A CREATIVE CAMPAIGN MODEL IN SUPPORTING PUBLIC SERVICE INNOVATION "PANGERAN DIPONEGORO"

Innovation in public health services plays a critical role in achieving Universal Health Coverage (UHC), especially in densely populated urban areas like Semarang City. The Semarang City Health Office has introduced the "Pangeran Diponegoro" initiative to provide inclusive and sustainable health coverage for all city residents. However, this innovation faces challenges in raising broad public awareness and participation. This study aims to analyze the implementation of a creative campaign model designed to strengthen the brand equity of the "Pangeran Diponegoro" initiative and enhance public engagement with the UHC program in Semarang City. The methodology involves Internal-External Matrix analysis to identify supporting and inhibiting factors, VRIO framework to assess the initiative's competitive advantage, and Value Chain Analysis to evaluate the program’s efficiency and effectiveness. The creative campaign strategy was developed using the Double Diamond approach, incorporating exploration, development, and implementation phases of visual and video campaign models. Findings indicate that the creative campaign significantly enhanced brand equity and captured public attention for the innovation, as evidenced by an increase in UHC coverage to 99.23% and positive engagement on social media platforms. This research provides originality by integrating a creative campaign model with a brand equity enhancement strategy in public health services, an approach rarely applied in UHC initiatives in Indonesia. The findings offer valuable insights for other health institutions aiming to optimize public service innovation through creative campaigns.