Perancangan Kampanye Sosial tentang Cara Mengatasi Insomnia dengan Metode Sleep Hygiene

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PERANCANGAN KAMPANYE SOSIAL TENTANG CARA MENGATASI INSOMNIA DENGAN METODE SLEEP HYGIENE Laporan Tugas Akhir Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.). Nama. : Cynthia Sinjaya. NIM. : 14120210297. Program Studi. : Desain Komunikasi Visual. Fakultas. : Seni & Desain. UNIVERSITAS MULTIMEDIA NUSANTARA TANGERANG 2018. Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT. Saya yang bertanda tangan di bawah ini:. Nama. : Cynthia Sinjaya. NIM. : 14120210297. Program Studi : Desain Komunikasi Visual Fakultas. : Seni & Desain Universitas Multimedia Nusantara. Judul Tugas Akhir: PERANCANGAN KAMPANYE SOSIAL TENTANG CARA MENGATASI INSOMNIA DENGAN METODE SLEEP HYGIENE. dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas Multimedia Nusantara maupun di perguruan tinggi lainnya. Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali arahan pembimbing akademik dan nara sumber. Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya, apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan. ii Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

KATA PENGANTAR Puji dan syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas karunia-Nya, sehingga penulis dapat menyelesaikan Tugas Akhir dengan judul “Perancangan Kampanye Sosial Tentang Cara Mengatasi Insomnia dengan Metode Sleep Hygiene”, sesuai dengan waktu yang telah ditentukan. Penulis merancang Tugas Akhir ini dengan maksud agar masyarakat Indonesia lebih peduli terhadap insomnia yang masih dianggap remeh dan meningkatkan kualitas tidur yang tidak hanya sebatas kuantitas tidur. Melihat urgensi yang dapat ditimbulkan dari dampak insomnia yang akut, penulis tergerak untuk menciptakan karya yang dapat berguna bagi masyarakat melalui perancangan kampanye sosial ini. Perancangan Tugas Akhir ini dapat terlaksanakan dengan baik berkat bantuan dan dukungan dari berbagai pihak. Oleh karena itu, penulis mengucapkan terima kasih kepada: 1. Mohammad Rizaldi, S.T., M.Ds., selaku Ketua Program Studi Desain Komunikasi Visual. 2. Gideon K.F.H. Hutapea, S.T., M.Ds., selaku Dosen Pembimbing yang telah membimbing dari awal hingga Tugas Akhir ini dapat diselesaikan. 3. Darfi Rizkavirwan, S.Sn., M.Ds., selaku Dosen Mata Kuliah seminar yang telah memberikan masukan dari awal hingga Tugas Akhir ini selesai. 4. Zamzami Almakki, S.Pd., M.Ds., Darfi Rizkavirwan, S.Sn., M.Ds., dan Joni Nur Budi, S.Sn., M.Ds., selaku Dosen Spesialis. v Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

ABSTRAKSI Insomnia merupakan gangguan tidur yang menyebabkan penderitanya merasa kesulitan untuk tertidur atau sulit untuk tidur nyenyak pada malam hari. Dampak dari insomnia dapat berakibat pada fisik maupun psikologis penderitanya, bahkan dampaknya dapat berujung pada kematian. Insomnia tidak hanya berbicara mengenai kuantitas waktu tidur tetapi juga kualitas tidur, sehingga harus diatasi dengan cara yang tepat, yaitu dengan metode sleep hygiene. Metode sleep hygiene merupakan langkah-langkah yang dilakukan untuk meningkatkan kualitas tidur pada malam hari, yang dapat dilakukan penderita dalam bentuk self help. Namun, kepedulian dan perhatian masyarakat terhadap insomnia dan cara untuk mengatasinya di Indonesia masih sangat rendah. Oleh sebab itu, dibutuhkan kampanye sosial yang membahas mengenai cara mengatasi insomnia dengan metode sleep hygiene agar masyarkat Indonesia menjadi aware dan dapat mengatasi insomnia melalui perubahan pola perilaku kehidupan kesehariannya untuk mendapatkan kualitas tidur yang lebih baik. Kata kunci: tidur, insomnia, sleep hygiene, kampanye sosial.. vii Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

ABSTRACT Insomnia is a sleep disorder that caused the patient feels difficult to fall asleep or difficult to sleep soundly at night. The effects of insomnia can affect both patient’s health phsically and psychologically, even it may lead to death. Insomnia is not only talk about the quantity of sleep time but as well as the sleep’s quality, so it has to be overcome in the right way, which is by sleep hygiene method. Sleep hygiene is the steps that could be done to improve the quality of sleep at night, which could be done in the form of self-help. However, Indonesia’s public concern and awareness of insomnia is very low. Therefore, it needs a social campaign which discussed how to cope with insomnia with sleep hygiene method to make them aware and overcome insomnia through the changes in behavior of daily life to get a good sleep quality.. Keywords: sleep, insomnia, sleep hygiene, social campaign.. viii Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

DAFTAR ISI LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ..................... ii HALAMAN PENGESAHAN TUGAS AKHIR .................................................iv KATA PENGANTAR...........................................................................................iv ABSTRAKSI ....................................................................................................... vii ABSTRACT ......................................................................................................... viii DAFTAR ISI .........................................................................................................ix DAFTAR GAMBAR...........................................................................................xiv DAFTAR TABEL ...............................................................................................xix DAFTAR LAMPIRAN .......................................................................................xxi BAB I PENDAHULUAN.......................................................................................1 1.1.. Latar Belakang .........................................................................................1. 1.2.. Rumusan Masalah ....................................................................................3. 1.3.. Batasan Masalah ......................................................................................3. 1.4.. Tujuan Tugas Akhir .................................................................................4. 1.5.. Manfaat Tugas Akhir ...............................................................................4. BAB II TINJAUAN PUSTAKA ...........................................................................6 2.1.. Desain Komunikasi Visual ......................................................................6 2.1.1.. Prinsip Desain ..............................................................................6. 2.1.2.. Elemen Desain .............................................................................9. ix Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

2.2.. Kampanye ..............................................................................................15 2.2.1.. Pengertian Kampanye ................................................................15. 2.2.2.. Jenis Kampanye .........................................................................15. 2.2.3.. Teknik Komunikasi Kampanye .................................................20. 2.2.4.. Model Kampanye Ostergaard ....................................................22. 2.2.5.. Tahapan Perencanaan Kampanye ..............................................24. 2.2.6.. Media Kampanye .......................................................................25. 2.2.7.. Strategi Komunikasi Kampanye ................................................26. 2.3.. Consumer Behaviour .............................................................................28. 2.4.. Ilustrasi...................................................................................................28. 2.5.. 2.6.. 2.4.1.. Pengertian Ilustrasi.....................................................................28. 2.4.2.. Jenis Ilustrasi..............................................................................29. 2.4.3.. Fungsi Ilustrasi ...........................................................................31. 2.4.4.. Teknik dan Media Ilustrasi ........................................................35. 2.4.5.. Gaya Ilustrasi Doodle ................................................................40. Fotografi.................................................................................................41 2.5.1.. Pengertian Fotografi...................................................................41. 2.5.2.. Elemen Fotografi .......................................................................42. 2.5.3.. Komposisi Fotografi ..................................................................42. 2.5.4.. Warna Fotografi .........................................................................46. Videografi ..............................................................................................47 2.6.1.. Pengertian Videografi ................................................................47. 2.6.2.. Motion Graphic..........................................................................47. x Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

2.7.. Insomnia.................................................................................................53 2.7.1.. Pengertian Insomnia...................................................................53. 2.7.2.. Dampak Insomnia ......................................................................55. 2.7.3.. Sleep Hygiene.............................................................................56. BAB III METODOLOGI ...................................................................................58 3.1.. Metodologi Pengumpulan Data .............................................................58 3.1.1.. Wawancara Bersama Psikolog ...................................................58. 3.1.2.. Wawancara Bersama Dokter Spesialis Gangguan Tidur ...........64. 3.1.3.. Wawancara Bersama Himpunan Psikologi Indonesia wilayah. DKI Jakarta Raya (HIMPSI Jaya)..............................................................69. 3.2.. 3.1.4.. Wawancara Bersama Penderita Insomnia ..................................72. 3.1.5.. Wawancara Bersama Mantan Penderita Insomnia ....................75. 3.1.6.. Survey ........................................................................................77. 3.1.7.. Studi Eksisting ...........................................................................89. Metodologi Perancangan .......................................................................98 3.2.1.. Kampanye ..................................................................................98. BAB IV PERANCANGAN DAN ANALISIS ..................................................117 4.1.. Konsep Perancangan Kampanye..........................................................117 4.1.1.. Tujuan Perancangan .................................................................117. 4.1.2.. Jenis Kampanye .......................................................................118. 4.1.3.. Model Kampanye .....................................................................118. 4.1.4.. Pesan Kampanye ......................................................................119. xi Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

4.2.. 4.3.. 4.4.. 4.1.5.. Media Kampanye .....................................................................120. 4.1.6.. Tahapan Kampanye .................................................................121. 4.1.7.. SWOT ......................................................................................123. Konsep Pesan .......................................................................................125 4.2.1.. Mind Mapping..........................................................................125. 4.2.2.. Nama Kampanye ......................................................................127. 4.2.3.. Ide Kreatif Visual.....................................................................127. Konsep Perancangan Visual ................................................................128 4.3.1.. Logo .........................................................................................128. 4.3.2.. Slogan ......................................................................................131. 4.3.3.. Ilustrasi Visual .........................................................................132. 4.3.4.. Tipografi ..................................................................................136. 4.3.5.. Aplikasi Perancangan...............................................................136. Analisis ................................................................................................155 4.4.1.. Logo Kampanye .......................................................................155. 4.4.2.. Copywriting .............................................................................156. 4.4.3.. Tipografi ..................................................................................157. 4.4.4.. Warna .......................................................................................158. 4.4.5.. Visual Kampanye .....................................................................159. 4.5.. Timeline Kampanye .............................................................................160. 4.6.. Budgeting .............................................................................................161. BAB V PENUTUP .............................................................................................163 5.1.. Kesimpulan ..........................................................................................163. xii Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

5.2.. Saran ....................................................................................................164. DAFTAR PUSTAKA ..........................................................................................xiv. xiii Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

DAFTAR GAMBAR Gambar 2.1 Balance.................................................................................................6 Gambar 2.2 Hierarchy .............................................................................................7 Gambar 2.3 Rhythm .................................................................................................8 Gambar 2.4 Unity .....................................................................................................9 Gambar 2.5 Point ...................................................................................................10 Gambar 2.6 Line.....................................................................................................10 Gambar 2.7 Plane ..................................................................................................11 Gambar 2.8 Volume ...............................................................................................11 Gambar 2.9 Shape ..................................................................................................12 Gambar 2.10 Size ...................................................................................................12 Gambar 2.11 Color ................................................................................................12 Gambar 2.12 Texture .............................................................................................13 Gambar 2.13 Direction ..........................................................................................13 Gambar 2.14 Position ............................................................................................14 Gambar 2.15 Space ................................................................................................14 Gambar 2.16 Gravity .............................................................................................14 Gambar 2.17 Model Kampanye Ostergaard ..........................................................24 Gambar 2.18 AISAS ..............................................................................................27 Gambar 2.19 Illustration as documentation, reference and instruction ................32 Gambar 2.20 Illustration as documentation, reference and instruction (2) ..........32 Gambar 2.21 Illustration as commentary ..............................................................33 Gambar 2.22 Illustration as storytelling ................................................................33 xiv Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

Gambar 2.23 Illustration as persuasion.................................................................34 Gambar 2.24 Illustration as persuasion (2) ...........................................................34 Gambar 2.25 Ilustration as identity .......................................................................35 Gambar 2.26 Watercolor .......................................................................................36 Gambar 2.27 Acrylic paint .....................................................................................36 Gambar 2.28 Oil paints and pastels.......................................................................37 Gambar 2.29 Black-and-white work ......................................................................38 Gambar 2.30 Print-based media ............................................................................38 Gambar 2.31 Collage and mixed media .................................................................39 Gambar 2.32 Computers ........................................................................................40 Gambar 2.33 Rule of thirds ....................................................................................43 Gambar 2.34 Leading lines ....................................................................................43 Gambar 2.35 Natural Frames ................................................................................44 Gambar 2.36 Color ................................................................................................44 Gambar 2.37 Depth of Field ..................................................................................45 Gambar 2.38 Get in Close......................................................................................45 Gambar 2.39 Breaking The Rules ..........................................................................46 Gambar 2.40 Warna adiktif dan subtraktif ............................................................46 Gambar 2.41 Judul Film ........................................................................................49 Gambar 2.42 Branding Siaran ...............................................................................49 Gambar 2.43 Show Packages .................................................................................50 Gambar 2.44 Bumpers ...........................................................................................51 Gambar 2.45 Lower thirds .....................................................................................51. xv Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

Gambar 2.46 Mortises............................................................................................52 Gambar 2.47 Lineup...............................................................................................52 Gambar 2.48 Upfronts ...........................................................................................52 Gambar 2.49 Insomnia ...........................................................................................55 Gambar 2.50 Sleep Hygiene ..................................................................................56 Gambar 3.1 Wawancara .........................................................................................59 Gambar 3.2 Wawancara dengan dr. Lanny ............................................................65 Gambar 3.3 Wawancara bersama HIMPSI Jaya ....................................................70 Gambar 3.4 Wawancara bersama Yoko Nindyoastomo ........................................72 Gambar 3.5 Wawancara Bersama Sindy Wijaya ...................................................74 Gambar 3.6 Wawancara Bersama Syandy Handrian .............................................76 Gambar 3.7 Survey .................................................................................................78 Gambar 3.8 Screenshot Video Clip Insomnie Tweets ............................................90 Gambar 3.9 Logo Insomnie Tweets .......................................................................91 Gambar 3.10 Screenshot Video Clip #EndangeredEmoji ......................................92 Gambar 3.11 Website #EndangeredEmoji .............................................................93 Gambar 3.12 Screenshot Video Bruno Mars - That's What I Like.........................94 Gambar 3.13 Poster #AdaAQUA ..........................................................................96 Gambar 3.14 Typographic Classification ............................................................103 Gambar 3.15 Typographic x-height and cap height ............................................104 Gambar 3.16 Typographic lining and non-lining figures ....................................105 Gambar 3.17 Typographic ligatures ....................................................................105 Gambar 3.18 The anatomy of grids......................................................................107. xvi Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

Gambar 3.19 Single column grid .........................................................................109 Gambar 3.20 Two column grid ............................................................................109 Gambar 3.21 Three column grid ..........................................................................110 Gambar 3.22 Multicolumn Grids .........................................................................110 Gambar 3.23 Modular Grids................................................................................111 Gambar 3.24 Horizontal hierarchy grids.............................................................111 Gambar 3.25 Pengaruh warna kamar terhadap kuantitas waktu tidur .................114 Gambar 4.1 Mind Mapping ..................................................................................126 Gambar 4.2 Alternatif Logo ByeInsom ...............................................................129 Gambar 4.3 Logogram ByeInsom........................................................................129 Gambar 4.4 Warna Logo ByeInsom ....................................................................130 Gambar 4.5 Font Kata bye pada Logo .................................................................131 Gambar 4.6 Font Kata insom pada Logo .............................................................131 Gambar 4.7 Slogan Kampanye ............................................................................132 Gambar 4.8 Moodboard .......................................................................................135 Gambar 4.9 Color Pallete ....................................................................................136 Gambar 4.10 Facebook Page ...............................................................................138 Gambar 4.11 Youtube dan Twitter .......................................................................138 Gambar 4.12 Instagram dan Line@ ....................................................................139 Gambar 4.13 Trailer Webseries Video.................................................................141 Gambar 4.14 Webseries Video Episode 1 ............................................................141 Gambar 4.15 Webseries Video Episode 2 ............................................................142 Gambar 4.16 Webseries Video Episode 3 ............................................................142. xvii Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

Gambar 4.17 Sticker Set Line...............................................................................143 Gambar 4.18 Instagram Photo Challenge ...........................................................145 Gambar 4.19 Poster 3 Seri Attention....................................................................145 Gambar 4.20 Poster 3 Seri Interest and Search ...................................................146 Gambar 4.21 Visual Desain Iklan Hanging Alley KRL .......................................146 Gambar 4.22 Visual Desain Iklan Wall Panel KRL ...........................................147 Gambar 4.23 Visual Desain Interior Door KRL dan Sticker Lift ........................147 Gambar 4.24 Ambience Media .............................................................................148 Gambar 4.25 Penutup Mata .................................................................................150 Gambar 4.26 Amplop dan Sticker ........................................................................151 Gambar 4.27 Pin ..................................................................................................152 Gambar 4.28 T-Shirt ............................................................................................153 Gambar 4.29 Tote Bag .........................................................................................154 Gambar 4.30 Mug ................................................................................................154 Gambar 4.31 Bantal .............................................................................................155 Gambar 4.32 Analisis Logo .................................................................................156 Gambar 4.33 Analisis Copywriting......................................................................157 Gambar 4.34 Analisis Tipografi ..........................................................................158 Gambar 4.35 Analisis Warna ...............................................................................159 Gambar 4.36 Analisis Visual ...............................................................................160. xviii Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

DAFTAR TABEL Table 3.1 Hasil Persentase Survey Berdasarkan Jenis Kelamin ............................78 Table 3.2 Hasil Persentase Survey Berdasarkan Usia ...........................................78 Table 3.3 Hasil Persentase Survey Berdasarkan Pendidikan Terakhir ..................79 Table 3.4 Hasil Persentase Survey Berdasarkan Pekerjaan ...................................79 Table 3.5 Hasil Persentase Survey Berdasarkan Pendapatan ................................80 Table 3.6 Hasil Persentase Jawaban Pertanyaan Survey 1 ....................................80 Table 3.7 Hasil Persentase Jawaban Pertanyaan Survey 2 ....................................81 Table 3.8 Hasil Persentase Jawaban Pertanyaan Survey 3 ....................................81 Table 3.9 Hasil Persentase Jawaban Pertanyaan Survey 4 ....................................82 Table 3.10 Hasil Persentase Jawaban Pertanyaan Survey 5 ..................................83 Table 3.11 Hasil Persentase Jawaban Pertanyaan Survey 6 ..................................84 Table 3.12 Hasil Persentase Jawaban Pertanyaan Survey 7 ..................................85 Table 3.13 Hasil Persentase Jawaban Pertanyaan Survey 8 ..................................86 Table 3.14 Hasil Persentase Jawaban Pertanyaan Survey 9 ..................................87 Table 3.15 Hasil Persentase Jawaban Pertanyaan Survey 10 ................................87 Table 3.16 Hasil Persentase Jawaban Pertanyaan Survey 11 ................................88 Table 3.17 Hasil Persentase Jawaban Pertanyaan Survey 12 ................................88 Table 3.18 SWOT Insomnie Tweets ......................................................................91 Table 3.19 SWOT #EndangeredEmoji ..................................................................93 Table 3.20 SWOT Bruno-Mars - That's What I Like music video clip..................95 Table 3.21 SWOT #AdaAQUA .............................................................................97 Table 4.1 Tabel Visualisasi Karakter ...................................................................133 xix Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

Table 4.2 Timeline Kampanye ByeInsom ............................................................160 Table 4.3 Anggaran Dana Kampanye ByeInsom ................................................161. xx Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.

DAFTAR LAMPIRAN LAMPIRAN A: Kartu Konsultasi Bimbingan .................................................xix LAMPIRAN B: Hasil Survey........................................................................... xxii LAMPIRAN C: Sketsa dan Asistensi........................................................... xxviii LAMPIRAN D: Booth Display ..................................................................... xxxiii. xxi Perancangan Kampanye Sosial..., Cynthia Sinjaya, FSD UMN, 2018.