Mental Health Community Campaign Strategy at Ruang Tenang Sanustra

Abstract

The communication of the mental health campaign within the Ruang Tenang Sanustra’s Community plays a crucial role in raising Generation Z's awareness of the importance of maintaining mental health. This study aims to describe the campaign strategies implemented through the five-senses activation method to build a reflective experience for the audience. This research uses a descriptive qualitative approach. The data collection techniques used are in-depth interviews and documentation. This research applies purposive sampling techniques to obtain informants who align with the research objectives, specifically the internal community and Gen Z, directly involved in the five senses activation installation. Data validity was tested through sources and methods triangulation. The research results show that the campaign strategy was implemented through audience-based planning, clear goal setting, segmentation of the Gen Z audience, and the use of social media and direct activities, such as attending Gen Z events, as communication channels. The types of campaigns implemented include ideologically or cause-oriented campaigns, and using the Icing Technique, which engages the audience through multisensory experiences that can be seen, touched, felt, heard, and smelled. This strategy can increase audience engagement and foster self-awareness about mental health through direct experience. This approach also aligns with the characteristics of Gen Z, who tend to prefer interactive, personal, and experience – based experiences, thereby relating to the process of engagement, meaning, and the internalization of message by the audience.