Strategi Message Appeals Ono Harato Sebua dalam Kampanye Sosial Stop Kekerasan terhadap Anak Oleh Wahana Visi Indonesia Area Program Nias Selatan di Desa Layanan Anak Kabupaten Nias Selatan, Provinsi Sumatera Utara, Indonesia

Abstract

Wahana Visi Indonesia for the South Nias Program Area is a non-profit organization that carries out a social campaign to stop violence against children by using a strategy of message appeals with the nuances of local wisdom, namely ono harato sebua. The objective of this campaign is to inspire and make people aware that children are the greatest treasure. The research employs a descriptive method using a qualitative approach. Data collection techniques are interviei,vs, observation, and documentation. The results show that the use of message appeal of ono harato sebua in the campaign to stop violence against children, using rational appeals (rational appeal), emotional appeals (emotional appeal) and morality appeals (moral appeal). The rational appeal of using visual media and socialization, visual media using stickers written on ono harato sebua, and socialization is to convey data on violence against children that occurred in South Nias Regency, accompanied by presentations on children's rights. The emotional attraction that arises is the positive emotional attraction. Positive emotional attraction is love and emotion felt by the target of the campaign. The moral appeal that appears is the attitude of responsibility and changes in good and right parenting patterns. Barriers that arise during the campaign are personal barriers and environmental barriers. Personal barriers refer to the public's perception of the campaign to stop violence against children while environmental barriers refer to the indifference and lack of cooperation between community groups in supporting the campaign to stop violence against children.