Savita, Bilghis and Rahmiaji, Lintang Ratri (2026) THE ROLE OF STRATEGIST MANAGER AND EVENT MANAGER IN “TILIK JIWA” CAMPAIGN STRATEGY TO INCREASE AWARENESS AND PARTICIPATION IN MENTAL HEALTH SCREENING BY DINAS KESEHATAN KOTA SEMARANG. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Mental health remains a taboo topic in society. This is especially true for the
younger generation, who still have low levels of awareness and knowledge, as well
as stigma in society towards mental health screening services. In the city of
Semarang, particularly in the Banyumanik and Tembalang districts, this has
become one of the main causes of low community participation in mental health
screening services. To overcome this particular obstacle, the Tilik Jiwa campaign
was developed in collaboration with Dinas Kesehatan Kota Semarang to increase
community awareness and participation in mental health screening services.
The strategy for the Tilik Jiwa campaign was designed based on a social
marketing approach and other forms of integrated communication. This strategy
was designed after analyzing the situation and target audience based on a survey of
236 respondents. The strategy for this campaign was designed by the strategy
manager and includes online and offline elements. The campaign consists of one
screening event and 15 roadshows. The strategy designed by the event manager
increased awareness by 87.79 percentage points, knowledge by 89.33 percentage
points, and reduced the level of stigma towards mental health screening services to
only 12.3%. In addition, the Tilik Jiwa campaign succeeded in increasing overall
participation by 36% or 86 people. These results indicate that the communication
strategy developed by the strategy manager and the implementation carried out by
the event manager have become an integrated and effective communication
strategy.
Keywords: Mental Health Campaign, social marketing, Strategist Manager, Event
Manager, Dinas Kesehatan Kota Semarang, Mental Health Screening Services.
52 Departement Of Communication 2026

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