KAMPANYE PEMASARAN SOSIAL GERAKAN BERSAMA SEKOLAH TANGGAP DAN PEDULI BULLYING DALAM PENANGANAN ANTI PERUNDUNGAN DI KOTA SEMARANG

Abstract

Based on data released from the website in 2011-2017 KPAI received 26,000 complaints of bullying cases. The United Nations International Children's Emergency Fund (UNICEF) in 2016 ranked Indonesia first in terms of child abuse or violence. The Mayor of Semarang Hendar Prihadi explained that based on the report of the DPKAD) the level of bullying in Semarang reached 84% and occurred at the elementary-high school level. This was responded by the Semarang City Government by establishing the RDRM (Rumah Duta Revolusi Mental) in which there was a Geber Septi program (Gerakan Bersama Sekolah Peduli dan Tanggap Bullying) on February 17, 2016. With the RDRM and the Geber program Septi is expected to break the chain of bullying and create conducive conditions both socially and mentally for students in Semarang. In this study, discussed about the social marketing campaign strategy of Geber Septi in dealing with bullying in Semarang. This study uses a qualitative research method with a case study approach, using AIDDA theory and the Instrumental Theory of Persuasion. The results of this study indicate that the Geber Septi Program has been designed by the RDRM Team both online and offline to increase knowledge, awareness, and community empowerment in the field of psychological interventions in cases of harassment in schools. In the communicator strategy all messages delivered under the supervision of the RDRM team, and the resource person must have credibility, communication skills, personality, and scientific or professional abilities. In the message strategy, the message made is informative and educative and coercive. The media used by RDRM in promoting Geber Septi are Exhibition, Banner, Brochure and MMT. In digital promotion, RDRM uses the Website and Instagram. Based on website activity data as of September 2018, there has been an increase in reports of cases of violence reported by students, teachers, and parents from 2016 to 2018. This shows that there is an increase in the Semarang City community's knowledge about the Geber Septi program. , but it's still not optimal because there are still 472 followers, 23 accounts that are followed, and the instagram feeds have not been updated regularly due to limited human resources. The RDRM also formed an ambassador for a mental revolution to carry out the Geber Septi campaign, but currently it cannot run anymore because it often collides with school learning activities. RDRM also has not succeeded in collaborating with NGOs xix inSemarang in dealing with bullying. In addition, RDRM also uses Radio, Psychology Worksheets, Power points, Modules and Pocketbooks as promotional media. In the audiences strategy, RDRM grouped the audience into three parts, namely teachers, students, and parents. RDRM also pays attention to other aspects such as socio-demographic, psychological, and behavioral characteristics of the community to design approaches in conducting socialization, marketing, and message planning.