Street Art as Effective Social Marketing Medium to Promote Public Policy

Abstract

Street art origin as territory marker has change gradually and become commoditized just like any other form of art. Getting mainstream treatment, street art now adorned fashion items by popular global brands. However, as art form, street art is now being integrated as a public policy socialization tool, being used by the government the world over to ask its citizen to abide certain rules or not to do something. This change of behavior falls into the realm of marketing communication, especially social marketing. In this study, using phenomenological approach through focus group study, it is found that the use of street art as public policy socialization tool works as intended to convey message. During Covid-19 pandemic, requests of mask wearing is more effective through the use of street art than images using public figure. The use of the street artist knowledge of what is currently happening manage in society is able to create a meaningful and relatable message.

Keywords: Graffiti, public policy, marketing communication