PERAN COPYWRITER DALAM PEMBUATAN IKLAN LAYANAN MASYARAKAT “BER - TUMBUH BERSAMA” (PRODUKSI ILM TENTANG KAMPANYE DISABILITAS PEREMPUAN BERSAMA HWDI MALANG)

The issues faced by women with disabilities often stem from stigma that views them as incapable of performing activities like the most people do. This stigma leads to negative perceptions of individuals with disabilities. Therefore, the public service advertisement titled “Ber-Tumbuh Bersama” was created in collaboration with HWDI Malang. The goal of this advertisement is to enhance public awareness and concern for disabilities, particularly for women with disabilities. In the production process, the role of the Copywriter is crucial in formulating the main message of the campaign. The Copywriter's role consists of several stages, from creating the advertisement video, from pre-production, production, to post-production. With a strong narrative and the use of voice-over, viewers can understand the message being conveyed. This campaign was spread and measure through social media metrics. The results of the “Ber-Tumbuh Bersama” campaign shows achievements that exceeded the KPI and it received several positive comments about the advertisement video.