Directorate General of Customs and Excise on Against Illicit Cigarrete Campaign
(An Analysis of Campaign Communication Planning and Strategy)
- DOI
- 10.2991/978-2-494069-07-7_26How to use a DOI?
- Keywords
- illicit cigarette; customs; mass media; campaign
- Abstract
Indonesia’s high volume of illicit cigarette trade encourages the government to issue new policies to cut the distribution. In 2019, the government attempted an alternative breakthrough by focusing on public communication and education in introducing features of illicit cigarettes through a campaign named “Gempur Rokok Ilegal” (Against Illicit Cigarette Campaign) while optimizing the law enforcement. The Directorate General of Customs and Excises as the executor of the policy, mobilize its Customs and Excise Offices in the entire Indonesian territory to perform the campaign in their respective work area, including Parepare city. The present study attempts to scrutinize this campaign’s communication plans and strategies using a descriptive qualitative approach. This study was conducted in Parepare Customs and Excise Office whose working territory exhibits one of Indonesia’s highest volumes of illicit cigarette distribution. This study applied AIDDA and SWOT models to analyze the campaign communication planning and strategy. The primary and secondary data were collected by conducting in-depth interviews, observation, and documentation. The collected data were classified based on the categories and then analyzed by the filling system technique. This study concludes that the selection and analysis of mass media to support the campaign is highly effective, particularly the use of small-format mass media and online media to aim at millennials. This finding is supported by the significant decrease in the quantity of seized illicit cigarette.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Muhammad Afandy AU - Muhammad Akbar AU - Moehammad Iqbal Sultan PY - 2022 DA - 2022/11/15 TI - Directorate General of Customs and Excise on Against Illicit Cigarrete Campaign BT - Proceedings of the International Conference on Communication, Policy and Social Science (InCCluSi 2022) PB - Atlantis Press SP - 210 EP - 217 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-07-7_26 DO - 10.2991/978-2-494069-07-7_26 ID - Afandy2022 ER -