Social Marketing Campaign in Tobacco Control (A Comparative Analysis of Indonesia and Taiwan)


  • Yeni Rosilawati Department of Communication, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
  • Chi-Ying Chen Department of Information Communication, Asia University, Taichung City, Taiwan
  • Adhianty Nurjanah Department of Communication, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
  • Dianita Sugiyo School of Nursing, Faculty of Medicine and Health Sciences, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia; Muhammadiyah Steps, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
  • Shuhui Sophy Cheng Department of Communication Arts, Chaoyang University of Technology, Taichung City, Taiwan



Social marketing, Smoke-free policy, Tobacco use, Health promotion, Tobacco industry


BACKGROUND: Concern about the introduction of young adult smoking is increasing, perhaps because young adults have become a major tobacco marketing target. To solve this issue, both Bali and Taiwan have imposed local regulations on smoke-free areas. Concern about the legalization of young adult smoking is increasing, possibly because young adults have become a major marketing target for tobacco. Both Bali and Taiwan have placed local restrictions on smoke-free areas to solve this issue.

AIM: This study will analyze the social marketing strategies used to impact young adults in Indonesia and Taiwan focusing specifically on aspects of the social marketing strategy, including channel analysis, market segmentation and consumer analysis, product, price, location and promotion considerations, as well as the implementation and evaluation.

METHODS: This research employed a qualitative approach. Qualitative inquiry is a way of analysis by understanding the meaning of individuals or groups in social problems or human problems. The process comprises questions and procedures. Data collection was conducted by face-to-face interviews. The basic data for this paper came from face-to-face interviews with local government officials, local community leaders and members of the NGO community.

RESULTS: The study found that 4P (Product, Price, Place, and Promotions) with the additional +2P (Partnership and Policy) elements of social marketing are employed by social marketing in Bali and Taiwan. The product refers to the principle of a safe life, in which it is easier to avoid than to cure. Price relates to the shift in behavior and the avoidance of early smokers, from smoking to stopping. The distribution networks used in Bali concentrate more on support for families and neighborhoods.

CONCLUSION: The social marketing strategy using 4P (Product, Price, Place, and Promotion) and additional +2P (Partnership and Policy) elements is an effective model both in Taiwan and Bali. The commodity on the market is the concept of a safe life, where prevention is better than cure. The price is the shift in action, from smoking to stopping, and the prevention of early smoking. The two countries also include other parties, such as schools and community groups, to collaborate.


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How to Cite

Rosilawati Y, Chen C-Y, Nurjanah A, Sugiyo D, Cheng SS. Social Marketing Campaign in Tobacco Control (A Comparative Analysis of Indonesia and Taiwan). Open Access Maced J Med Sci [Internet]. 2021 Mar. 28 [cited 2021 May 15];9(T4):146-50. Available from: