Perancangan Video Kampanye Sosial Pencegahan Dampak Minuman Keras Pada Dewasa Muda di Kota Jayapura
Keywords:
dewasa muda; kampanye social; Kota Jayapura; minuman keras; perancangan video ;Abstract
Latar belakang: Kampanye tentang dampak minuman keras memerlukan pesan yang dekat dengan pengalaman keseharian audiens. Dalam konteks Jayapura, hubungan pertemanan dan risiko berkendara setelah minum menjadi persoalan yang diangkat melalui cerita audiovisual.
Tujuan: Penelitian ini bertujuan merancang video kampanye sosial bagi dewasa muda usia 20–24 tahun dan menjelaskan hubungan antara temuan lapangan dengan keputusan naratif serta visual.
Metode: Penelitian menggunakan pendekatan kualitatif berbasis praktik. Bahan perancangan mencakup observasi empat hari pada satu toko di Waena, ringkasan wawancara dua informan berusia 29 dan 47 tahun, studi pustaka, serta dokumentasi produksi dan pemutaran karya. Data dibaca secara deskriptif untuk menyusun konsep, storyboard, dan produksi.
Hasil: Grafik observasi memuat 434 catatan dalam tiga kategori penulis, dengan kategori pembeli sebesar 96,31%. Wawancara menempatkan pertemanan dan dukungan keluarga sebagai bahan cerita. Karya berbentuk video drama berasio 16:9 dengan tujuh adegan yang menghubungkan ajakan minum, kecelakaan, dan keputusan kembali kepada keluarga. Dokumentasi memperlihatkan produksi menggunakan telepon pintar, penyuntingan di CapCut Desktop, dan pemutaran karya di Ebha Hekhe, Sentani.
Simpulan: Kontribusi penelitian terletak pada penerjemahan pengalaman lokal menjadi keputusan desain kampanye. Efektivitas terhadap pemahaman dan perubahan perilaku audiens belum diukur.
References
Bigsby, E., & Albarracín, D. (2022). Self- and response efficacy information in fear appeals: A meta-analysis. Journal of Communication, 72(2), 241–263. https://doi.org/10.1093/joc/jqab048
Bonar, E. E., Bauermeister, J. A., Blow, F. C., Bohnert, A. S. B., Bourque, C., Coughlin, L. N., ... Walton, M. A. (2022). A randomized controlled trial of social media interventions for risky drinking among adolescents and emerging adults. Drug and Alcohol Dependence, 237, 109532. https://doi.org/10.1016/j.drugalcdep.2022.109532
Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806
Candy, L., & Edmonds, E. (2018). Practice-based research in the creative arts: Foundations and futures from the front line. Leonardo, 51(1), 63–69. https://doi.org/10.1162/LEON_a_01471
Chen, M., & Bell, R. A. (2022). A meta-analysis of the impact of point of view on narrative processing and persuasion in health messaging. Psychology & Health, 37(5), 545–562. https://doi.org/10.1080/08870446.2021.1894331
Humas Polda Papua. (2025, 31 Desember). Rilis lalulintas sepanjang tahun 2025, Kapolresta “Pengendara di Kota Jayapura tertib berlalulintas”. https://tribratanews.papua.polri.go.id/rilis-lalulintas-sepanjang-tahun-2025-kapolresta-pengendara-di-kota-jayapura-tertib-berlalulintas/
Kiger, M. E., & Varpio, L. (2020). Thematic analysis of qualitative data: AMEE Guide No. 131. Medical Teacher, 42(8), 846–854. https://doi.org/10.1080/0142159X.2020.1755030
Kok, G., Peters, G.-J. Y., Kessels, L. T. E., Ten Hoor, G. A., & Ruiter, R. A. C. (2018). Ignoring theory and misinterpreting evidence: The false belief in fear appeals. Health Psychology Review, 12(2), 111–125. https://doi.org/10.1080/17437199.2017.1415767
Lin, F. L.-Y. (2019). Using thematic analysis to facilitate meaning-making in practice-led art and design research. International Journal of Art & Design Education, 38(1), 153–167. https://doi.org/10.1111/jade.12177
McCall, B., Shallcross, L., Wilson, M., Fuller, C., & Hayward, A. (2021). Storytelling as a research tool used to explore insights and as an intervention in public health: A systematic narrative review. International Journal of Public Health, 66, 1604262. https://doi.org/10.3389/ijph.2021.1604262
McDermott, K. T., Noake, C., Wolff, R., Espina, C., Foucaud, J., Steindorf, K., ... Kleijnen, J. (2023). Digital interventions to moderate alcohol consumption in young people: A Cancer Prevention Europe overview of systematic reviews. Frontiers in Digital Health, 5, 1178407. https://doi.org/10.3389/fdgth.2023.1178407
Moe-Byrne, T., Evans, E., Benhebil, N., & Knapp, P. (2022). The effectiveness of video animations as information tools for patients and the general public: A systematic review. Frontiers in Digital Health, 4, 1010779. https://doi.org/10.3389/fdgth.2022.1010779
Oschatz, C., & Marker, C. (2020). Long-term persuasive effects in narrative communication research: A meta-analysis. Journal of Communication, 70(4), 473–496. https://doi.org/10.1093/joc/jqaa017
Park, S., Lee, H., & Kim, J. (2022). Role of alcohol media literacy in alcohol use among children and adolescents: A systematic review. Health Promotion International, 37(6), daac118. https://doi.org/10.1093/heapro/daac118
Pettigrew, S., Booth, L., Jongenelis, M. I., Brennan, E., Chikritzhs, T., Hasking, P., ... Wakefield, M. (2021). A randomized controlled trial of the effectiveness of combinations of ‘why to reduce’ and ‘how to reduce’ alcohol harm-reduction communications. Addictive Behaviors, 121, 107004. https://doi.org/10.1016/j.addbeh.2021.107004
Pueyo-Garrigues, M., Carver, H., Parr, A., Lavilla-Gracia, M., Alfaro-Díaz, C., Esandi-Larramendi, N., & Canga-Armayor, N. (2024). Effectiveness of web-based personalised feedback interventions for reducing alcohol consumption among university students: A systematic review and meta-analysis. Drug and Alcohol Review, 43(5), 1204–1225. https://doi.org/10.1111/dar.13848
Sohi, I., Shield, K. D., Rehm, J., & Monteiro, M. (2023). Digital interventions for reducing alcohol use in general populations: An updated systematic review and meta-analysis. Alcohol: Clinical and Experimental Research, 47(10), 1813–1832. https://doi.org/10.1111/acer.15175
Strowger, M., & Braitman, A. L. (2023). Using social network methodology to examine the effects of exposure to alcohol-related social media content on alcohol use: A critical review. Experimental and Clinical Psychopharmacology, 31(1), 280–293. https://doi.org/10.1037/pha0000561
van Laer, T., Feiereisen, S., & Visconti, L. M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research, 96, 135–146. https://doi.org/10.1016/j.jbusres.2018.10.053
Wakefield, M. A., Brennan, E., Dunstone, K., Durkin, S. J., Dixon, H. G., Pettigrew, S., & Slater, M. D. (2017). Features of alcohol harm reduction advertisements that most motivate reduced drinking among adults: An advertisement response study. BMJ Open, 7(4), e014193. https://doi.org/10.1136/bmjopen-2016-014193
World Health Organization. (n.d.). Adolescent health. https://www.who.int/health-topics/adolescent-health
World Health Organization. (2024, 28 Juni). Alcohol. https://www.who.int/news-room/fact-sheets/detail/alcohol
Yadav, A. K., & Velaga, N. R. (2021). A comprehensive systematic review of the laboratory-based research investigating the influence of alcohol on driving behaviour. Transportation Research Part F: Traffic Psychology and Behaviour, 81, 557–585. https://doi.org/10.1016/j.trf.2021.07.010
Young, B., Lewis, S., Katikireddi, S. V., Bauld, L., Stead, M., Angus, K., ... Langley, T. (2018). Effectiveness of mass media campaigns to reduce alcohol consumption and harm: A systematic review. Alcohol and Alcoholism, 53(3), 302–316. https://doi.org/10.1093/alcalc/agx094
Zhu, Z., Liu, S., & Zhang, R. (2023). Examining the persuasive effects of health communication in short videos: Systematic review. Journal of Medical Internet Research, 25, e48508. https://doi.org/10.2196/48508
