PERSUASIVE COMMUNICATION MODEL ON ANTI-SMOKING PSA TO SUPPORT CHANGING BEHAVIOR (STUDY OF BOGOR AGRICULTURAL INSTITUTE POST GRADUATE STUDENT)

Abstract

Qualified human resources are highly related with working performance. But working performance itself depends on good condition of health. Smoking habit in Indonesia is considered in a high number; thus, result in many health problems decreasing quality of human resources and even could end up with death. Data Center for Health Research and Development of the Health Ministry said, prevalence of tobacco consumption in Indonesia in age 15 years and over keep increasing at the last 18 years. Consequently, it generates in increasing of chronic obstructive pulmonary disease patients. Moreover, smoking also become main causes of lung cancer. Experts study shows, 87 % of lung cancer cases are related with smoking.In order to reduce the growth of smokers, it is needed to build communication to raise public awareness about the dangers of smoking, and encourage them to change behavior. One of these communication efforts is to launch Public Service Announcements (PSAs). PSAs are needed primarily to mobilize the community to change behavior into a more positive direction as desired by the communicator. This study aims to find a model of persuasive communication on Anti-Smoking PSAs to support behavior change in the community. Objects in this study was 3 versions of PSAs campaign; No Smoking version, Robby Indra Wahyuda version and Loss of Vocal Cords. The research method used is descriptive qualitative with data collection procedures depth interviews and Focus Group Discussions (FGD). Research conducted at the Faculty of Human Ecology, Bogor Agricultural University, with FGD and in-depth interviews on IPB post graduate students. Result indicates that the PSAs are not able to change the behavior directly to a person to quit smoking. However, PSAs became starting point to change behavior. Furthermore, PSAs able to build awareness of target audiences about the detrimental effects of smoking, thus stimulating the target audience to quit someday (aroused interest to take action to stop smoking). Early habit of smoking is caused primarily by environmental factors (the influence of friends), and no smoking was caused by the attitude (personal consciousness).