Social Marketing Strategy in the Covid-19 Vaccine CSR Program

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Social Marketing Strategy in the Covid-19 Vaccine CSR Program

The COVID-19 Vaccination Program is a focus for the World Health Organization (WHO) and the rest of the world. Tedros Adhanom is the Director General of WHO who emphasized the importance of political commitment used to distribute the COVID-19 vaccine equally from every leader and country (Makarim, 2020). 

The Indonesian government participates in reducing and breaking the chain of the spread of COVID-19. Spokesman and Task Force for Handling Covid-19 Dr Resia Brotoasmoro said the vaccine was an effort to prevent people from being exposed to COVID-19 and free from the virus. 

Because they already have immunity (Communication Team of the COVID-19 Handling Committee, 2020). The existence of the COVID-19 vaccine raises assumptions in the form of pros and cons to the surrounding community, to supportive attitudes and also doubts about the efficacy and effectiveness of the COVID-19 vaccine, even to the point that some refuse not to be vaccinated against COVID-19 for fear of something happening. and why. The contra attitude regarding the COVID-19 vaccine is caused by several reasons and factors, one of which is the fear of the ingredients contained in a country so that they can be useful, the surrounding community considers that having a vaccine is a personal choice but is a form of obligation just because it is only a program. government only, Vaccination of the COVID-19 virus to President Joko Widodo (Jokowi) in mid-January 2021 does not necessarily make the whole community want to take part in using it. The reason is, based on the results of the Indonesian Political Indicators survey, to date there are still 41% of respondents who are reluctant to be vaccinated against COVID-19. In detail, 32.1% of respondents stated that they were less willing to receive the COVID-19 vaccine. 



Meanwhile, 8.9% of the other respondents admitted that they really did not want to receive the vaccine. Rejection is indicated by concerns over side effects that have not been discovered or are considered unsafe. In addition, vaccines are considered ineffective and deemed unnecessary because a healthy body is filled with background. 

According to the Health Collaborative Center (HCC) team, people who have not been vaccinated tend to be low and very negligent in preventing COVID-19, resulting in transmission or carriers of the virus spreading to those around them. Meanwhile, the government continues to pursue the target of accelerating COVID-19 vaccination in the country. The recovery from the COVID-19 pandemic will be successful if all Indonesians are late in getting their dose of COVID-19 vaccination. 

Inseparable from this problem is the economic importance behind its various productions and doubts about its worldwide availability. According to the National Police Headquarters, Rikwanto, an effective strategy was carried out and used to attract public interest with the aim of getting the government to be vaccinated. Community anthropologists from the University of Lampung Mangkurat (ULM) quoted from (republika.co.id) said that the phenomenon of society is more oriented towards giving than vaccine programs. 

In other words, vaccination is an effort and preventive measure to prevent and strengthen oneself from COVID-19, which means that it has not yet fully reached personal awareness. According to (Nasrulla, 2015) this phenomenon shows that there are two things. For example, in the first two cases, the invitation to kindness through maintaining health has not been fully accepted by the community itself, so it still requires a stimulus in the form of giving. No matter how small the gift turned out to be very valuable and meaningful to the surrounding community. 

This shows that society needs something concrete or materialistic that can be touched, seen, and felt. This phenomenon is also found in the Anthropological Literature as The Gift and Function of Exchange in archaic society. As a form and function of exchange in ancient society, what happened was a kind of exchange, people volunteered to be vaccinated, while they could get gifts as a form of exchange. 

Enthusiasm so that people want to be vaccinated, one way to get vaccinated does not only require a certificate and is used as a health reason, but there are many factors where programs are run by several companies to help speed up the vaccination process and achieve herd immunity for beneficiaries. 

The distrust itself makes some citizens against the COVID-19 vaccine not only in Indonesia but also in all parts of the world. A survey conducted by (Krammer, 2021) of Nature Medicine shows that many people globally still doubt this vaccination as a “Delayed Acceptance Or Rejection” of vaccination even though vaccination services are already available. 

What's interesting about the Nature Midicine survey is that vaccine skepticism appears to be related and the public's low trust in government. If this is indeed the case in Indonesia, then the possibility of the first vaccination being carried out by the President the other day is not enough to “take advantage of” public trust. With the increase in positive cases of COVID-19 in Indonesia, the Ministry of Health recommends that all people carry out Booster Vaccinations. PT Cakrawala Andalas Televisi (ANTV) in collaboration with the DKI Jakarta Provincial Government presents the ANTV Vaccine Center which is also intended for children aged 6-11 years. Meeting the needs and wants of members requires a marketing concept known as (social marketing). Social marketing according to Kotler (Kotler, 2011:8). 

Marketing is a managerial program by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others. Social marketing is a statement that has a strategy for changing behavior that combines the best elements of using traditional approaches and social change within an integrated planning and implementation framework and leveraging technological advances in communication and marketing skills. 

Marketing efforts can be used for campaigns in the form of communication which includes social marketing which through this activity is for investment or institutions that seek to provide informative, educative or persuasive presentations to the public. Thus, it can be said that social marketing is closely related to community activities and government welfare programs. As done by PT Cakrawalas Andalas Televisi (ANTV) using social marketing for the actions of someone who loves fellow human beings and their human values, and donates their time, money, and energy to help others. This term generally refers to a person who gives a lot of money to charity. 

In carrying out its CSR activities, the ANTV company has created a "COVID-19 Vaccination" program whose main target is to help Indonesian people who have not been vaccinated or are afraid to participate in the COVID-19 Vaccination program which is carried out with a vaccine quota of 1.2 and a booster quota of 1,000 in every year. region. 

Basically the CSR activities carried out by ANTV aim to get closer and sympathize with the community in order to build a positive company image and as a form of effort so that Indonesia is free from the COVID-19 pandemic to have good, physical and psychological health to be able to advance the country in the future. will come. day. 

In this CSR activity, ANTV is carried out by packaging a program by getting gifts such as basic necessities, or other needs for the community if the local community wants to participate in the vaccine program according to the targets that will later be obtained. 

There are many ways to attract the sympathy of the people in Indonesia, especially what ANTV did for the public to be able to participate in the covid-19 vaccination program, one of which is by giving or distributing door prizes or gifts in the form of (goods, or food needs and daily staples). 

That way the targets related by the government accompany the targets that have been set. To pursue the vaccination target given by ANTV, ANTV is working with every city government to continue to accelerate the COVID-19 mass vaccination target so that it can be completed this year by getting something. 

The program was also socialized through the Instagram @ANTV_Official social media account which contained information about the COVID-19 vaccination program. With the free vaccination program at the ANTV Vaccine Center, it is hoped that it can help the government in creating herd immunity in society and economic recovery in Indonesia. With regard to the opinion of experts and Law no. 40 of 2007 Article 1 paragraph 3, then PT Cakrawala Andalas Televisi or better known as ANTV is a television media company in its operations that develops social obligations and responsibilities. Since ANTV was founded in 1993, there have been many social responsibility activities or it can also be called CSR which are based on activities that are directly based on the community and care about the environment. The implementation of the CSR program is one form of implementation of the concept of Good Corporate Governance. Good corporate governance is needed so that business people have various directions to refer to and manage several relationships to all stakeholders such as (stakeholders) that are met proportionally in preventing significant mistakes in the company's strategy and ensuring that what happens can be corrected immediately. 

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