The landscape of urban aging in Indonesia is undergoing a significant transformation, necessitating a shift from passive care to active empowerment. In a proactive response to these shifting demographics, students from the LSPR Institute of Communication and Business, specifically from the PRDC 26-1TP class, have successfully implemented a comprehensive community development initiative titled SAPA LANSIA: "Lansia Berdaya, Pondok Bambu Bahagia." This program, which culminated in a peak celebration on Monday, July 14, 2025, represents a sophisticated fusion of academic Public Relations theory and grassroots social advocacy. Held at the Balai Warga RW 11, Kelurahan Pondok Bambu, Duren Sawit, East Jakarta, the initiative addressed the multifaceted challenges faced by the elderly, ranging from physical health decline to the psychological burdens of social isolation and the loss of post-retirement identity.
Addressing the Societal Challenges of an Aging Population
As Indonesia moves toward becoming an "aging society," the challenges associated with elderly welfare have become increasingly complex. Data from the Indonesian Central Bureau of Statistics (BPS) indicates that the percentage of the elderly population in Indonesia has more than doubled over the past few decades, reaching approximately 11.75% in 2023, with projections suggesting that this figure will continue to rise. This demographic shift brings to the forefront issues of geriatric health, financial security, and social inclusion.
For many seniors in urban centers like Jakarta, the transition into old age is often marked by a sudden cessation of professional activity, leading to a diminished sense of purpose. This "role loss" can trigger a cascade of mental health issues, including chronic loneliness, depression, and anxiety. The SAPA LANSIA program was conceptualized specifically to counter these trends by fostering an environment where seniors are not merely recipients of care, but active participants in their community. By focusing on the RW 11 area of Pondok Bambu—a region with a dense elderly population of over 400 individuals aged 55 to 80—the LSPR students targeted a demographic in need of structured social engagement and health literacy.
Chronology and Strategic Implementation of the Sapa Lansia Initiative
The SAPA LANSIA program was not a singular event but a sustained month-long intervention that began in June 2025. The students of LSPR Institute of Communication and Business adopted a phased approach to community engagement, ensuring that the activities were sustainable and culturally resonant with the local population.
The first phase focused on physical wellness through "Senam Lansia" (Elderly Gymnastics). These sessions were designed to address the prevalence of degenerative diseases such as hypertension, diabetes, and osteoarthritis, which frequently affect the 55-80 age bracket. By promoting regular physical activity, the program aimed to improve cardiovascular health and mobility while simultaneously providing a regular social gathering point for the residents.
The second phase introduced the concept of TOGA (Tanaman Obat Keluarga) or Family Medicinal Plants. This initiative involved the collaborative planting of herbal species such as ginger (jahe), turmeric (kunyit), lemongrass (sereh), and Javanese turmeric (temulawak). This component served a dual purpose: it encouraged environmental stewardship and provided the community with a sustainable source of natural remedies. In an era where healthcare costs can be a burden, the ability to cultivate and utilize traditional medicine offers both economic and health autonomy.
The third phase centered on cognitive stimulation and motor skill retention through the creation of "prakarya" or simple handicrafts. These activities were strategically chosen to stimulate the brain’s neuroplasticity and maintain manual dexterity, which often declines with age. The creative process also provided a vital outlet for self-expression, allowing participants to reclaim a sense of agency and accomplishment.
Academic Integration and the Role of Public Relations
The program served as a practical application of the "Projects – PR Programs & Evaluation" course, supervised by Sophia Bernadette, S.E., M.I.Kom. From an academic perspective, the initiative demonstrated how Public Relations has evolved beyond corporate reputation management into the realm of social engineering and community relations.
Sophia Bernadette emphasized the importance of the TOGA initiative as a pillar of the program. "TOGA represents the utilization of household land for the cultivation of herbal plants that possess natural healing properties and are easily accessible," she noted. This reflects a strategic communication goal: educating the public on sustainable health practices while fostering community bonds through shared labor. The students were tasked with not only organizing the events but also evaluating their impact, ensuring that the communication strategies used were effective in mobilizing a demographic that is often difficult to reach through digital-only channels.
Surya Ananda Saputra, the chairman of the organizing committee, highlighted that the primary objective was to rejuvenate the "spirit of life" among the elderly. "The Sapa Lansia program was born to increase the productivity and zest for life of the elderly through a series of structured activities," Saputra explained. His statement underscores the shift from a "charity" mindset to an "empowerment" mindset, which is a hallmark of modern social PR.
Peak Celebration: A Confluence of Inspiration and Advocacy
The climax of the program on July 14, 2025, served as a celebratory milestone for the participants of RW 11. The event was designed to be both an exhibition of the work accomplished over the previous weeks and a forum for deep intellectual and emotional exchange. The Balai Warga was transformed into a gallery displaying the handicrafts made by the seniors and the thriving TOGA garden they had cultivated.
A central highlight of the peak event was a talkshow featuring psychologists, religious figures, and the legendary Indonesian actress Yasmine Yessy Gusman. Known for her enduring career and her advocacy for literacy and education, Yessy Gusman served as a living example of "active aging." Her presence was intended to inspire the participants to view age not as a period of decline, but as a different chapter of productivity. By sharing her personal journey, she reinforced the message that intellectual and creative pursuits can continue indefinitely.
The inclusion of psychologists and religious leaders provided a holistic approach to the talkshow. While the psychologists addressed the cognitive and emotional hurdles of aging—such as dealing with grief or the "empty nest" syndrome—the religious figures provided spiritual solace and a framework for finding peace in the later stages of life. This multi-disciplinary approach ensured that the needs of the "whole person" were addressed.
Community Response and Local Leadership
The success of the program was heavily dependent on the cooperation of local leadership. Pak Indro, the Head of RW 11 in Pondok Bambu, expressed his profound appreciation for the students’ initiative. He noted that while the elderly population in his area is significant, they often lack organized outlets for social and physical development.
"This talkshow and the preceding activities are expected to open a space for honest and open dialogue regarding various challenges that are often not discussed openly by the elderly," Pak Indro stated. He highlighted that the program helped break the stigma surrounding the "vulnerabilities" of old age, replacing it with a narrative of resilience and community contribution. The local administration noted a marked increase in the morale of the residents, with many expressing a desire for the "Sapa Lansia" activities to become a permanent fixture in the neighborhood’s social calendar.
Analysis of Broader Implications and Future Outlook
The "Sapa Lansia" program by LSPR students carries implications that extend far beyond the borders of Pondok Bambu. It serves as a model for intergenerational collaboration in urban environments. In a rapidly modernizing society, the gap between the youth (Gen Z and Millennials) and the elderly (Baby Boomers and the Silent Generation) can often lead to a loss of traditional wisdom and a lack of empathy. By engaging directly with the seniors, the students gained invaluable insights into the lived experiences of an older generation, while the seniors benefited from the energy, technological literacy, and organizational skills of the youth.
Furthermore, the focus on "Berdaya" (Empowered) rather than just "Bahagia" (Happy) aligns with global trends in geriatric care. The World Health Organization (WHO) promotes the concept of "Active Ageing," which is the process of optimizing opportunities for health, participation, and security in order to enhance quality of life as people age. Programs like SAPA LANSIA operationalize these global goals at a local level, proving that small-scale, student-led initiatives can contribute significantly to national health and social welfare objectives.
From a Public Relations standpoint, this project illustrates the power of "Social PR" in building social capital. The students successfully managed stakeholder relations—including local government, celebrity influencers, and community members—to create a cohesive social ecosystem. The data gathered from the evaluation phase of this project will likely provide a blueprint for future classes and other institutions looking to implement similar community development programs.
As the program concludes, the legacy of the TOGA gardens and the renewed social ties in RW 11 Pondok Bambu stand as a testament to the impact of the initiative. The challenge moving forward will be the sustainability of these efforts. However, by equipping the seniors with the tools for self-sufficiency—both through the medicinal plants and the creative skills—the LSPR students have ensured that the seeds of empowerment have been firmly planted in the heart of East Jakarta.