VISUAL COMMUNICATION MEDIA PLANNING AS AN EDUCATIONAL MEDIUM FOR AUTISM SPECTRUM DISORDER (ASD)

Abstract

The last five years in Indonesia, the number of autistic children has increased rapidly, estimated to reach 2.4 million in 2021. Genetic and environmental factors are suspected to be the main contributor. While the numbers of autism kept increasing, the parents of the autistic childrens are unable to handle their child, some of them are unable to accept the child’s condition, and others are just unprepared and uneducated with their child’s condition. They are unaware of the possibilities that their child would be autistic, so when it happened, they cannot accept their child’s condition. However, there is very little education out there that disseminates this education as a form of early prevention for the prospectives parents. This campaign was created with a purpose, that many prospective parents out there between the age of 21-32 years become more aware of the problem currently circulating, so that they could lower the risk of autism for their future child and if their child is born with autism, they are prepared mentally and knowledgeably ready. Qualitative methods are used in this research. Observations, literature study, surveys, and interviews were used in data collection. Miles and Huberman model data analysis were also used for data processing. Data reduction, data that have been gathered is being simplified and classified based on needs. As the result, social campaign named “My World” is created to give them a better understanding about world from the autistic perspective. To spread awareness of this campaign, a wide reach media that can be sustainable is needed, such as Out Of Home (OOH) advertising, and Instagram as the sustainable media. As Instagram users have similar age range and characteristic with our target audiences. With 5A (Aware, Appeal, Ask, Action, Advocate) communication strategy.