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All Journal Jurnal Kesehatan Wiraraja Medika: Jurnal Kesehatan Musamus Journal of Physical Education and Sport (MJPES) Miracle Journal Of Public Health (MJPH) PROFICIO: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Olahraga Masyarakat Jurnal Kolaboratif Sains Journal of Educational Innovation and Public Health Vitamin: Jurnal Ilmu Kesehatan Umum LITERA ABDI: Jurnal Pengabdian Masyarakat Paramacitra : Jurnal Pengabdian Masyarakat Asian Journal of Environmental Research
Samsiana .
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Journal : Asian Journal of Environmental Research

 1 
Strategy and Impact of Educational Videos on the Dangers of Smoking on Instagram by the Makassar’s Health Department Through Collaboration with Local Influencers Ismaniar, Nur Inayah; Samsiana
Asian Journal of Environmental Research Vol. 2 No. 3 (2025): September-December
Publisher : CV. Science Tech Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69930/ajer.v2i3.561

Abstract

Indonesia faces a persistently high prevalence of smoking, particularly among adolescents, necessitating innovative communication strategies to promote tobacco control. This study aims to analyze the strategy and impact of the Makassar Health Department’s collaboration with local influencers in disseminating anti-smoking educational videos on Instagram. Using a qualitative descriptive approach, data were collected through in-depth interviews with program managers at the Makassar Health Department and observation of seven uploaded videos. Engagement Rate (ER) was calculated based on likes, comments, and shares to assess audience interaction. Results indicate that Instagram serves as an effective medium for health behavior change communication, reaching younger demographics through culturally resonant and emotionally engaging content. The collaboration with local influencers enhanced message relatability and expanded audience reach beyond official government channels. The highest ER was achieved by influencer Uyha Yasashaky with 296%, suggesting exceptionally high engagement and viral diffusion. The findings reveal that this partnership exemplifies the two-step flow of communication model, where trusted public figures act as intermediaries between health authorities and the public. Moreover, institutional leadership and resource support from the Makassar Health Department ensured message consistency and alignment with broader public health objectives. In conclusion, the strategic use of local influencers on social media proved to be a highly effective approach for amplifying tobacco control messages, increasing public engagement, and reinforcing healthy behavioral norms within the sociocultural context of Makassar.
Co-Authors Amin, Andi Nurzakiah Andi Atssam Mappanyukki Andi Nurzakiah Amin Andi Ulfiana Fitri Devina Costantia Sagita Lestari Dian Anggraeni Rachman Emmi Bujawati Emmi Bujawati Faizal Erlangga Makawi Habibi . Habibi . Haeril, Haeril Irwandi Rachman, Irwandi Irwandy Rachman Ismaniar, Nur Inayah Jasmin Ambas Muhammadong Mujtahidah Munawir Amansyah Munawir Amansyah Nur Inayah Ismaniar Nurzakiah Amin, Andi Sarinah Basri K Sri Rezkiani Kas Syahrul Basri Syahrul Basri Wahyuddin Wahyuddin Wahyudin Yadi Jayadilaga Yulita Sirinti Pongtambing