Child’s welfare is a global issue that is the main focus of every government in the world. Every country has different capacities in improving the welfare of children. Especially in education, health and protection services. The main cause of the low levelof welfare in children is a high rate of poverty. This issue has become a concentration of the world’s government to prevent and reduce acts of child’s welfare. In this regard, Yayasan Sayangi Tunas Cilik as an Non Government Organization is beg to encouraged a partnership with Indonesian government.Yayasan Sayangi Tunas Cilik initiated a national campaign program named Berpihak Pada Anak to reduce low of child’s welfare. This campaign is important for Indonesia as a country that has ratified the Convention on the Right of the Child, so that Indonesia has duties and concequences that must be carried out by State and government to protect children in Indonesia. This campaign is conducted by Yayasan Sayangi Tunas Cilik with the aim to provide knowledge, awareness and the pattern of changes the behavior of society to educating people in Indonesia. This research used the evaluation of public relations theory and paradigm of interpretif based on the campaign’s implementation and the concept of social campaign elements based on the goal is to make a pattern of behavior change in society, and this research used qualitative descriptive method with primaly data collection techniques obtained through semi structured interviews, and secondary data through books in bookstore, e-books, journals, library and also through the news from the internet.

Keywords : Child’s Welfare, Berpihak Pada Anak Campaign, The Public Relations Process