DESIGN OF SOCIAL CAMPAIGN TO INCREASE SELF CONFIDENCE ON SKIN COLOR FOR YOUNG INDONESIAN WOMEN

• Main Author: TISHA HUDAYA (NIM: 17414011), ANNA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25649
• Institution: Institut Teknologi Bandung

The gorgeous white standard has long been planted in Indonesia even since the 9th century written on the epic Ramayana. The beautiful white standard varies with time. The beautiful white standard in colonialism is different from the beautiful white standard in the Japanese colonial period and so post-colonial era, the reformation or post-reform era. For example in the 1980s beautiy was seen as beautiful Indonesia. Whereas in 2008 the white beauty in is a beautiful white Indo. Currently Hallyu Wave is rife in the world including Indonesia, especially among young women. Korean celebrities, especially women, have white and flawless skin. So it's no wonder if KPOP and Korean dramas fans want flawless white skin like Korean idols. Having a flawless white skin like Korean would be a pride. The view of the flawless white creates a sense of confidence with the color of their own skin. This lack of self confidence becomes a barrier to express themselves to the fullest. For example afraid to upload photos because the skin looks dark, afraid to use certain clothes because the skin will look darker, and so on. Attempt to whiten the skin was done even though skin whitening can be dangerous for health. The problem varies from mild irritation to damaged body organs to cancer. Therefore, this campaign is designed so that Indonesian women are confident with their own skin color. Stages in this campaign are based on The Transtheoretical Model, consisting of 5 stages. These stages are pre-contemplation, contemplation, preparation, action, and maintenance. In this campaign, presented the dangers of skin whitening, then it was submitted that all skin colors were flawless so no need to change the color of the skin. After that there’s challenge to appear with flawless color of their own, not flawless white like Koreans. The challenge to dare to appear begins with sharing story in social media, the story of daring to appear with their own color. Challenge to appear with their colors ends with a fashion show, as one of the proofs their bravery to come up with their own colors.