摘要：Neglecting the plea to sign Framework Convention on Tobacco Control (FCTC),
Indonesia’s has became a country in emergency situation facing the rise of smokers among its
people. According to recent data extracted from Global Tobacco Atlas (2015), about 66% Indonesian
males aged no less than 15 years old are active smokers. It means 2 among 3 Indonesian males
are smokers. The number of young smokers arose significantly. Smokers among 15-19 years old
has increased 17 % each year, meanwhile, baby smokers among 5-9 years old has multiplied
400 %. These figures implied the rise of health risk among Indonesians. Every year, the tobacco
industry tries to recruit young people to replace those current smokers who are dying or quitting.
This youth being targeted by tobacco industry is called ‘replacement smokers’, and is lured to
start smoking through the work of advertising and creative marketing strategy. A study carried
out by Health Ministry of Indonesia showed that 70% youth were started to smoke after heavily
exposed by cigarette advertising. In order to break tobacco advertising spell, a brand jamming
strategy based on media literacy approach was conducted toward junior high school pupils. By
educating them about advertising behind the scene and challenging them to be creatively produce a
‘mocking’ version of popular tobacco ads, students now are capable enough of deconstructing the
real message behind tobacco ads.
关键词：advertising; tobacco; brand jamming; replacement smokers; media literacy
