Perancangan kampanye edukasi digital mengenai resistensi antibiotik untuk kalangan remaja akhir

Abstract

Antibiotic resistance is a global health threat driven by irrational antibiotic use. Although various health campaigns have been conducted, visual communication media on antibiotic resistance tailored to the characteristics of late adolescents remain limited. Yet, this age group has a high prevalence of self-medication and low antibiotic literacy. This design study aims to increase the knowledge and awareness of late adolescents aged 18–25 years living in urban areas of Java regarding the dangers of antibiotic resistance, thereby encouraging rational antibiotic use. The methods employed included structured interviews with pharmacists and late adolescents, focus group discussions, an online questionnaire involving 100 respondents, and a literature review. The collected data were analyzed to identify the target audience's information needs and media preferences. The findings indicate that low antibiotic literacy among late adolescents is primarily caused by limited understanding of the risks associated with antibiotic misuse and the widespread practice of irrational self-medication. In addition, existing educational media do not adequately reflect the characteristics of late adolescents, as conventional medical information is often perceived as rigid, one-way, and insufficiently persuasive. Based on these findings, a Visual Communication Design-based educational campaign was developed using an informative, interactive, modern, friendly, and bold approach. The campaign utilizes a website, Instagram, online advertisements, table tents, and an exhibition booth as its primary media. Its communication strategy is based on the Health Belief Model (HBM) and the AISAS framework. This campaign is expected to present information on antibiotic resistance in a manner that is more accessible and relevant to late adolescents, thereby encouraging more responsible antibiotic use. Furthermore, this design contributes to the development of Visual Communication Design, particularly in the fields of health visual communication and educational media design.