IRYANTO, MELINDA (2025) PERANCANGAN MEDIA EVENT "FESTIVAL KA LEMBUR GIZI" UNTUK MENINGKATKAN SOSIALISASI PROGRAM KAMPUNG KELUARGA BERKUALITAS DI DESA CIKUPA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The design of the media event “Festival Ka Lembur Gizi” was initiated in response to the low public participation in the KKB program, due to the lack of communicative outreach, limited access to media information, and the perception that the program is overly formal and disconnected from the daily needs of local residents. Therefore, this design aims to introduce a more accessible, relevant, and community-friendly form of program dissemination through a family nutrition education festival packaged in a participatory and culturally-based format. The methodology is based on the Design Thinking approach, which includes five stages: empathize, define, ideate, prototype, and testing. In the early stages, field observations and in-depth interviews were conducted with the primary users—young families in Cikupa Village. The insights gathered were used to define user needs and design appropriate messaging and visual strategies, which were implemented across various campaign media. These include posters, banners, x-banners, signage, souvenirs, lottery coupons, event backdrops, certificates, photo booths, and props—all presented with cheerful visuals, simple language, and a visual identity aligned with local cultural aesthetics. The design was tested through an exhibition involving 30 respondents. The results indicated positive reception, though some suggestions for improvement emerged, such as emphasizing key information in the x-banner layout and enhancing community participation in certain educational activities. This project is expected to serve as a grounded, participatory, and effective model of visual communication to support family development in rural communities. Keywords: Kampung Keluarga Berkualitas, Visual Communication Design, Family Nutrition Campaign, Community Participation, Design Thinking. Perancangan media event “Festival Ka Lembur Gizi” ini berawal dari rendahnya partisipasi masyarakat terhadap program KKB, akibat kurangnya sosialisasi yang komunikatif, akses media informasi yang terbatas, serta program dianggap formal dan tidak menyentuh kebutuhan warga secara langsung. Maka dari itu, perancangan ini bertujuan menghadirkan sebuah bentuk sosialisasi program yang lebih dekat, relevan, dan mudah diterima oleh masyarakat. Melalui kegiatan festival bertema edukasi gizi keluarga yang dikemas dengan pendekatan budaya lokal secara partisipatif dan menyenangkan. Metode yang digunakan mengacu pada pendekatan Design Thinking yang terdiri dari lima tahapan, yaitu empathize, define, ideate, prototype, dan testing. Pada tahap awal, dilakukan observasi lapangan dan wawancara mendalam terhadap target pengguna, yaitu keluarga muda di Desa Cikupa. Hasil empati digunakan untuk merumuskan kebutuhan dan merancang strategi pesan serta visual yang tepat, kemudian diimplementasikan dalam berbagai media visual kampanye. Media yang dirancang meliputi poster, spanduk, x-banner, signage, media souvenir, kupon undian, backdrop acara, sertifikat, photobooth hingga properti foto, yang seluruhnya dikemas dengan gaya visual ceria, bahasa sederhana, serta identitas visual yang relevan dengan budaya lokal. Uji desain dilakukan melalui pameran dengan melibatkan 30 responden. Hasilnya menunjukkan bahwa karya diterima dengan baik, namun ditemukan beberapa masukan untuk perbaikan seperti penonjolan informasi utama dalam x-banner dan peningkatan strategi partisipasi warga pada beberapa kegiatan edukatif. Perancangan ini diharapkan dapat menjadi contoh penerapan komunikasi visual yang membumi, partisipatif dan efektif dalam mendukung pembangunan keluarga di lingkungan pedesaan. Kata Kunci: Kampung Keluarga Berkualitas, Desain Komunikasi Visual, Kampanye Gizi Keluarga, Partisipasi Masyarakat, Design Thinking
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