Herliana, Hasna (2025) Perancangan Kampanye Digital Untuk Meningkatkan Kesadaran dan Mencegah Kekerasan Dalam Pacaran (KDP) Pada Remaja di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kekerasan dalam pacaran (KDP) merupakan isu yang semakin sering terjadi di kalangan remaja dan dewasa muda di Indonesia. Bentuk kekerasan tidak selalu berupa kekerasan fisik, tetapi juga mencakup kekerasan emosional, verbal, psikologis, hingga digital. Minimnya pemahaman mengenai relasi yang sehat membuat banyak individu tidak menyadari bahwa mereka berada dalam hubungan yang tidak aman. Oleh karena itu, diperlukan kampanye edukatif yang responsif terhadap karakteristik digital dan psikososial target audiens.
Tugas akhir ini bertujuan merancang kampanye digital pencegahan kekerasan dalam pacaran yang menyasar remaja akhir dan dewasa muda usia 17–24 tahun. Kampanye dirancang menggunakan model kampanye Nowak & Warneryd serta pendekatan komunikasi AISAS (Attention, Interest, Search, Action, Share). Alur perancangan meliputi pengumpulan data melalui studi literatur, studi eksisting, observasi tren desain, wawancara dengan ahli dan penyintas, serta survei kuantitatif dengan pre-test dan post-test. Setelah memperoleh insight dari audiens, dilakukan perumusan big idea, strategi komunikasi visual, perancangan identitas kampanye, pemetaan konten, penyusunan media utama dan media pendukung, serta uji coba desain.
Hasil perancangan mencakup kampanye digital berbasis media sosial, aktivasi interaktif di ruang fisik, serta media cetak pendukung. Kampanye ini dirancang untuk meningkatkan kesadaran, mendorong refleksi diri, dan memperkuat dukungan sosial terhadap korban KDP dalam ekosistem digital yang aman.
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Dating violence (Kekerasan dalam Pacaran/KDP) is a growing issue among late adolescents and young adults in Indonesia. The forms of abuse are not always physical, but can also be emotional, verbal, psychological, or digital. The lack of understanding about healthy relationships often leads individuals to remain unaware that they are in unsafe relational dynamics. Therefore, an educational campaign is needed—one that is responsive to the digital habits and psychosocial characteristics of the youth demographic. This final project aims to design a digital campaign for the prevention of dating violence targeting individuals aged 17–24. The campaign is developed using the Nowak & Warneryd campaign model and the AISAS communication approach (Attention, Interest, Search, Action, Share). The design process includes data collection through literature study, existing campaign analysis, visual trend observation, interviews with experts and survivors, and quantitative surveys with pre-test and post-test formats. Based on audience insights, the process continues with the formulation of a big idea, communication strategy, campaign identity, content mapping, media planning, visual execution, and design testing. The final output consists of a digital media campaign via social platforms, interactive booth activation, and supporting printed materials. This campaign is designed to raise awareness, encourage self-reflection, and foster a supportive digital ecosystem for victims and their social circles.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | kampanye digital, kekerasan dalam pacaran, remaja, relasi sehat, desain komunikasi visual, social campaign, dating violence, youth, visual communication design, preventive campaign |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology B Philosophy. Psychology. Religion > BF Psychology > BF318 Learning, Psychology of (Deep learning) N Fine Arts > N Visual arts (General) For photography, see TR |
| Divisions: | Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis |
| Depositing User: | Hasna Luthfia Herliana |
| Date Deposited: | 05 Aug 2025 08:51 |
| Last Modified: | 05 Aug 2025 08:51 |
| URI: | http://repository.its.ac.id/id/eprint/127579 |
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