PERANCANGAN KAMPANYE SOSIAL TENTANG PENTINGNYA MEMPERTAHANKAN IDENTITAS DIRI SETELAH MENJADI IBU
DOI:
https://doi.org/10.62375/smt35423Keywords:
Design Thinking, Fogg Behavior Model, Identitas Diri Ibu, Kampanye Sosial, Media SosialAbstract
Menjadi ibu dapat mengubah cara perempuan memandang dirinya ketika waktu dan tanggung jawab semakin berpusat pada keluarga. Perancangan ini bertujuan menghasilkan kampanye sosial tentang pentingnya mempertahankan identitas diri setelah menjadi ibu bagi ibu rumah tangga berusia 25–44 tahun di Batam. Data diperoleh melalui wawancara, observasi, dua tahap kuesioner, dan studi literatur, kemudian menjadi dasar perancangan dengan Design Thinking yang didukung Fogg Behavior Model pada tahap Define. Temuan menunjukkan keterbatasan waktu pribadi, kerinduan terhadap aktivitas personal, kebutuhan akan validasi emosional, serta preferensi terhadap konten singkat dan menghibur. Kampanye “Peran Ibu, Tetap Diriku” menyampaikan bahwa menjadi ibu bukan berarti berhenti menjadi diri sendiri melalui tiga video pendek, konten media sosial, media cetak, dan media interaktif. Respons pada tahap Test diamati menggunakan AISAS melalui tayangan, interaksi, pertumbuhan pengikut, dan partisipasi challenge.
Motherhood can change how women perceive themselves as time and responsibilities become increasingly centered on family life. This project aims to develop a social campaign on preserving self-identity after motherhood for full-time mothers aged 25–44 in Batam. Data were collected through interviews, observation, two questionnaire stages, and a literature review, informing a Design Thinking process supported by the Fogg Behavior Model at the Define stage. Findings highlighted limited personal time, longing for personal activities, a need for emotional validation, and a preference for short, entertaining content. The campaign “Peran Ibu, Tetap Diriku” conveys that becoming a mother does not mean ceasing to be oneself. It was delivered through three short videos, social media content, print materials, and interactive media. Responses during the Test stage were observed using AISAS through views, interactions, follower growth, and challenge participation.
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