Communication strategy of the 'Focus on the Family' Indonesia in upholding Christian values against sex before marriage through no apologies program = Strategi komunikasi ‘focus on the family Indonesia’ dalam mengedepankan nilai kristiani dalam menentang seks sebelum menikah melalui program no apologies

Santoso, Patricia (2020) Communication strategy of the 'Focus on the Family' Indonesia in upholding Christian values against sex before marriage through no apologies program = Strategi komunikasi ‘focus on the family Indonesia’ dalam mengedepankan nilai kristiani dalam menentang seks sebelum menikah melalui program no apologies. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Premarital sex still becomes an issue for both developed and developing countries, including in Indonesia. Even though majorities of people in Indonesia considered premarital sex as morally unacceptable, the prevalence of premarital sex rates keeps on increasing every year. There are many actions that has been done by the government to handle this issue, however it is still considered to be insufficient and not strict enough in preventing premarital sex among the teenagers in Indonesia. Therefore, a non-governmental organization called Focus on the Family Indonesia created No Apologies program that focus on abstaining sex before marriage through character building workshop targeting on all teenagers in Indonesia. They campaign through conducting workshops to schools, communities, organizations, and education institutions to introduce themselves and create awareness for their program. Therefore, this research aims to explore on how does No Apologies as one of Focus on the Family Indonesia’s program used as a strategy to upholds Christian values against sex before marriage. This research uses qualitative approach and descriptive methodology. Primary data collection was obtained through in depth interviews and non-participant observation, while secondary data were obtained through collecting annual report and information regarding Focus on the Family Indonesia. The result of this research shows that No Apologies as one of Focus on the Family Indonesia’s program wanted to bring up this message because they realize that having sex before marriage is a form of violation on moral issues that has been taught by every religion. Therefore No Apologies undergoes social marketing process, which includes analysis, strategy development, program and communication design, pretesting, implementation, and evaluation so that could have social interaction with the targets and thus shared a common understanding that could result in changes in desired behavior of abstaining sex before marriage. / Seks pranikah masih menjadi persoalan baik di negara maju maupun di negara berkembang, termasuk di Indonesia. Meskipun mayoritas masyarakat di Indonesia masih menganggap seks pranikah sebagai hal tidak bisa diterima secara moral, namun persentase seks pranikah masih memiliki kecenderungan untuk meningkat setiap tahunnya. Terdapat banyak tindakan yang dilakukan oleh pemerintah untuk menangani kasus ini, namun tindakan tersebut masih dianggap kurang cukup dan kurang tegas dalam mencegah terjadinya seks pranikah di kalangan remaja di Indonesia. Oleh karena itu, sebuah lembaga swadaya masyarakat yaitu Focus on the Family Indonesia membuat sebuah program bernama No Apologies yang fokus untuk menentang adanya seks sebelum menikah melalui workshop pembangunan karakter yang menargetkan pada seluruh remaja di Indonesia. Mereka melakukan kampanye dengan mengadakan workshop ke berbagai sekolah, komunitas, organisasi dan institusi pendidikan untuk memperkenalkan program mereka dan kesadaran mereka akan program ini. Mengetahui hal ini, sebuah penelitian dilakukan untuk menjabarkan bagaimana No Apologies sebagai salah satu program dari Focus on the Family Indonesia digunakan sebagai strategi untuk menegakkan nilai-nilai Kristiani dalam menentang seks sebelum menikah. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data dilakukan dengan data primer, yaitu wawancara dan observasi non-partisipan, serta data sekunder berupa pengumpulan laporan tahunan dan informasi mengenai Focus on the Family Indonesia. Hasil penelitian menunjukkan bahwa No Apologies sebagai salah satu program dari Focus on the Family Indonesia ingin mengemukakan pesan ini karena mereka sadar bahwa melakukan seks sebelum menikah adalah bentuk pelanggaran secara moral yang diajarkan oleh semua agama. Oleh karena itu, No Apologies menjalani proses social marketing yang meliputi analisa, pengembangan strategi, desain program dan komunikasi, uji coba, implementasi dan evaluasi agar mereka bisa berinteraksi dengan target mereka dan memiliki pemahaman yang sama sehingga menghasilkan perubahan perilaku yang diinginkan yaitu untuk tidak melakukan seks sebelum menikah.

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