IMPLEMENTATION OF AN INTEGRATIVE COMMUNICATION MODEL IN COMBATING STUNTING IN BANTAENG REGENCY IN 2020-2023

Abstract

Reducing stunting rates in Indonesia is a national development priority because it impacts the quality of human resources and the future economy. Stunting caused by chronic malnutrition has implications for long-term physical, cognitive, and health growth. Bantaeng Regency is one of the regions focusing on stunting reduction through the implementation of an integrative cross-sectoral communication model in accordance with the National Action Plan for the Acceleration of Stunting Reduction (RAN PASTI) 2021–2024. This study used a qualitative method with a case study approach to analyze the implementation of the integrative communication model in stunting reduction in Bantaeng Regency. Data were obtained through in-depth interviews, field observations, and documentation from regional apparatus organizations (OPDs) and villages with stunting hotspots in Bantaeng, Ulu Ere, and Pajjukukang Districts. The results show that the implementation of the integrative communication model is supported by three main components: human resource capacity, inter-agency coordination, and accurate data support. Trained human resource capacity enables the delivery of empathetic and participatory health messages. Cross-sectoral coordination prevents policy fragmentation through regular forums and shared perceptions between institutions. Valid data support, both at the village and regional government agencies (OPD) levels, strengthens the targeting of evidence-based interventions. Communication media used include conventional channels (banners, leaflets) and digital channels (WhatsApp groups, Facebook), structured according to institutional level. In conclusion, the ideal integrative communication model in Bantaeng Regency combines cross-sectoral integration, community participation, and the use of accurate data and digital technology. This approach serves as an evidence-based social change strategy and local culture that supports the sustainability of the stunting management program.