Exposure to Public Service Advertisements #suaratanparokok: A Sociodemographic Analysis

DOI

10.2991/978-94-6463-048-0_9How to use a DOI?

Keywords

Effectiveness; Anti-smoking; Public Service Announcement; Socio-demographic

Abstract

The negative impact of cigarettes is on the health and socio-economic of individuals and the community. Cigarette advertising in mass media contributes to an increase in smoking behaviour. The high number of cigarette consumption in the community raises concerns about the low level of public awareness of the dangers of smoking. One approach to protect and increase public awareness about smoking is to communicate the harms of tobacco through Public Service Advertisements (PSAs), like #suaratanparokok on YouTube. There is still a lack of studies that explore the effectiveness of PSAs, including looking at the exposure to anti-smoking PSA from different indicators. This study aims to analyze the exposure of #suaratanparokok PSA based on people’s socio-demographic backgrounds. The characteristics assessed include gender, age, education, occupation, income, origins, smoking status, and social media preferences to view the PSAs. Three hundred and ninety-eight respondents participated in an online survey distributed via Short-Message-Sending (SMS) and social media platforms. This study shows that only smoking status (p-value = 0.001) and place of origin of the respondents (p-value = 0.049) correlate with the exposure to #suaratanparokok PSA. Most people who access the PSA are 17–25 years old and are university students. Passive smokers viewed more the ad than smokers, and Instagram was the social media platform where most people view the #suaratanparokok PSA. The study suggests that besides a total ban on cigarette advertising, there is a need to develop PSAs targeting certain age groups, particularly youth and young adults, and smokers through prominent social media, such as Instagram.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Rizanna Rosemary
AU  - Novi Susilawati
AU  - Sari Rahmani
AU  - Nur Anisah
PY  - 2022
DA  - 2022/12/19
TI  - Exposure to Public Service Advertisements #suaratanparokok: A Sociodemographic Analysis
BT  - Proceedings of the 3rd International Conference on Cardiovascular Diseases (ICCvD 2021)
PB  - Atlantis Press
SP  - 71
EP  - 79
SN  - 2468-5739
UR  - https://doi.org/10.2991/978-94-6463-048-0_9
DO  - 10.2991/978-94-6463-048-0_9
ID  - Rosemary2022
ER  -