Abstract:
This research is about identified and analyzed the dominant factor which is contributing of constructing provocative media approach to reduce active smokers in North Cikarang, Jababeka. Health issues are getting worse than ever. Because of that, people need to find a new way to approach active smokers to reduce their smoke. This research was design to using quantitative research, which involves analysis of numerical data in attempt to explain the behavior observed. This research use questionnaires to collect data. Likert scale is use to measure the data, it is by collect entire statement that has connection with investigated problems. Based on analysis, the researcher found that there are too many people that keep smoking even though they knew that smoking is dangerous for them. The results are people behaviors can be change if we give them right approach to stop, by using media approach within three new combination factors which are the Social Norms, Coercive and Local cultures, researcher believe that it can reduce the active smoker if the media can give it a try with the new different perspectives and approach. For the conclusion, researcher suggest that people stop seeking a ‘mild’ of some cigarettes since no matter how soft or light the cigarettes, it still harmful for the health. And to create the media campaign with the 3 new factors.
