Strategi kampanye sosial mengenai kekerasan seksual pada perempuan melalui komunitas di Instagram

Gracia, Samantha Elisa (2023) Strategi kampanye sosial mengenai kekerasan seksual pada perempuan melalui komunitas di Instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kasus kekerasan seksual di Indonesia masih terus meningkat hingga saat ini. Hal ini menjadi tugas dan tanggung jawab bersama untuk melawan isu tersebut, tak terkecuali para komunitas. Komunitas Konde, Komunitas Indonesia Feminis, dan Komunitas Feminis Manis menjadi tiga dari sekian banyak komunitas relawan yang berkontribusi menyuarakan kesadaran untuk melawan isu kekerasan seksual dengan melakukan kampanye sosial. Sebuah kampanye sosial yang dijalankan harus memiliki strategi komunikasi yang tepat, agar kampanye tersebut berhasil. Adapun para komunitas memiliki strategi tersendiri yang serupa saat melaksanakan kampanye sosial. Strategi tersebut memiliki 3 tahapan, mulai dari mengidentifikasi masalah, tahap perencanaan dan pemrograman, hingga tahap pengambilan tindakan dan komunikasi. Para komunitas juga melakukan kerja sama dengan lembaga resmi dan sesama komunitas lainnya. Strategi yang telah disusun kemudian diaplikasikan dan diunggah melalui media sosial Instagram. Ketiga komunitas yang ada menggunakan media sosial Instagram untuk menjangkau target khalayak yang dituju, yaitu publik sebagai penerima pesan kampanye sosial. / Cases of sexual violence in Indonesia are still increasing until today. It becomes the responsibility of all to fight that issue, including the communities. The Konde Community, the Indonesia Feminis Community, and the Feminis Manis Community are three of the many volunteer communities that have contributed to raising awareness in order to fight the issue of sexual violence by conducting social campaigns. A social campaign must have the right communication strategy, so that the campaign will be successful. The communities have their own strategies that are similar when running social campaigns. The strategy includes 3 stages, from identifying the problem, planning and programming stage, to act and communication stage. The communities also working with official institutions and other communities. The strategy that has been prepared is then applied and uploaded via social media Instagram. The three of the communities use Instagram to reach the intended target audience, which is the public as recipients of social campaign messages.

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