Perancangan Kampanye Pola Hidup Rendah Gula Melalui Media Sosial Sebagai Upaya Pencegahan Obesitas Bagi Remaja Usia 16 -21 Tahun: Low Sugar Lifestyle Campaign Design Through Social Media As Obesity Prevention For Indonesian Teenagers Aged 16-21 Years

I Nyoman Tri Sendyana; Raditya Eka Rizkiantono

doi:10.12962/j29880114.v1i3.735

Authors

I Nyoman Tri Sendyana Desain Komunikasi Visual ITS Surabaya
Raditya Eka Rizkiantono Desain Komunikasi Visual ITS Surabaya

DOI:

https://doi.org/10.12962/j29880114.v1i3.735

Keywords:

Campaign, Social Media, Low Sugar Lifestyle, Obesity, Adolescents

Abstract

Human life cannot be separated from sugar consumption, because sugar is a source of calories for the body. However, the higher consumption of sugar causes the obesity rate in Indonesian adolescents to also creep up. By looking at the long future that teenagers have, obesity here caused by sugar can have a bad impact on them, both in terms of disease and psychological aspects. Seeing this, social media is needed as a means to share information about low-sugar lifestyles to raise public awareness of the importance of low-sugar lifestyles for long-term life.

The design of this campaign was carried out through several research methods. Literature study on the topic of sugar, obesity, and social media campaigns. Existing and comparative studies on similar campaigns in Indonesia to add references and insight. Depth interviews were conducted with extreme users and nutritionists. Questionnaires were conducted to collect data regarding the target audience. Experimental studies design design concepts that include media concepts, communication concepts, and visual concepts. These concepts were then validated through user testing and interviews with expert sources.

Through these methods, an Instagram and YouTube social media campaign with 5 content segments was produced which aims to increase public awareness of the amount of hidden sugar that is consumed unknowingly through circulating food and drinks. In addition, this campaign is expected to educate the public about the importance of a low-sugar lifestyle and physical activity as a measure to overcome and prevent obesity caused by excess sugar consumption as well as provide understanding to the public about the fact that obesity in adolescence can cause diseases in old age. which can be prevented with a healthy lifestyle in adolescence.