Communication Strategy for Local Regulation Number 4 Of 2021 Concerning Smoke- Free Zones (SFZs) at Poor Slums In The Caringin Community Health Center Areas: Case Study Analysis - A Study on Communication Strategies for Policies Related to Smoking Behavior Inside Homes

Background : Smoking behavior inside homes, particularly in poor slum areas, remains a major challenge in the implementation of the smoke-free zone (SFZ) policy. Although local Regulation No. 4 of 2021 on the SFZ has been implemented in the city of Bandung, the reality is that smoking inside homes is still widely practiced, especially in the Caringin Community Health Center Areas. This reflects a gap between the substance of the policy and the reality of community behavior. This study aims to explore and develop communication strategies for the implementation of local Regulation No. 4 of 2021 in SFZs in Caringin Health Center areas. Methods : This study uses a qualitative case study approach with an interpretive paradigm. Data were collected through in-depth interviews with 11 key informants, including policy implementers, community leaders, and residents, as well as document review. The analysis was conducted thematically via NVivo 15 software. Results : The research results consist of 1 topic of policy communication strategy, 6 themes, 26 categories, and 53 codes which indicate that the communication strategy implemented has not been optimal for comprehensively reaching the poor slum community, primarily due to low literacy, limited access to information, and social norms that still condone smoking behavior within the home. On the basis of UNECE communication strategy framework and policy communication theory, important elements such as values and principles, environmental scanning, audience segmentation, communication objectives, communication channels, and message content strategies have not been designed in a participatory and contextual manner. Conclusion : This study provides a more adaptive and community-based policy communication strategy model, emphasizing collaboration among stakeholders, interpersonal communication, the involvement of local actors as agents of change, the use of relevant local media, and the simplification of messages within the local cultural context. With a more empathetic and transformative approach, the communication strategy for the Regulation can become an effective instrument for changing smoking behavior within the home, as well as encouraging active participation and awareness among the community in creating a healthy, smoke-free environment.