Perceived Effectiveness of the Anti-Smoking Public Service

Communicare : Journal of Communication Studies Volume 8 No. 1, June 2021, p 1 - 19 P-ISSN: 2089-5739, E-ISSN: 2502-2091 DOI : https://doi.org/10.37535/101008120211 http://journal.lspr.edu/index.php/communicare

CONTACT Rizanna Rosemary, S.Sos., M.Si, MHC., Ph.D. Universitas Syiah Kuala. Jl. Teuku Nyak Arief No.441, Kopelma Darussalam, Kec. Syiah Kuala, Kota Banda Aceh, Aceh 23111. [email protected]. ARTICLE HISTORY Submitted: March 2021, Accepted: June 2021, Published: June 2021

PerceivedEffectivenessoftheAnti-SmokingPublicServiceAdvertisementonYouTube(#SuaraTanpaRokok)RizannaRosemary1,NoviSusilawati2,DeniYanuar3,NurAnisah4,andMawaddahIdris51,2,3,4,5ProdiIlmuKomunikasi,FakultasIlmuSosialdanIlmuPolitik,UniversitasSyiahKuala,BandaAceh

INTRODUCTIONSmokingPrevalenceinIndonesiaIndonesiaisstillasmoker'sparadise.ThenumberofsmokersinIndonesiaisthethirdhighestintheworld.Withatotalpopulationof267,670,548in2018,morethanhalfofthemalepopulationaresmokers.TheIndonesianBasicHealthResearch(Riskesdas)in2018showedthatthepercentageofadultsmokersis62.9%and33.8%areadolescentssmokersaged13-15.Basedondata fromtheSoutheastAsiaTobaccoControlAlliance(Seatca,2018),IndonesiaranksfirstforthehighestnumberofsmokersinSoutheastAsia,with67%malesmokers,includingyouthsmokers.

ABSTRACT Indonesia’stobaccocontrollawenforcementremainsweakandhasnotregulatedthetotalbanontobaccoadvertisement,promotion,andsponsorshipbans(TAPS).Meanwhile, mediated anti-smoking messages have been significantly found toreducesmokingprevalenceinmanycountries,helpingpeopletostopsmokingandpreventing new smokers. Unfortunately, the anti-smoking Public ServiceAdvertisements(PSAs)inIndonesiaisunabletocompetewiththeextensiveandcreativecigaretteadvertisingorpro-smokingmessagesinmanymediaplatforms.Messages encouraging people to stop smoking and delivering the hazardouseffectsofsmokingremainspottyintermsofnumbersandvisibility,leavingpeoplewith limited information about the adverse effects of smoking. There has beenlittleresearchliteraturelookingathowpeopleperceivedtheeffectivenessofanti-smokingmessages.Thisstudyaimstoidentifyandassesstheanti-smokingPSAsby#suaratanparokok.Acontentanalysisiscarriedouttoexaminetheperceivedeffectiveness of the #suaratanparokok PSAs on YouTube. The involvement ofYouTube influencers and optimizing social media platforms are important indeliveringthePSAs.Thisstudyprovidesinsightsandrecommendationstowarnpeopleaboutthedangerofsmokingthrougheffectiveanti-smokingmessages.Keywords: Anti-Smoking; Perceived Effectiveness; Public Service Advertising;YouTube

KEYWORDS Anti-smoking; Perceived Effectiveness; Public Service Advertisement; YouTube

Rizanna Rosemary | Perceived Effectiveness of the Anti-Smoking Public Service Advertisement on YouTube (#SuaraTanpaRokok)

Communicare : Journal of Communication Studies | Volume 8 No. 1, Juni 2021 p. 1 - 19

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Eventhoughthenumberofwomenwhosmokeremainssmall—6.7%(2018),thereisanincreasingtrendoffemalesmokerseveryyear.Theincreaseisfoundamonghiddensmokers, that iswomenwho choose to smoke in private. The increase of the hiddensmokershasanimpactonthelessvisiblenumberoffemalesmokerscomparedtomendocumented through surveys (Rosemary, 2020). Lack of efforts to seriously controltobaccointhecountryresultedinahighnumberofdeathsduetosmokingamongpassiveandactivesmokers.Globocan(2018)statesthatlungcancerduetosmokingcontributestotheprimarydeathinthecountry(12.6%)whichsupportsthedatafromaprominenthospitalinJakarta—RumahSakitUmumPusatPersahabatanthatthatlungcancercasesreported correlates to tobacco use (Badan Penelitian dan Pengembangan Kesehatan,2018).Furthermore, although the public is aware of the hazardous effects of smoking, thenumbers of smokers continue to increase every year. The incomprehensive tobaccocontrol regulation, including no total ban on tobacco advertising, promotion, andsponsorships (TAPS) has an impact on the high smoking rates in Indonesia. Thisconditionhasnegativeimplicationsforhealth,economic,social,andvariousaspectsofpeople’slikelihood(Seatca,2018;Dropeetal.,2018).CigaretteAdvertisingandTeenSmokingBehavioursAnumber of studies revealedmany factors contribute to smoking behavior in adults(Jefferis et al., 2003); women (Graham & Der, 1999; Manaf & Shamsuddin, 2008);adolescents (Ennett & Bauman, 1994; Kandel &Wu, 1995); and children (Jackson &Henriksen,1997).Moststudies foundthat familymembersandpeers’ influence is themainreasonforadolescents’smokingonset(Lucas&Lloyd,1998).Moreover,many studies indicated a direct correlation between exposure to cigaretteadvertisementsandsmokinginitiationinadolescents(LukeC,2007;Davisetal.,2008;Sargent et al., 2009). Mass media is argued to have powerful effects in influencingadolescentstostartsmoking,inparticularlywhentheyounggroupsarehighexposedtotobaccoadvertisements.Likewise,exposuretopro-smokingmessagesthroughthemediais found to contribute to youth smoking behavior in Indonesia (Nichter et al., 2009;Sebayang et al., 2012; Prabandari et al., 2016; Putra et al., 2020). The messagesencouragingpeople to smokeareplacedand found inmanymediaplatforms, suchaselectronicmedia (televisionand radio), printedmedia (newspapers, billboards (Luke,2007;Lukeetal.,2000,Putraetal.,2020),andnewmediaoronlineplatforms(Freeman,2010;Astutietal.,2018).Theweaklawenforcementinsmoke-freeareas,thelowpriceofcigarettes,andnototalrestrictionofTAPSresulting inchildrenbecomingnewsmokers.DatafromtheGlobalYouth Tobacco Survey (GYTS) in 2019 showed that 7 out of 10 students have seencigarette advertising promotions through television, sales venues, and social mediachannels(WhoIndonesia,2020).BasedontheGYTSdata in2014,adolescentsmokers

Perceived Effectiveness of the Anti-Smoking Public Service Advertisement on YouTube (#SuaraTanpaRokok) | Rizanna Rosemary


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startedsmokingattheageof12-13years(43.2%)and11.4%attheageof14-15years,whilechildrenbelowsevenyearsoldhaveattempttosmoke.WarningTheHazardousEffectsofSmokingThroughPSA(PublicServiceAdvertisement)Besidesencouragingpeopletosmoke,themediaalsohasaroleinencouragingpeopletoquit smoking or preventing people from becoming new smokers, especially amongchildren and adolescents (Luke et al., 2000), through the placing pictorial healthwarningsoncigarettepackagesandPublicServiceAdvertisement(PSA)onthemedia.Both media interventions deliver message about the adverse effects of cigaretteconsumptionsandaimtoencouragepeoplenottosmokeortoquitsmoking.TheMinistryofHealthoftheRepublicofIndonesia(KemenkesRI)hasimplementedbothinterventionstoprotectthepeople’shealth.Thegovernment’seffortstocontroltobaccoconsumptionandproductionisaddressedintheregulation,PeraturanPemerintah(PP)109/2012abouttobaccocontrol.BesidesrestrictingTAPS,theregulationimposedtheobligationforcentralandlocalgovernmenttoeducatethepeopleaboutthehazardouseffectsofsmokingthroughPublicServiceAdvertisement(PSA),whichisstatedinarticle32: “Dalam rangka memenuhi akses ketersediaan informasi dan edukasi kesehatanmasyarakat, Pemerintah dan Pemerintah Daerah menyelenggarakan iklan layananmasyarakatmengenaibahayamenggunakanProdukTembakau(PeraturanPemerintahRepublikIndonesia,2012).Indonesia is still behind other Southeast Asian countries in terms of pictorial healthwarnings (PHW) on cigarette packaging. Indonesia applied 40%PHWon the pack ofcigarettes.In2015,theTobaccoControlSupportCenter-theIndonesianAssociationofPublicHealthExperts(TCSC-IAKMI)incollaborationwithtobaccocontrolagenciesinseveralcitiesinIndonesiacarriedoutanationalsurveyontheComplianceofPictorialHealthWarning Implementation in Indonesia.The result found (a) lowcomplianceofcigaretteindustryinapplyingthe40%PHWoncigarettepackaging;(b)smokershavewaystoavoidandignorethesepictorialhealthwarnings,suchasexchangingcigarettepacksforotherpacksthathavelessscaryimagesandreplacingcigarettestoemptyboxes;and(c)purchasingsingle-stickcigarettes(Soerojo,2014;Rosemary,2020).Thenationalsurveyconcludedthatcontrollingcigaretteconsumptionthroughapplyingthe40%PHWpolicyoncigarettepackagingisconsideredineffectiveduetolowindustrycompliancesontheregulationandlackofpeople’sawarenessoftheharmfuleffectsofsmoking.

Furthermore, the IndonesianMinistry ofHealth has produced anddisseminated anti-smokingPublicServiceAdvertisements (PSAs) containingmessageson thehazardouseffectsofsmokingandrecommendationstoquitsmoking.However,PSAsarestilllackingin terms of the quantity and the quality of contents/messages. Particularly whencompared to the cigarette advertisements (TAPS)which remain accessible in various



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mediasitesalthoughisprohibitedunderthePPNo.109/2012(GovernmentRegulationoftheRepublicofIndonesia,2012).ThePSAsproductionprocessinIndonesiaisbasedon research evidence. Mostly adopting current PSAs which are found successful andeffectiveinreducingsmokingprevalenceinthewesternandotherdevelopedcountries(Durkinetal,2013;Rosemary,2020).Through collaboration with the global public health organization engaged in mediacampaigns and advocacy—Vital Strategies (for Indonesia), the IndonesianMinistry ofHealth has produced around eight official PSAs since 2014 and broadcasted them inmainstreammediasuchasTV,radio,andonline,likeYouTube.ThedisseminationofthePSAs was a collaboration process with #suaratanparokok. #Suaratanparokok is amovementenablingpassivesmokersandformeractivesmokerstoinspireotherpeoplebyspeakingupabout theneed toquit smoking.Themovementengagedpartnershipswithmanynon-profitcigarettecontrolorganizationsinIndonesia.Theevaluationstudyoffouranti-smokingPSAsproducedbytheIndonesianMinistryofHealthandVSI(atthattimecalledtheWorldLungFoundation-WLF)foundthatpeopletendtochoosePSAswithmoreemotionalappeal.ThePSAsareintheformoftestimonialsaddressingtheharmsofsmoking.Forexample,PSAsaboutPakPanjaitan,IbuIke,andRoby(WLF,2015).Theresultofthisevaluationstudyisdifferentfrompreviousstudiesthatarguedmessagesdisplayinghealtheffectsofsmoking(fearappealhealthgraphics)aremoreeffective(Fauzietal.,2018).Recentstudiesexploringwomen'sinterpretationsandresponsestoanti-smokingPSAshave shown relatively contradictory results.The results of the study showed that theimplementationofanti-smokingPSAsadoptingthe‘globalmessageapproach’,thatisfearappeal is ineffective because people do not find themessage representing the socio-culturalcontextofthelocalcommunity.Inaddition,thecurrentanti-smokingPSAs(IbuIkeandRobbyversions)saidtonotmeetpeople’sneedsandexpectationsofmeaningfulmessagesaboutthehazardouseffectsofsmoking(Rosemary,2020).Fromthesevariousstudies,itshowsthatthedevelopmentofPSAsneedstotakeintoaccountthetargetedaudiencesandtheirculturalcontext.

Anti-SmokingPSAsonYouTubeSincecigaretteadvertisementsarepartiallybannedonmainstreammediaasregulatedbyPP10/2012,tobaccoadvertisement,promotion,andsponsorships(TAPS)havemadeuse of onlinemedia to promote their products (Rosemary, 2011; Astuti et al., 2018;Mutmainnahetal.,2020).However,monitoringandcontrollingcigaretteadvertisementsononlinemedia(internet)remainscontroversial.TheMinistryofHealthhasissuedanappeal to block the internet from cigarette advertisements in mid-June 2019 as aresponsetotheamountofpressuretobancigaretteadvertisementsonline.However,thiseffort continues to face challenges from various parties, especially the IndonesianAdvertisingAssociationandthetobaccoindustries.



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Likewise, some individuals, NGOs, and the government have switched to use onlinemedia,suchasYouTube,toplaceandbroadcastanti-smokingPSAs.Theexpensivecostofplacingadvertisementsinmainstreammedia,suchastelevision,issaidtobethereasonfortheMinistryofHealth’sreluctancetoplaceanddisseminatetheanti-smokingmessageonelectronicmediasuchasTV.Several studies have evaluated audience/viewer responses to the effectiveness of thePSAsaboutthedangersofsmokingonYouTube(Chung,2015;Hongetal.,2013;Shietal,2014).Theeffectivenessoftheadvertisingmessageisdeterminedbythreefactors(a)exposure,orfrequencyofvideocontentviewed;(b)engagement,thenumberofpeopleinvolved in the content discussion; and (c) insight, response, or opinion on the videowatched(positive,neutral,ornegative).Thethirdfactorwasanalyzedfromtheviewer'scommentsonthevideotheywatched.Thestudy found thatpositivecomments supportingvideocontent canstrengthen thecontentoftheadvertisingmessageandsupportthegoalsofthemessenger.Forexample,thefollowingcomment,"Iamaformersmoker.. .andbelieveme.. .Youdon'twanttotakeonthisbadhabit.”(“I'manex-smoker…believeme…youdon'twanttogetinvolvedin this addiction.”) (Chung, 2015). Relatively similar results were found in studiesconducted in America, assessing the impact of online comments and smokers'perceptionsofexistinganti-smokingPSAs(Shietal.,2014).ThereisnostudyinIndonesiafoundtoevaluateaudiences’perceptionandtheresponseof theanti-smokingPSAs throughsocialmedia likeYouTube, including theabsenceofstudiesthatcomprehensivelyexaminehowtheformsofPSAsareconsideredeffectivelylikedandconsideredmeaningfulbythepublic.Therefore,thisstudyaimstoidentifyandanalyzethe#suaratanparokokanti-smokingPSAsonYouTube.METHODOLODYThis study uses a quantitative approachwhere data collection is carried out throughcontentanalysistechniques,namelycollecting,coding,andanalyzing#suaratanparokokvideos.Theselectionof#suaratanparokokPSAsistoevaluatetheeffectivenessofofficialPSAs produced and issued by the government in collaboration with Vital StrategiesIndonesia(VSI)andtobaccocontrolinstitutionsinIndonesia.#Suaratanparokokisamovementaimedataccommodatingthevoicesandexperiencesofpassivesmokersandex-activesmokers.Thismovementiscarryingoutacampaigntoencouragepeople toquitsmokingandto inspirepeople tohaveavoice incontrollingtobacco products. #SuaraTanpaRokok campaigns run actively through social mediaplatforms,includingYouTube,Facebook,Twitter,andInstagram.



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By entering the keyword suara tanpa rokok into YouTube's search engine, we foundseveralvideosthathadallthreeofthesekeywords.WealsoensurethatthevideosarejointproductionofVSI in collaborationwith theMinistryofHealthof theRepublicofIndonesia.The researchers conducted the coding of 23 videos. Coding of the anti-smoking PSAsrefers to the concept of perceived effectiveness of PSAs,which includes counting thenumberofpeoplewatchingorexposedby thevideo(exposure), thenumberofusers’involvement(engagement),andthenumberofresponsesbyYouTubeviewers(insights).The amount of exposure is determined based on the number of viewers of the videowatched.Meanwhile,thenumberofengagementsismeasuredbythenumberofpeoplewhocommentedonthevideo,aswellastrackingfor likesanddislikes.Thenumberofresponsesiscalculatedbythecommentsgivencommentscolumn,thatis,lookingatthetone of the comments whether positive, neutral, and negative. The content analysisprocesswascarriedout insix (6days) inOctober2020byall theresearch teams.AllvideoswereaccessedandanalysedasofNovember26,2020.

RESULTANDDISCUSSIONBased on the observations, there are 23 videos with hashtags suara tanpa rokok(#suaratanparokok).The#suaratanparokokPSAsdeliverstoriesfromactiveandpassivesmokersconveyinginformationthatsmokinghasanimpactonbothactiveandpassivesmokers and raising people’s awareness to stop smoking. The results of the contentanalysis revealed variations in the number of exposure, engagement, and audiences’insightsabouttheanti-smokingPSAs.Thecontentanalysisof#suaratanparokokvideosfoundthehighestnumberofexposureswasthevideoentitledRokokmurah,obatnyayangmahal'-KisahRobbyIndraWahyudawith526,921viewers,73viewers’involvement,andsevenresponses.Thevideoisaboutapersonwhoisanactivesmokersufferedalarynxandlungcanceranddiedattheageof26.Theriskofgettinglarynxandlungcancerismostlyduetoexposuretocigarettesmoke,asDr.DanielTan,SeniorConsultant,NationalCancerCenterSingapore(NCCS)saidthat"Asmoker'sriskoflungcanceris15to25timesthatofanon-smoker".ThenexthighestnumberofexposuresisthevideocalledBahayaPaparanAsapRokok(Ibu Ike), having 333,719 viewers and a total of 80 viewers’ involvement with 13responses.Themessage from thevideodescribes the impactof smokingexposureonsecondhandsmoker. Ibu Ikehadavocal cordcancer thatcausedher to lose thevocalcords and disable her to speak clearly. Table 1 summarizes the coding of the threeperceivedeffectivenessinthe23videos.



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Figure1.Screenshotsof#suaratanparokokvideokeywordsearch

Source:YouTube(accessedon26November2020)

Table1.Codingof#suaratanparokokPSAs

No VideoTitle

NumberofExposure NumberofEngagement NumberofResponses

Viewers Like Dislike Comment Positive Negative Neutral

1InMemoriam:Robby

57.364 294 20 38 23 3 12

2

KisahCecepSopandi-PenderitaPenyakitBuerger

2.778 10 2 14 14 0 0

3

BahayaPaparanAsapRokok(IbuIke)

333.719 67 3 13 5 3 5

4

BerhentilahMenikmatiRokokSebelumRokokituMenikmatimu(censored)

176.802 78 2 7 4 2 1

5

Rokokmurah,obatnyayangmahal'-KisahRobby

526.921 63 3 7 1 0 6



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IndraWahyuda

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BatukPerokok-Quitline0800-177-6565

5.114 22 4 7 3 1 3

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PenyakityangDiakibatkanRokok

250.039 36 2 4 1 1 2

8

SuaraHatiAnak:SayangiHidupmu,SayangiKeluargamu,BerhentilahMerokok!

108.331 46 0 3 3 0 0

9

#TheyLieWeDie-CilandakTownSquare

330 5 1 2 2 0 0

10

RokokMenghancurkanHidupmu

317.736 27 2 3 1 1 1

11#TheyLieWeDieBanjarmasin

125 1 0 1 1 0 0

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TunjukkanWarnaAslimu-KaliCode(1menit)

136 0 0 0 0 0 0

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AsapmuMembunuhOrangdiSekitarmu-Quitline0800-177-6565

104.390 14 0 0 0 0 0

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TunjukkanWarnaAslimu-Bogor(1Menit)

100 0 0 0 0 0 0

15

#KadaHandakRokok(TidakMauRokok)

206 5 0 0 0 0 0



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16#TheyLieWeDie-Yogyakarta

1 0 0 0 0 0

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KisahRanapSimatupang-PenderitaKankerParuStadium4

1.772 13 0 Ditutup 0 0 0

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KesempatanKeduaRichard-PenderitaPenyakitParu(Pneumothorax)AkibatMerokok

242 2 0 0 0 0 0

19

KisahRelisGultom-IstriAlm.RanapSimatupang

276.612 11 2 0 0 0 0

20Aksi#TheyLieWeDieBali

192 12 4 0 0 0 0

21

Bogor#TeuHayangRokok(Saynotocigarette)Campaign

35 0 0 0 0 0 0

22

Kampanye#SengMauRokok-Ambon(1menit)

38 0 0 0 0 0 0

23

KesempatanKeduaRichard-PenderitaPenyakitParu(Pneumothorax)AkibatMerokok

123.476 19 1 3 3 0 0

Source:YouTube(accessedon26November2020)ExposurestoMessagesTheanalysisofthe#suaratanparokokPSAsonYouTubeshowedvariationsinthenumberofexposuresforeachvideo.VideowiththetitleRokokmurah,obatnyayangmahal'-KisahRobbyIndraWahyudaillustratesthelargestnumberofviewers—526,921(untilaccessonNovember26,2020).However,thenumberofviewers’engagementsforthisvideois



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less(7comments)whencomparedtothesameversionofRobbywithadifferenttitle-Inmemoriam:Robby(38comments).Thevideo Inmemoriam:Robbyhasthehighestnumberofviewers’engagements.Thisvideo tells a story of a young active smoker name Robby Indra Wahyuda’s and hisexperiencefightingforvocalcordcancerbutunfortunatelydiedattheageof26. ThecontentanalysisdemonstratedthatPSAsraisingmessagesaboutthehazardouseffectsofsmoking in the form of testimonials from the victims or victims' families was moreappealing because they influence audiences’ emotions than messages displaying thegraphic health effects. These results confirm a survey conducted by VSI, Indonesianpeople prefer and accept testimonial messages than scary images displaying severediseasescausedbysmoking(WLF,2015).However,thelargenumberofviewersdoesnotguaranteethevideoswatchedhavedirectcomments(involvement)fromviewersorwhethertheyenjoyedthevideos.It is likelydifficult to trace theexactnumbersof viewers’ exposures to thevideowatched.Eventhoughtheavailabilityof likeanddislike iconsareexpectedasatooltomeasureifthemessages has an influence to the public, the observation of people's behaviour inwatchingYouTube,showthat(1)manypeoplewatchthevideobutdonotdirectlygivefeedbackbypressingthelikeanddislikebuttons,(2)manypeoplewatchwithoutgivingcomments,(3)manypeopleonlywatchthevideointermsofthequalityofthecontent,notbythemessageconveyed,and(4)samepersonmaywatchedthesamevideoseveralincreasedthenumberofviewers.BasedontheYouTubeviewers’behavior,itcanbesaidthatalargenumberoflikesandviewerscannotfullybeusedasameasuringtooltoexaminethepublic'sresponseandacceptance of the anti-smoking PSAs. For instance, the video ‘In memoriam: Robby’,receivedthemostlikes—297and57,461viewerswhencomparedtothesamevideowiththetitleBerhentilahMenikmatiRokokSebelumRokokituMenikmatimu(censored)whichonlyreceived78likesandwatchedabout177,415times.Thelattervideohasfewerlikesbutwatchedmorethan‘Inmemoriam:Robby’.Tounderstandhowtobaccoadvertising(bothcommercialandPSA) isbroadcastedonYouTube,wecomparedthecigaretteadvertisementplacedbytheIklanDigitalIndonesiaaccountwiththeanti-smokingPSApostedbyVitalStrategiesIndonesia.Table2providesthevisualcomparisonofbothads.



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Table2.ComparisonofTobaccoCommercialAdandAnti-SmokingPSACommercialAdvertising

Views Year Like `dislike Youtubeaccount12,597 2Nov2020 131 22 IklanDigitalIndonesia

PublicServiceAdvertisements

Views Tahun Like `dislike AkunYoutube57,461 12Juli2016 297 20 ViralStrategiIndonesia

Source:YouTube(accessedNovember26,2020)

Fromthecomparisontableabove,thecommercialadswiththetitleIklanAMild–BukanMainTerusMaju(2020)receivedthemostviewersinamonthwith12,597viewersand131likes.Meanwhile,thePSAwiththetitleInmemoriam:Robbyreceived57,461viewersand297likesinfour(4)years.ThenumberofPSAsviewersishigherthanthecommercialad,butthevideowasuploadedinthelastfouryearsago.Incontrast,viewersfortobaccocommercial advertising which was posted within one month has exceeded the anti-



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smokingPSA.Itcanbesaidthatcigarettecommercialadsaimedtoencouragepeopletosmokehavehigheraudiences’interestcomparedtotheanti-smokingPSAwhichaskingpeopletogiveupsmoking.

VIEWERS’ENGAGEMENTSANDRESPONSESOutof 23#suaratanparokokvideosuploaded, 19 videos received a variednumberofviewers.ThehighestlikeswereobtainedbythevideoInmemoriam:Robby(294),whilethe videos #TheyLieWeDie Banjarmasin and #TheyLieWeDie Yogyakarta received thelowest likes respectively, only one. Furthermore, out of 23 videos, 12 videos receivedpositiveresponsesfromviewers.VideoInmemoriam:Robbyreceivedthehighestpositiveresponse,while fourvideosreceivedthe lowestresponse,Rokokmurah,obatnyayangmahal' - Kisah Robby Indra Wahyuda, Penyakit yang diakibatkan Rokok, RokokMenghancurkan Hidupmu, and #TheyLieWeDie Banjarmasin. Based on 23 videosuploadedbyPSAs#suaratanparokok,11videoshavenoresponsesfromviewers.Basedonthevideoscoded,notallviewerswhowatch#suaratanparokokPSAswanttopressthelikeanddislikebuttonsorleaveeitherpositiveornegativeresponses.ThisstudyalsoshowsthatmanyviewersareexposedtotheKisahRobbyIndraWahyudavideo,buttherearefewerviewerswhopressthelikeiconwhencomparedtotheshorterversionofRobby's story. This indicates that although the video and message conveyed areinteresting,thelongdurationofthevideomakesviewersreluctanttocommentcomparedtovideoswithashorterdurationwithstraightforwardinformation.The‘Inmemoriam:Robby’videohasa04.39minutesduration,andmanyresponsesfoundatthecommentcolumn, ranging fromnegative andpositive responses.The followingare examplesofviewers’responses.

“Innalillahi wa inna ilaihi rojiun .... Turut Berduka Cita, kami sekeluarga. Sungguh sayaprihatindenganBahayaMerokokini.Jadi,marilahkitamenyadaripentingnyahidupbebasasaprokokataupunmerokokitusendiri.Sayamenghimbaukhususnyadirisayasendiri ...Memang Dosa Tidak di Wariskan, namun akibat dari Dosa adalah DIWARISKAN.”(Translated as "Innalillahi wa Innailaihirojiun .... our deep condolence. I'm reallyconcernedabouttheharmsofsmoking.So,letusrealizetheimportanceoflivingsmoke-freeoravoidsmoking.Iencouragemyself...Itistruethatsinisnotinherited,buttheresultofsinisinherited."

Figure2.Screenshotof‘Inmemoriam:Robby’PSA

Source:YouTube(accessedon26November2020)



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Prevention intervention of the dangers of smoking can reduce the spread of diseasescausedbysmokingbothforactiveandpassivesmokers.Thedifficultytoquitsmokingaddictionisfeltbysomesmokers.Forexample,apositiveresponsewasgivenbyviewersonthevideoasfollows:

“Sayasdhberhenti2minggu.Masihawal.Tpsayaselalumenontontentangbahayamerokokuntuk ingatkan supaya jgn sampai merokok lagi.“Dulu gara2 rokok aku di vonis dokterspesialis paruTBCSetelahberobat8bln jalandgnobatpaketpuskemasalhamdulilahakusembuhtotalygduluberatbadancuma50kgkinisetahunlebihstoprokokberatbadansdh75kg(translatedas"Ihavequitsmokingfortwoweeks.Itstillanearlystage.ButIalwayswatchaboutthehazardouseffectsofsmokingtoremindmenottosmokeagain.Becauseofsmoking,Iwasdiagnosedwithpulmonarybyatuberculosisspecialist.Aftereightmonthsofmedicaltreatmentatthehealthcarecenter,thankGod,Iamcompletelycured.Previously,Iweighedonly50kg,nowit'soverayearsinceIhavestoppedsmoking,mybodynowweights75kg.”).

Despite various effortsmade by the government through anti-smoking PSAs throughmassmediaplatforms,aswellasplacingpictorialhealthwarningsoncigarettepacks,notallpeopleareawareoftheadverseeffectsofsmoking.Theseeffortsaretoprovidethepublicwithknowledgeandunderstandingthatsmoking isdangerous.However,manypeoplestillignorethemessageandgavenegativeandsarcasticresponsesasfollows:

“Biarlahygmerokokyamerokok.asaljanganmerugikanyanglain.”“teruslahmerokokkarenadengantidakmerokokakandibilangenggakgaul...enggaksetiakawan...enggakjantan...hehehe.”(Translatedas"Letthosewhosmoke.aslongastheydon'tharmothers.”"Keeponsmokingbecausebynotsmokingyouwillbecallednotuptodate...notloyal,myfriend...notmanly...hehe"

Inanothervideouploadedby#suaratanparokokentitledBahayaPaparanAsapRokok(Ibu Ike), the video with a duration of 00:31 seconds tells the story about Ibu IkeWijayanti,asecondhandsmokerwithvocalcordcancerduetosmokingexposure.OneviewergaveanegativeresponsetotheIbuIkePSA:

“ah lebay...kaloemangsebahayaitukenaparokokgadilarang??siapayangsalah???ratusanorang yang aku kenal mereka pada ngerokok...dan ga ada yang kena kangkertenggorokan..coba poling yuk..siapa yang didekat rumahnya ada pengidap kangkertenggorokantapibukanperokok???”(Translatedas"getoverit...ifit'sthatdangerouswhysmokingisnotbanned??what’swrong???hundredsofpeopleIknowtheysmoke...andnoonegotcancerintheirthroat...let'sdoapolling...who'sthroatcancerbutnotasmokerandlivesnearby???")

Fromthesecomments,otherviewersrepliedtothecommentsonthesamepostdenyingthatcigarettesarenotdangerous:



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Gambar3.ScreenshotBahayaPaparanAsapRokok(IbuIke)PSA

Source:YouTube(accessedonNovember26,2020)

“buat yang setuju dan anggap iklan ini lebai..silahkan aja..bebas kok..ini sosmed..tpsetidaknyakitabisaambilnilaipositifdariiklanini..untukdirikitapribadi...dantidakperludiutarakandimediasosial..karenaitusangatmempengaruhipenilaianorangterhadapdirianda..sayangilahdirikitamasingmasing.”(Translatedas"Forthosewhoagreesandthinksthatthisadistoomuch...justgoahead...it'sfree...it'ssocialmedia...butatleastwecantakethepositivevalueofthisad...forourselves...anditdoesn'tneedtobeexpressedonsocialmediabecauseitinfluencespeople'sjudgmentofyourself.lovesourselves.")

Thesecommentsindicatethatpeoplewhoareawareofthedangersofsmokingareawareoftheconsequencesofsmoking,whichisnotonlydetrimentaltothemselvesbutalsothepeoplearoundthemandcanalsodamagetheyounggeneration.Therefore,preventionisbetterthanthelateregretasaresultofconsumingcigarettes.

Manystudieshaveshownhowhighexposuretocigaretteadvertisementsaffectsstudentsmokingbehaviour(Prabandarietal.,2016;Putraetal.,2020).Thecontinuoustobaccoadvertising exposures has an impact on increasing people'smemory of the productspromotedthroughtheseadvertisements.Anti-smokingPSAsneedtocarryoutstrategyinvolvingsocialmediainfluencerstoincreasethefrequencyofexposuretothemessagestheywant toconvey.Given thewordabout thedangersof smoking, itwillbehard tocompetewith cigarette TAPS through paid advertisement onmassmedia. Therefore,YouTubeisoneofthemosteffectivemediaplacementswhichiscost-effectiveforPSAsplacementon thedangersof smoking.Mediaplacement to reduceadvertisingcosts issignificant since anti-smoking PSAs cannot competewith advertisements in themassmedia.Therefore,indeliveringthetobaccocounteradvertising,thereisaneedtoinvolveactivesocialmediainfluencersbecausetheyhavebiginfluencetargetingyoungpeople.The expansion of cigarette advertisements ismassive. The absence of comprehensivetobaccocontrolregulationinmainstreamandonlinemediawillmakeevenhardertostopthe tobacco industry’s strategy through TAPS. Thus, it is imperative to amend PP109/2012abouttobaccocontrolandtheBroadcastingLawtoregulatetotalbanonTAPS.Moreover,thecentralandlocalgovernmentneedtoproduceandapplymessageinarticle



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32PP 109/2012 that is providingpublic health information and education about thehazardouseffectsofsmokingthroughdevelopingeffectiveandmeaningfulanti-smokingPSAs(GovernmentRegulationoftheRepublicofIndonesia,2012).Moreanti-smokingPSAsareneededintermsofquantityandquality.ThecontentofthePSAs shouldbe improvedandmademoreattractiveandappealing.Theexistinganti-smokingPSAsarelikelytoconveyanddisplaymessageofsuffering,pain,anddeath.Acurrent study about people’s interpretation of the anti-smoking PSAs found that thepublicrefusedtoacceptandabsorbthesenegativemessagesduetothefatalisticreligiousbeliefpracticedbymajorityofthepeopleinIndonesia,whichispredominantlyMuslim.They believe that sickness and death are pre-determined by the God, the creator(Rosemary,2020).Thecontentof thePSAscannotbeonly in the formofvisualadsbutneed toaddresspositivemessages.Forexample,informingpeoplewhodon'tsmokearecoolthanthosewhosmoke.Apositivemessagelikethisexamplewillbemoreinterestingthannarratingnegativeaspectssuchaspainanddeath.

CONCLUSIONThisstudyfocuseson#suaratanparokokPublicServiceAdvertisements(PSAs)whichisa collaborative production by theVital Strategies Indonesia (VSI) and theMinistry ofHealthoftheRepublicofIndonesia.Theresultsofthisstudyrevealedthatthereisstillalackofanti-smokingPSAsintermsofquantityandquality.ThestudyresultsshowthatidentifyingPSAswithhighexposurestothemessages(andcountedbynumbersoflikesandviewers)isproblematicbecausethesenumbersdonotguaranteeviewersacceptandrespondpositivelytothemessages.However,fromthe23videosuploadedonYouTube,thenumberoflikesandpositiveresponsestendedtobemorethanthenumberofdislikesandnegativetone. It indicatesthatviewerspreferandrespondpositivelytothePSAs,eventhoughthenumbersof likesandpositiveresponsesof#suaratanparokokPSAsisrelatively small compared to the numbers of likes and positive responses of othercommercialadvertisements,especiallycigaretteadvertisements.Thisstudyhaslimitationbecausefocusesonlyonthe23anti-smokingPSAsonYouTube.Furtherstudyisnecessarytocaptureandexploreviewers’exposure,engagement,andrespond to othermessages addressing the adverse effects of smoking onYouTubeorother socialmediaplatforms.However, the content analysis of the#suaratanparokokvideos provide an illustration that themessage about the harms of smoking is well-respondedandwell-acceptedby the audiences’ community.Thesemessageshave thepotentialtoinfluenceandchangeaperson'sbehaviour,asstatedinpositivecommentsthatsupportthecontentofthePSAs.



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Perceived Effectiveness of the Anti-Smoking Public Service