Perancangan Kampanye Sosial Pola Asuh Sehat dalam Keluarga Muda sebagai Upaya Pencegahan Stunting

Designing a Social Campaign for Healthy Parenting Patterns in Young Families as an Effort to Prevent Stunting

Abstract

Stunting cases in toddlers remain a persistent health problem in Indonesia for several decades. Stunting is a condition of failed growth and development in toddlers due to malnutrition starting from the womb, which leads to them having shorter or stunted stature compared to their peers. Food insecurity is not the sole cause of stunting, other factors such as inappropriate parenting practices also play a significant role. One crucial aspect to consider about it is the younger generation, as they will eventually become parents in their young families. Seeing this a social campaign is needed to promote the adoption of healthy parenting practices specifically targeted towards the younger generation as an additional information medium to reach a broader audience and increase awareness of implementing these healthy parenting practices. This campaign incorporates several research methods, including literature studies, existing studies, comparator studies, depth interviews, questionnaires, experimental studies, expert interviews, user testing, and evaluation to create the final design. Big idea used in this campaign is "Prevent Stunting Before It's Too Late," emphasizing that by applying healthy parenting practices, children can avoid the risk of stunting before it impairs their growth and development. The output of this design includes campaign videos, social media, and merchandise. This social campaign aims to supplement the limitations of previous campaigns and raise awareness among the public, especially the younger generation who are planning to get married and have children, about the importance of implementing healthy parenting practices in young families as a preventive measure against stunting.