Promotional Strategy

Prevent Fourth Wave of Corona

Anak Agung Ngurah Tata Pinandhika – 29120354

A. Component of Culture :
Most countries in the world are currently experiencing a crisis due to the ongoing COVID-19
pandemic. Indonesia is no exception, with the 4th largest population in the world causing the spread
of covid-19 to be very fast. The government has made many efforts to reduce the high number of
cases in Indonesia, such as implementing Work From Home, PPKM, Lock Down, checking on people
who do not implement health protocols and the latest is the incessant provision of vaccines to the
public.

The provision of this vaccine is still a lot of problems in some areas, because there are still
many people who are reluctant to be injected with the Covid-19 vaccine. This is because there is a lot
of fake news circulating in the community about the side effects of using the COVID-19 vaccine. This
occurs due to the formation of a perception in the minds of the public that the vaccine will be
dangerous in a short time or a long time.

Our task now is how to create a campaign to change people's perception of the covid-19
vaccine. The first thing we can do is find out how the data culture of Indonesian society in general is.

country Power Individualis Masculinity Uncertainty Long-Term

distance m Avoidance orientation
Indonesia 78 14 46 48 62

Looking at the table data above, we can see that Indonesia is a country where the majority of
people tend to gather in groups, adhere to a vertical hierarchy where people who have positions or
power will be easy to trust by others, prioritize long-term matters. terms.

A.1 Strategy to Prevent Fourth Wave of Corona :

1. Power Distance :
Seeing the high value of the power distance of the Indonesian people, the government
should easily be able to voice a campaign to carry out vaccinations. The government can also
carry out vaccinations in existing offices, because with orders from their superiors they tend
to be willing to carry out vaccines. For people in rural areas can be exemplified by village
heads.

2. Collectivism :
The very high value of collectivism for the Indonesian people causes this virus to
spread quickly, because Indonesian people tend to like to gather. To be able to make this
vaccination program a success, we must include writing that if everyone has been vaccinated,
then we will soon be able to gather without worrying about being infected by covid-19.
 3. Uncertainty Avoidance :
The Uncertainty Avoidance value is actually in the middle. But we can use it as a
basis that the Indonesian people actually don't like things that are uncertain. This is why many
of them do not want to vaccinate because it is not clear how the side effects are. In the
campaign that we make, we will clearly include what are the side effects of the vaccine so
that there is no longer any doubt in the community.

4. Long-Term Orientation :
We can take advantage of the Indonesian people who tend to have a future orientation
in the success of this vaccination movement. By providing a guarantee that we will return to
normal if all Indonesian people have been vaccinated.

B. Component of Sub Culture

1. Norms :
We can incorporate the norm component into our campaign. For example, we can say
that by vaccinating, you are carrying out your obligations as a good citizen.
2. Mores :
We can say by vaccinating you are a moral and law abiding person.
3. Conventions :
We can show that the Indonesian people are people who can respect the rules.
4. Santions :
We can provide social sanctions for people who spread hoaxes about the side effects
of vaccines or hinder the course of vaccination.
5. Religion :
The majority of Indonesian people's religion is Muslim, we can cooperate with the
Ulama to be able to invite their followers to vaccinate, that the circulating vaccines
are halal.
6. Myth :
There are a lot of myths circulating among Indonesian people, and Indonesian people
tend to easily believe in a myth. We can take advantage of this by presenting visuals
that are trusted by the public as protectors, such as the image of a shield. It will be in
accordance with our vision of carrying out simultaneous vaccinations, namely
protecting the community from the Covid-19 virus.