PERANCANGAN DESAIN KAMPANYE SOSIAL UNTUK KOMUNITAS PEMBERDAYAAN PEREMPUAN

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Annisa Shafayra
Elda Franzia
Agung Eko Budi Waspada

Abstract

Abstract


Indonesian women experience many problems that make them not confident and do not love themselves. Therefore, it is necessary to create an Instagram social media campaign to empower Indonesian women with the theme of mindfulness. The purpose of this study is to explain the strategies and concepts of social campaigns to effectively run a women's mindfulness empowerment campaign through Instagram social media. The research method used in this research is design thinking with a qualitative research approach. The data collection technique used is design thinking which involves observation and interviews. The results of this study indicate the design of social campaigns through the design thinking method can find out the type of design or visual preferred by Instagram social media users, the results of which can be seen from the prototype and testing of the Instagram insight feature, and how to increase campaign awareness, one of which is to invite collaboration with female celebrities.


Keywords: mindfulness, women empowerment, design thinking, campaign


 


Abstrak


Wanita Indonesia mengalami banyak permasalahan yang membuat mereka tidak percaya diri dan tidak mencintai dirinya sendiri. Maka dari itu perlu diciptakan sebuah kampanye media sosial Instagram pemberdayaan wanita Indonesia yang bertemakan mindfulness. Tujuan dari penelitian ini adalah untuk menjelaskan strategi dan konsep kampanye sosial agar dapat menjalankan kampanye pemberdayaan wanita mindfulness melalui media sosial Instagram secara efektif. Metode penelitian yang dijalankan pada penelitian ini adalah design thinking dengan pendekatan penelitian kualitatif. Teknik pengumpulan data yang dilakukan adalah design thinking yang melibatkan observasi dan wawancara. Hasil dari penelitian ini menunjukan bahwa perancangan kampanye sosial melalui metode design thinking ini dapat mengetahui jenis desain atau visual yang disukai oleh pengguna media sosial Instagram yang hasilnya dapat dilihat dari prototype dan testing pada fitur insight Instagram, dan juga cara meningkatkan awareness kampanye, yang salah satunya adalah mengajak kolaborasi dengan selebgram wanita Indonesia untuk membantu mempromosikan kampanye mindfulness.


Kata Kunci: mindfulness, pemberdayaan wanita, design thinking, kampanye

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