Perancangan Kampanye Media Sosial sebagai Peningkatan Kesadaran Pencegahan Anemia pada Remaja Perempuan

Abstract

Behind the routine of school activities, some teenage girls are unaware that they are experiencing a loss of concentration in their studies due to a lack of essential nutrients. One such condition is anemia—a hemoglobin deficiency that has long-term effects on health and quality of life. This study examines the lack of education regarding the link between anemia and micronutrient deficiencies, as well as the potential of social media as an educational and interactive medium. The study was conducted using the Design-Based Research (DBR) method with a descriptive qualitative approach through expert interviews, observations, literature reviews, and questionnaire distribution. A social media campaign with an edutainment approach, featuring the mascot “FeLoop Squad,” was designed to represent essential micronutrients and align the message with the characteristics of contemporary teenage girls. The design results indicate that a visual, emotional, and communicative approach through social media can serve as an effective initial strategy to increase audience engagement with the issue of anemia. This campaign is expected to contribute meaningfully to enhancing nutritional awareness and achieving long-term impacts in the future, namely preventing stunting and improving the quality of human resources in Indonesia.

Dibalik rutinitas aktivitas sekolah, sebagian remaja perempuan tidak menyadari bahwa mereka sedang mengalami kehilangan konsentrasi belajar karena kekurangan zat gizi penting. Salah satunya yaitu anemia—kondisi defisiensi hemoglobin yang memiliki dampak berkepanjangan terhadap kesehatan dan kualitas hidup. Penelitian ini mengkaji minimnya edukasi tentang keterkaitan anemia dengan defisiensi gizi mikronutrien serta potensi media sosial sebagai media edukatif dan interaktif. Penelitian dilakukan dengan metode Design-Based Research (DBR) dengan pendekatan kualitatif deskriptif melalui wawancara pakar, observasi, studi literatur, dan penyebaran kuesioner. Kampanye media sosial dengan pendekatan endutainment, melalui maskot "FeLoop Squad" menjadi representasi gizi mikronutrien penting dirancang untuk mendekatkan pesan dengan karakteristik remaja perempuan yang kekinian. Hasil perancangan menunjukkan bahwa pendekatan visual, emosional, dan komunikatif melalui media sosial mampu menjadi strategi awal yang efektif dalam meningkatkan keterlibatan audiens terhadap isu anemia. Kampanye ini diharapkan menjadi bentuk kontribusi nyata dalam peningkatan kesadaran gizi dan dampak berkepanjangan di masa depan, yaitu pencegahan stunting dan peningkattan kualitas sumber daya manusia di Indonesia.