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PERANCANGAN KAMPANYE SOSIAL MENJAGA

INFORMASI PRIBADI DALAM MEDIA SOSIAL

UNTUK REMAJA

Laporan Tugas Akhir

Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

Nama : Benita Vela Viantika

NIM : 14120210115

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2018

Perancangan Kampanye Sosial..., Benita Vela Viantika, FSD UMN, 2018

vii

ABSTRAKSI

Kampanye ini berawal dari fenomena pertumbuhan pengguna internet di Indonesia yang kian bertambah tiap tahunnya, khususnya dalam penggunaan media sosial oleh remaja. Hal ini juga menyebabkan remaja banyak menjadi korban kejahatan dalam media sosial akibat kurang berhati-hati dalam memberikan infomasi pribadi di media sosial. Rumusan masalah yang diangkat penulis adalah bagaimana merancang kampanye sosial menjaga informasi pribadi dalam media sosial untuk remaja. Kampanye ini bertujuan untuk meningkatkan awareness pada remaja 13-18 tahun agar mengetahui bahaya dan cara melindungi diri dalam menggunakan media sosial. Metode penelitian yang digunakan penulis adalah kualitatif (studi pustaka, studi eksisting, observasi non-partisipatif, dan wawancara), dan kuantitatif (kuesioner). Metodologi perancangan yang digunakan adalah menurut Landa (2011). Pesan yang ingin disampaikan adalah mengetahui bahaya dan batasan yang aman dalam menyebarkan informasi pribadi di media sosial. Konsep keseluruhannya mengangkat tema kejahatan datang tanpa disadari korban, dengan pendekatan affective (memberikan dampak negatif sehingga memberikan rasa takut) dan emotional appeal berupa perasaan terkejut. Berdasarkan strategi komunikasi AISAS, penulis memilih video sebagai media primer, kemudian video ad, poster, web banner, website, brosur, dan merchandise sebagai media sekunder. Penulis berharap dengan adanya penelitian ini, target audiens dapat lebih waspada dan bijak dalam menggunakan media sosial, sehingga menutup celah timbulnya tindak kejahatan.

Kata kunci : kampanye, sosial, menjaga, informasi, pribadi


viii

ABSTRACT

This campaign originated from the growing phenomenon of internet users in Indonesia every year, especially in the use of social media by adolescents. It also causes many adolescents to become victims of crime in social media due to lack of caution in providing personal information on social media. The formulation of issues raised by the author is how to design social campaigns to keep personal information in social media for teenagers. The campaign aims to raise awareness among teenagers aged 13-18 to know the dangers and how to protect themselves in using social media. The research method used by the authors is qualitative (literature study, existing study, non-participatory observation, and interview), and quantitative (questionnaire). The design methodology used is according to Landa (2011). The message to be conveyed is to know the dangers and limitations that are safe in spreading personal information in social media. The whole concept of the theme of crime comes unnoticed by the victim, with affective approach (giving negative impact to give fear) and shock feeling as the emotional appeal. Based on communication strategy of AISAS, video is chosen as primary media, then video ad, poster, web banner, website, brochure, and merchandise as secondary media. The authors hope that with this research, the target audience can be more vigilant and wise in using social media, thus closing the gap of the emergence of crime.

Keywords: campaign, social, protect, information, personal


ix

DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ..................... II

HALAMAN PENGESAHAN TUGAS AKHIR ............................................... IV

KATA PENGANTAR ........................................................................................... V

ABSTRAKSI ...................................................................................................... VII

ABSTRACT ....................................................................................................... VIII

DAFTAR ISI ....................................................................................................... IX

DAFTAR GAMBAR ........................................................................................ XIII

DAFTAR TABEL ............................................................................................ XIX

DAFTAR LAMPIRAN ................................................................................... XXV

BAB I PENDAHULUAN ....................................................................................... 1

1.1. Latar Belakang ......................................................................................... 1

1.2. Rumusan Masalah .................................................................................... 3

1.3. Batasan Masalah ...................................................................................... 3

1.4. Tujuan Tugas Akhir ................................................................................. 4

1.5. Manfaat Tugas Akhir ............................................................................... 4

BAB II TINJAUAN PUSTAKA ........................................................................... 5

Kampanye Sosial ..................................................................................... 5

2.1.1. Jenis Kampanye ........................................................................... 6

2.1.2. Model Kampanye ......................................................................... 6


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2.1.3. Strategi Komunikasi dalam Kampanye ....................................... 7

2.1.4. Teknik Kampanye ........................................................................ 9

2.1.5. Pendekatan Kampanye Sosial .................................................... 10

2.1.6. Faktor Pendukung Kampanye Sosial ......................................... 11

2.1.7. Faktor Penghambat Kampanye Sosial ....................................... 12

2.1.8. Creative Brief ............................................................................. 12

Media Sosial ........................................................................................... 13

2.2.1. Karakteristik Media Sosial ......................................................... 14

2.2.2. Fungsi Media Sosial ................................................................... 14

2.2.3. Jenis Media Sosial ...................................................................... 15

2.2.4. Dampak Media Sosial ................................................................ 16

2.2.5. Dasar Hukum di Indonesia ......................................................... 17

Remaja ................................................................................................... 21

2.3.1. Batasan Usia Remaja ................................................................. 21

2.3.2. Perkembangan Psikis Masa Remaja .......................................... 22

2.3.3. Perkembangan Kognitif Masa Remaja ...................................... 22

2.3.4. Perkembangan Emosi Masa Remaja .......................................... 23

Teori Desain Grafis ................................................................................ 25

2.4.1. Prinsip Desain ............................................................................ 25

2.4.2. Elemen Desain ........................................................................... 32

2.4.3. Teori Tipografi ........................................................................... 42

2.4.4. Teori Layout ............................................................................... 45

2.4.5. Teori Fotografi ........................................................................... 47


xi

2.4.6. Teori Ilustrasi ............................................................................. 49

2.4.7. Teori Media ................................................................................ 50

BAB III METODOLOGI ................................................................................... 53

Metodologi Pengumpulan Data ............................................................ 53

3.1.1. Studi Pustaka .............................................................................. 53

3.1.2. Studi Eksisting ........................................................................... 54

3.1.3. Observasi Nonpartisipatif .......................................................... 58

3.1.4. Wawancara ................................................................................. 60

3.1.5. Kuesioner ................................................................................... 63

Metodologi Perancangan ....................................................................... 71

BAB IV PERANCANGAN DAN ANALISIS .................................................... 72

Perancangan Kampanye ......................................................................... 72

4.1.1. Mindmapping & Brainstorming ................................................. 72

4.1.2. Referensi .................................................................................... 74

4.1.3. Perancangan Logo ...................................................................... 80

4.1.4. Perancangan Copywriting .......................................................... 80

4.1.5. Strategi Komunikasi ................................................................... 81

4.1.6. Creative Brief ............................................................................. 82

4.1.7. Perancangan Media .................................................................... 84

Analisis ................................................................................................ 116

4.2.1. Analisis Kampanye .................................................................. 116

4.2.2. Analisis Tipografi .................................................................... 117


xii

4.2.3. Analisis Warna ......................................................................... 118

4.2.4. Analisis Grid & Layout ............................................................ 118

4.2.5. Analisis Media ......................................................................... 120

Budgetting ............................................................................................ 121

BAB V PENUTUP ............................................................................................. 122

Kesimpulan .......................................................................................... 122

Saran .................................................................................................... 124

DAFTAR PUSTAKA ....................................................................................... XXI


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DAFTAR GAMBAR

Gambar 2.1. Model Kampanye Ostergaard ............................................................ 7

Gambar 2.2. Proximity ........................................................................................... 26

Gambar 2.3. Repetition .......................................................................................... 26

Gambar 2.4. Closure .............................................................................................. 27

Gambar 2.5. Continuity .......................................................................................... 28

Gambar 2.6. Figure & Ground .............................................................................. 28

Gambar 2.7. Emphasis ........................................................................................... 29

Gambar 2.8. Golden Ratio ..................................................................................... 30

Gambar 2.9. Proportion ......................................................................................... 30

Gambar 2.10. Balance ............................................................................................ 31

Gambar 2.11. Rythm .............................................................................................. 32

Gambar 2.12. Tipe Garis ........................................................................................ 33

Gambar 2.13. Bentuk ............................................................................................. 33

Gambar 2.14. Pola & Tekstur ................................................................................ 34

Gambar 2.15. Perspektif ........................................................................................ 34

Gambar 2.16. Dimensi dalam 2D .......................................................................... 35

Gambar 2.17. Gerakan ........................................................................................... 35

Gambar 2.18. Value ............................................................................................... 36

Gambar 2.19. Warm & Cool .................................................................................. 37

Gambar 2.20. Color Harmony ............................................................................... 38

Gambar 2.21. Monokrom ....................................................................................... 38

Gambar 2.22. Analog ............................................................................................. 39


xiv

Gambar 2.23. Komplementer ................................................................................. 39

Gambar 2.24. Split-Komplementer ........................................................................ 40

Gambar 2.25. Triadic ............................................................................................. 40

Gambar 2.26. Tetradic ........................................................................................... 41

Gambar 2.27. Color Distord .................................................................................. 41

Gambar 2.28. Sans Serif ......................................................................................... 42

Gambar 2.29. Serif ................................................................................................. 43

Gambar 2.30. Latin ................................................................................................ 43

Gambar 2.31. Decorative ....................................................................................... 44

Gambar 2.32. Monospace ...................................................................................... 44

Gambar 2.33. Layout .............................................................................................. 46

Gambar 2.34. Grid ................................................................................................. 47

Gambar 2.35. Rule of Third ................................................................................... 49

Gambar 3.1. Leaflet Internet Sehat ........................................................................ 57

Gambar 3.2. E-book Internet Sehat ........................................................................ 58

Gambar 3.3. Screen-Capture Video Bahan Observasi .......................................... 59

Gambar 3.4. Wawancara dengan Bapak Indriyatno Banyumurti .......................... 61

Gambar 3.5. Wawancara dengan Bapak Yulius Steven ........................................ 62

Gambar 3.6. Rumus Slovin .................................................................................... 64

Gambar 3.7. Usia Responden ................................................................................. 64

Gambar 3.8. Penggunaan Media Sosial Responden .............................................. 65

Gambar 3.9. Waktu Penggunaan Responden ......................................................... 65

Gambar 3.10. Aplikasi Media Sosial Responden .................................................. 66


xv

Gambar 3.11. Posting Responden .......................................................................... 66

Gambar 3.12. Akun Responden ............................................................................. 67

Gambar 3.13. Gadget Responden .......................................................................... 67

Gambar 3.14. Interaksi Responden ........................................................................ 68

Gambar 3.15. Pertemuan Responden ..................................................................... 68

Gambar 3.16. Bahaya Menurut Responden ........................................................... 69

Gambar 3.17. Kejahatan Menurut Responden ....................................................... 69

Gambar 3.18. Perlindungan Diri Menurut Responden .......................................... 70

Gambar 3.19. Trik Menurut Responden ................................................................ 70

Gambar 4.1. Mindmapping .................................................................................... 73

Gambar 4.2. Brainstorming ................................................................................... 74

Gambar 4.3. Referensi Warna 1 ............................................................................. 74

Gambar 4.4. Referensi Warna 2 ............................................................................. 75

Gambar 4.5. Palet Warna ....................................................................................... 75

Gambar 4.6. Referensi Tipografi 1 ........................................................................ 76

Gambar 4.7. Referensi Tipografi 2 ........................................................................ 76

Gambar 4.8. Tipografi ............................................................................................ 77

Gambar 4.9. Referensi Fotografi 1 ........................................................................ 77

Gambar 4.10. Referensi Fotografi 2 ...................................................................... 78

Gambar 4.11. Referensi Pixel ................................................................................ 78

Gambar 4.12. Referensi Layout 1 .......................................................................... 79

Gambar 4.13. Referensi Layout 2 .......................................................................... 79

Gambar 4.14. Logo Lindungi Privasi .................................................................... 80


xvi

Gambar 4.15. Sketsa Storyboard 1 ........................................................................ 85

Gambar 4.16. Storyboard 1 Scene 1 ...................................................................... 85









Gambar 4.25. Storyboard 1 Scene 10 .................................................................... 89

Gambar 4.26. Sketsa Stodyboard 2 ........................................................................ 90








Gambar 4.34. Sketsa Aset Mograph ...................................................................... 94

Gambar 4.35. Mograph 1 ....................................................................................... 95

Gambar 4.36. Mograph 2 ....................................................................................... 95

Gambar 4.37. Mograph 3 ....................................................................................... 95


xvii

Gambar 4.38. Mograph 4 ....................................................................................... 96

Gambar 4.39. Mograph 5 ....................................................................................... 96

Gambar 4.40. Mograph 6 ....................................................................................... 97

Gambar 4.41. Mograph 7 ....................................................................................... 97

Gambar 4.42. Mograph 8 ....................................................................................... 97

Gambar 4.43. Mograph 9 ....................................................................................... 98

Gambar 4.44. Mograph 10 ..................................................................................... 98

Gambar 4.45. Mograph 11 ..................................................................................... 99

Gambar 4.46. Mograph 12 ..................................................................................... 99

Gambar 4.47. Mograph 13 ..................................................................................... 99

Gambar 4.48. Mograph 14 ................................................................................... 100

Gambar 4.49. Mograph 15 ................................................................................... 100

Gambar 4.50. Mograph 16 ................................................................................... 101

Gambar 4.51. Mograph 17 ................................................................................... 101

Gambar 4.52. Mograph 18 ................................................................................... 101

Gambar 4.53. Mograph 19 ................................................................................... 102

Gambar 4.54. Mograph 20 ................................................................................... 102

Gambar 4.55. Mograph 21 ................................................................................... 103

Gambar 4.56. Mograph 22 ................................................................................... 103

Gambar 4.57. Mograph 23 ................................................................................... 103

Gambar 4.58. Mograph 24 ................................................................................... 104

Gambar 4.59. Mograph 25 ................................................................................... 104

Gambar 4.60. Mograph 26 ................................................................................... 105


xviii

Gambar 4.61. Mograph 27 ................................................................................... 105

Gambar 4.62. Poster 1 ......................................................................................... 106

Gambar 4.63. Poster 2 .......................................................................................... 107

Gambar 4.64. Web Banner ................................................................................... 108

Gambar 4.65. Website .......................................................................................... 110

Gambar 4.66. Media Sosial .................................................................................. 111

Gambar 4.67. Brosur ............................................................................................ 112

Gambar 4.68. Kaos .............................................................................................. 113

Gambar 4.69. Pin ................................................................................................. 114

Gambar 4.70. Stiker ............................................................................................. 114

Gambar 4.71. Gantungan Kunci .......................................................................... 115

Gambar 4.72. Tumbler ......................................................................................... 115

Gambar 4.73. Notebook ....................................................................................... 115

Gambar 4.74. Totebag .......................................................................................... 116

Gambar 4.75. Analisis Tipografi ......................................................................... 117

Gambar 4.76. Analisis Warna .............................................................................. 118

Gambar 4.77. Analisis Grid ................................................................................. 118

Gambar 4.78. Analisis Layout ............................................................................. 119


xix

DAFTAR TABEL

Tabel 2.1. Karakteristik TV ................................................................................... 51

Tabel 2.2. Karakteristik Radio ............................................................................... 51

Tabel 2.3. Karakteristik Koran ............................................................................... 51

Tabel 2.4. Karakteristik Majalah ........................................................................... 51

Tabel 2.5. Karakteristik Billboard ......................................................................... 52

Tabel 2.6. Karakteristik Poster ............................................................................... 52

Tabel 2.7. Karakteristik Media Sosial .................................................................... 52

Tabel 2.8. Karakteristik Brosur .............................................................................. 52

Tabel 2.9. Karakteristik Merchandise .................................................................... 52

Tabel 4.1. Creative Brief ........................................................................................ 82

Tabel 4.2. Timeline Media Kampanye ................................................................... 84

Tabel 4.3. Perkiraan Anggaran ............................................................................ 121


xx

DAFTAR LAMPIRAN

LAMPIRAN A: LEMBAR BIMBINGAN .................................................... XXV

LAMPIRAN B: LEMBAR BIMBINGAN II ............................................. XXVII

LAMPIRAN C: LEMBAR BIMBINGAN III ........................................... XXVII


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