Safitri, Aqila (2025) PERANCANGAN KAMPANYE SOSIAL TENTANG PENANGANAN SAMOAH RUMAH TANGGA (FOOD WASTE) OLEH GARDA PANGAN UNTUK KALANGAN IBU RUMAH TANGGA DI SURABAYA. Undergraduate thesis, UPN “Veteran” Jawa Timur.
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Abstract
Food waste is the largest contributor to waste in Indonesia and one of the main threats to global food security. As the second-largest food waster in the world, Indonesia discards 23–48 million tons of food annually, resulting in an economic loss of up to IDR 551 trillion and contributing significantly to global warming. Garda Pangan, a social enterprise based in Surabaya that operates as a food bank, focuses on addressing this issue by rescuing edible food. In response to this challenge, a social campaign is considered an essential effort to raise public awareness, particularly at the household level. This design project employs a mixed methods approach by combining descriptive and qualitative research to validate data obtained through observation, interviews, and focus group discussions (FGDs). Based on the data collected and analyzed, this social campaign was developed with a strategy that emphasizes economic, educational, and communicative values, specifically targeting housewives aged 25–35 in Surabaya who cook at least once a day. The communication strategy is structured using the AISAS framework (Attention, Interest, Search, Action, Share) and further translated into a series of visual content for Instagram, including feeds, stories, and reels. It is supported by companion media that serve as touchpoints throughout the consumer journey. The goal of this campaign is to drive behavioral change around food waste issues in Surabaya, aiming to reduce and prevent avoidable waste from multiple aspects. It is also hoped that this project can inspire other designers to create work that promotes meaningful social impact and contributes to a more sustainable future. Keyword: Food Waste, Social Campaign, Garda Pangan, Food Loss.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | N Fine Arts > N Visual arts N Fine Arts > N Visual arts > N61-72 Theory. Philosophy. Aesthetics of the visual arts |
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| Divisions: | Faculty of Architecture and Design | ||||||||||||
| Depositing User: | Aqila Safitri | ||||||||||||
| Date Deposited: | 13 Jun 2025 08:05 | ||||||||||||
| Last Modified: | 13 Jun 2025 08:05 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37618 |
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