<![CDATA[This study aims to analyze the digital communication strategies of the Instagram account @solopukap to advocate for gender equality issues. The analysis utilizes the SOME model (Share, Optimize, Manage, and Engage) framework. The limited application of the SOME model within Indonesian gender based activism organizations motivates this research. A descriptive qualitative approach was adopted, with data collected through digital content analysis and in depth interviews with the purposively sampled PUKAPS media team and program managers. The findings indicate that @solopukap has successfully simplified theoretical language into inclusive popular narratives that effectively resonate with Gen Z and Millennials. In the Share aspect, credibility is established through the consistent inclusion of literary sources. Despite human resource constraints due to its volunteer-based management, the Manage and Optimize aspects remain effective by leveraging organic trends. With Engage, @solopukap has successfully created a safe digital space that fosters audience trust. This research reveals that narrative authenticity and the ability to maintain a secure discussion environment online (digital safe place) are the primary keys to the success of digital communication for local organizations. This demonstrates the SOME model is relevance in community based activism beyond commercial contexts.]]>
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