Perceived Effectiveness of the Anti-Smoking Public Service Advertisement on YouTube (#SuaraTanpaRokok)
DOI:
https://doi.org/10.37535/101008120211Keywords:
Anti-Smoking, Perceived Effectiveness, Public Service Advertising, YouTubeAbstract
Indonesia’s tobacco control law enforcement remains weak and has not regulated the total ban on tobacco advertisement, promotion, and sponsorship bans (TAPS). Meanwhile, mediated anti-smoking messages have been significantly found to reduce smoking prevalence in many countries, helping people to stop smoking and preventing new smokers. Unfortunately, the anti-smoking Public Service Advertisements (PSAs) in Indonesia is unable to compete with the extensive and creative cigarette advertising or pro-smoking messages in many media platforms. Messages encouraging people to stop smoking and delivering the hazardous effects of smoking remain spotty in terms of numbers and visibility, leaving people with limited information about the adverse effects of smoking. There has been little research literature looking at how people perceived the effectiveness of anti-smoking messages. This study aims to identify and assess the anti-smoking PSAs by #suaratanparokok. A content analysis is carried out to examine the perceived effectiveness of the #suaratanparokok PSAs on YouTube. The involvement of YouTube influencers and optimizing social media platforms are important in delivering the PSAs. This study provides insights and recommendations to warn people about the danger of smoking through effective anti-smoking messages.
References
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Putra, H. S., Rosemary, R., Yanuar, D., & Ahsan, A. (2020). The Effect of Cigarette Advertising on Smoking Behaviour of Students in Banda Aceh City, Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 36(2), 348-363. https://doi.org/10.17576/jkmjc-2020-3602-21
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Sargent, J. D., Gibson, J., & Heatherton, T. F. (2009). Comparing the effects of entertainment media and tobacco marketing on youth smoking. Tobacco Control, 18(1), 47-53. https://doi.org/10.1136/tc.2008.026153
Seatca. (2018). The Tobacco Control Atlas: ASEAN Region (4th ed.). Southeast Asia Tobacco Control Alliance (SEATCA).
Shi, R., Messaris, P., & Cappella, J. N. (2014). Effects of online comments on smokers' perception of antismoking public service announcements. Journal of Computer-Mediated Communication, 19(4), 975-990. https://doi.org/10.1111/jcc4.12057
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Soerojo, W. (2014). Survey on pictorial health warning compliance in indonesia (report from 7 districts). University of Indonesia.
Sebayang, S. K., Rosemary, R., Widiatmoko, D., Mohamad, K., & Trisnantoro, L. (2012). Better to die than to leave a friend behind: industry strategy to reach the young. Tobacco control, 21(3), 370-372. https://doi.org/10.1136/tobaccocontrol-2011-050223
Tobacco Control. (2019, September 23). Vital Strategies, Inc. https://www.vitalstrategies. org/.
WHO Indonesia. (2020, May 30). Pernyataan: Hari Tanpa Tembakau Sedunia 2020. WHO Indonesia. https://www.who.int/indonesia/news/detail/30-05-2020-pernyataan-hari-tanpa-tembakau-sedunia-2020.
WLF. (2015). Indonesia health communications campaigns: World Lung Foundation; 2015. World Lung Foundation. http://worldlungfoundation.org/ht/d/sp/i/20872/pid/20872.
Badan Penelitian dan Pengembangan Kesehatan. (2018). Hasil Utama Riskesdas 2018 (2018) [Data set]. Kementrian Kesehatan Republik Indonesia.
Chung J. E. (2015). Antismoking campaign videos on YouTube and audience response: Application of social media assessment metrics. Computers in Human Behaviour, 51(A),114-21. https://doi.org/10.1016/j.chb.2015.04.061
Davis R. M., Gilpin E. A., Loken B., Viswanath K., & Wakefield, M.A. (Eds.). (2008). The role of the media in promoting and reducing tobacco use. U.S. Department of Health and Human Services National Institutes of Health.
Drope, J., Schluger, N., Cahn, Z., Drope, J., Hamill, S., Islami, F., Liber, A., Nargis, N., & Stoklosa, M. The Tobacco Atlas (6th ed.) American Cancer Society, Inc.
Durkin, S., Bayly, M., Cotter, T., Mullin, S., & Wakefield, M. (2013). Potential effectiveness of anti-smoking advertisement types in ten low and middle income countries: Do demographics, smoking characteristics and cultural differences matter? Social Science & Medicine, 98, 204-213. http://doi.org/10.1016/j.socscimed.2013.09.022
Ennett, S. T. & Bauman, K. E. (1994). The contribution of influence and selection to adolescent peer group homogeneity: the case of adolescent cigarette smoking. Journal of personality and social psychology, 67(4), 653-663. http://doi.org/10.1037/0022-3514.67.4.653
Fauzi, R., Ma’aruf, M. A., Bonita, Puspawati, N., Soewarso, K., Antojo, A., & Bam, T. S. (2018). Hubungan Terpaan Iklan, Promosi, Sponsor Rokok dengan Status Merokok di Indonesia. Tobacco Control Support Center – Ikatan Ahli Kesehatan Masyarakat Indonesia (TCSC IAKMI) International Union Against Tuberculosis and Lung Disease (The Union).
Freeman, B. (2012). New media and tobacco control. Tobacco control, 21(2), 139-144. http://dx.doi.org/10.1136/tobaccocontrol-2011-050193
GLOBOCAN (2018). Cancer today. International Agency for Research on Cancer. http://gco.iarc.fr/.
Graham, H. & Der, G. (1999). Patterns and predictors of smoking cessation among British women. Health Promotion International, 14(3), 231-40. http://doi.org/10.1093/heapro/14.3.231
Hong, Y. H., Soh, C. H., Khan, N., Abdullah, M. M. B., & Teh, B. H. (2013). Effectiveness of anti-smoking advertising: the roles of message and media. International Journal of Business and Management, 8(19), 55-62. http://doi.org/10.5539/ijbm.v8n19p55
Indonesia. Peraturan Pemerintah Republik Indonesia Nomor 109 Tahun 2012 tentang pengamanan bahan yang mengandung zat adiktif berupa produk tembakau bagi kesehatan. Department of Health Republic of Indonesia.
Jackson, C. & Henriksen, L. (1997). Do as I say: parent smoking, antismoking socialization, and smoking onset among children. Addictive behaviours, 22(1), 107-114. https://doi.org/10.1016/0306-4603(95)00108-5
Jefferis, B., Graham, H., Manor, O., & Power, C. (2003). Cigarette consumption and socioâ€economic circumstances in adolescence as predictors of adult smoking. Addiction, 98(12), 1765-1772. http://doi.org/10.1111/j.1360-0443.2003.00552.x
Kandel, D. B. & Wu, P. (1995). The contributions of mothers and fathers to the intergenerational transmission of cigarette smoking in adolescence. Journal of research on adolescence, 5(2), 225-252.
Lucas, K. & Lloyd, B. (1999). Starting smoking: Girls' explanations of the influence of peers. Journal of adolescence, 22(5), 647-55. https://doi.org/10.1006/jado.1999.0260
Luke, C. (2007). As Seen on TV or was That My Phone? New Media Literacy. Policy Futures in Education, 5(1), 50-58. http://doi.org/10.2304/pfie.2007.5.1.50
Luke. D., Esmundo, E., & Bloom, Y. (2000). Smoke signs: patterns of tobacco billboard advertising in a metropolitan region. Tobacco Control, 9(1), 16-23. http://dx.doi.org/10.1136/tc.9.1.16
Manaf, R. A. & Shamsuddin, K. (2008). Smoking among young urban Malaysian women and its risk factors. Asia Pacific Journal of Public Health, 20(3), 204-213. https://doi.org/10.1177/1010539508316973
Mutmainnah, N., Hendriyani, & Utaminingtyas, I. (2020). Outsmarting regulation: how tobacco websites and social media targeting young people. International Journal of Communication and Society, 2(1), 12-19. https://doi.org/10.31763/ijcs.v2i1.108
Prabandari, Y. S. & Dewi, A. (2016). How do Indonesian youth perceive cigarette advertising? A cross-sectional study among Indonesian high school students. Global health action, 9(1), 30914. https://doi.org/10.3402/gha.v9.30914
Putra, H. S., Rosemary, R., Yanuar, D., & Ahsan, A. (2020). The Effect of Cigarette Advertising on Smoking Behaviour of Students in Banda Aceh City, Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 36(2), 348-363. https://doi.org/10.17576/jkmjc-2020-3602-21
Redaksi Sehat Negeriku. (2019, July 17). HTTS 2019: Jangan Biarkan Rokok Merenggut Napas Kita. Sehat Negeriku. https://sehatnegeriku.kemkes.go.id/baca/rilis-media/20190711/1030815/htts-2019-jangan-biarkan-rokok-merenggut-napas-kita/
Rosemary, R. (2011). A content analysis of tobacco advertising and promotion for Indonesian tobacco brands on YouTube. [Unpublished doctoral dissertation]. University of Sydney.
Rosemary, R. (2020). Women’s interpretation of anti-smoking messages in Indonesia: An audience analysis (submitted). (Publication No. 22125). [Doctoral dissertation, University of Sydney]. University of Sydney.
Sargent, J. D., Gibson, J., & Heatherton, T. F. (2009). Comparing the effects of entertainment media and tobacco marketing on youth smoking. Tobacco Control, 18(1), 47-53. https://doi.org/10.1136/tc.2008.026153
Seatca. (2018). The Tobacco Control Atlas: ASEAN Region (4th ed.). Southeast Asia Tobacco Control Alliance (SEATCA).
Shi, R., Messaris, P., & Cappella, J. N. (2014). Effects of online comments on smokers' perception of antismoking public service announcements. Journal of Computer-Mediated Communication, 19(4), 975-990. https://doi.org/10.1111/jcc4.12057
Siplawfirm. (2018, September 23). Menteri Kesehatan Terbitkan Surat Menteri Tentang Pemblokiran Iklan Rokok Di Internet. Siplawfirm. https://siplawfirm.id/menteri-kesehatan-terbitkan-surat-menteri-tentang-pemblokiran-iklan-rokok-di-internet/
Soerojo, W. (2014). Survey on pictorial health warning compliance in indonesia (report from 7 districts). University of Indonesia.
Sebayang, S. K., Rosemary, R., Widiatmoko, D., Mohamad, K., & Trisnantoro, L. (2012). Better to die than to leave a friend behind: industry strategy to reach the young. Tobacco control, 21(3), 370-372. https://doi.org/10.1136/tobaccocontrol-2011-050223
Tobacco Control. (2019, September 23). Vital Strategies, Inc. https://www.vitalstrategies. org/.
WHO Indonesia. (2020, May 30). Pernyataan: Hari Tanpa Tembakau Sedunia 2020. WHO Indonesia. https://www.who.int/indonesia/news/detail/30-05-2020-pernyataan-hari-tanpa-tembakau-sedunia-2020.
WLF. (2015). Indonesia health communications campaigns: World Lung Foundation; 2015. World Lung Foundation. http://worldlungfoundation.org/ht/d/sp/i/20872/pid/20872.
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Published
2021-06-30
How to Cite
Rosemary, R., Susilawati, N., Yanuar, D., Anisah, N., & Idris, M. (2021). Perceived Effectiveness of the Anti-Smoking Public Service Advertisement on YouTube (#SuaraTanpaRokok). Communicare : Journal of Communication Studies, 8(1), 1–19. https://doi.org/10.37535/101008120211
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