Kampanye Sosial tentang Perubahan Pesan Peringatan BAhaya Merokok:(Studi kasus Mengenai Kampanye Sosial Dinas Kesehatan Kota Yogyakarta pada Pesan Peringatan Merokok Membunuhmu).

Rovina Sabda Pertiwi, Widodo Agus Setianto

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT This research is motivated by a changes in smoke warning messages with "Smoking kill" phrase, that replace the previous warnings sentence in a variety of tobacco’s ads and accompanied with warning pictures on the packaging of tobacco products. The changes in the message then also campaigned by Public Health of Yogyakarta. Therefor, this study aims to determine the social campaign about the warning of smoking dangers messages by Public Health of Yogyakarta is known through the planning, implementation and evaluation of the campaign. This study use a qualitative approach and case study method. 3 Subjects from the internal Public Health of Yogyakarta. Data collected through interviews, nonparticipant observation, and literature study. Data analysis use an interactive model with data reduction, data presentation, and conclusion (verification). Validity test through source triangulation. The results showed that the campaign planning is based on the evaluation of the previous campaign activities for the fiscal year with a segmentation targeting teenagers at school age and the general public who has an habit smoking in their environment. Implementation of the campaign under Promotion Section as a Coordinator and spread the new messages using mass media and personal media. Campaign activities using the concept of community deal in the school and the environment (RW). Evaluation is done through a survey campaign in cooperation with the Health Center. Keywords: Social campaigne, campaign management, message, the dangers of smoking messages

Kata Kunci : Strategi Kampanye