commit to user - digilib.uns.ac.id fileSolo Green Changer merupakan sebuah kampanye untuk mengubah gaya hidup remaja Kota Solo menjadi lebih

perpustakaan.uns.ac.id digilib.uns.ac.id

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LEMBBAR PENNGESAHAAN

Disaahkan dan DDiterima oleeh Panitia Peenguji dalamm Sidang Tugas Akhir

Program Studi DDesain Komuunikasi Visuual Fakultass Seni Rupaa dan Desainn

Universittas Sebelas MMaret Surakkarta

Tanggal : 2Pada 29 Juni 20155

Ketua SidDr. Deny NIP. 1979 SekretarisJazuli AbdNIP. 1975 PembimbiDrs. AhmaNIP 19620 PembimbiDrs. PututNIP. 1955

ang Ujian TTri Ardiant

9052120021

Sidang Ujidin Munib, 5051620021

ing I Tugas ad Adib, M0708199203

ing II Tugast H. Pramon5061211980

Tugas Akhirto, S.Sn., Di121002

ian Tugas AS.Sn.

121001

Akhir M.Hum., Ph.D

31001

s Akhir no, M.Si. 0031014

iii

Tim Peng

r ipl. Art

Akhir

D.

Mengeta

guji,

( ( ( (

(

(

(

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ahui,

)

)

)

)


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HALAMAN PERSEMBAHAN

Tugas Akhir ini penulis persembahkan untuk

Emak dan Bapak, serta keluarga.

Terima kasih untuk semua dukungan dan doa.

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HALAMAN MOTTO

Karena hal yang luar biasa

berawal dari hal yang sederhana.

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KATA PENGANTAR

Syukur alhamdulillah penulis ucapkan kepada Allah SWT yang telah

memberikan rahmat dan hidayah kepada penulis sehingga penulis dapat

menyusun dan menyelesaikan Tugas Akhir guna memenuhi persyaratan untuk

mencapai gelar Sarjana Seni Jurusan Desain Komunikasi Visual Universitas

Sebelas Maret Surakarta.

Banyak pihak yang sudah membantu, mendorong, dan membimbing dalam

penyusunan Tugas Akhir ini. Penulis ingin mengucapkan terima kasih kepada:

1. Drs. Ahmad Adib, M.Hum., Ph.D. selaku Dekan Fakultas Seni Rupa dan

Desain Universitas Sebelas Maret Surakarta.

2. Dr. Deny Tri Ardianto, S.Sn., Dipl.Art selaku Ketua Program Studi S1

Desain Komunikasi Visual.

3. Drs. Ahmad Adib, M. Hum., Ph.D. selaku pembimbing I yang telah memberi

arahan, saran, dan kritik yang membangun dalam Tugas Akhir ini.

4. Drs. Putut H. Pramono, M.Si. selaku pembimbing II yang juga telah

memberikan arahan, saran, dan kritik yang membangun.

5. Seluruh dosen dan karyawan Fakultas Seni Rupa dan Desain Universitas

Sebelas Maret Surakarta, khususnya S1 Desain Komunikasi Visual.

6. Bapak Bani selaku Ka Subbid. Pengembangan Kapasitas Badan Lingkungan

Hidup Kota Surakarta dan Bapak Yatno selaku Kepala Bidang Humas PT

PLN Persero Area Surakarta, yang bersedia menjadi narasumber dalam

penyusunan data dan materi karya Tugas Akhir.

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7. Kedua orang tua, Quin Astopo dan Armiyah, serta Mbok’e (nenek) untuk

restu, harapan, dan doa yang diberikan.

8. Abang Sani, Abang Ipul, Abang Aziz, Fina, dan seluruh keluarga yang selalu

memberikan dukungan.

9. Ibu-ibu pengajian tersayang, yaitu Zahro, Imeh, Munyil, Elly, dan Westrika.

10. Sahabat-sahabat tersayang, yaitu Handini, Pepi, Genda, Anin, Difara, Apin,

Diba, Farah, dan Mas Okik.

11. Sahabat-sahabat Kos Syafa Kamila, Saras, Dyah, Fifi, Mbak Linda, Mbak

Farida, Mbak Ilyan, Mbak Devi, dan Mbak Desy

12. Teman-teman S1 Desain Komunikasi Visual angkatan 2011 dan FOKUS

UNS.

13. Kakak tingkat, adik tingkat serta seluruh pihak yang telah membantu penulis

dalam menyelesaikan Tugas Akhir.

Penulis yakin bahwa Tugas Akhir ini masih terdapat banyak kekurangan.

Oleh karena itu kritik dan saran sangat membantu dalam penyempurnaan Tugas

Akhir ini. Semoga Tugas Akhir ini bermanfaat.

Surakarta, 15 Juni 2015

Penulis

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PERANCANGAN KAMPANYE GAYA HIDUP HIJAU REMAJA KOTA SOLO MELALUI MEDIA KOMUNIKASI VISUAL

Gilang Arwin Saputri1

Drs. Ahmad Adib, M.Hum., Ph.D.2 Drs. Putut H. Pramono, M.Si.3

ABSTRAK

Gilang Arwin Saputri. 2015. Kampanye adalah suatu kegiatan promosi, komunikasi atau rangkaian pesan terencana yang khususnya spesifik atau untuk memecahkan masalah kritis, komersial maupun nonkomersial, seperti masalah sosial, budaya, politik, lingkungan hidup/ekologi. Solo Green Changer merupakan sebuah kampanye untuk mengubah gaya hidup remaja Kota Solo menjadi lebih ramah pada lingkungan. Kampanye dilaksanakan secara berkelanjutan melalui media komunikasi visual dan memanfaatkan media yang dekat dengan remaja yaitu media sosial, diharapkan dapat mengajak remaja Kota Solo untuk beraksi menjaga lingkungan Kota Solo. Kata Kunci : kampanye, gaya hidup, lingkungan, desain komunikasi visual

1 Mahasiswa Jurusan Desain Komunikasi Visual, Fakultas Seni Rupa dan Desain,

Universitas Sebelas Maret Surakarta dengan NIM C0711014 2 Dosen Pembimbing Tugas Akhir I 3 Dosen Pembimbing Tugas Akhir II

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CAMPAIGN DESIGN GREEN LIFE STYLE OF SOLO TEENAGERS

THROUGH VISUAL COMMUNICATION MEDIA

Gilang Arwin Saputri1 Drs. Ahmad Adib, M.Hum., Ph.D.2 Drs. Putut H. Pramono, M.Si.3

ABSTRACT

Gilang Arwin Saputri. 2015. Campaign is a promotional activity, communication or that particular series of planned specific messages or to solve critical problems, commercial or noncommercial, such as social issues, culture, politics, environment/ecology. Solo Green Changer is a campaign to change Solo teenagers’ lifestyle become more environmentally friendly. Campaign carried out in a sustainable manner through the visual communication media and social media which close to the teen, to encourage Solo teenagers to act and safeguarding the environment. Keywords : campaign, life style, environment, visual communication design

1 Student of Visual Communication Design Department, Faculty of Arts and Design,

Sebelas Maret University of Surakarta with student ID Number: C0711014 2 First Final Project’s Guide Lecturer 3 Second Final Project’s Guide Lecturer

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DAFTAR ISI

HALAMAN JUDUL ........................................................................................................ i

HALAMAN PERSETUJUAN ....................................................................................... ii

HALAMAN PENGESAHAN ........................................................................................ iii

HALAMAN PERSEMBAHAN .................................................................................... iv

HALAMAN MOTTO ..................................................................................................... v

KATA PENGANTAR .................................................................................................... vi

ABSTRAK .................................................................................................................... viii

ABSTRACT .................................................................................................................... xi

DAFTAR ISI .................................................................................................................... x

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

DAFTAR GAMBAR .................................................................................................... xiv

BAB I PENDAHULUAN

A. Latar Belakang ............................................................................................. 1

B. Rumusan Masalah ........................................................................................ 3

C. Tujuan .......................................................................................................... 3

D. Metode Penelitian ........................................................................................ 4

E. Target ........................................................................................................... 6

BAB III KAJIAN TEORI

A. Perancangan ................................................................................................. 9

B. Kampanye .................................................................................................... 9

C. Tinjauan Lingkungan dan Gaya Hidup ...................................................... 16

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D. Remaja dan Dewasa Dini ........................................................................... 17

E. Desain Komunikasi Visual ........................................................................ 21

F. Infografis .................................................................................................... 27

G. Tinjauan Media Sosial ............................................................................... 33

BAB III IDENTIFIKASI DATA

A. Badan Lingkungan Hidup (BLH) Kota Surakarta ..................................... 35

B. PT PLN (Persero) Area Surakarta ............................................................. 57

C. Komparasi

1. Earth Hour Solo ................................................................................... 74

2. Solo Berkebun ...................................................................................... 81

D. Analisa SWOT ........................................................................................... 96

E. Unique Selling Preposition (USP) ............................................................. 98

F. Positioning ................................................................................................. 98

G. Hasil Riset .................................................................................................. 99

BAB IV KONSEP PERANCANGAN

A. Konsep Kreatif

1. Perancangan Event Kampanye Gaya Hidup Hijau ............................ 111

2. Penyesuaian Karakter Remaja ........................................................... 112

3. Penciptaan Konsep dan Penyusunan Materi ...................................... 113

B. Konsep Perancangan

1. Strategi Visual Verbal ........................................................................ 114

2. Strategi Visual Non Verbal ................................................................ 115

C. Teknik Pelaksanaan ................................................................................. 124

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D. Estimasi Biaya ......................................................................................... 132

BAB V VISUALISASI KARYA

A. Poster Infografis Solo Green Changer ..................................................... 134

B. Website ..................................................................................................... 137

C. Stand Booth .............................................................................................. 142

D. Social Media Campaign ........................................................................... 148

E. Mobile Campaign .................................................................................... 154

F. Promosi .................................................................................................... 156

G. Stationary ................................................................................................. 158

H. Merchandise ............................................................................................. 167

BAB VI PENUTUP

A. Kesimpulan .............................................................................................. 177

B. Saran ........................................................................................................ 178

DAFTAR PUSTAKA

LAMPIRAN

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DAFTAR TABEL

Tabel 1: UPJ di Wilayah Surakarta ................................................................................. 65

Tabel 2: Tabel Analisis SWOT ....................................................................................... 96

Tabel 3: Estimasi Biaya ................................................................................................ 132

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DAFTAR GAMBAR

Gambar 1: Kerangka Berpikir ........................................................................................... 4

Gambar 2: Kantor BLH di Komplek Balaikota .............................................................. 35

Gambar 3: Logo Badan Lingkungan Hidup .................................................................... 36

Gambar 4: Struktur Organisasi BLH Kota Surakarta ..................................................... 39

Gambar 5: Kondisi Sampah ............................................................................................ 46

Gambar 6: Pola Lama Perilaku Masyarakat tentang Sampah ......................................... 49

Gambar 7: Pola Baru Perilaku Masyarakat tentang Sampah .......................................... 50

Gambar 8: Alur Pengelolaan Sampah Pada Sistem Saat Ini ........................................... 50

Gambar 9: Alur Pengelolaan Sampah Pada Sistem yang Baru ....................................... 51

Gambar 10: Komposting RT ........................................................................................... 52

Gambar 11: Proses Pengomposan ................................................................................... 54

Gambar 12: Kantor PT PLN Area Surakarta .................................................................. 57

Gambar 13: Logo PT PLN (Persero) .............................................................................. 60

Gambar 14: Struktur Organisasi PT PLN Area Surakarta .............................................. 67

Gambar 15: Pelaksanaan Earth Hour .............................................................................. 74

Gambar 16: Facebook Earth Hour Solo .......................................................................... 77



Gambar 19: Website Earth Hour Solo ............................................................................. 79

Gambar 20: Twitter Earth Hour Solo .............................................................................. 79


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Gambar 23: Tumblr Earth Hour Solo .............................................................................. 81

Gambar 24: Logo Solo Berkebun ................................................................................... 81

Gambar 25: Anggota Indonesia Berkebun ...................................................................... 83

Gambar 26: Logo Indonesia Berkebun ........................................................................... 83

Gambar 27: Konsep Indonesia Berkebun ....................................................................... 88




Gambar 31: Peta Jejaring Indonesia Berkebun ............................................................... 92

Gambar 32: Panen di Lahan Solo Berkebun ................................................................... 93

Gambar 33: Penggiat Solo Berkebun .............................................................................. 94

Gambar 34: Twitter Solo Berkebun ................................................................................ 94



Gambar 37: Logo Solo Green Changer ......................................................................... 116

Gambar 38: Konfigurasi Logo Solo Green Changer..................................................... 117

Gambar 39: Warna Logo Solo Green Changer ............................................................. 117

Gambar 40: Aplikasi Logo pada Background ............................................................... 118

Gambar 41: Tipografi Logo Solo Green Changer......................................................... 118

Gambar 42: Grid Logo Solo Green Changer ................................................................ 119

Gambar 43: Perbandingan Skala Logo Solo Green Changer ........................................ 120

Gambar 44: Logo yang Tidak Berlaku ......................................................................... 120

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Gambar 45: Logo yang Tidak Berlaku ......................................................................... 121

Gambar 46: Desain Poster Infografis Solo Green Changer Tentang Listrik ................ 134

Gambar 47: Desain Poster Infografis Solo Green Changer Tentang Sampah .............. 135

Gambar 48: Desain Poster Infografis Tips Solo Green Changer .................................. 136

Gambar 49: Desain Halaman Home - Welcome ............................................................ 137

Gambar 50: Desain Halaman Home .............................................................................. 137

Gambar 51: Desain Halaman About .............................................................................. 138

Gambar 52: Desain Halaman Campaign ...................................................................... 138



Gambar 55: Desain Halaman Merchandise .................................................................. 140

Gambar 56: Desain Halaman Contact .......................................................................... 140

Gambar 57: Desain Stand Tampak Depan .................................................................... 142

Gambar 58: Desain Stand Tampak Atas ....................................................................... 142

Gambar 59: Desain Stand Tampak Samping Kanan ..................................................... 143

Gambar 60: Desain Stand Tampak Samping Kiri ......................................................... 143

Gambar 61: Desain Stand Tampak Samping Perspektif ............................................... 144

Gambar 62: Desain Name Board .................................................................................. 145

Gambar 63: Desain Rak Merchandise .......................................................................... 146

Gambar 64: Desain Kursi Tong .................................................................................... 147

Gambar 65: Desain Poster Online tentang Sampah ...................................................... 148

Gambar 66: Desain Poster Online tentang Sampah Makanan ...................................... 148

Gambar 67: Desain Poster Online tentang Terurainya Sampah.................................... 149

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Gambar 68: Desain Poster Online tentang 3R .............................................................. 149

Gambar 69: Desain Poster Online Tips ......................................................................... 150

Gambar 70: Desain Poster Online Tips ......................................................................... 150

Gambar 71: Desain Poster Online tentang Listrik ........................................................ 151

Gambar 72: Header Facebook dan Twitter ................................................................... 153

Gambar 73: Avatar Facebook dan Twitter .................................................................... 153

Gambar 74: Desain Branding Combi ............................................................................ 154

Gambar 75: Desain Flyer .............................................................................................. 156

Gambar 76: Desain X Banner ....................................................................................... 157

Gambar 77: Desain Letter Head ................................................................................... 158

Gambar 78: Desain Amplop ......................................................................................... 159

Gambar 79: Desain Map ............................................................................................... 160

Gambar 80: Desain Kartu Nama ................................................................................... 161

Gambar 81: Desain Id Card .......................................................................................... 162

Gambar 82: Desain CD ................................................................................................. 163

Gambar 83: Desain Cover CD ...................................................................................... 164

Gambar 84: Desain Pensil ............................................................................................. 165

Gambar 85: Desain Cover Penghapus........................................................................... 166

Gambar 86: Desain Tempat Sampah ............................................................................ 167

Gambar 87: Desain Folding Bag .................................................................................. 168

Gambar 88: Desain Mug ............................................................................................... 169

Gambar 89: Desain Pot ................................................................................................. 170

Gambar 90: Desain Gelang ........................................................................................... 171

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Gambar 91: Desain Handphone Pouch ......................................................................... 172

Gambar 92: Desain Sticker ........................................................................................... 173

Gambar 93: Desain Pin ................................................................................................. 174

Gambar 94: Desain Kaos .............................................................................................. 175

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commit to user - digilib.uns.ac.id fileSolo Green Changer merupakan sebuah kampanye untuk mengubah gaya hidup remaja Kota Solo menjadi lebih