in Indonesia that is legal to drive on the highway, to create a communication strategy in the form of a campaign in dealing with air pollution issues, named Be Vrently campaign. The Be Vrently campaign has the main objective to increase positive attitudes towards eco-lifestyle on air pollution issue in Jakarta. The form of communication strategy built in this campaign is based on Diffusion of Innovation Theory (Rogers, 2003). In designing and implementing this campaign itself, project designers use the 12 Steps of Public Relations Planning from Anne Gregory (2012). This campaign is divided into two activities, those are publication and publicity. From the publication activities, the overall campaign content has an average engagement rate of 6.7%, with the highest engagement rate is video series content, with an engagement rate of 7.5% and these activities also succeeded in increasing 204 followers of Vrent. Meanwhile, publicity activites which have been made in the form of planning and cannot be executed due to the Covid-19 outbreak.

Keywords: campaign, air pollution, electric motor