KAMPANYE PENTINGNYA PENGGUNAAN MASKER

BAGI PENGENDARA SEPEDA MOTOR DI JALAN RAYA

Disusun Oleh :

Ellen Moza Liguna

14.L1.0010

PROGRAM STUDI DESAIN KOMUNIKASI VISUAL

FAKULTAS ARSITEKTUR DAN DESAIN

UNIVERSITAS KATOLIK SOEGIJAPRANATA

SEMARANG 2018

|ii

|iii

|iv

|v

KATA PENGANTAR

Puji dan syukur terutama Penulis haturkan kepada Tuhan Yang Maha Esa, karena

berkat rahmat, perlindungan, dan karuniaNya, penulis dapat menyelesaikan Tugas Proyek

Akhir yang berjudul “Kampanye Pentingnya Penggunaan Masker Bagi Pengendara Sepeda

Motor di Jalan Raya”.

Penulis juga hendak mengucapkan banyak terimakasih kepada Ibu Maya Putri

Utami, S.Sn.,M.Sn. selaku pembimbing yang telah membimbing dengan penuh kesabaran

memberi komentar, masukan, dan pujian sehingga dapat menyempurnakan hasil Tugas

Proyek Akhir ini. Serta para penguji yang telah banyak memberikan kritik dan saran yang

membangun dalam penyusunan Tugas Proyek Akhir ini.

Tidak lupa penulis mengucapkan banyak terima kasih kepada Papa dan Mama yang

telah membantu melalui doa, support, dan materi, sehingga dapat melaksanakan proses

menyelesaikan Tugas Proyek Akhir ini dengan lancar. Kepada adik, Clara Ivana yang telah

membantu membuat maket selama berhari-hari dari siang sampai malam. Penulis juga

mengucapkan banyak terima kasih kepada Youtubers, Ko Kevin Hendrawan karena secara

tidak sengaja telah memberi motivasi dan semangat atas pemberian Give Away berupa

notebook yang tertulis motto hidupnya serta memberi ucapan dan doa pada saat penulis

berulang tahun, sehingga penulis tidak pernah patah semangat sampai sidang berakhir.

Kepada teman sekaligus partner kerja, Jessica Aristika dan Chia Nadya yang telah memberi

dukungan positif karena penulis sempat merasakan putus asa dan merekalah yang

membangkitkan kembali semangat penulis. Kepada narasumber yang telah meluangkan

waktu untuk mendapatkan data sebagai keperluan penelitian, dan teman-teman yang kenal

maupun tidak kenal telah berpartisipasi untuk mengisi kuesioner online. Penulis juga

mengucapkan terima kasih kepada teman terdekat, Panggung Lor (Milkha, Davin, Enrico)

dan Lia saling mendukung dan mendoakan satu sama lain.

Penulis menyadari, bahwa Tugas Proyek Akhir ini masih jauh dari kata sempurna.

Karena ini penulis memohon maaf yang sebesar-besarnya jikalau ada terdapat salah kata.

Semoga Tugas Proyek Akhir “Kampanye Pentingnya Penggunaan Masker Bagi Pengendara

Sepeda Motor Di Jalan Raya“ ini kiranya dapat bermanfaat dan dipahami oleh siapapun

yang membacanya.

Semarang, Juni 2018

Penulis

|vi

ABSTRAK

Menjaga kesehatan tubuh merupakan suatu hal penting. Banyak masyarakat kurang

peduli terhadap kesehatan tubuh mereka sendiri, meskipun dari hal yang paling kecil.

Terutama bagi masyarakat yang akan melakukan aktivitas sehari-hari dengan menggunakan

sepeda motor tidak menggunakan masker. Sementara itu jumlah kendaraan di Kota

Semarang meningkat akibat jumlah kendaraan meningkat, jumlah polusi udara dari asap

kendaraan pun inkut meningkat. Dan asap kendaraan itu memiliki kandungan zat yang

berbahaya dan dapat menimbulkan berbagai penyakit. Panyakit tersebut dapat menyerang

organ tubuh bagian dalam yaitu paru-paru akan mengakibatkan sistem pernafasan

terganggu, kemudian jantung akan menyebabkan kerja jantung melemah sehingga jantung

tidak dapat memompa darah ke seluruh tubuh dengan baik, bahkan dapat menyerang otak

akibat kerja jantung tidak baik. Dan jika segera tidak cegah atau terlalu sering menghirup

asap kendaraan akan menyebabkan kematian dan rentan menyerang usia anak dan usia

lanjut. Salah satu cara untuk mencegah penyakit tersebut adalah menggunakan masker

pada saat berkendara menggunakan sepeda motor. Karena masker sendiri memiliki filter

untuk menyaring udara kotor sehingga tidak dapat masuk ke dalam tubuh. Dan tubuh pun

terjaga dengan baik karena organ tubuh bebas dari polusi udara yang berasal dari asap

kendaraan. Kampanye sosial ini berfungsi untuk mengajak masyarakat pengendara sepeda

motor untuk selalu menggunakan masker saat berpergian menggunakan sepeda motor,

dengan cara memberi informasi-informasi penting dimulai dari kandungan asap kendaraan,

dampak negatif dan penyebab, dan kelebihan dari masker. Dan cara penyampainan pesan

ini juga sangat asik agar citra dari masker yang membuat tidak nyaman menjadi nyaman

karena cara penyampaian pesan melalui kampanye ini.

Kata kunci: Polusi Udara, Penting Penggunaan Masker Saat Berkendara, Kampanye.

|vii

ABSTRACT

Maintaining a healthy body is an important thing. Many people are less concerned

about their own body health, even from the smallest. Especially for people who will perform

daily activities using a motorcycle does not use a mask. Meanwhile, the number of vehicles

in the city of Semarang increased as the number of vehicles increased, the amount of air

pollution from vehicle smoke was increased inkut. And the smoke of vehicles that contain

substances that are dangerous and can cause various diseases. Panyakit can attack the

internal organs of the lungs will cause the respiratory system disrupted, then the heart will

cause the heart work weakened so that the heart can not pump blood throughout the body

properly, even can attack the brain due to poor heart work. And if soon do not prevent or too

often inhaling vehicle fumes will cause death and vulnerable to attack the age of children

and old age. One way to prevent the disease is to use a mask when driving with a

motorcycle. Because the mask itself has a filter to filter dirty air so it can not get into the

body. And the body was well preserved because the body organs are free from air pollution

that comes from vehicle fumes. This social campaign serves to encourage motorcyclists to

always use masks while traveling on motorcycles, by providing important information starting

from vehicle fumes, negative impacts and causes, and the advantages of masks. And how

menyampainan message is also very cool for the image of the mask that makes

uncomfortable to be comfortable because of how the delivery of messages through this

campaign.

Keywords: Air Pollution, Important Use of Mask While Driving, Campaign.

|viii

DAFTAR ISI

PERNYATAAN ORISINALITAS ............................................ Error! Bookmark not defined.

PENGESAHAN ...................................................................... Error! Bookmark not defined.

PENGESAHAN ......................................................................................................................ii

KATA PENGANTAR ............................................................................................................ v

ABSTRAK ............................................................................................................................ vi

ABSTRACT ......................................................................................................................... vii

DAFTAR ISI ........................................................................................................................ viii

DAFTAR GAMBAR ............................................................................................................. xii

DAFTAR TABEL ................................................................................................................ xiii

DAFTAR GRAFIK .............................................................................................................. xiv

BAB I PENDAHULUAN

1.1. LATAR BELAKANG .................................................................................................. 1

1.2. PEMBATASAN MASALAH ...................................................................................... 3

1.3. RUMUSAN MASALAH .............................................................................................. 3

1.4. TUJUAN DAN MANFAAT.......................................................................................... 3

1.4.1. Tujuan ................................................................................................................ 3

1.4.2. Manfaat............................................................................................................... 3

1.5. METODOLOGI PERANCANGAN .............................................................................. 3

1.5.1. User Research ................................................................................................... 3

1.5.1.1. Behaviour.................................................................................................... 5

1.5.1.2. Need ............................................................................................................ 5

1.5.1.3. Problem ....................................................................................................... 5

1.5.1.4. Atitude ......................................................................................................... 5

1.5.2. Insight / Finding ................................................................................................. 5

1.5.3. Background Research ...................................................................................... 5

1.5.3.1. Angket ......................................................................................................... 5

1.5.3.2. Wawancara ................................................................................................. 6

1.5.3.3. Focus Group Discussion ........................................................................... 6

1.5.3.4. Studi Literatur ............................................................................................. 6

1.5.3.5. Internet ........................................................................................................ 6

1.5.4. Initial Concept.................................................................................................... 6

1.6. KERANGKA BERPIKIR ............................................................................................. 7

|ix

1.7. TINJAUAN PUSTAKA ............................................................................................... 8

1.7.1. Pustaka .............................................................................................................. 8

1.7.2. Studi Komparasi ................................................................................................ 9

BAB II TINJAUAN UMUM

2.1. LANDASAN TEORI ................................................................................................. 11

2.1.1. Polusi Udara .................................................................................................... 11

2.1.1.1. Polutan Udara ........................................................................................... 12

2.1.2. Masker .............................................................................................................. 12

2.1.2.1. Jenis Masker Mulut .................................................................................. 12

2.1.2.2. Manfaat Masker Wajah ............................................................................. 13

2.1.3. Kampanye Sosial ............................................................................................. 14

2.1.4. Teori AISAS ..................................................................................................... 14

2.1.5. Teori Komunikasi ............................................................................................ 15

2.1.5.1. Komunikasi dalam Desain ....................................................................... 15

2.1.5.1.1. Istilah Komunikasi ............................................................................... 15

2.1.5.1.2. Macam-Macam Komunikasi ................................................................. 16

2.1.6. Ilustrasi ............................................................................................................ 17

2.1.6.1. Tujuan Ilustrasi ......................................................................................... 17

2.1.6.2. Jenis-jenis Ilustrasi .................................................................................. 17

2.1.7. Tipografi ........................................................................................................... 18

2.1.7.1. Kejelasan Bentuk Huruf (Legibility) ........................................................ 18

2.1.7.2. Keterbacaan (Readability) ....................................................................... 18

2.1.7.3. Kategori Tipe Bentuk Huruf ..................................................................... 18

2.1.8. Warna ............................................................................................................... 19

2.1.8.1. Fungsi Warna ........................................................................................... 20

2.1.8.2. Psikologi Warna ....................................................................................... 20

2.1.9. Media Promosi ................................................................................................. 21

2.1.9.1. Maskot ....................................................................................................... 22

2.1.10. Desain Kemasan .......................................................................................... 22

2.1.10.1. Elemen-elemen yang diatur dengan desain: .......................................... 22

BAB III STRATEGI KOMUNIKASI

3.1. ANALISA MASALAH ............................................................................................... 23

3.1.1. Data Primer ...................................................................................................... 23

3.1.1.1. Focus Group Discussion (FGD) .............................................................. 23

3.1.1.1.1. Analisa FGD Pengendara Sepeda Motor Aktif ................................... 24

|x

3.1.1.1.2. Kesimpulan Analisa FGD ..................................................................... 26

3.1.2. Data Sekunder ................................................................................................. 26

3.1.2.1. Analisa Kuesioner Online ........................................................................ 26

3.1.2.2. Wawancara ............................................................................................... 27

3.1.2.2.1. Analisa Wawancara Dokter .................................................................. 27

3.1.2.3. Internet ...................................................................................................... 28

3.2. KHAYALAK SASARAN ........................................................................................... 28

3.3. Tone and Manner .................................................................................................... 29

3.4. STRATEGI PENYAMPAIAN PESAN ....................................................................... 29

3.5. TEMA KAMPANYE .................................................................................................. 31

3.6. JUDUL KAMPANYE ................................................................................................ 31

3.8. STRATEGI MEDIA ................................................................................................... 31

3.8.1. Objektif ............................................................................................................. 31

3.8.2. Pendekatan Media ........................................................................................... 31

3.9. STRATEGI ANGGARAN ......................................................................................... 32

3.9.1. Tahapan untuk Attention ................................................................................ 32

3.9.2. Tahapan untuk Interest ................................................................................... 32

3.9.3. Tahapan untuk Action ..................................................................................... 33

3.9.4. Total Keseluruhan ........................................................................................... 33

BAB IV STRATEGI MEDIA

4.1. KONSEP VERBAL .................................................................................................. 34

4.1.1. Kosep Dasar Kampanye ..................................................................................... 34

4.1.2. Gaya Bahasa ....................................................................................................... 34

4.2. KONSEP VISUAL .................................................................................................... 35

4.2.1. Warna ............................................................................................................... 35

4.2.2. Tipografi ........................................................................................................... 35

4.2.3. Elemen Desain ................................................................................................. 36

4.2.4. Logo Kampanye .............................................................................................. 36

4.2.4.1. Typeface Logo .......................................................................................... 37

4.2.4.2. Warna Logo .............................................................................................. 37

4.3. VISUALISASI DESAIN ............................................................................................ 38

4.3.1. Maskot .............................................................................................................. 38

4.3.2. Media Utama .................................................................................................... 38

4.3.2.1. Labirin Infografis ...................................................................................... 38

4.3.2.2. Baliho ........................................................................................................ 40

|xi

4.3.3. Media Pendukung ............................................................................................ 40

4.3.3.1. Poster ........................................................................................................ 40

4.3.3.2. Brosur ....................................................................................................... 41

4.3.3.3. Photobooth ............................................................................................... 42

4.3.3.4. Sign System .............................................................................................. 42

4.3.3.5. Packaging Masker .................................................................................... 43

4.3.3.6. Map Revolusi ............................................................................................ 44

4.3.3.7. Kupon/Voucher......................................................................................... 45

4.3.3.8. Seragam Panitia ....................................................................................... 45

4.3.3.9. Video ......................................................................................................... 46

4.3.3.10. Instagram .................................................................................................. 46

4.3.3.11. Merchandise ............................................................................................. 47

BAB V PENUTUP

5.1. KESIMPULAN .......................................................................................................... 48

5.2. SARAN .................................................................................................................... 48

DAFTAR PUSTAKA ........................................................................................................... 49

LAMPIRAN ......................................................................................................................... 51

Pertanyaan Online .................................................................................................. 51

Hasil FGD Pengendara Sepeda Motor Aktif .......................................................... 52

Hasil Wawancara Dokter ........................................................................................ 55

|xii

DAFTAR GAMBAR

Gambar 1.1. ......................................................................................................................... 9

Gambar 1.2. ......................................................................................................................... 10

Gambar 3.1. ......................................................................................................................... 24

Gambar 4.1. ......................................................................................................................... 35

Gambar 4.2. ......................................................................................................................... 36

Gambar 4.3. ......................................................................................................................... 36

Gambar 4.4. ......................................................................................................................... 37

Gambar 4.5. ......................................................................................................................... 37

Gambar 4.6. ......................................................................................................................... 38

Gambar 4.7. ......................................................................................................................... 39

Gambar 4.8. ......................................................................................................................... 40

Gambar 4.9. ......................................................................................................................... 40

Gambar 4.10. ....................................................................................................................... 41

Gambar 4.11. ....................................................................................................................... 41

Gambar 4.12. ....................................................................................................................... 42

Gambar 4.13. ....................................................................................................................... 42

Gambar 4.14. ....................................................................................................................... 42

Gambar 4.15. ....................................................................................................................... 43

Gambar 4.16. ....................................................................................................................... 43

Gambar 4.17. ....................................................................................................................... 44

Gambar 4.18. ....................................................................................................................... 44

Gambar 4.19. ....................................................................................................................... 45

Gambar 4.20. ....................................................................................................................... 45

Gambar 4.21. ....................................................................................................................... 46

Gambar 4.22. ....................................................................................................................... 47

|xiii

DAFTAR TABEL

Tabel 2.1. ............................................................................................................................. 12

Tabel 3.1. ............................................................................................................................. 29

Tabel 3.2. ............................................................................................................................. 32

Tabel 3.3. ............................................................................................................................. 32

Tabel 3.4. ............................................................................................................................. 33

Tabel 3.5. ............................................................................................................................. 33

|xiv

DAFTAR GRAFIK

Grafik 1.1. ............................................................................................................................... 8