Defina, Aisya Jasmine (2025) KAMPANYE PERSUASI UNTUK MENGHIDUPKAN KEMBALI PERMAINAN TRADISIONAL DI SURABAYA PADA ERA DIGITAL. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Traditional games, as part of Indonesia's local cultural heritage, are increasingly being abandoned by children, particularly in Surabaya, due to the dominance of digital games. This phenomenon has led to a decline in social interaction, motor skills, and children's understanding of cultural values. The role of parents in introducing traditional games is crucial amid the rapid advancement of technology. Therefore, an effort is needed that effectively and relevantly aligns digital media with the preservation of local culture. The methodology used in this project involves a qualitative approach with data collection techniques such as interviews, observations, and questionnaires distributed to the target audience—parents in Surabaya. Additionally, SWOT analysis, consumer insight, and consumer journey mapping were conducted to formulate an appropriate campaign strategy. The main stakeholder in this project is the Kampoeng Dolanan Community, which has been actively involved in preserving traditional games in Surabaya. The campaign design, titled "Quality Time Dolanan," features four popular traditional games: congklak, bola bekel, kites, and gobak sodor. The campaign utilizes a cheerful visual approach and family-friendly digital media platforms such as Instagram, a landing page, and interactive offline events. The concept emphasizes collaboration between children and parents to reintroduce social values, teamwork, and togetherness through play. Through this campaign, it is hoped that awareness and behavioral change will be fostered among parents in reintroducing traditional games to their children. This campaign serves not only as a medium for cultural preservation but also as a strategic effort to create a balance between digital advancement and traditional values in modern family life. Keywords: Campaign; Traditional Games; Family
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > N Visual arts N Fine Arts > NC Drawing Design Illustration N Fine Arts > NE Print media N Fine Arts > NX Arts in general |
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| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Aisya Jasmine Defina | ||||||||||||
| Date Deposited: | 13 Jun 2025 07:04 | ||||||||||||
| Last Modified: | 13 Jun 2025 07:04 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37596 |
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