STRATEGI CAMPAIGN KOMUNIKASI KPAID KAB. TASIKMALAYA TENTANG PERLINDUNGAN ANAK MELALUI FILM “ARUL HADIAH TERBAIK”

Fatria Meilani Setiawuri, NIM.: 20107030004 (2024) STRATEGI CAMPAIGN KOMUNIKASI KPAID KAB. TASIKMALAYA TENTANG PERLINDUNGAN ANAK MELALUI FILM “ARUL HADIAH TERBAIK”. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Based on the real-time report of the Ministry of Women's Empowerment and Child Protection in the period from January 1 to the end of May 2024, there were more than 8,900 cases of violence in Indonesia. West Java occupies the top position in Indonesia in terms of the level of violence against children. The film "Arul Hadiah Terbaik" is the first film in Indonesia made by KPAID Tasikmalaya Regency in collaboration with the Police with the theme of education about the Child Protection Law. The purpose of this study is to know, analyze and describe how the KPAID Communication Campaign Strategy of Tasikmalaya Regency on Child Protection through the Film "Arul Hadiah Terbaik". In this study, the author uses a type of qualitative research. Data collection techniques are carried out by interviews, observations, documentation and literature studies. Theoretical triangulation was carried out to test the validity of the data used. This study discusses the process of delivering messages or information with campaign communication which is carried out through three processes, namely, awareness, attitudes and opinions, and behavior. This study uses a SWOT analysis method consisting of strengths, weaknesses, opportunities, and threats. The results of this study based on the delivery process with campaign communication show that this film plays an important role in raising awareness, forming attitudes and encouraging positive behaviors related to child protection. And based on the SWOT analysis of this study, it shows that the filming of Arul Hadiah Best is based on a true story, played by the original cast and directed by a local artist. The production and promotion process also faces challenges such as limited budgets and production fittings. However, with these limitations, this film maximizes the value contained in the storyline.

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