i
PROYEK AKHIR DESAIN KOMUNIKASI VISUAL
PERIODE 11
KAMPANYE SOSIAL PENANAMAN MANGROVE DI KOTA
PEKALONGAN SEBAGAI BAGIAN DESTINATION BRANDING
Dikerjakan oleh:
Martinus Dwi Wahyu Raharjo
13.13.0042
Pembimbing:
Peter Ardhianto, S.Sn, M.Sn.
PROGAM STUDI DESAIN KOMUNIKASI VISUAL
FAKULTAS ARSITEKTUR DAN DESAIN
UNIVERSITAS KATOLIK SOEGIJAPRANATA
SEMARANG
PERIODE GANJIL 2017/201
ii
iii
iv
v
KATA PENGANTAR
Puji dan Syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas berkat dan
anugerah yang selalu diberikan kepada penulis, sehingga dapat menyelesaikan Perancangan
Proyek Akhir Desain Komunikasi Visual yang berjudul “Kampanye Sosial Penanaman
Mangrove di Kota Pekalongan Sebagai Bagian Dari Destination Branding”. Perancangan ini
merupakan salah satu upaya dalam menyadarkan masyarakat tentang manfaat apabila
menjaga dan melestarikan tanaman mangrove khususnya yaitu melindungi daratan dipesisir
Kota Pekalongan dari bencana abrasi.
Laporan ini disusun guna menyelesaikan studi yang sudah ditempuh penulis dalam
mendapatkan gelar sarjana pada Program Studi Desain Komunikasi Visual, Fakultas
Arsitektur dan Desain Universitas Katolik Soegijapranata Semarang.
Proses penyusunan tidak terlepas dari bantuan serta bimbingan banyak pihak yang selalu
memberikan masukan serta nasihat kepada penulis. Penulis mengucapkan banyak terima
kasih kepada
1. Ag. Dicky Prastomo, S.IP.,MA. selaku Kaprogdi Program Studi Desain Komunikasi
Visual, Universitas Katolik Soegijapranata.
2. Ir. Ign. Dono Sayoso, MSR selaku Koordinator Proyek Akhir Desain Komunikasi Visual
Periode 11 yang telah membantu mengkoordinasi dari awal sampai terselesaikannya
Proyek Akhir.
3. Bapak Peter Ardhianto, S.Sn, M.Sn selaku Dosen Pembimbing penulis yang selalu
senantiasa memberikan arahan, dukungan serta semangat dari awal hingga
terselesaikannya Perancangan Proyek Akhir ini.
4. Bapak Budiyono, S.Pi MM selaku narasumber Kepala Bidang Perikanan Tangkap Dinas
Kelautan dan Perikanan Kota Pekalongan yang telah memberikan kesempatan dan
waktunya untuk memberikan informasi dan data mengenai Pusat Informasi Mangrove di
Kota Pekalongan.
5. Ibu Sukmandari Hersandini, S.Hut selaku narasumber Staff Full Timer Pusat Informasi
Mangrove Kota Pekalongan yang telah meluangkan waktu untuk memberikan informasi
dan data tentang perkembangan tanaman mangrove di Kota Pekalongan.
6. Bapak Tarsono selaku narasumber Kelompok Masyarakat Pengawas Pesisir di Kelurahan
Kandang Panjang, Kecamatan Pekalongan Utara yang telah memberikan waktu serta
kesempatan dalam pengambilan data untuk kelancaran Proyek Akhir.
vi
7. Keluarga tercinta orang tua, kakak serta saudara-saudara penulis yang selalu memberikan
dukungan, semangat, nasihat serta doa tiada henti dalam kelancaran penyusunan Proyek
Akhir.
8. Isabellita Kristiandi sebagai pasangan yang selalu memberikan semangat, dukungan,
nasihat serta doa dalam proses perancangan Proyek Akhir.
9. M. Amalul Ahli dan Shafira Zulfa Rofifah, Amd. Keb. Sahabat yang selalu memberikan
semangat, dukungan serta doa kepada penulis.
10. Teman-teman Pentool Art, Rinaldi A.Magista, S.Ds, Ignatius Damar A.C, Chrisma Purwa
Mahendra, Danang Hadinata, S.Ds, Albertus Dimas Ryan Prayogo, Robertus Fajar
Wicaksana, Putu Sifra Ayu Mareta, Agatha Irene Vania, Averina Clarisha, Novita
Tandiono, S.Ds yang selalu memberikan dukungan, motivasi, semangat serta doa kepada
penulis dalam proses Proyek Akhir berlangsung.
Karya tulis yang jauh dari kata sempurna ini, semoga dapat memberikan manfaat serta
berguna bagi pihak yang membutuhkan. Penulis juga mengharapkan masukan yang
membangun dari pembaca.
Penulis,
Martinus Dwi Wahyu Raharjo
vii
ABSTRAK
Tanaman mangrove merupakan sebuah jenis tanaman yang memiliki habitat pada daerah
pesisir pantai dan muara sungai. Mangrove memiliki manfaat positif yaitu pencegah bencana
abrasi dan banjir rob, sehingga mengrove sangat penting sebagai pelindung daerah pesisir
khususnya di Kota Pekalongan. Lahan tanaman mangrove daerah pesisir Kota Pekalongan
sudah banyak digunakan sebagai area tambak maupun tempat berdagang masyarakat pesisir
membuat mangrove semakin sulit berkembang dengan baik dan bencana abrasi semakin
meningkat. Berdasarkan ulasan diatas penulis melakukan perancangan yaitu “Kampanye
Sosial Penanaman Mangrove Di Kota Pekalongan Sebagai Bagian Destination Branding”.
Penulis melakukan perancangan kampanye untuk mengajak mahasiswa khususnya Unit
Kegiatan Mahasiswa Pecinta Alam dibeberapa Universitas di Kota Pekalongan usia 19-23
tahun dengan SES B, untuk mengajak melestarikan tanaman mangrove sebagai salah satu
cara pencegahan abrasi dan bencana rob di Kota Pekalongan.
Hasil penelitian penulis didapat sebuah kesimpulan, perlu adanya kampanye sosial
melestarikan tanaman mangrove dengan mengajak anggota pecinta alam dibeberapa
Universita di Kota Pekalongan sebagai salah satu usaha dalam pencegahan abrasi dan
bencana rob.
Kata kunci : Bencana Abrasi, Tanaman Mangrove, Kampanye Sosial, Melestarikan
viii
ABSTRACT
Mangrove plant is a type of plant that lives on the seashore and the estuary of river.
Mangrove has positive benefit as the abrasion and flood prevention, so mangrove is
the most important as coast protection especially in Pekalongan City. Land of
mangrove plant in coastal areas of Pekalongan City had been lot of used as a pond
area and also as place to bargain for coastal people and it makes mangrove more
difficult to develop well and abrasion increases. Based on the review, the writer does
a program "Social Campaign Mangrove Planting in Pekalongan City as Section
Destination Branding".
The writer does the campaign to invite the students, especially the Unit of Nature
Lovers Students of some universities in Pekalongan with range age 19-23 years with
SES B, inviting to preserve the mangrove plants as one of the prevention way of
abrasion and rob disasters in Pekalongan.
The writer can conclude that there is a need to do a social campaign to preserve
mangrove plant by inviting the members of nature lovers in some universities in
Pekalongan as one of the efforts in preventing abrasion and rob disasters.
Keywords: Abrasive Disaster, Mangrove Plant, Social Campaign, Preserve
ix
DAFTAR ISI
HALAMAN JUDUL ............................................................................................... i
PERNYATAAN ORISINALITAS LEMBAR PENGESAHAN ............................ ii
HALAMAN PENGESAHAN ................................................................................. iii
LEMBAR PENGESAHAN ..................................................................................... iv
KATA PENGANTAR ............................................................................................. v
ABSTRAK ............................................................................................................... vii
ABSTRACK ............................................................................................................ viii
DAFTAR ISI ............................................................................................................ ix
DAFTAR GAMBAR ............................................................................................... xiii
DAFTAR TABEL .................................................................................................... xvi
BAB I PENDAHULUAN .......................................................................................... 1
1.1. Latar Belakang .................................................................................................... 1
1.1.1. Ekosistem Mangrove ................................................................................. 1
1.1.2 Pusat Informasi Mangrove ........................................................................ 2
1.2. Permasalahan Pokok ........................................................................................... 5
1.3 Lingkup Pembahasan .......................................................................................... 5
1.3.1 Batasan Permasalahan ............................................................................... 5
1.3.2 Batasan Wilayah ........................................................................................ 5
1.3.3 Sasaran ...................................................................................................... 5
1.4 Perumusan Masalah ............................................................................................ 6
1.5 Tujuan ................................................................................................................. 6
1.6 Manfaat ............................................................................................................... 6
1.7 Metode Pengumpulan Data dan Pemecahan Masalah ........................................ 7
1.7.1 Pengumpulan Data Primer ........................................................................ 7
1.7.1.1. Metode Wawancara ..................................................................... 7
1.7.1.2. Metode Kuesioner ....................................................................... 7
1.7.2 Studi Pustaka ............................................................................................. 7
1.8 Sistematika Penulisan ......................................................................................... 7
BAB II TINJAUAN PUSTAKA ............................................................................... 9
2.1 Kerangka Berifikir .............................................................................................. 9
x
2.2 Landasan Teori ................................................................................................... 9
2.2.1 Ekosistem Pesisir ....................................................................................... 9
2.2.2 Hutan Mangrove ........................................................................................ 10
2.2.2.1 Karakteristik dan Jenis Tanaman Mangrove ................................. 10
2.2.3 Kampanye .................................................................................................. 11
2.2.3.1 Tujuan Melakukan Kampanye ...................................................... 12
2.2.3.2 Jenis-jenis Kampanye .................................................................... 12
2.2.3.3 Model Kampanye .......................................................................... 14
2.2.4 Above The Line (ATL) dan Below The Line (BTL) .................................. 15
2.2.5 Logo .......................................................................................................... 15
2.2.4.1 Klasifikasi Bentuk Logo ................................................................ 16
2.2.6 Layout ........................................................................................................ 17
2.2.7 Fotografi .................................................................................................... 18
2.2.8 Elemen Desain Komunikasi Visual ........................................................... 19
2.3 Kajian Pustaka .................................................................................................... 20
2.3.1 Manajemen Kampanye: Panduan Teoritis dan Praktis dalam
Mengefektifkan Kampanye Komunikasi oleh
Drs. Antar Venus, M.Sc ............................................................................ 20
2.3.2 Laut Nusantara oleh Dr. Anugerah Nontji ................................................ 20
2.3.3 Mendesain Logo oleh Surianto Rustan ..................................................... 20
2.4 Studi Komparasi ................................................................................................. 20
2.4.1 Perancangan Kampanye Pelestarian Hutan Mangrove di Pesisir Pantai
Utara Kabupaten Tangerang oleh Wijoko ................................................. 20
2.4.2 Perancangan Poster Kampanye Pelestarian Hutan Mangrove di Jakarta
oleh Arif Siswanto ..................................................................................... 21
BAB III STRATEGI KOMUNIKASI ....................................................................... 23
3.1. Data Hasil Penelitian .......................................................................................... 23
3.1.1 Kota Pekalongan ....................................................................................... 23
3.1.1.1. Luas dan Batas Wilayah .............................................................. 23
3.1.1.2. Data Badan Penanggulangan Bencana Daerah di Kota Pekalongan
Tahun 2017 ................................................................................. 25
3.1.1.3. Data Dinas Pekerjaan Umum Tahun 2004 – 2015 ...................... 26
xi
3.1.2 Daftar Pertanyaan Narasumber ................................................................. 27
3.1.2.1. Dinas Kelautan dan Perikanan Kota Pekalongan ........................ 27
3.1.2.2. Pusat Informasi Mangrove Kota Pekalongan .............................. 29
3.1.2.2.1 Jenis Tanaman ............................................................ 31
3.1.2.2.2 Proses Penanaman Mangrove ..................................... 32
3.1.3 Analisis Hasil Observasi ........................................................................... 33
3.1.4 Analisis Hasil Kuesioner ........................................................................... 36
3.1.5 Analisa Hasil Kuesioner ............................................................................ 38
3.2. Khalayak Sasaran ................................................................................................ 39
3.2.1 Geografis ................................................................................................... 39
3.2.2 Demografis ................................................................................................ 39
3.2.3 Psikografis ................................................................................................. 39
3.3. Strategi Komunikasi ........................................................................................... 39
3.3.1 Creative Brief ............................................................................................ 39
3.3.2 Strategi Verbal ........................................................................................... 41
3.3.3 Strategi Visual ........................................................................................... 41
3.3.4 Tema Kampanye ....................................................................................... 43
3.3.5 Judul Kampanye ........................................................................................ 43
3.3.6 Strategi Media ........................................................................................... 43
3.3.7 Strategi Komunikasi .................................................................................. 45
3.3.8 Rincian Anggaran Biaya ........................................................................... 47
BAB IV STRATEGI KREATIF ................................................................................ 50
4.1 Konsep Verbal .................................................................................................... 50
4.1.1 Konsep Strategi Komunikasi Verbal ......................................................... 50
4.2. Konsep Visual ..................................................................................................... 51
4.2.1 Teknik Desain ........................................................................................... 51
4.2.2 Warna ........................................................................................................ 51
4.2.3 Tipografi .................................................................................................... 51
4.2.4 Elemen Visual ........................................................................................... 52
4.2.5 Logo .......................................................................................................... 53
4.2.5.1 Konsep Logo ................................................................................. 53
4.2.5.2 Pemilihan Warna Logo .................................................................. 54
xii
4.2.5.3 Logotype ........................................................................................ 54
4.2.6 Graphic Standar Manual ............................................................................ 55
4.2.6.1 Logo Utama ................................................................................... 55
4.2.6.2 Rumus Skala Logo ........................................................................ 55
4.2.6.3 Black and White ............................................................................ 56
4.2.6.4 Greyscale ....................................................................................... 56
4.2.6.5 Aplikasi Logo Benar dan Salah ..................................................... 56
4.3 Visualisasi Desain ............................................................................................... 59
4.3.1 Attention .................................................................................................... 59
4.3.1.1 Poster ............................................................................................. 59
4.3.1.2 Instagram ....................................................................................... 60
4.3.1.3 Skenario Iklan Layanan Masyarakat ............................................. 61
4.3.2 Interest ....................................................................................................... 66
4.3.2.1 Poster ............................................................................................. 67
4.3.2.2 Billboard ........................................................................................ 67
4.3.2.3 Iklan Layanan Masyarakat ............................................................ 68
4.3.3 Search ........................................................................................................ 68
4.3.3.1 Website .......................................................................................... 68
4.3.4 Action ........................................................................................................ 69
4.3.4.1 Poster ............................................................................................. 69
4.3.4.2 X-Banner ....................................................................................... 70
4.3.4.3 Layout Event ................................................................................. 70
4.3.4.4 Merchendise Event ........................................................................ 73
4.3.5 Share .......................................................................................................... 74
4.3.5.1 Merchendise .................................................................................. 75
BAB V KESIMPULAN DAN SARAN .................................................................... 76
5.1. Kesimpulan ......................................................................................................... 76
5.2. Saran ................................................................................................................... 76
DAFTAR PUSTAKA ................................................................................................ 78
xiii
DAFTAR GAMBAR
Gambar 1.1 Wilayah Peserbaran Tanaman Mangrove .............................................. 1
Gambar 1.2 Pusat Infromasi Mangrove Kota Pekalongan ........................................ 3
Gambar 1.3 Suasana Pusat Informasi Mangrove ....................................................... 3
Gambar 2.1 Bentuk Akar Pohon Mangrove Sebagai Penahan Abrasi ...................... 11
Gambar 2.2 Iklan Parfum AXE ................................................................................. 13
Gambar 2.3 Pemilihan Kampanye Presiden NKRI Ke-7 .......................................... 13
Gambar 2.4 Kamanye Anti Kekerasan Pada Anak .................................................... 14
Gambar 2.5 Logo EIGER .......................................................................................... 16
Gambar 2.6 Logo FANTA ......................................................................................... 16
Gambar 2.7 Logo TOKOPEDIA ............................................................................... 17
Gambar 2.8 Studi Komparasi Desain oleh Wijoko .................................................... 21
Gambar 2.9 Studi Komparasi Desain Oleh Arif Siswanto ........................................ 22
Gambar 3.1 Peta Administratif Kota Pekalongan ...................................................... 23
Gambar 3.2 Peta Rawan Bencana Banjir Rob 2017 .................................................. 25
Gambar 3.3 Daftar Penanganan Rob 2004 – 2015 .................................................... 26
Gambar 3.4 Denah Penanganan Rob ......................................................................... 27
Gambar 3.5 Keadaan Pesisir Pantai Kota Pekalongan .............................................. 34
Gambar 3.6 Pemukiman Warga di Pesisir Pantai Kota Pekalongan .......................... 35
Gambar 3.7 Contoh Poster dengan Gaya Desain Fotografi ....................................... 42
Gambar 3.8 Contoh Jenis Font Serif .......................................................................... 42
Gambar 3.9 Contoh Karakter Warna Dingin ............................................................. 43
Gambar 4.1 Font Akachen (serif) .............................................................................. 52
Gambar 4.2 Bibit Mangrove (kiri) dan Rumah Penduduk (kanan) ........................... 52
Gambar 4.3 Suasana Lingkungan Hidup Tanaman Mangrove .................................. 53
Gambar 4.4 Konsep Logo Kampanye ........................................................................ 53
Gambar 4.5 Warna Logo Kampanye ......................................................................... 54
Gambar 4.6 Font Serif (kiri) dan Font Script (kanan) ................................................ 54
Gambar 4.7 Logo Utama Kampanye ......................................................................... 55
Gambar 4.8 Skala Logo Utama Kampanye ............................................................... 55
Gambar 4.9 Logo Black and White ............................................................................ 56
Gambar 4.10 Logo Greyscale Kampanye .................................................................. 56
xiv
Gambar 4.11 Aplikasi Logo yang Benar (background) ............................................ 57
Gambar 4.12 Aplikasi Logo Ukuran Terkecil ........................................................... 57
Gambar 4.13 Penggunaan Logo Salah (background bergambar) .............................. 58
Gambar 4.14 Penggunaan Logo Salah (perubahan warna) ........................................ 58
Gambar 4.15 Penggunaan Logo Salah (logo menyempit dan melebar) .................... 58
Gambar 4.16 Penggunaan Logo Salah (merubah posisi logo) ................................... 59
Gambar 4.17 Poster Tahap Attention ......................................................................... 60
Gambar 4.18 Instagram .............................................................................................. 60
Gambar 4.19 Scene Suasana Tempat Pedagang Kaki Lima di Pesisir Pantai Kota
Pekalongan ........................................................................................... 62
Gambar 4.20 Scene Suasana Tempat Pedagang Kaki Lima di Pesisir Pantai Kota
Pekalongan ........................................................................................... 62
Gambar 4.21 Scene Suasana Pembangunan Tembok Pantai di Pesisir Pantai Kota
Pekalongan ........................................................................................... 63
Gambar 4.22 Scene Suasana Pemukiman Mayarakat di Pesisir Pantai Kota
Pekalongan ........................................................................................... 63
Gambar 4.23 Scene Suasana Pemukiman Mayarakat di Pesisir Pantai Kota
Pekalongan ........................................................................................... 63
Gambar 4.24 Scene Pendapat Seorang Buruh di Pesisir Pantai Kota Pekalongan .... 64
Gambar 4.25 Scene Pendapat Seorang Pembantu Rumah Tangga di Pesisir Pantai
Kota Pekalongan .................................................................................. 64
Gambar 4.26 Scene Pendapat Seorang PNS di Pesisir Pantai Kota Pekalongan ....... 64
Gambar 4.27 Scene Ekspresi Masyarakat di Pesisir Kota Pekalongan dengan
#lestarimangrovekubestarikotaku ........................................................ 65
Gambar 4.28 Scene #lestarimangrovekubestarikotaku .............................................. 65
Gambar 4.29 Scene Logo Pendukung Kampanye Sosial Penanaman Mangrove ...... 65
Gambar 4.30 Tampilan ILM dalam Bioskop ............................................................. 66
Gambar 4.31 Poster Tahap Interest ........................................................................... 67
Gambar 4.32 Desain Billboard .................................................................................. 67
Gambar 4.33 Tampilan Website ................................................................................. 68
Gambar 4.34 Poster Tahap Action ............................................................................. 69
Gambar 4.35 X-banner Tahap Action ........................................................................ 70
xv
Gambar 4.36 Gate Event ............................................................................................ 70
Gambar 4.37 Suasana Event ...................................................................................... 71
Gambar 4.38 Site Plan Penanaman Mangrove .......................................................... 71
Gambar 4.39 Suasana Talkshow ................................................................................ 72
Gambar 4.40 Suasana Event Tampak Atas ................................................................ 72
Gambar 4.41 Merchendise Gantungan Kunci ............................................................ 73
Gambar 4.42 Merchendise Pin ................................................................................... 73
Gambar 4.43 Merchendise Enamel ............................................................................ 74
Gambar 4.44 Merchendise Totebag ........................................................................... 74
Gambar 4.45 Merchendise Kaos ................................................................................ 75
Gambar 4.46 Merchendise Topi ................................................................................ 75
xvi
DAFTAR TABEL
Tabel 2.1 Tabel Kerangka Berfikir .......................................................................... 9
Tabel 2.2 Struktur Model Kampanye Leon Ostergaard ........................................... 14
Tabel 3.1 Nama dan Luas Kecamatan di Kota Pekalongan ..................................... 24
Tabel 3.2 Keanekaragaman Jenis Tanaman Mangrove Pada Area PIM .................. 32
Tabel 3.3 Usia Responden ....................................................................................... 36
Tabel 3.4 Pentingnya Pelestarian Tanaman Mangrove ........................................... 36
Tabel 3.5 Responden Pernah Berkunjung ke Pusat Informasi Mangrove ............... 36
Tabel 3.6 Media dalam Mendapatkan Informasi ..................................................... 37
Tabel 3.7 Gaya Desain yang Diminati ..................................................................... 37
Tabel 3.8 Jenis Warna yang Diminati ...................................................................... 37
Tabel 3.9 Jenis Tipografi yang Diminati ................................................................. 38
Tabel 3.10 Strategi Komunikasi (AISAS) ................................................................. 45
Tabel 3.11 Rincian Anggaran Biaya .......................................................................... 47