Abstract
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.
Highlights
Smoking Prevalence in Indonesia Indonesia is still a smoker's paradise
This study focuses on #suaratanparokok Public Service Advertisements (PSAs) which is a collaborative production by the Vital Strategies Indonesia (VSI) and the Ministry of Health of the Republic of Indonesia
The results of this study revealed that there is still a lack of anti-smoking PSAs in terms of quantity and quality
Summary
Smoking Prevalence in Indonesia Indonesia is still a smoker's paradise. The number of smokers in Indonesia is the third highest in the world. The current anti-smoking PSAs (Ibu Ike and Robby versions) said to not meet people’s needs and expectations of meaningful messages about the hazardous effects of smoking (Rosemary, 2020) From these various studies, it shows that the development of PSAs needs to take into account the targeted audiences and their cultural context. Anti-Smoking PSAs on YouTube Since cigarette advertisements are partially banned on mainstream media as regulated by PP 10/2012, tobacco advertisement, promotion, and sponsorships (TAPS) have made use of online media to promote their products (Rosemary, 2011; Astuti et al, 2018; Mutmainnah et al, 2020). Coding of the anti-smoking PSAs refers to the concept of perceived effectiveness of PSAs, which includes counting the number of people watching or exposed by the video (exposure), the number of users’ involvement (engagement), and the number of responses by YouTube viewers (insights). All videos were accessed and analysed as of November 26, 2020
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