Strategi pemasaran sosial Ubah Stigma dalam meningkatkan kesadaran mengenai isu kesehatan mental pada generasi muda = Ubah Stigma's social marketing strategy to boost awareness on mental health issue on the young generation

Soewito, David Gunarso Bambang (2021) Strategi pemasaran sosial Ubah Stigma dalam meningkatkan kesadaran mengenai isu kesehatan mental pada generasi muda = Ubah Stigma's social marketing strategy to boost awareness on mental health issue on the young generation. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Rendahnya kesadaran mengenai isu kesehatan mental mendorong Ubah Stigma untuk terus berkampanye mengenai isu kesehatan mental. Ubah Stigma memilih generasi muda sebagai target audiences melihat generasi muda merupakan generasi yang akan meneruskan masa depan dan mengalami berbagai tantangan hidup yang cukup berat, dimana hal ini akan berpengaruh terdadap keadaan mental mereka. Dengan demikian, penelitian ini akan menjelaskan “bagaiamana strategi pemasaran sosial Ubah Stigma dalam meningkatkan kesadaran mengenai isu kesehatan mental di generasi muda?” Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian riset naratif. Pengumpulan data dilakukan melalui wawancara dan observasi-non partisipan sebagai data primer. Wawancara dilakukan kepada para pengurus organisasi Ubah Stigma. Data sekunder dalam penelitian ini berupa berbagai sumber eksternal seperti jurnal, artikel, media online, dan situs online. Aktivitas Ubah Stigma memiliki berbagai bentuk dan program, mulai dari Let’s Talk Mental Health sebagai acara tahunan, Senigma yang merupakan sebuah acara pameran karya seni, dan media sosial yang digunakan untuk membagikan beragam informasi menarik mengenai isu kesehatan mental. Penggunaan media sosial didasarkan pada target audiences dari Ubah Stigma yang sangat aktif di media sosial. / The lack of awareness for mental health issues has encouraged Ubah Stigma to continue campaigning about these issues. Ubah stigma chooses the young generation as their target audience because this generation will take care of the future and have experienced the complexity of life’s challenges where that affect their mental health. Therefore, this research will explain “how Ubah Stigma’s social marketing strategy boosts awareness about mental health issues for young generations?” This research will use a qualitative approach with narrative research as the research method. The research will gain primary data by interview and non-participant observation. Interviews are done with members from Ubah Stigma. Secondary data will be gained through external sources such as journals, articles, online media, and websites. Ubah Stigma’s activity has many forms and programs that include Let's Talk Mental Health as an annual event, Senigma which is an art exhibition, and social media to share information about mental health issues. The use of social media is based on the target audience of Ubah Stigma who are very active on social media.

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