The Effectiveness of Audio-Visual Media in Social Marketing Campaigns

Proceedings

article

Mareta Maulidiyanti¹  Laily Nazwa Muslim¹ 

[1]Public Relations Study Program, Vocational Education Program, Universitas Indonesia, UI Depok Campus

关键词: stunting;    audio-visual campaign;    social marketing;   

DOI  :  10.3390/proceedings2022083048

学科分类：社会科学、人文和艺术（综合）

来源: mdpi

【 摘 要 】

Stunting is a condition of failure to thrive in children under five (infants under 5 years old) due to chronic malnutrition, wherein the child is too short for their age. Some areas in Indonesia are still experiencing this problem and are overcome by social marketing programs. This study aims to determine the effectiveness of audio-visual media interventions on the knowledge of public in the prevention of stunting. This study applies an experimental design with pre- and post-test designs in the same group. The respondents were given materials in the form of educational audio-visual materials and nutritious recipes. There are 50 respondents involved in this study. The sampling method used nonprobability sampling by purposive sampling in the Nusa Tenggara Barat area. Bivariate data analysis was performed using SPSS statistical applications, and using the non-parametric two related sample (Wilcoxon) and Mann–Whitney tests. The result shows that mothers and cadres experienced an increase in knowledge after receiving social campaign materials in the form of audio visuals. This can be seen from the Z value, which shows the number −3.715 b with a p-value of 0.000 to 0.05. The Z value is −3.815 b with a p-value of 0.000 or p < 0.05, which meant that there were significant differences between knowledge and attitude before and after the audio-visual media intervention. Provision of health information can therefore be delivered effectively by using audiovisual material. This study also shows that audiovisual materials in the form of tutorials are preferred because they are easy to practice.

【 授权许可】

CC BY