NADHIERA, NADHIERA (2025) PERANCANGAN KAMPANYE BERBASIS VIDEO EXPLAINER UNTUK MENGATASI FOOD WASTE DI DAERAH JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The issue of food waste has become a global concern, significantly impacting environmental, social, and economic aspects especially in urban areas such as West Jakarta. Low levels of public education and awareness are among the main factors contributing to the high rate of food waste. This campaign is designed with the primary goal of educating the public about the dangers of food waste by an explainer video based on motion graphics as the main medium. This medium is considered effective because it can deliver messages visually and engagingly, while also being easily understood by the younger generation who are active on digital platforms. The campaign adopts a fear appeal and storytelling approach to evoke emotional awareness and encourage behavioral change. With flat 2D illustrations, a consistent color palette aligned with Trashranger Indonesia’s visual identity, and a distribution strategy via Instagram, the campaign aims to deliver its message broadly and inspire the public to adopt more mindful and responsible consumption habits. Keywords: Food Waste, Explainer Video, Campaign, Motion Graphics, West Jakarta, Fear Appeal, Storytelling. Permasalahan food waste menjadi isu global yang memberikan dampak signifikan terhadap aspek lingkungan, sosial, dan ekonomi, khususnya di wilayah perkotaan seperti Jakarta Barat. Rendahnya edukasi serta kesadaran masyarakat menjadi salah satu faktor utama tingginya tingkat pemborosan makanan. Melalui perancangan kampanye ini, tujuan utamanya adalah mengedukasi masyarakat mengenai bahaya food waste dengan memanfaatkan video explainer berbasis motion graphic sebagai media utama. Penggunaan media ini dinilai efektif karena mampu menyampaikan pesan secara visual dan menarik, serta mudah dipahami oleh generasi muda yang aktif di platform digital. Kampanye dirancang menggunakan pendekatan fear appeal dan storytelling untuk membangkitkan kesadaran emosional sekaligus mendorong perubahan perilaku. Dengan gaya ilustrasi flat 2D, palet warna yang konsisten dengan identitas Trashranger Indonesia, dan strategi distribusi melalui Instagram, diharapkan pesan kampanye dapat tersampaikan dengan luas dan mendorong masyarakat untuk mengadopsi pola konsumsi yang lebih bijak dan bertanggung jawab. Kata Kunci : Food waste, Video Explainer, Kampanye, Motion Graphic, Jakarta Barat, Fear Appeal, Storytelling.
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