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All Journal PRofesi Humas Lontar : Jurnal Ilmu Komunikasi Wacana: Jurnal Ilmiah Ilmu Komunikasi Ultimacomm: Jurnal Ilmu Komunikasi Jurnal Manajemen Komunikasi Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi Jurnal Trias Politika Reswara: Jurnal Pengabdian Kepada Masyarakat Abdi-Dharma Jurnal Komunikasi Global Jurnal Pengabdian Masyarakat Satya Widyakarya
Arindita, Ruvira
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Social Sciences Other

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Communication strategies of corporate social responsibility program on sexual reproductive health “Eduka5eks” Arindita, Ruvira; Naura, Firdha
Manajemen Komunikasi Vol 7, No 2 (2023): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Faculty of Communication Sciences Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v7i2.38007

Abstract

The Indonesian government has long focused on sexual reproductive health issues among the younger generation. Contraceptive brand, Durex-Reckitt Benckiser, created a reproductive education program for young people and parents called Eduka5eks. This study aims to find out how the Corporate Social Responsibility (CSR) communication strategy is in the Eduka5eks reproductive health education program. The research method uses descriptive qualitative. Data were obtained through interviews with brand managers, event project managers, and online observations. The results showed that the communication strategy of the Eduka5eks program consisted of research, planning, implementation, evaluation and reporting. The Eduka5eks program emphasizes research and planning to determine the program’s key messages contained in the logo. Furthermore, the CSR communication strategy in the Eduka5eks program focuses on “interacting” strategies that involve various stakeholders to communicate the program and use controlled media, such as websites, social media brands, and press releases. Another strategy, namely “informing” is carried out as seen in CSR communication media that connects CSR with the core business objectives of the brand. Media that is not controlled in news in online media is in the form of coverage of events carried out by brands. In the aspect of communication development strategy, the strategy implemented is a media and participatory strategy because this program focuses more on the use of various media and nominating brand ambassadors. Suggestions for brands are the need to increase the role of peer educators and expand the program to youth in rural areas.
The Impact of The Body Shop #FightForSisterhood Campaign on Public Attitudes Towards Sexual Violence Suwarsih, Anggita Rahma Shela; Fariaz, Rhegina Leony; Arindita, Ruvira
LONTAR: Jurnal Ilmu Komunikasi Vol. 11 No. 2 (2023): Lontar : Jurnal Ilmu Komunikasi
Publisher : Program Studi Ilmu Komunikasi Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/lontar.v11i2.7562

Abstract

Prior research has identified a link between Public Relations (PR) campaigns and public attitudes toward specific issues. Currently, Indonesia is grappling with a surge in sexual violence cases. In 2022, a Ministry of Women's Empowerment and Child Protection (Kemen PPPA) report recorded 25,050 cases of violence against women, representing 79.9% of all victims. Responding to this concerning trend, The Body Shop (TBS) Indonesia launched the TBS #FightforSisterhood PR campaign, dedicated to addressing sexual violence. This study seeks to evaluate the impact of the TBS #FightforSisterhood campaign on public attitudes regarding sexual violence. Key concepts encompass PR campaigns, attitudes, sexual violence, and the stimulus-response (SOR) theory. Utilizing a quantitative approach, data was collected through surveys from followers of the @thebodyshopindo.impact account, totaling 10,300 respondents. Non-probability purposive sampling yielded a sample size of 100 followers, determined using Slovin's formula. Data analysis involved simple linear regression conducted with SPSS software. Results from the study reveal a significant positive impact of the TBS #FightforSisterhood PR campaign on public attitudes toward sexual violence. This research underscores the potential for brands to drive meaningful change on pressing social issues when campaigns are executed thoroughly, highlighting their power to effect social change.
Co-Authors Anita, Adella Apriliani , Rea Dinda, Tarisha Fariaz, Rhegina Leony Kharisma, Dandy Rayhan Kumala Sari Kussusanti Santi Lesmana, Stella Manik Sunuantari Naura, Firdha Nurrohmah, Nisa Rahmatunnisa , Nur Afia Safira Hasna Shambodo, Yoedo Suwarsih, Anggita Rahma Shela Tarsani Zahradias