Duzky, Nazary (2017) Perancangan Kampanye Gerak Aktif untuk Usia 18-25 Tahun. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
Preview |
Text
3413100165_Undergraduate Thesis.pdf - Published Version Download (17MB) | Preview |
Abstract
Kemajuan internet banyak memudahkan kehidupan manusia. Namun kemajuan internet juga membawa dampak negatif, salah satunya adalah munculnya rasa malas akibat ketergantungan pada internet dan teknologi yang lainnya. Rasa malas menyebabkan masyarakat menjadi kurang beraktifitas dan beresiko mengalami obesitas yang berbahaya bagi tubuh karena dapat menyebabkan berbagai penyakit degeneratif. Hal ini perlu dicegah sejak dini karena mayoritas pengguna internet di Indonesia adalah remaja usia 18-25 tahun. Untuk itu, perlu dibuat sebuah kampanye yang dapat mempersuasi usia 18-25 tahun untuk bergerak lebih aktif dan menjadi lebih rutin berolahraga.
Perancangan kampanye ini dilakukan dengan cara studi literatur tentang obesitas, periklanan, dan kampanye. Studi eksisting dan studi komparator. Depth interview kepada stakeholder. Observasi keseharian target audiens, yang dilanjutkan dengan penyebaran kuisioner untuk mendalami karakter dari audiens. Seluruh metode ini kemudian diakhiri dengan metode affinity diagram dan riset eksperimental untuk menentukan konsep desain dan kriteria desain kampanye yang terus diperbaiki melalui berbagai user testing.
Kampanye ini meliputi penggunaan iklan media atas yaitu iklan pada billboard, media lini bawah yaitu media sosial, website, dan sosialisasi, serta penggunaan iklan ambient media berupa poster dalam ruang, poster luar ruang, dan pemasangan treadmill yang diletakkan di berbagai titik strategis di Kota Surabaya dengan tujuan agar menjadi viral di media sosial.
=========================================================
Internet advancements facilitate a lot of human life. But the advancement of the internet also brings a negative impact, one of which is the emergence of a sense of laziness due to dependence on the internet and other technologies. Laziness causes the community to be less activity and at risk of obesity that is harmful to the body because it can cause various degenerative diseases. This needs to be prevented early because the majority of internet users in Indonesia are teenagers aged 18-25 years. Hence, it is necessary to create a campaign that
can persuade adolescent of 18-25 years old to have an active lifestyle and exercise regularly.
The design of this campaign is done by studying literature on obesity, advertising, and campaign theory. Existing study and comparator study. Depth interview to stakeholders. Observation of target audience's daily life, followed by the distribution of questionnaires to deepen understanding of characteristic of the
target audience. All of these methods then ended using affinity diagram and experimental research to determine the design concepts and design criteria. The design then constantly improved through various evaluation and user testing.
These campaigns include the use of above the line media (billboards), below the line media such as social media, websites, and offline activation, as
well as the use of ambient media ads that placed in various strategic places in Surabaya with the aim of becoming viral in social media.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Campaign; Active Lifestyle; Obesity; kampanye; gerak aktif; obesitas |
| Subjects: | H Social Sciences > HE Transportation and Communications N Fine Arts > NE Print media R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine |
| Divisions: | Faculty of Civil Engineering and Planning > Industrial Design Product > (S1) Undergraduate Thesis |
| Depositing User: | Mohammad Nazary Dzuki Abid |
| Date Deposited: | 19 Jan 2018 02:01 |
| Last Modified: | 05 Mar 2019 04:47 |
| URI: | http://repository.its.ac.id/id/eprint/48330 |
Actions (login required)
 |
View Item |