MENCERNA IKLAN SUSU FORMULA :
ANALISIS SEMIOTIKA IKLAN SUSU FORMULA SETELAH LAHIRNYA PERATURAN PEMERINTAH NOMOR 33 TENTANG PEMBERIAN ASI
EKSKLUSIF yang memiliki dampak bagi bayi sedemikian besar layaknya pemberian ASI yang tidak menelan biaya besar bagi pemerintah.” Demikian diucapkan UNICEF Deputy Executive Director Geeta Rao Gupta. “Pemberian ASI adalah imunisasi pertama bagi bayi dan penyelamat kehidupan paling efektif dan murah selamanya.” demikian lanjutnya.
Anak yang mendapat ASI eksklusif mempunyai peluang 14 kali lebih baik untuk bertahan hidup pada enam bulan pertama hidupnya dibandingkan mereka yang tidak mendapatkan ASI. Mulai memberi ASI pada hari pertama kelahiran dapat mengurangi resiko kematian bayi baru lahir hingga 45 persen. Pemberian ASI juga mendukung kemampuan anak dalam belajar serta mampu mencegah obesitas dan beberapa penyakit serius di kehidupannya kelak. Penelitian terbaru di Amerika Serikat dan Inggris Raya menunjukkan penghematan yang tinggi di bidang kesehatan karena anak yang mendapatkan ASI lebih jarang sakit daripada yang tidak mendapatkan ASI. Bagi ibu yang menyusui ada manfaat tersendiri yaitu berkurangnya peluang untuk hamil lagi selama enam bulan, pulih lebih cepat setelah melahirkan, dan dapat kembali ke berat tubuh semula lebih cepat. Manfaat lain mereka lebih tidak beresiko mengalami depresi pasca melahirkan dan terkena kanker payudara.
Manfaat yang sedemikian besar ternyata tidak menjadikan pemberian ASI sebagai kebiasaan. Tercatat pada tahun 2012 hanya 39 persen dari anak seluruh dunia yang mendapat ASI eksklusif selama enam bulan pertama kehidupannya. Kurangnya dukungan lingkungan terhadap ibu yang menyusui dikatakan menjadi salah satu penyebab utama rendahnya tingkat pemberian ASI eksklusif di seluruh dunia termasuk di Indonesia.i
Pemberian ASI (Air Susu Ibu) eksklusif selama 6 bulan di Indonesia belum dapat terlaksana dengan baik. Riset yang dilakukan oleh World Breastfeeding Trends Initiative (WBTI) pada tahun 2012 menunjukkan hanya 27,5 persen saja ibu di Indonesia yang berhasil memberi ASI eksklusif. Indonesia berarti berada pada peringkat 49 dari 51 negara yang mendukung pemberian ASI eksklusif. Padahal Kementerian Kesehatan RI pada tahun 2010 menargetkan jumlah ibu di Indonesia yang memberi ASI eksklusif adalah 61,5 persen dan pada tahun 2014, targetnya adalah 80 persen.ii
Ketua Umum Asosiasi Ibu Menyusui Indonesia (AIMI), Mia Sutanto mengatakan, tingkat pemberian ASI di negeri ini bahkan lebih rendah dibandingkan negeri yang sedang dilanda perang seperti Afghanistan. Berdasarkan laporan World Breastfeeding Trends Initiative (WBTi) tahun 2008, tingkat pemberian ASI di Afghanistan sebesar 87/150, sedangkan di Indonesia hanya sebesar 57,5/150 saja. Apa pasal rendahnya angka ibu yang meberikan ASI eksklusif di Indonesia. Apakah sebab kurangnya sosialisasi? “Tidak juga!” jawab Mia. Sebab menurutnya, pemerintah melalui kementerian kesehatan giat mengkampanyekan ASI eksklusif. Berbagai lembaga swadaya masyarakat lokal dan luar negeri juga aktif melakukan hal serupa.
Menurut Mia, ada dua faktor utama penyebab rendahnya angka ibu menyusui Indonesia. Pertama, masalah rendahnya edukasi dan dukungan. Hal ini meliputi rendahnya pengetahuan para ibu tentang manfaat ASI dan cara menyusui yang benar, kurangnya pelayanan konseling laktasi dan dukungan dari petugas kesehatan. Selain itu, persepsi-persepsi sosial-budaya yang menentang pemberian ASI, dan kondisi yang kurang memadai bagi para ibu yang bekerja (cuti melahirkan yang terlalu singkat dan tidak adanya ruang di tempat kerja untuk menyusui atau memompa ASI).
Sedangkan faktor kedua, kata Mia, gencarnya kampanye promosi susu formula. Katanya, susu formula berperan besar dalam menggagalkan kampanye pemberian ASI. “Lima puluh persen dipengaruhi oleh faktor ini. Kalau pemasaran susu formula bisa dieliminasi, kita tinggal konsentrasi di masalah edukasi dan dukungan,” ujar Mia kepada Suara Hidayatullah di kantornya bulan lalu.iii
Some mothers formula feed because they're not eating enough themselves, and don't feel confident that they're producing enough milk. A Save the Children report due out on Monday will give details of breastfeeding rates and child nutrition across the developing world. Wahdini Hakim, senior programme manager, says that persuading mothers to breastfeed is a more effective intervention than efforts to improve sanitation.
But there is a looming influence, far greater than personal choice: that of the formula companies. The World Health Organisation (WHO) has codes on corporate selling of formula that go back to 1981. But this is big business for big companies – two thirds of their growth comes from Asia-Pacific. The Indonesia market is worth $1.1bn (£708m).iv
Kampanye susu formula sendiri secara politik sudah dihambat oleh kebijakan pemerintah melalui PP Nomor 33 tahun 2012 tentang pemberian ASI eksklusif, selanjutnya akan disebut PP ASI, telah diputuskan sekitar satu bulan yang lalu, tepatnya 1 Maret 2012. Peraturan pemerintah ini dilahirkan, sebagaimana dikatakan oleh Kepala Pusat Komunikasi Publik Kementerian Kesehatan Murti Utami, guna menjamin pemenuhan hak bayi untuk mendapatkan sumber makanan terbaik sejak dilahirkan sampai berusia 6 bulan.v Meskipun demikian, peraturan ini dinilai belum efektif oleh beberapa kalangan terutama karena sosialisasi yang masih belum merata.vi Bahkan banyak tenaga kesehatan yang belum memahami keberadaan peraturan ini.vii Terlebih pada tahap pelaksanaan akan memerlukan pengawasan yang baik agar terjamin tujuan yang diinginkan peraturan ini.viii
kita dipaksa secara hukum untuk makan nasi. Menurut dugaannya industri susu formula ada di belakan aturan hukum yang demikian absurd.ix
Metodologi
Penelitian ini akan mencoba membaca bagaimana kampanye, yang dibangun untuk promosi susu formula melalui berbagai iklan di media massa, disampaikan kepada pembaca terutama setelah muncul PP ASI yang melarang iklan susu formula. Penelitian ini diharapkan dapat menemukan jawaban bagaimana strategi kampanye perusahaan susu formula lewat iklan. Sampel iklan yang akan menjadi objek penelitian adalah iklan Bebelac edisi bebestar everyone’s a star dan Nutrilon royal edisi Life starts here.
Kajian iklan akan berhutang banyak pada karya Decoding Advertisement
Analisis secara semiotika akan digunakan dalam membaca iklan-iklan susu formula. Semiotic analysis is a qualitative approach to (media) texts and is perhaps the most effective way to consider textual elements that are not quantifiable but never the less significant in terms of the overall ‘feel’ of an advertisement. A number of textual aspects or codes were focussed on in the context of this study, including appeals, characters, attitudes, colours, rhetoric, narratives, aesthetics and overall product philosophies.x
The process of analysis began by identifying any possible connotations in a small sample of advertisementsxi
Hasil dan Diskusi
Iklan bebelac yang akan kita analisis adalah iklan versi bebestar 2 everyone’s a star yang versi cetak untuk media cetak dan juga media massa online yang salah satunya nampak disini:
Iklan ini adalah promo dari acara pemanduan bakat (talent show) berjudul Bebestar 2 yang merupakan kelanjutan dari kegiatan serupa di tahun sebelumnya. Kegiatan yang disponsori oleh susu bebelac ini mempunyai konsep
biru bebestar dengan huruf a ada aksen bintang kuning di tengahnya dan angka 2 berwarna merah dengan tagline juga berwarna biru everyone’s a star. Gambar latar iklan didominasi warna kuning dengan aksen bintang-bintang berwarna kuning tapi lebih cerah. Pada bagian kiri atas terdapat tulisan Nutricia dengan warna biru serupa dengan tulisan bebestar.
Beberapa ikon yang menarik dapat dicatat tampak dalam pembacaan salah satunya adalah bintang yang tampak dominan ditampilkan dalam iklan. Bingkai utama gambar berbentuk bintang, gambar latar kuning juga diberi aksen bintang, begitu pula pada tulisan bebestar huruf a mempunyai gambar bintang di tengahnya. Gambar bintang yang dominan ini sejalan dengan kata “star” yang berarti bintang pada nama acara yaitu bebestar 2.
Salah satu iklan lain yang menarik yang dapat menggambarkan strategi marketing susu formula setelah turunnya PP ASI adalah iklan Nutrilon Royal edisi Life Starts Here. Berikut adalah tampilan dari salah satu edisi untuk media cetak:
Ya Ampuuun..tiap liat iklan ini hening gw...kata2nya bagus bgt..merinding dengernya...
gw rangkum semua iklan nutrilon 1-3..maknanya ttg hidup..dan muka2 anak kecil diiklan yg imut2, lucu....
ini edisi Iklan Nutrilon yg I :
I want to live my life to the absolute fullest To open my eyes to be all I can be
To travel roads not taken,
To meet faces unknown To feel the wind,
To touch the stars
I promise to discover myself To stand tall with greatness
To chase down and catch every dream
LIFE IS AN ADVENTURE(Iklan Nutrilon edisi 1)
ini edisi Iklan Nutrilon yg kedua ga kalah bagusnya... I wanna make clouds,
I want to jump over fences, Play with shadows
Paint faces, Get wet, Invent,
Chase rainbows, and collect stars,
LIFE IS AN ADVENTURE (Iklan Nutrilon edisi 2)
Yang ini edisi Iklan Nutrilon Royal yang III, LIFE STARTS HERE keren bgt kata2nya...
New Nutrilon Royal-Life starts here
Lets call on the interested The wide eyed
The hopeful The Princesses And the Princes
Their believer Lets some.. On the generalsThe Queens, The Kings,
and The Knights start ride adventures trail, Lets call on the ledgers,
The big ones,
The study concluded that there was a high percentage of mothers who breast fed their infants however analyses of the data before and after advert between the groups and within the groups of women showed that infant formula advertisement had a significant effect on mothers’ choice of infant feeding.xiii
Young mothers in many hospitals are provided with complimentary packages that include coupons for free or discounted formula (Donnelly et al.,2000; Ighogboja et al.,1996). These packages contain items such as growth charts, baby hats and refrigerator magnets advertising a particular company that manufactures infant formula. These vulnerable parents receive subtle psychological message that the hospital endorses the purchase and use of these products as necessary items for infants’ growth and development (Ighogboja et al.,1996;Taylor, 1998).xiv
Advertisements give the impression that breast feeding is difficult and babies require additional nutrients with breast milk. The mothers respond by choosing milk formula which increases their sales (Judith and Ann, 2005).xv
Qualitative research suggests that Australian mothers do not draw a distinction between toddler milk and infant formula, referring to both
products as ‘formula’ and when are shown toddler milk advertisements, they believe them to be advertising infant formula products. Furthermore they uncritically accepted advertisers’ claims that these formula products are healthy or beneficial to a child’s health (Berry et al. 2010). These messages are not consistent with the large body of evidence that demonstrates an association between the use of infant formula (or any other breast milk substitute) and significant health risks (Horta et al. 2007; Ip et al. 2007; Quigley et al. 2009; Stuebe 2009). xvi
Myths of employed and at-home mothers abound in the culture. A cursory glance at the motherhood section of a bookstore is revealing. Employed mothers are tired, busy, and guilty. At-home mothers live in a state of bliss. On the negative side, at-home mothers suffer from “mommy mush brain” due to lack of intellectual stimulation. Employed mothers neglect their children, or at the very least have difficulty meeting children’s basic needs of adequate food, clothing, protection, supervision, and security. Employed mothers put their family relationships at risk and jeopardize
mother–infant bonding . In contrast, at-home mothers are bonded and attached to their children, to the point of being over involved, controlling, and enmeshed. On the positive side, at-home mothers are ever present and therefore competent in protecting and supervising their children.
Scholars have sought to identify the underlying causes of maternal myths. These scholars agree that the primary cause of maternal myths is the perpetuation of patriarchy. The maternal bliss myth—that motherhood is the joyful fruition of every woman’s aspirations—perpetuates systems of patriarchy by attributing any maternal un-happiness and dissatisfaction to failure of the mother. A good mother is a happy mother; an unhappy mother is a failed mother. This myth attributes responsibility for the conditions of motherhood to the individual, not the systemxviii
Exclusive breastfeeding—a success story: Cambodia
The rate of exclusive breastfeeding (EBF) for children under six months increased from 11 per cent in 2000 to 60 percent in 2005. This dramatic increase is the result of an integrated approach involving many partners in Cambodia.
Lessons learned
A multi - faceted, integrated approach can have a rapid impact because of sustained support and commitment through behavior change The high-level commitments of government, development and other partners in reducing child mortality and promoting breastfeeding were essential in creating a legal framework to regulate infant and young child-feeding products, while the engagement of health staff, community volunteers, media, mothers and community leaders ensured optimal outreach to families. Although the majority of babies in Cambodia are born outside of hospital facilities community-based support groups bring breastfeeding skills to pregnant women and mothers in their local environment Additionally, the Baby-Friendly Hospital Initiative (BFHI) interventions, although limited in scope because of the low number of hospital deliveries, allowed mothers who did deliver in BFHI facilities to receive the best opportunity to establish good breastfeeding practices.
Strategy and application
Optimal breastfeeding in the first year of life is one of the most important strategies for improving child survival. Increasing breastfeeding for the first six months of life could save the lives of many Cambodian children under five years of age. The Cambodia Demographic and Health Survey (CDHS) in 2000 showed that while 96 per cent of children were breastfed at some point, only 11 per cent of children less than six months of age had been exclusively breastfed.
The approach developed took into consideration the following factors:
89 percent of births take place at home, of which 66 percent are assisted by traditional birth attendants with no formal training. Mothers who receive antenatal or postnatal care are a minority.
85 percent of Cambodia’s population lives in rural areas.
Mass media can reach a large proportion of the population: in 2004, every other household had a radio and access to television
An extensive network of community health volunteers working in all villages, exists in Cambodia.
A multi-pronged strategy was pursued and included the following elements:
High-level advocacy
In June 2004, a high-level consultation on Child Survival was conducted between the Government and health development partners comprising WHO, UNICEF, ADB, CIDA, DFID, EC and World Bank. Promoting and supporting breastfeeding was adopted as the highest priority among the 12 key interventions stipulated in the Cambodia Child Survival Score Card Interventions.
Partner policy frameworks
Two follow-up national-level workshops on child survival were held, which led to partners re-aligning their programmes with the Cambodia Child Survival Score Card Interventions. Promotion of breastfeeding was integrated with all initiatives and services affecting infant and young child health and development. WHO and UNICEF took the lead role in the IYCF working group to provide technical assistance in rolling out these activities. UNICEF provided a total of $417,800 for breastfeeding-promotion activities between 2004 and 2006, the highest contribution among the stakeholders.
The legal framework.
A sub-decree on the marketing of infant and young child products, aimed at ensuring appropriate industry and retail codes and practices to safeguard breastfeeding, was adopted in November 2005. Nationwide dissemination campaigns were held, involving line ministries, development partners and milk companies.
Accreditation of “breastfeeding-friendly” sites.
A Baby Friendly Hospital Initiative accreditation programme was carried out, focusing on national-level maternity public hospitals and provincial referral hospitals. Since 2004, eight hospitals have been accredited as baby friendly. Mothers’ support groups were formed to pay home visits to pregnant women and provide counselling and support on breastfeeding at the village level. Each support group includes the village chief, two mothers who have experience in breastfeeding one traditional birth attendant and one village health support group member, and all are trained by health centre staff. This “Baby Friendly Child Initiative” has been launched in areas where the BFHI has been implemented. To date, 2,012 villages are implementing the initiative with support from UNICEF and NGOs
Participatory communication strategy.
Results
The preliminary results of CDHS 2005 have shown significant improvements in breastfeeding practices. Exclusive breastfeeding is becoming a more common practice in Cambodia, with 60 per cent of children less than six months having being exclusively breastfed in 2005. This is a significant increase from 11 percent 2000.
This positive behaviour change in breastfeeding is in line with improvements in the nutritional status of children and the significant decline in infant and under-five mortality rates, which have been stagnant for the last 10 years. The results are also consistent with the findings from the knowledge, attitudes and practices survey conducted by the BBC World Service Trust, which showed that knowledge of the benefit of breastfeeding immediately after birth increased from 39 percent in 2004 to 71 percent in 2006. The same study has also seen a decline in the percentage of the population which believes that the mother or the caretaker should give the baby substances other than breast milk in the first six months, from 60 per cent in 2004 to 18 per cent in 2006.
Next steps
Given the numerous and complex determinants of breastfeeding, maintaining the current level of achievement to obtain universal coverage will be very challenging for all actors in the next few years.
i UNICEF Press release. “Breastfeeding is the cheapest and most effective life-saver in
history” http://www.unicef.org/media/media_70044.html. NEW YORK, 1 August
2013. [diakses tanggal 20 Agustus 2013 jam 15.00 WIB]
ii Ajeng Anastasia Kinanti. “WBTI: Hanya 27,5 Persen Ibu Indonesia yang Memberi ASI Eksklusif.”
http://health.detik.com/read/2013/06/13/155601/2272641/763/wbti-hanya-275-persen-ibu-indonesia-yang-memberi-asi-eksklusif. Kamis, 13/06/2013 16:00 WIB. [diakses tanggal 26 Agustus 2013 jam 18.00 WIB]
iii Dadang Kusmayadi. “ASI vs Susu Sapi”. http://majalah.hidayatullah.com/?p=1965.
[diakses tanggal 24 Agustus 2013 jam 10.00 WIB]
iv http://www.theguardian.com/world/2013/feb/15/babies-health-formula-indonesia-breastfeeding
v
Bramirus Mikail dan Asep Candra. “Pemerintah Resmi Sahkan PP ASI”
http://health.kompas.com/read/2012/04/05/01034845/Pemerintah.Resmi.Sahkan.PP. ASI. Kamis, 5 April 2012 | 01:03 WIB. [diakses tanggal 16 September 2013 jam 08.00 WIB]
vi
Asep Candra (ed) “PP ASI Eksklusif Dinilai Belum Efektif”.
http://health.kompas.com/read/2013/03/13/19335992/PP.ASI.Eksklusif.Dinilai.Belum.Efektif. [diakses tanggal 16 September 2013 jam 08.00 WIB]
vii
http://health.kompas.com/read/2013/06/13/2005344/50.Persen.Tenaga.Kesehatan.Tak.Tahu.PP.ASI. Eksklusif
viii http://health.kompas.com/read/2012/08/03/12024940/PP.ASI.Perlu.Diawasi
ix http://www.theguardian.com/world/2013/feb/15/babies-health-formula-indonesia-breastfeeding
x http://www.merrisgriffiths.co.uk/PhD/chapter_5.html
xi http://www.merrisgriffiths.co.uk/PhD/chapter_5.html
xii http://ika-andriani.blogspot.com/2012/04/puisi-iklan-nutrilon-royal.html
xiii http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xiv http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xv http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xvi http://anzmac2010.org/proceedings/pdf/anzmac10Final00376.pdf
xvii http://anzmac2010.org/proceedings/pdf/anzmac10Final00376.pdf
xviii Deirdre D. Johnston and Debra H. Swanson. “Invisible Mothers: A Content Analysis of
Motherhood Ideologies and Myths in Magazines” http://www.public.asu.edu/~kleong/mothers%20in %20magazines.pdf. [diakses tanggal 15 September 2013 jam 22.00 WIB]
xix UNICEF Web-based Orientation Series for Programme and Communication Specialists.
