Social Marketing Campaign in Tobacco Cessation to Young Adults

• Yeni Rosilawati, Adhianty Nurjanah Program Studi Komunikasi, Fakultas Ilmu, Sosial Dan Politik, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
• Dianita Sugiyo Ilmu Keperawatan FKIK, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
• Achmad Nurmandi Universitas Muhammadiyah Yogyakarta UMY, Indonesia
• Shahid Habib Department of governance and public policy, national university of modern languages, Islamabad, Pakistan

Resumen

This study will evaluate the social marketing strategy to influence
young adults by taking a case study in Klungkung Regency in Bali
Province, Indonesia. This research specifically interested in looking at
the social marketing strategy including channel analysis, market
segmentation and audience analysis, considerations of product, price,
place and promotions), implementation and evaluation of Tobacco
Control Behavior. The study found that the social marketing using 4P
(Product, Price, Place and Promotions) +additional 2P (Partnership and
Policy) elements of social marketing. The product is the idea of healthy
life, preventing is more worthy than cure. The price is the change of
behaviour, from smoking to quit smoking, and to prevent the early
smokers. The distribution channel is family and community support.
The partnership is using community elements, among others,community leaders starting from Banjar (village), PKK (Family Welfare Program) mothers, Posyandu (Integrated Service Post) cadres and religious leaders. Finally the policy is the local regulations (Perda)Number 10 of 2011 concerning Smoke Free Area.