Analisis Strategi Komunikasi Digital dalam Meningkatkan Kesadaran tentang Feminine Hygiene di Indonesia

Abstract

This study analyzes the digital communication strategies used by Easyday, Nona Woman, and Blood Indonesia in communicating feminine hygiene, and identifies the forms of audience response observable through public interaction with digital content. The study employs a qualitative approach with a multiple case study design. Observations were conducted on the Instagram and TikTok accounts of the three subjects from January to April 2026, covering 150 units of content and 279 relevant public comments, and were supplemented by documentation studies, literature reviews, and audience reception observation. The findings indicate that Easyday applies education based on everyday experience combined with soft-selling; Nona Woman emphasizes knowledge-based communication supported by references and expert sources; while Blood Indonesia develops digital advocacy that connects feminine hygiene with menstrual taboo, equality, and health rights. Observable audience responses show patterns of interaction in the form of questions, experience sharing, support, and invitations to continue the conversation. However, the available public data are not sufficient to conclude that public awareness has increased causally. The findings are therefore positioned as evidence of digital communication strategies and their potential contribution to the process of awareness formation, rather than as a measurement of increased awareness within the population.