Strategi Kampanye Komunitas Plus Size untuk Membangun Kesadaran Masyarakat Terkait Body Shaming

Abstract

Body shaming or commenting on the physical other people with the aim of hurting others can have a negative impact on the mental and physical health of the sufferer. The purpose of this study to determine the Plus Size community campaign strategy in increasing public awareness of body shaming. Theory used in this research is Planned Behavior Theory and Ostergaard campaign model. This study uses a postpositivistic paradigm with a qualitative approach. Researchers used interview and observation as data collection techniques in this research. Research data processed using Miles and Huberman analysis and using source triangulation as a validity technique. The results of this study found that the Jabodetabek Plus Size community campaign strategy used Instagram social media and develop interests and talents. Campaign strategy Plus Size Jabodetabek community has been well received by the community, the message delivered is able to make people aware of body shaming and change people's behavior.