SAFENet's Social Media Campaign Related to the Issue of Gender-Based Cyber Violence through the Instagram Account @Awaskbgo

Abstract

Technological developments have created an environment where interactions allow Gender-Based Cyber Violence (GVC). GVC refers to any form of behavior that attacks a person's gender or sexuality through the internet and technology. In the National Commission on Violence Against Women's Notes, GVC experienced a 300% spike in cases in 2020. In response, SAFENet launched the social media campaign "Beware of GVC!" to raise public awareness of GVC in cyberspace. This study aims to understand SAFENet's social media campaign on the AwasKBGO Instagram account related to the issue of GVC with the theory of social media campaigns (Kim, 2016). Using a descriptive qualitative method, this study analyzes the social media campaign "Awas KBGO!" by SAFENet on Instagram to raise awareness of GVC. This study found that the campaign was influential in the listening and strategic design stages, with interactive content and attractive visuals. At the implementation stage, SAFENet engaged users through educational posts. However, at the evaluation stage, although there was an increase in interaction, the campaign's impact on reducing GVC was still limited. This study concluded that the social media campaign "Awas KBGO!" by SAFENet on Instagram increased public awareness of GVC. However, the impact of reducing GVC cases was still limited, so it needs to be strengthened at the evaluation stage.