<![CDATA[Cancer is the one of the highest killers in the world. In Indonesia, the prevalence of this diseaseis increasing from year to year. To reduce the number of cancer patients, the Ministry of Healthhas a variety of efforts, such as education to the public through Public Service Announcement(PSA) on television. PSA is needed primarily to mobilize the community to change behavior toa more positive direction as desired by the communicator. It takes proper persuasivecommunication so that the PSA can perform its function to influence people to change theirbehavior in a positive direction. This persuasive effort becomes interesting to be studiedconsidering persuasive communication is related to various aspects, such as attitude, behaviorand knowledge of target audience.In the context of cancer education, persuasive communication is needed to convince people tobe more concerned about cancer by implementing a healthy lifestyle so that cancer can beprevented. This study aims to find how persuasive communication in cancer education PSAcould support behavior change in society. The research method used is case study usingqualitative descriptive, trough data collection procedure of FGD (Focus Group Discussion).The research was conducted in Cirendeu, Ciputat. Data survey was obtained from the studentsof the University of Muhammadiyah Jakarta who became informers. The data is analyzedqualitatively which is then interpreted and presented in the form of a description or narrativefollowed by conducted theoretical interpretation to give meaning to the result of the researchthat has been done.Result of this study indicates that behavior of the target audience towards the PSA is quitepositive. Some of informants like the storyline and animation aproach, but the weakness is theinformation in the PSAis less detailed. Information in persuasive communication of PSA seeksto change the pattern of community to be healthier where early examination or detection isneeded as a form of prevention. Through PSA, public awareness of cancer can be increased topersuade people to be willing to prevent cancer.Keywords: Persuasive Communication, Public Service Ads, Cancer Education]]>
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