<![CDATA[The fatherless phenomenon has become a social issue that has received increasing attention in Indonesia due to its impact on children's emotional and social development. This study aims to analyze Vecha Event’s communication strategy in raising awareness of the fatherless issue through the Riding With Dad program, examine the construction of the message, and identify participants’ perceptions of the message delivered. This research employed a qualitative descriptive approach using observation, interviews, and documentation as data collection techniques. The findings show that Vecha Event implemented a participatory and emotional communication strategy through father-child riding activities, sharing sessions for fathers, and kids activities. The strategy was supported by the use of Instagram as the main medium for communication and promotion. The construction of the fatherless message was carried out through participants’ direct experiences and interactions between fathers and children throughout the program. Participants responded positively and perceived Riding With Dad as an activity that strengthened father-child relationships and increased awareness of the importance of fathers’ roles in the family. These findings indicate that participatory experience-based activities can serve as an effective medium for delivering social campaign messages to the public.]]>
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