Communication strategies of corporate social responsibility program on sexual reproductive health “Eduka5eks”

Ruvira Arindita, Firdha Naura
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Abstract

The Indonesian government has long focused on sexual reproductive health issues among the younger generation. Contraceptive brand, Durex-Reckitt Benckiser, created a reproductive education program for young people and parents called Eduka5eks. This study aims to find out how the Corporate Social Responsibility (CSR) communication strategy is in the Eduka5eks reproductive health education program. The research method uses descriptive qualitative. Data were obtained through interviews with brand managers, event project managers, and online observations. The results showed that the communication strategy of the Eduka5eks program consisted of research, planning, implementation, evaluation and reporting. The Eduka5eks program emphasizes research and planning to determine the program’s key messages contained in the logo. Furthermore, the CSR communication strategy in the Eduka5eks program focuses on “interacting” strategies that involve various stakeholders to communicate the program and use controlled media, such as websites, social media brands, and press releases. Another strategy, namely “informing” is carried out as seen in CSR communication media that connects CSR with the core business objectives of the brand. Media that is not controlled in news in online media is in the form of coverage of events carried out by brands. In the aspect of communication development strategy, the strategy implemented is a media and participatory strategy because this program focuses more on the use of various media and nominating brand ambassadors. Suggestions for brands are the need to increase the role of peer educators and expand the program to youth in rural areas.
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性生殖健康企业社会责任方案" eduka5weeks "的传播策略
印尼政府长期以来一直关注年轻一代的性生殖健康问题。避孕品牌杜蕾斯-利洁时(Durex-Reckitt Benckiser)为年轻人和家长创建了一个名为Eduka5eks的生殖教育项目。本研究旨在了解企业社会责任(CSR)传播策略在Eduka5eks生殖健康教育计划中的作用。研究方法采用描述性定性。数据是通过对品牌经理、活动项目经理的访谈和在线观察获得的。结果表明,Eduka5eks项目的传播策略包括研究、规划、实施、评估和报告。Eduka5eks计划强调研究和计划,以确定该计划的关键信息包含在标志中。此外,Eduka5eks项目的企业社会责任传播策略侧重于“互动”策略,让不同的利益相关者参与到项目的传播中,并使用受控媒体,如网站、社交媒体品牌和新闻稿。另一种策略是将企业社会责任与品牌的核心经营目标联系起来,如企业社会责任传播媒体所体现的“告知”策略。在网络媒体中,不受新闻控制的媒体形式是品牌对事件的报道。在传播发展策略方面,实施的策略是媒体和参与式策略,因为这个项目更注重使用各种媒体和提名品牌大使。对品牌的建议是需要增加同伴教育者的作用,并将该计划扩大到农村地区的年轻人。
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