Empowering Generation Z as Agents of Change and Eliminating Cancer Stigma Through Digital Campaigns
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Alfi Syahri
Fadhilah Aliyyah Widya
Atsir Alma Dinisa
Chornelia Dina Viliana
Meli Nor Arista
Yulisa Putri Nabila
Amanda Selvia Puteri
Herminia dos Santos Ximenes
Abstract
Public stigma towards cancer patients remains high, negatively affecting their
psychological well-being, leading to depression, anxiety, and reduced self-esteem.
Stigma is influenced by knowledge levels, and digital campaigns serve as a tool to
reduce it by disseminating accessible and reliable information. PalliApis Care, an
organization leveraging social media platforms to educate the public about cancer,
conducted this study targeting Generation Z. The campaign was implemented through a
quantitative Zoom meeting using a one-group pretest-posttest design. A total of 200
participants from across Indonesia joined the campaign, with a majority being women
(87.8%). Participants were predominantly aged 18-22 years (80.2%), followed by those
aged 23-27 years (19.1%), and 12-17 years (0.8%). The pretest average score was 70.00,
while the posttest score increased to 82.96, showing a knowledge gain with a mean
difference of 12.96 (p = 0.000, p < 0.05). The results confirmed that social media-based
digital campaigns effectively raise awareness and shift public perceptions of cancer
stigma. Challenges related to misinformation were addressed through digital literacy
training for Generation Z. In addition to enhancing knowledge, the campaign provided
psychological support to cancer patients by sharing survivor narratives. Generation Z
acted as agents of change, using digital skills to spread accurate information and foster
an inclusive environment for patients. This program demonstrates that engaging
Generation Z in health campaigns not only improves health literacy but also contributes
to sustainable efforts in reducing social stigma. The program’s long-term impact lies in
the continuous involvement of Generation Z in public health initiatives.
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Copyright (c) 2026 Alfi Syahri, Fadhilah Aliyyah Widya, Atsir Alma Dinisa, Chornelia Dina Viliana, Meli Nor Arista, Yulisa Putri Nabila, Amanda Selvia Puteri, Herminia dos Santos Ximenes
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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