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This research discusses the Zakat Awareness Campaign (Study at the LAZNAS Indonesian Zakat Initiative South Sulawesi Representative Office), with the aim of analyzing the efforts that have been made in implementing the zakat campaign and to analyze the opportunities and challenges of implementing the zakat campaign in an effort to increase zakat awareness by the Amil Zakat Institution National Indonesian Zakat Initiative (IZI) South Sulawesi representative office. The type of research is qualitative, located on Jl. Emmy Saelan Monument No.60-27, Tidung, Kec. Rappocini, Makassar City, South Sulawesi (IZI South Sulawesi Office) With a communication approach. Data collection techniques using observation, interviews and documentation. Primary data sources are the head of the IZI South Sulawesi branch, the amil who work within the branch, and several people who are partners or muzakki at LAZNAS IZI. Secondary data was obtained from books, journals and writings. The collected data is analyzed by reducing the data, then presenting it and finally drawing conclusions. The results of the research found that the zakat awareness campaign carried out by the LAZNAS Indonesian Zakat Initiative, South Sulawesi representative office, was (1) The zakat campaign was implemented by forming divisions under the field of Zakat Partnership and Education. Each division will run a special program as an implementation of the zakat campaign. (2) the opportunities that exist in the zakat campaign process are the large number of Muslims in South Sulawesi, technological developments, zakat volunteers in various regions and the existence of communities that are partners in collecting zakat funds. The challenges faced by LAZNAS IZI are the low level of public trust in zakat institutions and the lack of professional human resources or amil in carrying out zakat campaign tasks. The change in existing amil means that the institution must provide amil training in terms of communication skills with muzakki and prospective muzakki to run the LAZNAS IZI South Sulawesi zakat campaign. The implications of the research are (1) To serve as material for evaluation of the performance of the zakat amil in carrying out the zakat campaign. Preparing professional human resources to manage zakat institutions and utilizing media development (2) Muzakki should try to collect zakat through institutions that have operational permits and supervise all processes of collecting and utilizing zakat funds.

Campaign; zakat awareness; LAZNAS IZI