CSM CAMPAIGN DESIGN TO HANDLE NEGATIVE IMPACTS OF EXCESSIVE SOSIAL MEDIA USE IN INDONESIA’S MILLENNIALS

• Main Author: FIDELINA (NIM: 17414026), GRATIA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27578
• Institution: Institut Teknologi Bandung

Growing up in the digital age, social media has become an extraordinarily important part of <br /> <br /> <br /> <br /> the Millennials’ lives and cannot be separated from one another. The Millennials tend to turn <br /> <br /> <br /> <br /> to Social media as an escape from boredom, loneliness, and anxiety, without ever <br /> <br /> <br /> <br /> considering the negative impacts it might occur. This excessive use of social media <br /> <br /> <br /> <br /> phenomenon stands as a background to this research. This research aims to design a <br /> <br /> <br /> <br /> campaign as a solution which can prevent the negative impacts of excessive social media use <br /> <br /> <br /> <br /> from affecting millennials of age 18-25. The design method uses descriptive and quality <br /> <br /> <br /> <br /> approaches while the analysis is based on CSM campaign theory and the AISAS model. To <br /> <br /> <br /> <br /> gain insights, the primary and secondary data are gathered through various live interviews <br /> <br /> <br /> <br /> and observations. Main message of this campaign contains one big idea which says that <br /> <br /> <br /> <br /> offline interaction is the first aid to excessive social media usage’s side effects. The design <br /> <br /> <br /> <br /> process results in strategies which are integrated into one campaign called The Social Media <br /> <br /> <br /> <br /> Aid. Using illustrations and photography with the tone and manner fun and young, also <br /> <br /> <br /> <br /> based on emegergency objects visuals such as the first aid kit and the safety cards. The final <br /> <br /> <br /> <br /> result of this campaign design aims to ward off the negativies caused by the excessive use of <br /> <br /> <br /> <br /> social media by balancing it out with offline interactions.