STRATEGI KAMPANYE “TILIK JIWA” DALAM MENINGKATKAN AWARENESS DAN PARTISIPASI LAYANAN SKRINING KESEHATAN MENTAL OLEH DINAS KESEHATAN KOTA SEMARANG

Abstract

Mental health remains a taboo topic, especially among young people aged 18–25 in the
Banyumanik and Tembalang districts of Semarang City. This is due to low awareness,
knowledge, and increased negative stigma towards mental health screening services. The low
levels of these three indicators have resulted in low community participation in mental health
screening services. Therefore, in collaboration with the Semarang City Health Office, we
designed the Tilik Jiwa campaign using a social marketing approach through an integrated
communication strategy developed through a survey of 236 people. This campaign combines
online and offline communication strategies, such as digital campaigns on Instagram and a
series of offline activities, including mental health screening events and roadshows in 15 public
spaces. The campaign involves media planners and social media specialists to determine
effective media and design content for digital campaigns. The Tilik Jiwa campaign significantly
increased awareness, improved knowledge, and reduced negative stigma regarding mental
health screening services, resulting in a 36% increase in participation with 86 more people
involved in mental health screening services. These successful results highlight the
effectiveness of the communication strategies used in the Tilik Jiwa campaign.