Hanifah, Azizah Charis and Rahmiaji, Lintang Ratri (2026) THE ROLE OF PROGRAM MANAGER AND CREATIVE MANAGER IN “TILIK JIWA” CAMPAIGN STRATEGY TO INCREASE AWARENESS AND PARTICIPATION IN MENTAL HEALTH SCREENING SERVICES BY DINAS KESEHATAN KOTA SEMARANG CAPSTONE PROJECT. Undergraduate thesis, UNIVERSITAS DIPONEGORO FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

This project was designed against the background of the high prevalence of
mental health disorders in the community, while public awareness and participation
in mental health screening facilitated by Dinas Kesehatan Kota Semarang remains
low. This situation indicates a gap between the need for and use of services.
Therefore, the Tilik Jiwa communication campaign was designed using a social
marketing approach to increase awareness and knowledge and encourage
community participation in utilizing these services. In addition, it aims to reduce
the negative stigma surrounding mental health in the community.
The campaign evaluation results show an increase in awareness of 87.79
percentage points, an increase in knowledge of 89.33 percentage points, a decrease
in stigma of up to 12.3%, and an increase in community participation in the use of
mental health screening services of 36%. In this campaign, the Program Manager
is responsible for coordinating the entire campaign and ensuring alignment between
planning and implementation of activities. The Creative Manager ensures that the
development of creative concepts and key messages to be conveyed in the campaign
are in line with the characteristics of the younger generation, especially those aged
19-25 as the main target audience of Tilik Jiwa campaign.
Keywords: Campaign, Mental Health, Awareness, Social Marketing, Program
Manager, Creative Manager, Dinas Kesehatan Kota Semarang, Mental Health
Screening Services
53 Ilmu Komunikasi 2026

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