Abstract

Tujuan penelitian ini adalah untuk menggambarkan manajemen kampanye bahaya merokok malalui iklan layanan masyarakat televisi yang dikelola berdasarkan identifikasi masalah, perancangan kampanye, pelaksanaan kampanye dan evaluasi kampanye yang dilakukan oleh Kementerian Kesehatan RI. Adapun pertanyaan penelitiannya adalah bagaimana identifikasi masalah yang dilakukan oleh Kementerian Kesehatan RI dalam program kampanye bahaya merokok melalui iklan layanan masyarakat televisi, bagaimana perancangankampanye bahaya merokokmelalui iklan layanan masyarakat televisi Kementerian Kesehatan RI, bagaimana pelaksanaan kampanye bahaya merokokmelalui iklan layanan masyarakat televisi Kementerian Kesehatan RI, bagaimana evaluasi kampanye bahaya merokok melalui iklan layanan masyarakat televisi Kementerian Kesehatan RI. Metode yang digunakan dalam penelitian ini adalah studi kasus kualitatif dengan teknik pengumpulan data wawancara mendalam dan observasi partisipatori pasif. Hasil penelitian ini menunjukan bahwa dalam manajemen kampanye bahaya merokok melalui iklan layanan masyarakat Kementerian Kesehatan RI melakukan empat tahap pengelolaan yaitu identifikasi masalah, perancangan kampanye, pelaksanaan kampanye, dan evaluasi kampanye.


Kata Kunci : Manajemen Kampanye, Bahaya Merokok, Iklan Layanan Masyarakat, Televisi.


ABSTRACT


The purpose of this study is to illustrate the dangers of smoking campaign management by public service television ads run based on problem identification, design, implementation of campaigns and campaign evaluation campaigns conducted by the Ministry of health of Indonesia. As for the research question is how to identify the issue carried out by the Ministry of health of Indonesia in danger of smoking campaign program through public service television campaign design, how the dangers of smoking through public service television Ministry of health RI, how implementation of the dangers of smoking campaign through public service television Ministry of health RI, how campaign evaluation of the dangers of smoking through public service advertisements television Ministry of health republic of Indonesia. The methods used in this research is a case study of qualitative data collection techniques with in-depth interviews and observations of passive partisipatori. The results of this research show that the dangers of smoking campaign management through the public service Ministry of health RI did a four-stage management i.e. identification problems, designing campaigns, campaign implementation, and evaluation the campaign.


Keywords: Campaign Management; Dangers Of Smoking; Public Service Advertisements; Television.