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Merancang Strategi Kreatif Produksi Iklan Layanan Masyarakat dalam Menyampaikan Pesan Sosial Kurnia, Ari; Saragih, Ruth Putryani; Jessica, Miranda
Indonesian Journal for Social Responsibility Vol. 7 No. 01 (2025): June 2025
Publisher : LPkM Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/ijsr.v7i01.349

Abstract

Public Service Announcement (PSAs) are often rigid and seem serious because they aim to shape behavioral changes, both for individuals, groups and their social order. The ILM production process is the same as advertising production in general, but the output produced in PSA is not in the form of profit. PSA in social marketing requires a creative strategy in compiling messages and placing PSA media so that it is more able to encourage consumers to change behavior. Through this Community Service activity, creativity can also be expressed in PSA production which is built through various methods such as the courage to take risks, the courage to challenge assumptions, the courage to take opportunities for change and the ability to see in new ways. Community Service participants are students in grades X and XI at SMK Fransiskus 1 Jakarta, and collaborate with active students of the Bakrie University Communication Science Study Program, using the lecture method and Project Based Learning (PjBL) through audio-visual production training and public speaking provided by the Community Service Team and TVOne Senior Presenter, Indy Rahmawati. Furthermore, participants make PSA videos with topics related to the SDGs. The purpose of this activity is to provide an understanding of how creative strategies in making PSAs to convey persuasive messages and media placement as a social marketing medium. The results of this activity, participants know the characteristics of commercial advertising with PSAs and how to design creativity in PSAs production and delivery with good public speaking.
SMART FOOD, SMART CONTENT: LITERASI PANGAN DAN KONTEN DIGITAL UNTUK KETAHANAN KOMUNITAS DI WILAYAH BENCANA Saragih, Ruth Putryani; Ardiansyah, Ardiansyah; Purnomo, M. Fathir Ajie
Kumawula: Jurnal Pengabdian Kepada Masyarakat Vol 9, No 2 (2026): Kumawula: Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/kumawula.v9i2.67567

Abstract

This Community Service Program originated from the issue of low levels of food literacy and media literacy among communities living in disaster-prone areas such as Pekayon, West Bekasi (Indonesia), and Hualien (Taiwan). Limited understanding of food labeling and the widespread dissemination of misinformation on social media make these communities vulnerable to the risks of unsafe food consumption and uninformed decision-making. The program aims to strengthen community resilience through education on food security, enhancement of food label comprehension, and training in the production of educational digital content. The implementation method employed a participatory and cross-disciplinary collaborative approach between Food Science and Communication Studies, encompassing public outreach, joint seminars with industry partners, and social media content creation workshops. The results indicate a significant improvement in participants' understanding of the importance of reading food labels, alongside increased critical awareness of the role of digital media in promoting healthy food campaigns. Participants also demonstrated fundamental skills in producing relevant and engaging educational content for dissemination through social media. This initiative underscores that the integration of food literacy and media literacy can enhance community resilience in the face of disasters, both physically and informationally. Furthermore, the program contributes to the achievement of Sustainable Development Goals (SDGs) 3, 4, and 12 through education, community participation, and the promotion of more responsible production and consumption practices.Program Pengabdian kepada Masyarakat ini berangkat dari permasalahan rendahnya literasi pangan dan literasi media masyarakat di wilayah rawan bencana seperti Pekayon, Bekasi Barat (Indonesia) dan Hualien (Taiwan). Rendahnya pemahaman terhadap label pangan serta maraknya misinformasi di media sosial menyebabkan masyarakat rentan terhadap risiko konsumsi pangan tidak aman dan pengambilan keputusan yang tidak berbasis pengetahuan. Kegiatan ini bertujuan untuk meningkatkan ketahanan komunitas melalui edukasi ketahanan pangan, peningkatan kemampuan membaca label pangan, serta pelatihan pembuatan konten digital edukatif. Metode pelaksanaan dilakukan melalui pendekatan partisipatif dan kolaboratif lintas disiplin antara Ilmu Pangan dan Ilmu Komunikasi, meliputi sosialisasi, seminar bersama mitra industri, dan pelatihan pembuatan konten media sosial. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada pemahaman peserta terhadap pentingnya membaca label pangan, serta tumbuhnya kesadaran kritis mengenai peran media digital dalam kampanye pangan sehat. Peserta juga menunjukkan kemampuan dasar dalam memproduksi konten edukatif yang relevan dan menarik untuk disebarluaskan melalui media sosial. Kegiatan ini menegaskan bahwa integrasi antara literasi pangan dan literasi media mampu memperkuat ketahanan komunitas dalam menghadapi bencana, baik dari aspek fisik maupun informasi. Program ini juga berkontribusi terhadap pencapaian Tujuan Pembangunan Berkelanjutan (SDG) 3, 4, dan 12 melalui upaya edukasi, partisipasi masyarakat, serta produksi dan konsumsi yang lebih bertanggung jawab.