ABSTRACT
Cigarettes consumption can cause diseases. The Ministry of Health launched Public Service Ads containings testimonials from former smokers who suffered from throat cancer, which were made in the context of the “Stop Enjoying Cigarettes before Cigarettes Enjoy You” campaign. The campaign’s success or failure cannot be separated from the strategy of how to communicate the campaign program to the right targets. There are several ways that effective message delivery techniques can be applied in accordance with the targets market. Assertiveness communication is the ability to communicate what one wants, feels, and thinks, but still maintain and respect the rights and feelings of others. This research aims to find out the impact of assertive messages on consumers’ compliance by seeing the moderate effect of perceived importance of the anti cigarette campaign in Surabaya. The population of this study is active smokers in Surabaya, people who are either still actively smoking now or who are trying to stop smoking, the statistical test used is Moderating Regression Analysis (MRA). The research results indicate that message assertiveness has a significant influence on levels of compliance and it also shows that perceived importance is the moderating variable that links message assertiveness and compliance.
