Volume 6 (1), 2023, pp. 73-79
Available online: https://jurnal.ustjogja.ac.id/index.php/abdimasdewantara
Social media training: The role of the student community for smoking cessation campaign
Dianita Sugiyo *, Sutantri Sutantri, Resti Yulianti Sutrisno, Noven Tri Wandasari Universitas Muhammadiyah Yogyakarta. Jl. Brawijaya, Kasihan, Bantul Yogyakarta 55183, Indonesia
* Corresponding author. Email: [email protected] Received: 24 June 2022 Revised: 26 July 2022; Accepted: 3 May 2023
Abstract: The prevalence rate of smokers in adolescents in Indonesia is increasing, so it is necessary to hold a program to increase adolescent knowledge about the dangers of smoking. The purpose of this community service is to provide training in managing social media for smoking cessation campaigns to the student community in Yogyakarta. The methods of implementing this community service are; (1) Pretest by looking at the amount of social media reach before the training; (2) Social media content creation training; (3) Instagram live about the dangers of smoking; (4) Post-test by looking at the amount of social media reach after the training. The results of the training program showed that the number of social media reach for smoking cessation campaigns has increased.
Keywords : Danger of cigarette, Social media, Campaign, Cigarette
How to Cite: Sugiyo, D., Sutantri, S., Sutrisno, R. Y., & Wandasari, N. T. (2023). Social media training: The role of the student community for smoking cessation campaign. Abdimas Dewantara, 6(1), 73-79. https://doi.org/10.30738/ad.v6i1.12575
INTRODUCTION
Tobacco is one of the risk factors for chronic diseases that can lead to death. Tobacco kills more than 8 million people a year worldwide (Research and Analysis, 2022). The number of smokers in Indonesia is increasing from year to year. Based on data from The Tobacco Control Atlas ASEAN Region (2018), it was found that the prevalence of adult male smokers in Indonesia is the highest in ASEAN (Lian & Dorotheo, 2018). Not only adult male but children male smokers in Indonesia are also the highest in ASEAN. Moreover, the number of novice children smokers in Indonesia is increasing. Based on data from the Basic Health Research (Riskesdas) and the National Health Survey (Sirkesnas) it was found that the prevalence of adolescent smokers at the age of 10-19 years was 7.2% in 2013, increasing to 9.1% in 2018 (Kementerian Kesehatan Republik Indonesia, 2018). In addition to a significant increase in the use of conventional ciga- rettes, based on data from the 2016 National Health Service and Riskesdas 2018, it can also be seen a significant increase in the use of e-cigarettes in adolescents aged 10-18 years, from 1.2%
in 2016 to 10.9% in 2018.
Yogyakarta is one of the provinces in Indonesia which is also known as the Student City.
Many students from various regions in Indonesia attend school in Yogyakarta. Even though Yogyakarta is called as the Student City”, it also has a high prevalence of smokers (3). Moreover, smoking behavior at adolescence is very high because of the adolescent's view of smoking itself (Rahayuningsih, 2015). Many teenagers know about the dangers of smoking, but they still smoke because of several things; Environmental factors, Association, and Cigarette advertising in the media (Wulandari, 2017). Social media can be used as a tool to educate the public about the
dangers of smoking because social media has an impact on one's knowledge and has a wide reach so that it is effective in fulfilling health information for the community (Kusuma et al., 2020). Smoking behavior is harmful to health, but there are still many people who continue to smoke, and they first started smoking when they were in their teens (Fikriyah & Febrijanto, 2012).
Social media can be used to communicate public health effectively. Few studies have investi- gated how effective social media is at influencing health-promoting behaviors (Schein et al., 2011). Strong evidence suggests that mainstream media-based public health social marketing efforts can have a direct and positive impact on behavior (Wakefield et al., 2010). Public health organizations around the world are experimenting with social media as a tool for distributing knowledge and changing behavior (Freeman et al., 2015). Social media may be a powerful tool for increasing brand awareness, recruiting participants, and pushing them to take tiny, actionable steps (Freeman et al., 2015).
The community service team and the student community have analyzed the problems and solutions that can be done in overcoming the smoking problem in students. It is known that health problems related to smoking behavior are still found in students. Intensive socialization of the dangers of smoking through social media has not been carried out optimally among students. Thus, it is necessary to socialize with social media platforms to students, and teenagers in general, regarding information on the dangers of smoking and efforts to control it, including a smoke free area policy. Students who smoke should be embraced with educational efforts and approaches through social media such as exposing educative and interesting content about the dangers of smoking. It is hoped that students who smoke can have the desire to quit smoking after knowing the information from the social media #UdudOraPatut.
METHODS
This community service activity is conducted online by using Zoom and WhatApps. The implementation phase includes: (1) Performing pretest by looking at the amount of social media reach before the training was held; (2) Training to create educative and interesting social media contents about the dangers of smoking; (3) Doing Instagram live by inviting the tobacco control communities to provide education to the audiences; (4) Performing posttest by looking at the number of social media reach after the training and Instagram live. The partners in this service program is the student community from 9cm Yogyakarta and the target audience is college students and other teenagers. The training is conducted twice in a month and the Instagram live performed once in a month.
RESULTS AND DISCUSSION
A series of activities carried out to achieve this community service goal. The first activity was to analyze the amount of social media reach of Udud Ora Patut before the training. The results of the service team's analysis showed that the number of followers was quite large, but the reach was still very low. From this, it could be concluded that there is no reciprocal response from the followers to the content created by Udud Ora Patut before this training was carried out (Figure 1).
The second activity was conducting content creation training to educate the dangers of smoking. This training discussed the content themes that will be used for Instagram feeds. Not only determining the theme of the content, the service team also helped in writing interesting captions to get the attention of followers who are mostly young people. In addition, this training was also assisted by the collaborator who was experts in media design (Figure 2).
After this training was carried out, the student community has succeeded in creating interesting and educative social media content (Figure 3).
Figure 1. Udud Ora Patut's Instagram account reach before the training.
Figure 2. Social media training.
Figure 3. Social media content of Udud Ora Patut during the training.
The third activity carried out was to do an Instagram live by inviting the tobacco control community and other communities. Before carrying out the Instagram live, the 9cm Yogyakarta community service team and student community held a briefing together with invitations to ensure the activities ran smoothly. During the implementation of this service, Udud Ora Patut has carried out live Instagram for 3 times by inviting the Suara Tanpa Rokok, the Indonesia Youth Council for Tobacco Control, the Indonesian Lung Doctors Association, and the Communites Care for the Environment. During the Instagram live, many viewers asked questions related to the dangers of smoking to the speakers.
Figure 4. Instagram live preparation briefing
Figure 5. Instagram Live
The last activity was to do a posttest by analyzing the social media reach of Udud Ora Patut after the training. The results of the analysis showed that the number of social media reach of Udud Ora Patut since receiving the training program from the service team had increased very rapidly. The number of followers was still the same, but the amount of reach was much greater than before getting the training.
Figure 6. Udud Ora Patut's Instagram account reach after the training.
The results of this service program showed that social media can be used for public health campaigns, especially for smoking cessation effectively. The use of well-managed social media can help spread information more widely. To maximize the benefits of social media while mini- mizing the hazards, social marketers must examine their goals, allocate enough time and resources, and use a 'test and learn' approach (Freeman et al., 2015). While gaining awareness, attention, and learning is still crucial, widespread public interaction is an equally important metric of success in today's social media health campaigns (Shi et al., 2018).
Using social media for smoking cessation campaigns is not only worked for young people but also for old people. Indonesia has entered the 4.0 era where young people and old people are getting familiar with technology, one of which is social media. Social media was picked by several campaign designers because they assumed social media users were predominantly young adults (Shi et al., 2018). However, because older people are increasingly using social media, age may no longer be a deterministic segmentation variable (Shi et al., 2018). When deciding whether and how to utilize social media to promote health, position in a network and relationship with others in a network such as how strong their ties are and whether they are influences or influencers are more important than age (Shi et al., 2018). Social media clearly have the potential to change the way health communicators approach campaign planning and implementation (Shi et al., 2018).
Smoking cessation campaigns through social media no only can reach wider people, but it also requires low costs. Smoking cessation efforts on social media require low costs and the ability to reach many people (Duke et al., 2014). Non-profit communities usually have a small financial budget so that a campaign with social media can be the best choice for them. Smokers, their families, and their friends may be motivated to stop smoking by shared the media messages promoting free smoking cessation interventions (Duke et al., 2014).
To achieve the goal of quitting smoking social media campaigns, social media managers should be able to provide interesting and educative materials. Tobacco cessation online mate- rials can be accessed from a variety of government and nonprofit agencies (e.g., CDC's Office on Smoking and Health, Public Health Service, National Cancer Institute), and improvements to the content and interactive nature of Tobacco Control Programs social media sites are contingent on their ability to devote human resources to site management (Duke et al., 2014).
Tobacco Control Programs should focus on disseminating evidence-based tobacco cessation information in an engaging style, promoting appropriate behavioral interventions, and creating an online environment that encourages engagement and two-way communication with users to encourage involvement (Duke et al., 2014).
CONCLUSION
This service activity can be said to be successful because it can be seen from the increasing number of social media reach from before the service and after the service. Smoking cessation campaigns through social media need to be carried out to reach a wider public. In addition, material design needs to be considered to achieve the campaign objectives. The community service team hopes that the student community and other tobacco control community, can continue to use media social for smoking cessation campaign.
Recommendation
Social media campaigns to educate the public, especially the younger generation, about the dangers of smoking are very important, especially now that social media has become a necessity for the younger generation.
ACKNOWLEDGMENT
We would like to thank: (1) LPM Universitas Muhammadiyah Yogyakarta LPM who accepted this service proposal and provided grants so that we can carry out this service; (2) 9cm student community partners who are already enthusiastic to participate in this training activity. We hope this activity can help introduce the dangers of smoking to the younger generation so they are motivated to quit smoking.
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