OVERVIEW

PROMOSI KESEHATAN DAN

MEDIA PROMOSI KESEHATAN
Kuliah : Keperawatan Komunitas
Topik : Overview Konsep Promkes dan Media Promkes
Dosen : Ns. Moch. Aspihan, M. Kep., Sp. Kep. Kom

Review Konsep Promosi Kesehatan

PROMOSI KESEHATAN

 Health Promotion is the process of enabling

people to increase control over, and to improve, their
health. It is a positive concept emphasising personal,
social, political and institutional resources, as well as
physical capacities. WHO (1990), Health Promotion
Glossary

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DEFINISI
 Promosi kesehatan :
Kegiatan yang bertujuan untuk membangun sikap dan perilaku
manusia untuk mencapai kesejahteraan (Stanhope & lancaster,
2015)

• Promosi kesehatan :
Adalah segala bentuk kombinasi pendidikan kesehatan dan
intervensi yang terkait dengan ekonomi, politik, dan organisasi,
yang dirancang untuk memudahkan perilaku dan lingkungan
yang kondusif bagi kesehatan (Green, dalam Notoatmodjo,
2007)
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PROMOSI KESEHATAN

 Health promotion is any

combination of health, education, economic,
political, spiritual or organisational initiative
designed to bring about positive attitudinal,
behavioural, social or environmental
changes conducive to improving the
health of populations.

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PROMOSI KESEHATAN

 Media promosi kesehatan adalah

semua sarana atau upaya untuk menampilkan
pesan atau informasi yang ingin disampaikan oleh
komunikator, baik itumelaluimedia cetak,
elektronika danmedia luar ruang, sehingga sasaran
dapatmeningkat pengetahuannya yang akhirnya
dapat berubah perilaku ke arah positif terhadap
kesehatan. (Soekidjo:2005)

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 MEDIA
 DEFINISI MEDIA

 BENTUK JAMAK DARI MEDIUM

 SEGALA BENTUK YANG DIMANFAATKAN DALAM
PROSES PENYALURAN INFORMASI
 SEGALA BENDA YANG DAPAT DIMANIPULASI, DILIHAT,
DIDENGAR, ATAU DIBINCANGKAN BESERTA INSTRUMEN
YANG DIGUNAKAN UNTUK KEGIATAN TERSEBUT

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FUNGSI MEDIA

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 TUJUAN MEDIA PROMOSI KESEHATAN

 Media dapat mempermudah penyampaian informasi

 Media dapat menghindari kesalahan persepsi
 Dapat memperjelas informasi
 Media dapat mempermudah pengertian
 Mengurangi komunikasi yang verbalistik
 Dapat menampilkan obyek yang tidak bisa ditangkap
mata
 Memperlancar komunikasi

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 Media in Nursing Context
 Increase knowledge about diseases and
preventive measures and provide frameworks
for understanding issues.
 Model preventive behaviors.
 Encourage participation in prevention.
 Contribute to creation of a social environment
that promotes healthy behavior.

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STRATEGI PROMOSI KESEHATAN
 Individual and community levels
 Communication, counselling, education,
legislation, organizational change, community
development
 Often want to get messages out to many
individuals so use mass media
 Mass media used for centuries
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 MASS MEDIA

 Television
 Radio

 Newspapers

 Mailshots/leaflets

 Billboards

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MEDIA ELEKTRONIK
 Yaitu suatu media bergerak dan dinamis dapat
dilihat dan didengar (Audio Visual) dalam
menyampaikan pesannya melalui alat bantu
elektronika”

Contoh : Televisi, Radio, Film, Kaset, CD, VCD, DVD,

Slide Show, CD, Interactive dll

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 KELEBIHAN MEDIA ELEKTRONIK

1. Sudah dikenal masyarakat

2. Melibatkan semua panca indra
3. Lebih mudah dipahami
4. Lebih menarik karena ada suara & gambar
5. Bertatap muka penyajian dapat dikendalikan
6. Jangkauan relatif lebih besar / luas
7. Sebagai alat diskusi dapat diulang – ulang

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 KELEMAHAN MEDIA ELEKTRONIK
1. Biaya lebih tinggi
2. Sedikit rumit
3. Memerlukan energi listrik
4. Diperlukan alat canggih dalam proses produksi
5. Perlu persiapan yang matang
6. Peralatan yang selalu berkembang& berubah
7. Perlu ketrampilan penyimpanan
8. Perlu ketrampilan dalam pengoperasian

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TELEVISI DAN RADIO

 Reaches large numbers of

people
TV has visual dimension
and sound
 Radio has only sound
Mass media can be highly
trusted – for many it is
their main source of
information

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 Major strength: reaches large numbers
 Effectiveness varies according to the methods used and the
complexity of the messages
 Coverage is an issue for effectiveness
 Misses people who don’t watch TV etc
 Impact may be short-term
 Cost is an issue for use
 Focuses on single issue (not broad view of health in the context
of social relationships and environment) so oversimplifies
 People are more affected through the opinion leadership of
others and peer pressure than by information
 So target key people
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Advantages
reaches many people quickly
low cost per person reached
Mass media
useful for simple messages

But note:

Disadvantages
•difficult to make specific to local community
•fixed message
•can be easily misunderstood
•access often difficult
•lacks feed-back of face-to face
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 DISKUSIKAN ...

 Think of types of media campaigns done

 What were the types of media used?

 What role did the media play?

 Who implemented the campaign?

 What can CHNs use media for? (eg types

of conditions)
 What types of media can CHNs use?

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 How To Make Media
For Nursing Intervention

General Considerations
 Choose your target (focused or broad?)
 Tailor message to audience

 Keep message simple

 Make message appealing to get attention

 Place message so it will be heard

 Repeat message as often as possible

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Success is improved if
 Message is tailored to target audience
 Use a variety of media/approaches

(senses)
 Message is repeated

 There is opportunity for feedback or

discussion
 Receiver has some control (print > TV)

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Considerations when using media

 Information needs to be accurate

 Many people do not know what to do after

their exposure to the message

 So tell them what to do
 Direct them to source of further info

 Use credible source of info so people believe it

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 Repeat message often and consistently
over time and over a variety of sources
 Messages need to be interesting enough
to attract attention (eg use humor)
 Information messages are better than

emotional messages but may need to

elicit empathy

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 Keep messages simple and clear
 Use appropriate reading level for
print messages (or use pictures)
 Try to stimulate interpersonal
communication—it reinforces message
Eg part of message may be for them to
talk about it
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 Messages need to be tailored to specific
audiences, not the “typical” person
 May need a variety of messages and media
 Consider also the “stage” they are in:
Precontemplation, Contemplation, Preparation,
Action, Maintenance (Health Beliefe Model)

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Key Lessons
 Planning is the key to effective use of the
media
 Mass media can be engaged at different
times and different levels of involvement
 CHNs need good relationships with media
gatekeepers
 Media attention alone insufficient for
change but good for sharing info
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Discussion

 Analyze a campaign
 Who was the target
 What was the message? Was it clear?
Accurate? Simple? Repeated?
 What strategies were tried to promote
effectiveness?
 What could be done to improve the campaign?

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Plan a campaign

 What health condition or behavior?

 Who is the target or targets? What
is the main message for them?
 Plan the interventions and how to
maximize

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 What mass media can accomplish

 tell people about new ideas

 agenda-setting and advocacy

 create a favourite climate of opinion

 behaviour change - when the behaviour

change is a simple one

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audience research
problem analysis
•determine socio-cultural
influences
decide suitability for
mass media

Develop strategy
message design
format
timing
mix of media
mass media/interpersonal mix

Develop programmes
pre/materials-test
produce finished versions

Broadcast/publish

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Evaluate
Audience research

What mass media do people have

access to?

What do they read/listen to?

for each What are their favourite

programmes?
target
group When do they listen/watch
programmes?
(segment)
Who are credible sources on the mass
media?

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 CONTOH MEDIA ELEKTRONIK
 Video Promosi Kesehatan Rokok 1

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Video Promosi Kesehatan Rokok 2

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Promkes Cuci Tangan

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 TUGAS LABORATORIUM PROMOSI
KESEHATAN
 MEMBUAT MEDIA PROMOSI KESEHATAN BERBASIS
ELEKTRONIK.
 BENTUK KELOMPOK MASING2 BERANGGOTA
MAKSIMAL 10 ORANG
 BUAT MEDIA PROMOSI KESEHATAN BERBASIS
ELEKTRONIK
 IKUTI LANGKAH2 PEMBUATAN MEDIA
 BUATLAH OUTLINE/GAMBARAN UMUM DARI MEDIA
YANG AKAN DIBUAT.
 MANFAATKAN PERANGKAT LUNAK (SOFTWARE)
YANG DIKUASAI DENGAN BAIK.
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BEBERAPA SOFTWARE UNTUK PEMBUATAN MEDIA
PROMOSI KESEHATAN

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To Be Continued next class,


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