<![CDATA[T Background/Introduction: The role of BAZNAS Ambassadors in East Java as a strategy to build a positive institutional image and improve ZIS (Zakat, Infaq, and Sadaqah) literacy among young generations has not been fully optimized due to issues related to ambassador credibility and figure congruence. Research Objectives: This study aims to analyze the role of BAZNAS Ambassadors in enhancing ZIS literacy among young people, examine the rationale behind the use of BAZNAS Ambassadors as a communication strategy, and evaluate their impact on improving literacy. Methodology: This research employed a qualitative approach with a descriptive-analytical design. Data were collected through in-depth interviews with BAZNAS East Java officials and document analysis related to campaign and advertising strategies that had been implemented. Results: The findings reveal that BAZNAS Ambassadors function as testimonial providers, endorsers, and spokespersons in ZIS socialization while strengthening the institutional image. The use of BAZNAS Ambassadors successfully attracts audience attention and supports communication processes. However, the aspects of credibility and congruence between the ambassador and the message remain suboptimal. Within the AIDA framework, the campaign strategy has been effective at the stages of Attention, Interest, and Action, but remains weak at the Desire stage and lacks strong call-to-action support. Unique Contribution: This study contributes by integrating the concept of brand ambassadors with the AIDA model in the context of Islamic philanthropy, while highlighting the importance of credibility and figure congruence in improving ZIS literacy among young generations. Conclusion: BAZNAS Ambassadors have a strategic role in improving ZIS literacy among young people, yet their effectiveness has not reached its maximum potential due to limitations in credibility and communication strategy reinforcement. Recommendations: BAZNAS East Java should strengthen the credibility and communication capacity of BAZNAS Ambassadors and optimize campaign strategies to improve ZIS literacy among young generations more effectively.]]>
