Kampanye Generasi Berencana (GENRE), Sikap Generasi Z di Jakarta, dan Penetrasi Media Sosial Selama Pandemi COVID-19
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Abstract
Program nasional Generasi Berencana (GenRe) hadir untuk mengatasi permasalahan remaja di Indonesia. GenRe memiliki tiga pesan kunci, katakan tidak kepada; seks pranikah, pernikahan dini, dan kecanduan NAPZA. Namun, remaja di Jakarta yang dikategorisasikan sebagai generasi Z kurang menyadari keberadaan kampanye GenRe. Penelitian ini bertujuan untuk mengetahui mengapa generasi Z di Jakarta kurang menyadari keberadaan kampanye GenRe, bagaimana sikap generasi Z di Jakarta terhadap pesan kunci kampanye GenRe, serta bagaimana penyelenggara kampanye GenRe menciptakan kedekatan dengan generasi Z di Jakarta. Pandemi Covid-19 merupakan tantangan sekaligus peluang bagi penyelenggara kampanye GenRe mengoptimalkan aktivitasnya melalui platform digital. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus. Pengambilan sampel dengan teknik bola salju dan pengumpulan data dilakukan melalui wawancara mendalam dengan generasi Z di Jakarta. Hasil penelitian menunjukkan bahwa informan kurang menyadari keberadaan Genre karena kampanye GenRe kurang menarik perhatian mereka. Sikap mereka yang cenderung permisif terhadap seks pranikah dan penggunaan NAPZA justru bertolak belakang dengan pesan kunci GenRe yang menekankan pada “katakan tidak” pada ketiga pesan kunci GenRe. Pendekatan Multilevel Health Education Model dengan penekanan pada pentingnya pemahaman, keterlibatan dan membangun kepercayaan, digunakan untuk menciptakan engagement antara penyelenggara kampanye GenRe dengan generasi Z di Jakarta melalui optimalisasi media digital.
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