The Effectiveness of Web Series in Submitting Social Campaign Messages: Case Study of the Antipornography Social Campaign Web series “Manfaat Nonton Bokep”

Abstract

Millennials can be said to be a digital generation that has been associated with technology since they born. With the development of technology, thousands of marketers have turned to the internet. If television is considered to have strength in terms of reach and awareness, marketing on the internet has the power of engagement. The existence of the world of web and social media creates many opportunities to unite a story and technology that aims to increase engagement while changing behaviour. Social campaigns have been considered to contain cliche and very old fashioned content and methods, so that new breakthroughs are needed to attract the attention of the digital generation. Web series is a serial cinema formats specifically designed to be broadcast through web-based TV technology. This study analysed quantitatively the effectiveness of the Antipornography Social Campaign Web Series “Manfaaat Nonton Bokep” on the understanding of pornographic effects as a result of questionnaire data from 152 students aged 18-24 in Bandung (71 women, 81 men). Data were analysed using the pre-post test method with the T-test. The results of this study indicate that there are differences in understanding before and after watching the web series. This study also shows the higher understanding of the effects of pornography after watching the web series.