Peran Account Executive dan Data Executive dalam Kampanye “Tilik Jiwa” dalam Meningkatkan Awareness dan Partisipasi Layanan Skrining Kesehatan Mental oleh Dinas Kesehatan Kota Semarang

Abstract

The high prevalence of mental health disorders in society has become a significant public
health concern. On the other hand, public awareness and participation in mental health
screening services provided by the Semarang City Health Office remain relatively low.
Therefore, an effective communication strategy is required to increase awareness and
encourage the public to utilize mental health screening services. This project was designed
using a social marketing approach through the “Tilik Jiwa” campaign targeting young
productive age groups, particularly university students and early-career workers in Semarang
City. The campaign strategy was implemented through various communication activities,
including mental health screening events, educational roadshows, and the use of social media
as an information dissemination platform. In its implementation, the Account Executive acted
as the liaison between the implementation team and the client, namely the Semarang City
Health Office, while the Data Executive was responsible for conducting research and
processing the data required for campaign planning and evaluation. The results of the
campaign indicate an increase of 87.79 percentage points in awareness, 89.33 percentage
points in knowledge, and a decrease in stigma toward mental health screening services to
12.3%. Furthermore, the Tilik Jiwa campaign successfully increased overall participation by
36% or 86 participants in mental health screening activities.