MUSPARA, REHANI ZAKI PUTRI (2025) KAMPANYE SOSIAL “RESET: REDUCE EVERY SINGLE ENVIRONMENTAL TRASH” BERSAMA WALHI INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Permasalahan sampah plastik sekali pakai merupakan isu lingkungan yang semakin mendesak, terutama di kalangan generasi muda yang masih terbiasa dengan pola konsumsi instan dan kurang peduli terhadap dampaknya. Untuk menjawab tantangan tersebut, kampanye sosial “RESET: Reduce Every Single Environmental Trash” dirancang sebagai upaya edukatif yang bertujuan meningkatkan kesadaran mahasiswa mengenai pentingnya mengurangi penggunaan plastik sekali pakai. Kampanye ini mengandalkan pendekatan komunikasi visual dengan gaya yang relevan dengan karakter Generasi Z (Gen Z). Kampanye menerapkan metode AISAS (Attention, Interest, Search, Action, Share) guna mengoptimalkan alur komunikasi dan keterlibatan target audience. Media yang digunakan meliputi berbagai konten digital seperti poster, feed dan story instagram, hingga buku infografis yang informatif dan mudah diakses secara daring. Berdasarkan hasil evaluasi, kampanye ini terbukti efektif dalam menarik perhatian, membangkitkan rasa ingin tahu, serta mendorong target audience untuk mencari tahu lebih lanjut dan terlibat secara aktif. Kampanye ini diharapkan dapat menjadi contoh nyata bahwa desain komunikasi visual tidak hanya berfungsi sebagai media penyampai pesan, tetapi juga dapat berperan aktif dalam membangun kesadaran dan mendorong perubahan perilaku terhadap isu lingkungan.The issue of single-use plastic waste is becoming increasingly urgent, especially among younger generations who are still accustomed to instant consumption habits and show little concern for its environmental impact. In response to this challenge, the social campaign “RESET: Reduce Every Single Environmental Trash” was designed as an educational effort aimed at raising university students’ awareness of the importance of reducing single-use plastic consumption. This campaign utilizes a visual communication approach that aligns with the characteristics of Generation Z (Gen Z). It adopts the AISAS method (Attention, Interest, Search, Action, Share) to optimize the flow of communication and audience engagement. The media used includes various digital content such as posters, Instagram feeds, stories, short videos, and an infographic booklet that is informative and easily accessible online. Based on the evaluation results, the campaign has proven effective in capturing attention, stimulating curiosity, and encouraging the target audience to seek further information and actively participate. This campaign serves as a concrete example that visual communication design is not only a medium for delivering messages, but also plays an active role in fostering awareness and driving behavioral change toward environmental issues.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 42321010092 |
| Uncontrolled Keywords: | Kampanye sosial, sampah plastik, Gen Z, AISAS Social campaign, plastic waste, Gen Z, AISAS |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 708 Galleries, Museum of Art/Gedung Kesenian dan Museum Kesenian > 708.1 Art Galleries in Indonesia/Galeri Seni di Indonesia |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | YOSUA EBENEZER PARDEDE |
| Date Deposited: | 25 Aug 2025 02:47 |
| Last Modified: | 25 Aug 2025 02:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97052 |
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