Digital Campaign Strategy to Controlling Mobility in Ied Mass Holiday Period during Covid-19 Pandemic: Content Analysis of Indonesian Government's PSA

Indonesia is leading as a country with a maj ority Muslim population. The ritual of citizen mobility on a mass scale occurs during the period of Eid al-Fitr, or what is known as mudik or homecoming. Social restrictions and mobility monitoring during the Covid-19 crisis impact the residents' mass activities, including the annual homecoming ritual. There are not a few conflicts between the interests of shared health and the annual ritual traditions of the residents. Public Service Advertisements (PSA's) are a medium for policymakers to provide socialization and build awareness for residents to negotiate the situation not to return home during the Eid holiday. This study uses the content analysis method to determine the messaging trend in public service advertisements in the early period and first year of the Pandemic (May-June 2020). This study collects data through digital artifact documentation (images and videos) displayed on the education menu of the Indonesian government's official website to deal with the Covid-19 Pandemic: www.covid19.go.id. The results showed that the main content of the PSA's message was built by adjusting to the level (escalation) of crisis and the level of understanding of citizens on the Pandemic. The Government of the Republic of Indonesia uses PSA's with the content #TidakMudik or #NoHomeComing to control mobility by bringing persuasive, informative, and transformative messages.