Raising Sex Education Awareness through Instagram: An Analysis of @taulebih.id’s Social Marketing Strategy

Abstract

The lack of public understanding of the importance of sexual education has led to many cases of sexual violence among Indonesian teenagers. In addition, cultural taboos and negative stigma in society also hinder the delivery of sex education, especially to parents and educational institutions. With these problems, the @taulebih.id platform has developed a long-term strategy to minimize victims of sexual violence and erase the negative stigma regarding taboos in sexual education by creating educational programs and content as a preventive measure to prevent these problems. This research aims to describe how the social marketing strategy carried out by the @taulebih.id platform through Instagram raises awareness about sex education among children, adolescents, and parents. This research is a case study with research data obtained from in-depth interviews with four informants and documentation studies. The results of this study show that @taulebih.id implements a social marketing strategy with a focus on increasing public awareness about sexuality education, especially from an Islamic perspective, and in implementing its strategy, @taulebih.id has several specific approaches through visual and interactive content, a storytelling approach by conveying messages through relevant stories or case studies, and also through an age approach by adjusting language and content to the age characteristics of the audience. The Islamic framing serves as a key differentiating factor that enhances message legitimacy and reduces sociocultural resistance. However, the evaluation of campaign effectiveness remains limited to awareness-level indicators, as it primarily measures engagement and audience responses rather than long-term behavioral change. This study highlights the potential of faith-based digital social marketing in addressing sensitive social issues while also underscoring the need for more comprehensive impact measurement to assess behavioral outcomes.