Unrecognised GenRe Campaign and Branding Intervention: Insight from Jakarta’s Generation Z

Abstract

Generasi Berencana (GenRe) is a public health programme in Indonesia to address adolescent issues, focusing on key messages: say no to premarital sex, early marriage and drug addiction. The audience is Generation Z (Gen-Z). The core problem addressed by this study is the significant gap in awareness and relevance of the GenRe programme among Gen-Z in Jakarta, Indonesia. This research first aims to examine this gap by understanding the characteristics and attitudes of Gen-Z in Jakarta. The second is to analyse the brand association of GenRe and to offer recommendations to bridge the identified gap through a health branding approach. The method is a qualitative case study design, and the participants are aged 16–18, living in Jakarta. Snowball sampling was used to conduct in-depth interviews. The findings revealed participants’ strong digital connections and openness to diversity. Importantly, their attitudes regarding premarital sex and drug addiction were found to be permissive, as peers or even themselves had engaged in these behaviours. In conclusion, the gap between the GenRe campaign and Gen-Z occurs due to a lack of understanding of their characteristics. Therefore, to bridge the gap between the GenRe campaign and Gen-Z, branding intervention is utilised to comprehend the brand association of GenRe as perceived by participants and to recommend a new brand personality for GenRe.