The ASEAN Foundation as an ASEAN entity is given a mandate to promote ASEAN Awareness through education, citizen-to-people interaction, and collaboration with stakeholders. This study aims to determine the stages of the ASEAN Foundation’s communication strategy in increasing ASEAN Awareness. The method used is descriptive and data is collected by in-depth interviews, observation, and literature study. The results of research in the field found that the ASEAN Foundation bases the communication strategy plan on the organizational mandate and also conducts communication audits to ensure that the strategy implementation is more effective. The situation analysis stage has assisted the organization in maximizing available resources and minimizing obstacles and threats that could interfere with the communication strategy in targeting ASEAN youth aged 18-35 years as the primary audience. In the stage of setting communication goals, the ASEAN Foundation wants to increase awareness of ASEAN among youth during the 2018-2025 period. The stages of message development are carried out explaining how ASEAN can help people and provide benefits for ASEAN youth, so that the key phrases Think, Feel, and Be ASEAN appear to be disseminated on social and conventional media channels. Measurement and evaluation are carried out at the end of each year using Social Media Monitoring, Website Traffic Monitoring, Media Coverage, surveys, and FGDs. The communication strategy of the ASEAN Foundation can be maximized considering that the organization’s resources are limited, there are several stages that have not been optimal in an effort to achieve the organization’s ultimate goal so that some of the messages to be conveyed are not as expected.
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