Proceedings of the First Brawijaya International Conference on Social and Political Sciences, BSPACE, 26-28 November, 2019, Malang, East Java, Indonesia

Research Article

GENRE Campaign, Youth and Instagram

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  • @INPROCEEDINGS{10.4108/eai.26-11-2019.2295185,
        author={E  Yuliawati and A  Harlindawati},
        title={GENRE Campaign, Youth and Instagram},
        proceedings={Proceedings of the First Brawijaya International Conference on Social and Political Sciences, BSPACE, 26-28 November, 2019, Malang, East Java, Indonesia},
        publisher={EAI},
        proceedings_a={B-SPACE},
        year={2020},
        month={5},
        keywords={communication strategy campaign planning generation youth instagram},
        doi={10.4108/eai.26-11-2019.2295185}
    }
    
  • E Yuliawati
    A Harlindawati
    Year: 2020
    GENRE Campaign, Youth and Instagram
    B-SPACE
    EAI
    DOI: 10.4108/eai.26-11-2019.2295185
E Yuliawati1,*, A Harlindawati1
  • 1: Universitas Mercu Buana, Jakarta
*Contact email: elly_yuliawati@mercubuana.ac.id

Abstract

Early marriages still occur in Indonesia, causing various problems whose spectrum ranging from maternal mortality to child stunting. Adolescents as perpetrators of early marriages are targeted in the Generasi Berencana (well-planned generation - shortened as GenRe) campaign conducted by the Indonesian National Population and Family Planning Agency (BKKBN). This study aims to analyze the communication strategy in the GenRe campaign through Instagram @bkkbnofficial. Use case studies as a method of parsing problems to find the solutions expected from GenRe campaign. Research results show that the campaign is carried out through the stages of content planning, implementation, namely by posting on instagram and evaluation conducted by BKKBN. There are three key messages in GenRe campaign namely avoiding premarital sex, maturing the age of marriage, and avoiding drugs. Based on these three keywords, the narrative "If Planned, Everything Is Easier" was chosen. There is a gap between Instagram @bkkbnofficial segmentation which reaches more young families while the GenRe campaign targets unmarried adolescents.