Perceived Effectiveness of the Anti-Smoking Public Service Advertisement on YouTube (#SuaraTanpaRokok)

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.

A systematic review of second-hand smoking mass media campaigns (2002–2022)

“…Three further campaigns reported population reaches of 3.481 million (Bosnia and Herzegovina), 329 million (China), and 378 million (US). Yes, effective 3) Awareness of campaign 6 C, A, S Vietnam [ 28 ], UK [ 27 , 43 ], US [ 23 , 26 ], Indonesia [ 36 ] 2002–2018 All campaigns evaluated recall or recognition without prompt, with recall ranging from 8.0-76.4%. Limited evidence showed factual (vs. personal stories) and gain-framed (vs. loss-framed) campaigns resulted in better recall.…”

“…A similar campaign launched on Weibo reported more than 5.8 million views on their SHS advertisements [ 56 ]. Another 16 social media campaign evaluations [ 17 , 36 , 39 , 41 , 49 – 51 , 61 , 62 , 69 , 72 , 73 , 80 , 82 , 83 , 94 ] that reported views had an average of 39,185 views on YouTube, with a range of 147 [ 17 ] to 530,000 [ 62 ] (Table S6 ).…”

“…Six campaigns measured recall or recognition of campaign messages without prompting in post-campaign-exposure surveys [ 23 , 26 – 28 , 36 , 43 ]. Campaign recall ranged from 8.0% [ 28 ] to 76.4% [ 27 ], with an average of 44.4% of respondents being able to recall campaign messaging without prompting.…”

Exposure to Public Service Advertisements #suaratanparokok: A Sociodemographic Analysis

“…The frequency with which a person uses certain media types provides a great opportunity to obtain information through these media [12]. Similarly, messages on the harms of smoking on social media can change and influence individual behaviour [13]. These studies suggest that one of the efforts to protect health, socioeconomics, individuals, and society is communicating the dangers of smoking is through Public Service Advertisements (PSAs).…”

“…Translated as "to fulfil access to the availability of information and public health education, the Government and Local Governments organize public service advertisements regarding the dangers of using Tobacco Products." Besides PSAs, Pictorial Health Warnings (PHW) on cigarette packaging is aimed to encourage people to stop consuming tobacco addiction substances [13].…”