lisensi ini mengizinkan setiap orang untuk menggubah ...kc.umn.ac.id/10244/7/halaman_awal.pdf ·...

Team project ©2017 Dony Pratidana S. Hum | Bima Agus Setyawan S. IIP

Hak cipta dan penggunaan kembali:

Lisensi ini mengizinkan setiap orang untuk menggubah, memperbaiki, dan membuat ciptaan turunan bukan untuk kepentingan komersial, selama anda mencantumkan nama penulis dan melisensikan ciptaan turunan dengan syarat yang serupa dengan ciptaan asli.

Copyright and reuse:

This license lets you remix, tweak, and build upon work non-commercially, as long as you credit the origin creator and license it on your new creations under the identical terms.

PERANCANGAN KAMPANYE SOSIAL MENJAGA

KELESTARIAN TERUMBU KARANG UNTUK

WISATAWAN DI KEPULAUAN SERIBU

Laporan Tugas Akhir

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

Nama : Marsella Andela

NIM : 00000010076

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Perancangan Kampanye Sosial.., Marsella Andela, FSD UMN, 2019

ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:

Nama : Marsella Andela

NIM : 00000010076

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

Universitas Multimedia Nusantara

Judul Tugas Akhir:

PERANCANGAN KAMPANYE SOSIAL MENJAGA KELESTARIAN

TERUMBU KARANG UNTUK WISATAWAN DI KEPULAUAN SERIBU

dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan

belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas

Multimedia Nusantara maupun di perguruan tinggi lainnya.

Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan

pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali

arahan pembimbing akademik dan narasumber.

Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,

apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam

pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan


v

KATA PENGANTAR

Indonesia merupakan negara kepulauan terluas di dunia. Dengan lautnya

yang indah, Indonesia menyediakan wisata bahari dan aneka biota laut yang indah

untuk manusia. Sangat disayangkan, kondisinya kurang terjaga. Maka dari itu,

penulis mengangkat topik mengenai terumbu karang, yang merupakan rumah dari

beragam jenis biota laut.

Melalui perancangan ini, penulis berharap pembaca dapat mengerti kondisi

terumbu karang saat ini, spesifiknya di Kepulauan Seribu dan dapat ikut secara aktif

membantu menjaga terumbu karang agar keindahannya tetap terjaga dan juga

memperbaiki kondisinya yang saat ini tidak dalam keadaan baik.

Penulis melihat keindahan alam Indonesia terutama keindahan lautnya dan

berharap melalui perancangan ini masyarakat menjadi lebih sadar sekaligus ikut

berpartisipasi dalam menjaga keindahan alam Indonesia. Selain menjaga

keindahannya, penulis berharap kehidupan ekosistem laut juga dapat menjadi lebih

baik sehingga seluruh biota laut dapat hidup dengan layak dan seperti kondisi yang

seharusnya.

Terima kasih penulis ucapkan kepada pihak-pihak yang telah membantu

penulisan dan perancangan tugas akhir ini:

1. Mohammad Rizaldi, S.T., M.Ds., selaku Ketua Program Studi Desain

Komunikasi Visual Universitas Multimedia Nusantara

2. Ardyansyah, S.Sn., M.M., M.Ds., selaku dosen pembimbing yang telah

membantu penulisan laporan tugas akhir penulis


vii

ABSTRAKSI

Terumbu karang merupakan aspek yang penting dalam ekosistem kehidupan laut, akan tetapi kondisinya di Indonesia tidak dalam kategori baik. Penulis membuat rancangan kampanye sosial menjaga terumbu karang dengan harapan masyarakat dapat lebih mengerti mengenai kondisi terumbu karang saat ini dan turut berperan aktif untuk melindungi terumbu karang. Hal tersebut dapat dimulai dari berwisata secara bertanggung jawab. Segmentasi dari perancangan ini adalah untuk dewasa muda yang sering melakukan kegiatan wisata bahari, terutama di Kepulauan Seribu. Penulis berharap kondisi wisata di Kepulauan Seribu dapat membaik serta ekosistem lautnya terjaga dengan baik. Penulis melakukan perancangan kampanye sosial dengan media online. Dengan menggunakan media utama berupa video yang diletakkan pada media-media online seperti Instagram, website, dan sebagainya, didukung juga dengan media offline seperti poster dan ambient media.

Kata kunci: kampanye, wisata, wisatawan, terumbu karang


viii

ABSTRACT

Corals is one of the most important aspects of underwater living ecosystem, but yet the condition in Indonesia is not in good category. Writer makes a design of social campaign about how to take care of corals and hope that people would understand more about the current condition of corals and strating to takeaction to protect the corals. It could start with being responsible while having a vacation. The segmentation is for young adults that often do marine tourism, specially in Thousand Island. Writer hopes that the marine tourism in Thousand Island could be better and the underwater life ecosystem could be taken care well. Writer makes a design for the social campaign with online medias. Using video as the main media and will be put on online medias such as Instagram, website, etcetera, and those media will also be supported with offline medias such as poster and ambient media.

Keywords: campaign, tourism, traveler, corals


ix

DAFTAR ISI

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

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

KATA PENGANTAR ......................................................................................IV

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

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

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

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

DAFTAR TABEL ...................................................................................... XVIII

DAFTAR LAMPIRAN ................................................................................. XIX

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 ........................................................................ 6

Kampanye Sosial .................................................................................. 6

2.1.1. Kampanye Sosial Public Relation ............................................. 6

2.1.2. Fungsi Kampanye Sosial ........................................................... 7


x

2.1.3. Jenis Kampanye Sosial .............................................................. 8

2.1.4. Model Kampanye Sosial ........................................................... 8

2.1.5. Media Kampanye Sosial.......................................................... 11

2.1.6. Kampanye media sosial........................................................... 12

2.1.7. Segmentasi Kampanye Sosial .................................................. 14

2.1.8. Strategi Kampanye Sosial (AISAS) ......................................... 15

Pariwisata ........................................................................................... 16

2.2.1. Objek pariwisata ..................................................................... 17

2.2.2. Wisata Bahari ......................................................................... 19

Terumbu Karang ................................................................................ 19

2.3.1. Jenis-Jenis Terumbu Karang ................................................... 19

2.3.2. Manfaat Terumbu Karang ....................................................... 20

2.3.3. Kerusakan Terumbu Karang.................................................... 20

Wisatawan .......................................................................................... 21

2.4.1. Jenis-Jenis Wisatawan ............................................................. 22

Desain Grafis ...................................................................................... 23

2.5.1. Warna ..................................................................................... 23

2.5.2. Shape ...................................................................................... 28

2.5.3. Tipografi ................................................................................. 28

2.5.4. Logo ....................................................................................... 33

2.5.5. Ilustrasi ................................................................................... 34

2.5.6. Fotografi ................................................................................. 36

2.5.7. Layout .................................................................................... 39


xi

Video ................................................................................................. 42

2.6.1. Basic Shots ............................................................................. 42

2.6.2. Point of View (Sudut Pandang) ................................................ 45

2.6.3. Teknik Editing ........................................................................ 45

Copywriting ........................................................................................ 46

Website ............................................................................................... 48

Ambient Media ................................................................................... 50

BAB III METODOLOGI ............................................................................... 51

Metodologi Pengumpulan Data........................................................... 51

3.1.1. Wawancara ............................................................................. 51

3.1.2. Kuesioner................................................................................ 59

3.1.3. Observasi ................................................................................ 61

3.1.4. Studi Eksisting ........................................................................ 65

3.1.5. SWOT .................................................................................... 73

Metodologi Perancangan .................................................................... 75

BAB IV STRATEGI DAN ANALISIS PERANCANGAN ............................. 78

Strategi Perancangan .......................................................................... 78

4.1.1. Insight ..................................................................................... 82

4.1.2. Mindmap................................................................................. 82

4.1.3. Big idea .................................................................................. 84

4.1.4. Copywriting ............................................................................ 85

4.1.5. Konsep Perancangan ............................................................... 86


xii

4.1.6. Strategi Perancangan ............................................................... 95

Analisis ............................................................................................ 127

4.2.1. Analisis Logo Kampanye ...................................................... 127

4.2.2. Analisis Copywriting............................................................. 129

4.2.3. Analisis Tipografi ................................................................. 129

4.2.4. Analisis Warna ..................................................................... 130

4.2.5. Analisis Visual ...................................................................... 131

Budgeting ......................................................................................... 143

BAB V PENUTUP ......................................................................................... 145

Kesimpulan ...................................................................................... 145

Saran ................................................................................................ 146

DAFTAR PUSTAKA .................................................................................... XIV


xiii

DAFTAR GAMBAR

Gambar 2. 1 Model Kampanye Venus ................................................................ 10

Gambar 2. 2 Strategi AISAS .............................................................................. 15

Gambar 2. 3 Warna RGB ................................................................................... 24

Gambar 2. 4 Warna CMY .................................................................................. 25

Gambar 2. 5 Warna RYB ................................................................................... 26

Gambar 2. 6 Huruf Klasik .................................................................................. 29

Gambar 2. 7 Huruf Transisi ................................................................................ 30

Gambar 2. 8 Huruf Modern Roman .................................................................... 30

Gambar 2. 9 Huruf Sans Serif ............................................................................ 31

Gambar 2. 10 Huruf Berkait Balok ..................................................................... 32

Gambar 2. 11 Huruf Tulis .................................................................................. 32

Gambar 2. 12 Medium shot single object ............................................................ 43

Gambar 2. 13 Close up shot single object ........................................................... 44

Gambar 2. 14 Long shot ..................................................................................... 45

Gambar 2. 15 Teknik flash cut ........................................................................... 46

Gambar 3. 1 Poster Yayasan Terumbu Karang Indonesia ................................... 54



Gambar 3. 4 Wawancara Ketua Yayasan Terumbu Karang ................................ 55

Gambar 3. 5 Wawancara Pengelola Taman Nasional Kepulauan Seribu ............. 57

Gambar 3. 6 Wawancara Tour Guide Kepulauan Seribu..................................... 59


xiv

Gambar 3. 7 Sampah Plastik di Pinggir Pantai.................................................... 61

Gambar 3. 8 Dermaga Pulau Pramuka ................................................................ 62

Gambar 3. 9 Larangan di Pulau Pramuka ........................................................... 63

Gambar 3. 10 Pantai di Pulau Pramuka .............................................................. 64

Gambar 3. 11 Terumbu Karang di Pulau Air ...................................................... 65

Gambar 3. 12 Terumbu Karang yang Sudah Rusak ............................................ 65

Gambar 3. 13 Website Palau Pledge ................................................................... 66

Gambar 3. 14 Scene video Palau Pledge ............................................................. 67




Gambar 3. 18 Website #CoralOn........................................................................ 69

Gambar 3. 19 Konten website #CoralOn ............................................................ 70

Gambar 3. 20 Scene video #CoralOn .................................................................. 70

Gambar 3. 21 Scene video #CoralOn .................................................................. 71

Gambar 3. 22 Video ChasingCoral .................................................................... 72

Gambar 3. 23 Aktivitas Kampanye ChasingCoral .............................................. 72

Gambar 3. 24 Akun Instagram Chasingcoral ..................................................... 73

Gambar 4. 1 Mindmap kampanye sosial ............................................................. 83

Gambar 4. 2 Mindmap terumbu karang .............................................................. 84

Gambar 4. 3 Moodboard .................................................................................... 87

Gambar 4. 4 Warna utama perancangan ............................................................. 88


xv

Gambar 4. 5 Warna pendukung perancangan ..................................................... 88

Gambar 4. 6 Headline font ................................................................................. 89

Gambar 4. 7 Body text font ................................................................................. 90

Gambar 4. 8 Ilustrasi .......................................................................................... 92

Gambar 4. 9 Sketsa logo .................................................................................... 93

Gambar 4. 10 Alternatif Logo ............................................................................ 94

Gambar 4. 11 Logo Final ................................................................................... 94

Gambar 4. 12 Referensi video ............................................................................ 98

Gambar 4. 13 Storyboard part 1 ......................................................................... 99



Gambar 4. 16 Looping footage ......................................................................... 100

Gambar 4. 17 Thumbnail video utama .............................................................. 101

Gambar 4. 18 Thumbnail video teaser .............................................................. 101

Gambar 4. 19 Revisi thumbnail ........................................................................ 102

Gambar 4. 20 Revisi teaser .............................................................................. 103

Gambar 4. 21 Instagram paid promote mockup ................................................ 104

Gambar 4. 22 Feeds Instagram ......................................................................... 105

Gambar 4. 23 Sketsa user interface .................................................................. 107

Gambar 4. 24 User Interface Desktop .............................................................. 108

Gambar 4. 25 Revisi User Interface ................................................................. 109

Gambar 4. 26 Instagram Ads ............................................................................ 110

Gambar 4. 27 Revisi Instagram Ads ................................................................. 111


xvi

Gambar 4. 28 Website Ads ............................................................................... 112

Gambar 4. 29 Sketsa poster .............................................................................. 113

Gambar 4. 30 Alternatif poster ......................................................................... 113

Gambar 4. 31 Poster ......................................................................................... 115

Gambar 4. 32 Mockup kapal............................................................................. 116

Gambar 4. 33 Mockup pelabuhan ..................................................................... 116

Gambar 4. 34 Peletakan ambient media............................................................ 117

Gambar 4. 35 Detail ambient media ................................................................. 117

Gambar 4. 36 Ambient media tampak jauh ....................................................... 118

Gambar 4. 37 Perancangan awal twibbon ......................................................... 119

Gambar 4. 38 Twibbon ..................................................................................... 120

Gambar 4. 39 Mockup payung.......................................................................... 121

Gambar 4. 40 Mockup Totebag ........................................................................ 121

Gambar 4. 41 Mockup Tumbler ........................................................................ 122

Gambar 4. 42 Mockup sandal jepit ................................................................... 123

Gambar 4. 43 Mockup topi ............................................................................... 123

Gambar 4. 44 Mockup kain .............................................................................. 124

Gambar 4. 45 Grid pada poster ........................................................................ 125

Gambar 4. 46 Grid web banner portrait ........................................................... 126

Gambar 4. 47 Grid web banner landscape ....................................................... 126

Gambar 4. 48 Bentuk nama kampanye ............................................................. 128

Gambar 4. 49 Logo kampanye ......................................................................... 128

Gambar 4. 50 Scene 1 ...................................................................................... 132


xvii

Gambar 4. 51 Scene 2 ...................................................................................... 133

Gambar 4. 52 Scene 3 ...................................................................................... 134

Gambar 4. 53 Scene 5 ...................................................................................... 134

Gambar 4. 54 Poster ......................................................................................... 137

Gambar 4. 55 Web banner portrait ................................................................... 138

Gambar 4. 56 Web banner landscape ............................................................... 138

Gambar 4. 57 Instagram account ...................................................................... 140

Gambar 4. 58 Analisa user interface ................................................................ 141

Gambar 4. 59 Budgeting .................................................................................. 143

Gambar 4. 60 Media plan ................................................................................. 144


xviii

DAFTAR TABEL

Tabel 2.1. Media Kampanye…………………………………………………..…11

Tabel 2.2. Makna Warna…………………………………………………………28

Tabel 4. 1 Sketsa ilustrasi ................................................................................... 92


xix

DAFTAR LAMPIRAN

LAMPIRAN A: FORMULIR BIMBINGAN ............................................ XXIV

LAMPIRAN C: KUESIONER .................................................................. XXIX

LAMPIRAN B: SURAT IZIN WAWANCARA ....................................... XXVIII


lisensi ini mengizinkan setiap orang untuk menggubah ...kc.umn.ac.id/10244/7/halaman_awal.pdf ·...

Documents