PROYEK AKHIR DESAIN KOMUNIKASI VISUAL PERIODE VIII
PERANCANGAN KOMUNIKASI VISUAL DALAM RANGKA KAMPANYE HIDUP SEHAT PADA USIA DINI SEBAGAI LANGKAH PENCEGAHAN TERHADAP SERANGAN STROKE Dikerjakan oleh:
Malinda Rahardjo 12.13.0032
Pembimbing:
Peter Ardhianto, S.Sn., M.Sn. Tabita Nani Aryani, S.Sn.
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL FAKULTAS ARSITEKTUR DAN DESAIN UNIVERSITAS KATOLIK SOEGIJAPRANATA SEMARANG PERIODE GENAP 2015/2016 ii
LEMBAR PERNYATAAN ORISINALITAS Nama : Malinda Rahardjo NIM : 12.13.0032 Program studi : Desain Komunikasi Visual Fakultas : Arsitektur dan Desain Universitas : Universitas Katolik Soegijapranata
Judul: PERANCANGAN KOMUNIKASI VISUAL DALAM RANGKA KAMPANYE HIDUP SEHAT PADA USIA DINI SEBAGAI LANGKAH PENCEGAHAN TERHADAP SERANGAN STROKE
Menyatakan bahwa proyek akhir ini adalah hasil karya saya sendiri serta telah mengikuti peraturan akademik dalam melakukan kutipan. Apabila di kemudian hari ditemukan adanya bukti plagiasi, manipulasi, dan / atrau pemalsuan data maupun bentuk – bentuk kecurangan lainnya, saya bersedia menerima sanksi dari Progam Studi Desain Komunikasi Visual, Universitas katolik Soegijapranata Semarang. Demi kepentingan akademis, maka saya bersedia dan menyetujui bentuk publikasi dari karya ilmiah ini.
Semarang, 23 Juni 2016
Malinda Rahardjo
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LEMBAR PENGESAHAN
Judul: PERANCANGAN KOMUNIKASI VISUAL DALAM RANGKAKAMPANYE HIDUP SEHAT PADA USIA DINI SEBAGAI LANGKAH PENCEGAHAN TERHADAP SERANGAN STROKE
Dikerjakan oleh: Malinda Rahardjo 12.13.0032
Program Studi Desain Komunikasi Visual Fakultas Arsitektur dan Desain Universitas Katolik Soegijapranata
Semarang, 23 Juni 2016
Mengesahkan
Dekan Fakultas Arsitektur dan Desain
Ketua Program Studi Desain Komunikasi Visual
Koordinator Proyek Akhir DKV 08
Dra B. Tyas Susanti, M.A., Ph.D
Ag. Dicky Prastomo, S.IP., M.A.
Ir. IGN Dono Sayoso, MSR
NIDN 0626076501
NPP 058.1.2013.283
NIDN 0608075601
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LEMBAR PENGESAHAN Judul: PERANCANGAN KOMUNIKASI VISUAL DALAM RANGKAKAMPANYE HIDUP SEHAT PADA USIA DINI SEBAGAI LANGKAH PENCEGAHAN TERHADAP SERANGAN STROKE
Dikerjakan : Malinda Rahardjo 12.13.0032 Program Studi Desain Komunikasi Visual Fakultas Arsitektur dan Desain Universitas Katolik Soegijapranata
Semarang, 23 Juni 2016
Menyetujui Pembimbing I
Pembimbing II
Peter Ardhianto, S.Sn, M.Sn
Tabita Nani Aryani, S.Sn
NPP 058.1.2015.295
NPP 058.5.2010.275
Penguji I
Penguji II
Penguji III
Peter Ardhianto, S.Sn, M.Sn
Tabita Nani Aryani, S.Sn
Ir. IGN Dono Sayoso, MSR
NPP 058.1.2015.295
NPP 058.5.2010.275
NIDN 0608075601
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KATA PENGANTAR
Penulis mengharapkan kritik dan saran dari pembaca demi kesempurnaan laporan ini. Akhir kata, penulis berharap semoga laporan perancangan dapat bermafaat dan menginspirasi segala pihak
Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas segala berkat dan rahmat-Nya, sehingga penulis dapat menyelesaikan laporan Perancangan Komunikasi Visual dalam rangka Kampanye Gaya Hidup Sehat Pada Usia Dini sebagai Langkah Pencegahan Terhadap Serangan Stroke. Laporan ini merupakan salah satu prasyarat untuk memperoleh gelar Sarjana Desain, Fakultas
Semarang, 13 Juni 2016
Arsitektur dan Desain, Universitas Katolik Soegijapranata Semarang dengan mengikuti mata kuliah terakhir, yaitu Proyek Akhir DKV 08. Atas selesainya pembuatan laporan ini, penulis mengucapkan terima kasih kepada:
Penulis
1. Ign. Dono Sayoso, MSR selaku Dosen Koordinator Proyek Akhir DKV 08 serta dosen penguji Proyek Akhir DKV 08. 2. Bayu Widiantoro MT., M.Sn selaku sekretari Proyek Akhir 08. 3. Peter Ardhianto, S.Sn, M.Sn selaku Dosen Pembimbing Proyek Akhir DKV 08 karena telah memberikan pengarahan yang baik serta masukan – masukan yang membantu dalam proses penyelesaian perancangan. 4. Tabita Nani Aryani, S.Sn selaku Dosen Pembimbing II Proyek Akhir DKV 08 karena telah memberikan pengarahan yang baik serta masukan – masukan yang sangat membantu. 5. Samuel Adi Nugroho, A.Md.Ft selaku terapis yang sudah banyak memberikan arahan dan masukan kepada penulis serta telah bersedia menjadi narasumber. 6. Dr. Martinus Julianto, Sp.s selaku dokter spesialis saraf, dr. Prasarita Esti Pudyaningrum selaku dokter umum, Fransiska Angelina S.Gz selaku ahli gizi yang sudah bersedia meluangkan waktu untuk dijadikan sebagai narasumber. 7. Orang tua penulis yang telah memberikan dukungan baik secara materi maupun non-materi sehingga penulis dapat menyelesaikan laporan ini. 8. Timmothy Gunawan dan Eric Vincent selaku teman penulis yang sudah banyak membantu penulis dalam mendapatkan data dan senantiasa membantu penulis dalam proses penyelesaian Proyek Akhir. 9. Seluruh dosen dan staf Jurusan Desain Komunikasi Visual, Fakultas Arsitektur dan Desain, Unika Soegijapranara, yang secara tidak langsung telah banyak membantu penulis dalam penyelesaian laporan ini. 10. Seluruh rekan-rekan di lingkungan kampus maupun di luar kampus yang telah membantu penyelesaian laporan ini yang tidak dapat disebutkan satu persatu.
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ABSTRAK
ABSTRACT
Saat ini, angka penderita stroke di Indonesia terus bertambah bahkan sudah menyerang usia muda. Penyebab utama seseorang terserang stroke pada usia muda yakni akibat gaya hidup tidak sehat yang sudah dijalani sehari-hari selama masa hidup. Oleh sebab itu, perlu adanya perubahan sejak dini yaitu saat dimana seseorang akan mulai beranjak dewasa dan rentan akan pergaulan bebas. Tujuan dari perancangan yakni menimbulkan minat dan kesadaran remaja agar turut serta berpartisipasi dalam kampanye hidup sehat dan dapat mengaplikasikan dalam kehidupan sehari-hari sejak dini agar tidak terserang stroke. Metode perancangan menggunakan studi literatur untuk mengetahui stroke gaya hidup sehat serta target audienslebih mendalam, wawancara dengan 3 orang penderita stroke; 1 dokter umum; 1 dokter spesialis saraf; dan 1 dokter gizi, kuisioner, dan cultural probing yang diberikan kepada target audiens. Dari hasil riset didapat bahwa target audiens setuju dengan adanya penerapan gaya hidup sehat, namun target audiens belum tertarik untuk menerapkan gaya hidup sehat dan salah satu pemicu serangan stroke adalah gaya hidup tidak sehat yang sudah dilakukan selama masa hidup. Sehingga dapat disimpulkan bahwa perlu adanya penerapan gaya hidup sehat sejak dini oleh para remaja melalui perancangan kampanye komunikasi visual untuk menyadarakan dan menimbulkan minat para remaja untuk menerapkan gaya hidup sehat.
Nowadays, the number of stroke survivors in Indonesia is increasinglyand start to attack people in a young age. The main cause of someone having a stroke at a young because of unhealthy lifestyles that have been undertaken daily over a lifetime. Therefore, changing early on the time is needed when someone will start to growing older and vulnerable to promiscuity. The purpose of the design that generate interest and awareness of youth in order to contribute and participate in healthy living campaign and can apply it in everyday life from an early age to avoid stroke. The design method uses literature study to determine stroke a healthy lifestyle as well as the target audience is more in-depth interview with three people with stroke; 1 doctor; 1 neurologist; and one doctor of nutrition, questionnaires, and cultural probing given to the target audience. From the research results obtained that the target audience agree with the implementation of a healthy lifestyle, but the target audience is not interested in adopting a healthy lifestyle and one of the causes of stroke are unhealthy lifestyle that has been done over the life span. It can be concluded that the need for adoption of a healthy lifestyle from an early age by the teens through the design of visual communication campaign to generate awareness and interest youth to adopt a healthy lifestyle.
Kata kunci: stroke, gaya hidup sehat, remaja, kampanye, usia muda
Keywords: stroke, healthy lifestyle, adolescent, campaign, young age
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DAFTAR ISI LEMBAR PERNYATAAN ORISINALITAS ........................................................................................ iii LEMBAR PENGESAHAN ..................................................................................................................... iii LEMBAR PENGESAHAN ..................................................................................................................... iii KATA PENGANTAR .............................................................................................................................. v ABSTRAK .............................................................................................................................................. vi ABSTRACT ............................................................................................................................................ vi DAFTAR ISI .......................................................................................................................................... vii DAFTAR GAMBAR ............................................................................................................................. viii DAFTAR TABEL ................................................................................................................................... ix BAB I PENDAHULUAN ........................................................................................................................ 1 I.1 Latar Belakang Masalah ............................................................................................................ 1 I.1.1 Penyakit Stroke di Indonesia .............................................................................................. 1 I.1.2 Stroke .................................................................................................................................. 1 I.1.3 Gaya Hidup ......................................................................................................................... 2 I.1.4 Kampanye Sosial ................................................................................................................ 3 I.2 Identifikasi Masalah ................................................................................................................... 3 I.3 Pembatasan Masalah .................................................................................................................. 3 I.4 Perumusan Masalah ................................................................................................................... 3 I.5 Tujuan Penelitian ....................................................................................................................... 3 I.6 Manfaat Penelitian ..................................................................................................................... 3 I.7 Metode Penelitian ...................................................................................................................... 3 I.8 Sistematika Penulisan ................................................................................................................ 4 BAB II TINJAUAN UMUM.................................................................................................................... 5 II.1 Kerangka Berpikir ...................................................................................................................... 5 II.2 Landasan Teori .......................................................................................................................... 5 II.2.1 Stroke .................................................................................................................................. 5 II.2.2 Remaja ................................................................................................................................ 9 II.2.3 Gaya Hidup Sehat ............................................................................................................. 11 II.2.4 IMC dan Marketing Campaign ........................................................................................ 12 II.2.5 Strategi Komunikasi ......................................................................................................... 13 II.2.6 Brand dan branding .......................................................................................................... 14 II.2.7 Teori Komunikasi ............................................................................................................. 15 II.2.8 Teori Komunikasi Visual ................................................................................................. 15 II.2.9 Warna................................................................................................................................ 15 II.2.10 Tipografi ........................................................................................................................... 15 II.2.11 Teori Konstruktivisme ...................................................................................................... 16 II.3 Kajian Pustaka ......................................................................................................................... 16 II.3.1 Nasution, Siti Khadijah.Meningkatkan Status Kesehatan Melalui Pendidikan Kesehatan dan Pola Hidup Sehat.2004 ............................................................................................................. 16 II.3.2 Fawzani, Nurhidayanti dan Triratnawati, Atik.Terapi Berhenti Merokok (Studi Kasus 3 Perokok Berat).2005 ....................................................................................................................... 16 II.3.3 Suryani.Hubungan Gaya Hidup dengan Kejadian Stroke pada Pasien Hipertensi.2014 . 17 II.3.4 Istiningtyas, Anita. Hubungan antara Pengetahuan dan Sikap Tentang Gaya Hidup Sehat dengan Perilaku Gaya Hidup Sehat Mahasiswa di PSIK UNDIP Semarang.2010 ......................... 17 II.3.5 Sofyan,Aisyah Muhrini, dkk.Hubungan Umur, Jenis Kelamin, dan Hipertensi dengan Kejadian Stroke.2012 ...................................................................................................................... 17 II.4 Studi Komparasi ...................................................................................................................... 18
II.4.1 Arum, Natya Sekar. 2014. Perancangan Kampanye “Persona Maya” sebagai Upaya Pencegahan Diabetes sejak Dini pada Anak Muda........................................................................ 18 II.4.2 Iroth, Reflie Alberth Michael,dkk. 2013. Kampanye Olahraga Lari yang Aman untuk Mengurangi Risiko Cedera Heat Stroke di Kota Jakarta ................................................................ 19 BAB III STRATEGI KOMUNIKASI.................................................................................................... 19 III.1 Analisis .................................................................................................................................... 19 III.1.1 Analisis Studi Literatur .................................................................................................... 19 III.1.2 Hasil dan Analisis Wawancara dengan Para Ahli ............................................................ 20 III.1.3 Hasil dan Analisis Wawancara dengan Pasien Stroke ..................................................... 22 III.1.4 Hasil dan Analisis Kuisioner ............................................................................................ 22 III.1.5 Hasil dan AnalisisCultural Probing ................................................................................. 25 III.2 Sasaran Khalayak .................................................................................................................... 25 III.2.1 Geografis .......................................................................................................................... 25 III.2.2 Demografis ....................................................................................................................... 26 III.2.3 Psikografis dan Profil Perilaku ......................................................................................... 26 III.3 Strategi Komunikasi ................................................................................................................ 26 III.3.1 Creative Brief Lowe Worldwide ...................................................................................... 26 III.3.2 Tema Kampanye .............................................................................................................. 26 III.3.3 Judul Kampanye ............................................................................................................... 26 III.3.4 Tahapan Kampanye .......................................................................................................... 27 III.3.5 Strategi Penyampaian Pesan Sosial dan Timeline ............................................................ 27 III.3.6 Pendekatan Media ............................................................................................................ 28 III.3.7 Partnership ....................................................................................................................... 28 III.3.8 Strategi Anggaran ............................................................................................................. 28 BAB IV STRATEGI KREATIF ............................................................................................................ 30 IV.1 Konsep Visual.......................................................................................................................... 30 IV.1.1 Konsep Logo .................................................................................................................... 30 IV.1.2 Tipografi ........................................................................................................................... 31 IV.1.3 Pallete Warna ................................................................................................................... 31 IV.2 Konsep Verbal ......................................................................................................................... 31 IV.2.1 Konsep Tema Kampanye ................................................................................................. 31 IV.2.2 Konsep Judul Kampanye .................................................................................................. 31 IV.2.3 Konsep Tagline ................................................................................................................ 32 IV.2.4 Tone and Manner ............................................................................................................. 32 IV.2.5 Media ................................................................................................................................ 32 IV.3 Visualisasi Desain.................................................................................................................... 32 IV.3.1 Tahap Attention ................................................................................................................ 32 IV.3.2 Tahap Interest and Share ................................................................................................. 33 IV.3.3 Tahap Search .................................................................................................................... 34 IV.3.4 Tahap Action and Share ................................................................................................... 36 BAB V KESIMPULAN DAN SARAN ................................................................................................. 42 V.1 Kesimpulan .............................................................................................................................. 42 V.2 Saran ........................................................................................................................................ 42 DAFTAR PUSTAKA ............................................................................................................................ 43 LAMPIRAN ........................................................................................................................................... 43 WAWANCARA ................................................................................................................................. 43 PERTANYAAN KUISIONER........................................................................................................... 45 PERTANYAAN DAN JAWABAN CULTURAL PROBING .......................................................... 46
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DAFTAR GAMBAR Gambar II.1 Diagram Kerangka Berpikir ................................................................................................. 5 Gambar II.2Simple Flow Aplikasi ......................................................................................................... 18 Gambar II.3Logo Kampanye .................................................................................................................. 18 Gambar II.4Tampilan layout interface website kuis trivia ..................................................................... 18 Gambar II.5Tampilan layout interface website (kiri) dan mobile app (kanan) ...................................... 18 Gambar II.6Tampilan rancangan acara event puncak ............................................................................ 18 Gambar II.7 a) Logo FUNS b) Media utama aplikasi FUNS ................................................................ 19 Gambar II.8 Media Pendukung .............................................................................................................. 19 Gambar III.1 Grafik Body Mass Index ................................................................................................... 22 Gambar III.2 Konsumsi Air Putih .......................................................................................................... 22 Gambar III.3 Sumber Lemak .................................................................................................................. 23 Gambar III.4 Intensitas Konsumsi Sumber Lemak ................................................................................ 23 Gambar III.5 Intensitas Waktu Istirahat ................................................................................................. 23 Gambar III.6 Intensitas Olahraga ........................................................................................................... 23 Gambar III.7 Kebiasaan Merokok .......................................................................................................... 23 Gambar III.8 Kebiasaan Minuman Beralkohol ...................................................................................... 23 Gambar III.9 Gaya Hidup Sehat ............................................................................................................. 23 Gambar III.10 Pemaknaan Gaya Hidup Sehat........................................................................................ 24 Gambar III.11 Usia Mulai Mengetahui Gaya Hidup Sehat .................................................................... 24 Gambar III.12 Penerapan Gaya Hidup Sehat ......................................................................................... 24 Gambar III.13 Pendapat Mengenai Gaya Hidup Sehat .......................................................................... 24 Gambar IV.1 Logo Youth Against Stroke ............................................................................................... 30 Gambar IV.2 Warna Logo ...................................................................................................................... 30 Gambar IV.3 Logo Grid ......................................................................................................................... 30 Gambar IV.4 Clear Area ......................................................................................................................... 30 Gambar IV.5 Jenis Huruf Muro .............................................................................................................. 31 Gambar IV.6 Jenis Huruf Impact ........................................................................................................... 31 Gambar IV.7 Palette Warna Desain ....................................................................................................... 31 Gambar IV.8 Poster Seri Gaya Hidup Sehat .......................................................................................... 33 Gambar IV.9 Poster Akibat Gaya Hidup Sehat ...................................................................................... 33 Gambar IV.10 Desain Ambient Media pada EscalatorTampak Samping .............................................. 33 Gambar IV.11 Desain Ambient Media pada Escalator Tampak Atas .................................................... 33 Gambar IV.12 Aplikasi Ambient Media pada Escalator Mall ............................................................... 34 Gambar IV.13 Website Dekstop Preview ............................................................................................... 35 Gambar IV.14 Website Mobile Preview ................................................................................................ 35 Gambar IV.15 Instagram ........................................................................................................................ 35 Gambar IV.16 Instagram Photo Contest ................................................................................................ 36 Gambar IV.17 Desain Poster Event ........................................................................................................ 36 Gambar IV.18 a)dekstop view b) mobile viewPengaplikasian Poster Eventpada Website ..................... 36 Gambar IV.19 Poster Seri Event Instagram............................................................................................ 36 Gambar IV.20 Pengaplikasian Poster Event di Instagram ...................................................................... 37 Gambar IV.21 Desain Vertikal Banner .................................................................................................. 37 Gambar IV.22 Pengaplikasian Desai Vertikal Banner ........................................................................... 37 Gambar IV.23 a) Entrance Gate Event b) Exit Gate Event .................................................................... 37 Gambar IV.24 Sign System Event ........................................................................................................... 38 Gambar IV.25 Booth Medical Check-Up ............................................................................................... 38 Gambar IV.26 Hasil Pemeriksaan Medical Check-Up........................................................................... 39
Gambar IV.27 Booth World Of Food ..................................................................................................... 39 Gambar IV.28 Merchandise ................................................................................................................... 39 Gambar IV.29 Merchandise Store ......................................................................................................... 39 Gambar IV.30 Baju Panitia .................................................................................................................... 40 Gambar IV.31 Desain Name Tag Panitia ............................................................................................... 40 Gambar IV.32 Photobooth ..................................................................................................................... 40 Gambar IV.33 Tempat Pengambilan Kaos ............................................................................................ 40 Gambar IV.34 a) Tempat Pengambilan Band Pulse b) Tempat Pengembalian Band Pulse ...................................................................................................................... 40 Gambar IV.35 Panggung dan Backdrop ................................................................................................ 40 Gambar IV.36 Peta Event ....................................................................................................................... 41 Gambar L.1 Gaya Hidup Tidak Sehat .................................................................................................... 47 Gambar L.2 Gaya Hidup Sehat .............................................................................................................. 48 Gambar L.3 Junk Food or Healthy Food ............................................................................................... 48 Gambar L.4 Kuisioner Proyek Akhir ..................................................................................................... 55 Gambar L.5 Responses Kuisioner .......................................................................................................... 55 Gambar L.6 Cultural Probing Day 1 ..................................................................................................... 55 Gambar L.7 Responses Cultrural Probing Day 1 .................................................................................. 56 Gambar L.8 Cultural Probing dan ResponsesDay 2 .............................................................................. 56 Gambar L.9 Cultural Probing dan ResponsesDay 3 .............................................................................. 56 Gambar L.10 Cultural Probing dan ResponsesDay 4 ............................................................................ 56 Gambar L.11 Cultural Probing dan ResponsesDay 5 ............................................................................ 57 Gambar L.12 Cultural Probing dan ResponsesDay 5 ............................................................................ 57 Gambar L.13 Cultural Probing dan ResponsesDay 7 ............................................................................ 57 Gambar L.14 Thumbnail Logo Youth Against Stroke ............................................................................ 57 Gambar L.15 Tight Issue Logo Youth Against Stroke ............................................................................ 58 Gambar L.16 Logo Terpilih Sebelum Stilasi ......................................................................................... 58 Gambar L.17 Logo Final ........................................................................................................................ 58
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DAFTAR TABEL Tabel II.1Body Mass Index Menurut Departemen Kesehatan RI ........................................................... 12 Tabel III.1Strategi Penyampaian Pesan Sosial dan Timeline ................................................................. 28 Tabel III.2 Tabel Strategi Anggaran ....................................................................................................... 29 Tabel L.1 Hasil Wawancara Pasien Stroke ............................................................................................ 45
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