SOCIAL CAMPAIGN DESIGNS TO AVOID THE IMPACT OF BODY SHAMING FOR GENERATION Z

• Main Author: Nadya Putri, Wiedy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/51766
• Institution: Institut Teknologi Bandung

We often encounter physical assessments on a daily basis, and they are often used as lip service. Like when you reunite with friends or relatives who haven't seen each other for a long time. These expressions constitute body shaming, which is the practice of humiliating someone by making mocking comments or criticizing the shape or size of a person's body. This phenomenon is increasingly prevalent on social media and has had a serious impact, including shame, anxiety, and decreased self-confidence that can lead to suicidal thoughts. This phenomenon of body shaming is important to address considering the prevalence of this happening on social media which will have a big influence on Generation Z who was born and collided in the era of digital technology development. For Generation Z, bad comments received in cyberspace will have a direct effect on their real world. One way to avoid the impact of body shaming is to increase a person's self-confidence so that they don't fall easily when experiencing body shaming. The way to increase self-confidence in this process is not easy because it requires changing habits. One method that can be used is to use a communication approach that is persuasive to Generation Z through social campaigns. This design uses an adaptation of Ostergaard's campaign model by adding emphasis to audience behavior. In this design, problem identification is done by collecting data in the form of literature studies, interviews, questionnaires and observations. The campaign is only made up to the planning stage. Data from the results of problem identification were collected then analyzed and resulted in a campaign design that was divided into strategies and concepts. The campaign design in this thesis is made only up to the planning stage. The results of the research are strategic recommendations which are divided into Persuasive Strategy, Communication Strategy (AISAS), Media Strategy, and the design of various items of social campaign media. The message conveyed in this campaign is that everyone has the right to be confident. The message is conveyed in 3 stages. These stages are conditioning, informing, and reminding. The media used are Instagram social media, Facebook Facebok, Twitter, and the website as the Hub.