i

PROYEK AKHIR DESAIN KOMUNIKASI VISUAL

PERIODE 11

KAMPANYE SOSIAL PENANAMAN MANGROVE DI KOTA

PEKALONGAN SEBAGAI BAGIAN DESTINATION BRANDING

Dikerjakan oleh:

Martinus Dwi Wahyu Raharjo

13.13.0042

Pembimbing:

Peter Ardhianto, S.Sn, M.Sn.

PROGAM STUDI DESAIN KOMUNIKASI VISUAL

FAKULTAS ARSITEKTUR DAN DESAIN

UNIVERSITAS KATOLIK SOEGIJAPRANATA

SEMARANG

PERIODE GANJIL 2017/201

ii

iii

iv

v

KATA PENGANTAR

Puji dan Syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas berkat dan

anugerah yang selalu diberikan kepada penulis, sehingga dapat menyelesaikan Perancangan

Proyek Akhir Desain Komunikasi Visual yang berjudul “Kampanye Sosial Penanaman

Mangrove di Kota Pekalongan Sebagai Bagian Dari Destination Branding”. Perancangan ini

merupakan salah satu upaya dalam menyadarkan masyarakat tentang manfaat apabila

menjaga dan melestarikan tanaman mangrove khususnya yaitu melindungi daratan dipesisir

Kota Pekalongan dari bencana abrasi.

Laporan ini disusun guna menyelesaikan studi yang sudah ditempuh penulis dalam

mendapatkan gelar sarjana pada Program Studi Desain Komunikasi Visual, Fakultas

Arsitektur dan Desain Universitas Katolik Soegijapranata Semarang.

Proses penyusunan tidak terlepas dari bantuan serta bimbingan banyak pihak yang selalu

memberikan masukan serta nasihat kepada penulis. Penulis mengucapkan banyak terima

kasih kepada

1. Ag. Dicky Prastomo, S.IP.,MA. selaku Kaprogdi Program Studi Desain Komunikasi

Visual, Universitas Katolik Soegijapranata.

2. Ir. Ign. Dono Sayoso, MSR selaku Koordinator Proyek Akhir Desain Komunikasi Visual

Periode 11 yang telah membantu mengkoordinasi dari awal sampai terselesaikannya

Proyek Akhir.

3. Bapak Peter Ardhianto, S.Sn, M.Sn selaku Dosen Pembimbing penulis yang selalu

senantiasa memberikan arahan, dukungan serta semangat dari awal hingga

terselesaikannya Perancangan Proyek Akhir ini.

4. Bapak Budiyono, S.Pi MM selaku narasumber Kepala Bidang Perikanan Tangkap Dinas

Kelautan dan Perikanan Kota Pekalongan yang telah memberikan kesempatan dan

waktunya untuk memberikan informasi dan data mengenai Pusat Informasi Mangrove di

Kota Pekalongan.

5. Ibu Sukmandari Hersandini, S.Hut selaku narasumber Staff Full Timer Pusat Informasi

Mangrove Kota Pekalongan yang telah meluangkan waktu untuk memberikan informasi

dan data tentang perkembangan tanaman mangrove di Kota Pekalongan.

6. Bapak Tarsono selaku narasumber Kelompok Masyarakat Pengawas Pesisir di Kelurahan

Kandang Panjang, Kecamatan Pekalongan Utara yang telah memberikan waktu serta

kesempatan dalam pengambilan data untuk kelancaran Proyek Akhir.

vi

7. Keluarga tercinta orang tua, kakak serta saudara-saudara penulis yang selalu memberikan

dukungan, semangat, nasihat serta doa tiada henti dalam kelancaran penyusunan Proyek

Akhir.

8. Isabellita Kristiandi sebagai pasangan yang selalu memberikan semangat, dukungan,

nasihat serta doa dalam proses perancangan Proyek Akhir.

9. M. Amalul Ahli dan Shafira Zulfa Rofifah, Amd. Keb. Sahabat yang selalu memberikan

semangat, dukungan serta doa kepada penulis.

10. Teman-teman Pentool Art, Rinaldi A.Magista, S.Ds, Ignatius Damar A.C, Chrisma Purwa

Mahendra, Danang Hadinata, S.Ds, Albertus Dimas Ryan Prayogo, Robertus Fajar

Wicaksana, Putu Sifra Ayu Mareta, Agatha Irene Vania, Averina Clarisha, Novita

Tandiono, S.Ds yang selalu memberikan dukungan, motivasi, semangat serta doa kepada

penulis dalam proses Proyek Akhir berlangsung.

Karya tulis yang jauh dari kata sempurna ini, semoga dapat memberikan manfaat serta

berguna bagi pihak yang membutuhkan. Penulis juga mengharapkan masukan yang

membangun dari pembaca.

Penulis,

Martinus Dwi Wahyu Raharjo

vii

ABSTRAK

Tanaman mangrove merupakan sebuah jenis tanaman yang memiliki habitat pada daerah

pesisir pantai dan muara sungai. Mangrove memiliki manfaat positif yaitu pencegah bencana

abrasi dan banjir rob, sehingga mengrove sangat penting sebagai pelindung daerah pesisir

khususnya di Kota Pekalongan. Lahan tanaman mangrove daerah pesisir Kota Pekalongan

sudah banyak digunakan sebagai area tambak maupun tempat berdagang masyarakat pesisir

membuat mangrove semakin sulit berkembang dengan baik dan bencana abrasi semakin

meningkat. Berdasarkan ulasan diatas penulis melakukan perancangan yaitu “Kampanye

Sosial Penanaman Mangrove Di Kota Pekalongan Sebagai Bagian Destination Branding”.

Penulis melakukan perancangan kampanye untuk mengajak mahasiswa khususnya Unit

Kegiatan Mahasiswa Pecinta Alam dibeberapa Universitas di Kota Pekalongan usia 19-23

tahun dengan SES B, untuk mengajak melestarikan tanaman mangrove sebagai salah satu

cara pencegahan abrasi dan bencana rob di Kota Pekalongan.

Hasil penelitian penulis didapat sebuah kesimpulan, perlu adanya kampanye sosial

melestarikan tanaman mangrove dengan mengajak anggota pecinta alam dibeberapa

Universita di Kota Pekalongan sebagai salah satu usaha dalam pencegahan abrasi dan

bencana rob.

Kata kunci : Bencana Abrasi, Tanaman Mangrove, Kampanye Sosial, Melestarikan

viii

ABSTRACT

Mangrove plant is a type of plant that lives on the seashore and the estuary of river.

Mangrove has positive benefit as the abrasion and flood prevention, so mangrove is

the most important as coast protection especially in Pekalongan City. Land of

mangrove plant in coastal areas of Pekalongan City had been lot of used as a pond

area and also as place to bargain for coastal people and it makes mangrove more

difficult to develop well and abrasion increases. Based on the review, the writer does

a program "Social Campaign Mangrove Planting in Pekalongan City as Section

Destination Branding".

The writer does the campaign to invite the students, especially the Unit of Nature

Lovers Students of some universities in Pekalongan with range age 19-23 years with

SES B, inviting to preserve the mangrove plants as one of the prevention way of

abrasion and rob disasters in Pekalongan.

The writer can conclude that there is a need to do a social campaign to preserve

mangrove plant by inviting the members of nature lovers in some universities in

Pekalongan as one of the efforts in preventing abrasion and rob disasters.

Keywords: Abrasive Disaster, Mangrove Plant, Social Campaign, Preserve

ix

DAFTAR ISI

HALAMAN JUDUL ............................................................................................... i

PERNYATAAN ORISINALITAS LEMBAR PENGESAHAN ............................ ii

HALAMAN PENGESAHAN ................................................................................. iii

LEMBAR PENGESAHAN ..................................................................................... iv

KATA PENGANTAR ............................................................................................. v

ABSTRAK ............................................................................................................... vii

ABSTRACK ............................................................................................................ viii

DAFTAR ISI ............................................................................................................ ix

DAFTAR GAMBAR ............................................................................................... xiii

DAFTAR TABEL .................................................................................................... xvi

BAB I PENDAHULUAN .......................................................................................... 1

1.1. Latar Belakang .................................................................................................... 1

1.1.1. Ekosistem Mangrove ................................................................................. 1

1.1.2 Pusat Informasi Mangrove ........................................................................ 2

1.2. Permasalahan Pokok ........................................................................................... 5

1.3 Lingkup Pembahasan .......................................................................................... 5

1.3.1 Batasan Permasalahan ............................................................................... 5

1.3.2 Batasan Wilayah ........................................................................................ 5

1.3.3 Sasaran ...................................................................................................... 5

1.4 Perumusan Masalah ............................................................................................ 6

1.5 Tujuan ................................................................................................................. 6

1.6 Manfaat ............................................................................................................... 6

1.7 Metode Pengumpulan Data dan Pemecahan Masalah ........................................ 7

1.7.1 Pengumpulan Data Primer ........................................................................ 7

1.7.1.1. Metode Wawancara ..................................................................... 7

1.7.1.2. Metode Kuesioner ....................................................................... 7

1.7.2 Studi Pustaka ............................................................................................. 7

1.8 Sistematika Penulisan ......................................................................................... 7

BAB II TINJAUAN PUSTAKA ............................................................................... 9

2.1 Kerangka Berifikir .............................................................................................. 9

x

2.2 Landasan Teori ................................................................................................... 9

2.2.1 Ekosistem Pesisir ....................................................................................... 9

2.2.2 Hutan Mangrove ........................................................................................ 10

2.2.2.1 Karakteristik dan Jenis Tanaman Mangrove ................................. 10

2.2.3 Kampanye .................................................................................................. 11

2.2.3.1 Tujuan Melakukan Kampanye ...................................................... 12

2.2.3.2 Jenis-jenis Kampanye .................................................................... 12

2.2.3.3 Model Kampanye .......................................................................... 14

2.2.4 Above The Line (ATL) dan Below The Line (BTL) .................................. 15

2.2.5 Logo .......................................................................................................... 15

2.2.4.1 Klasifikasi Bentuk Logo ................................................................ 16

2.2.6 Layout ........................................................................................................ 17

2.2.7 Fotografi .................................................................................................... 18

2.2.8 Elemen Desain Komunikasi Visual ........................................................... 19

2.3 Kajian Pustaka .................................................................................................... 20

2.3.1 Manajemen Kampanye: Panduan Teoritis dan Praktis dalam

Mengefektifkan Kampanye Komunikasi oleh

Drs. Antar Venus, M.Sc ............................................................................ 20

2.3.2 Laut Nusantara oleh Dr. Anugerah Nontji ................................................ 20

2.3.3 Mendesain Logo oleh Surianto Rustan ..................................................... 20

2.4 Studi Komparasi ................................................................................................. 20

2.4.1 Perancangan Kampanye Pelestarian Hutan Mangrove di Pesisir Pantai

Utara Kabupaten Tangerang oleh Wijoko ................................................. 20

2.4.2 Perancangan Poster Kampanye Pelestarian Hutan Mangrove di Jakarta

oleh Arif Siswanto ..................................................................................... 21

BAB III STRATEGI KOMUNIKASI ....................................................................... 23

3.1. Data Hasil Penelitian .......................................................................................... 23

3.1.1 Kota Pekalongan ....................................................................................... 23

3.1.1.1. Luas dan Batas Wilayah .............................................................. 23

3.1.1.2. Data Badan Penanggulangan Bencana Daerah di Kota Pekalongan

Tahun 2017 ................................................................................. 25

3.1.1.3. Data Dinas Pekerjaan Umum Tahun 2004 – 2015 ...................... 26

xi

3.1.2 Daftar Pertanyaan Narasumber ................................................................. 27

3.1.2.1. Dinas Kelautan dan Perikanan Kota Pekalongan ........................ 27

3.1.2.2. Pusat Informasi Mangrove Kota Pekalongan .............................. 29

3.1.2.2.1 Jenis Tanaman ............................................................ 31

3.1.2.2.2 Proses Penanaman Mangrove ..................................... 32

3.1.3 Analisis Hasil Observasi ........................................................................... 33

3.1.4 Analisis Hasil Kuesioner ........................................................................... 36

3.1.5 Analisa Hasil Kuesioner ............................................................................ 38

3.2. Khalayak Sasaran ................................................................................................ 39

3.2.1 Geografis ................................................................................................... 39

3.2.2 Demografis ................................................................................................ 39

3.2.3 Psikografis ................................................................................................. 39

3.3. Strategi Komunikasi ........................................................................................... 39

3.3.1 Creative Brief ............................................................................................ 39

3.3.2 Strategi Verbal ........................................................................................... 41

3.3.3 Strategi Visual ........................................................................................... 41

3.3.4 Tema Kampanye ....................................................................................... 43

3.3.5 Judul Kampanye ........................................................................................ 43

3.3.6 Strategi Media ........................................................................................... 43

3.3.7 Strategi Komunikasi .................................................................................. 45

3.3.8 Rincian Anggaran Biaya ........................................................................... 47

BAB IV STRATEGI KREATIF ................................................................................ 50

4.1 Konsep Verbal .................................................................................................... 50

4.1.1 Konsep Strategi Komunikasi Verbal ......................................................... 50

4.2. Konsep Visual ..................................................................................................... 51

4.2.1 Teknik Desain ........................................................................................... 51

4.2.2 Warna ........................................................................................................ 51

4.2.3 Tipografi .................................................................................................... 51

4.2.4 Elemen Visual ........................................................................................... 52

4.2.5 Logo .......................................................................................................... 53

4.2.5.1 Konsep Logo ................................................................................. 53

4.2.5.2 Pemilihan Warna Logo .................................................................. 54

xii

4.2.5.3 Logotype ........................................................................................ 54

4.2.6 Graphic Standar Manual ............................................................................ 55

4.2.6.1 Logo Utama ................................................................................... 55

4.2.6.2 Rumus Skala Logo ........................................................................ 55

4.2.6.3 Black and White ............................................................................ 56

4.2.6.4 Greyscale ....................................................................................... 56

4.2.6.5 Aplikasi Logo Benar dan Salah ..................................................... 56

4.3 Visualisasi Desain ............................................................................................... 59

4.3.1 Attention .................................................................................................... 59

4.3.1.1 Poster ............................................................................................. 59

4.3.1.2 Instagram ....................................................................................... 60

4.3.1.3 Skenario Iklan Layanan Masyarakat ............................................. 61

4.3.2 Interest ....................................................................................................... 66

4.3.2.1 Poster ............................................................................................. 67

4.3.2.2 Billboard ........................................................................................ 67

4.3.2.3 Iklan Layanan Masyarakat ............................................................ 68

4.3.3 Search ........................................................................................................ 68

4.3.3.1 Website .......................................................................................... 68

4.3.4 Action ........................................................................................................ 69

4.3.4.1 Poster ............................................................................................. 69

4.3.4.2 X-Banner ....................................................................................... 70

4.3.4.3 Layout Event ................................................................................. 70

4.3.4.4 Merchendise Event ........................................................................ 73

4.3.5 Share .......................................................................................................... 74

4.3.5.1 Merchendise .................................................................................. 75

BAB V KESIMPULAN DAN SARAN .................................................................... 76

5.1. Kesimpulan ......................................................................................................... 76

5.2. Saran ................................................................................................................... 76

DAFTAR PUSTAKA ................................................................................................ 78

xiii

DAFTAR GAMBAR

Gambar 1.1 Wilayah Peserbaran Tanaman Mangrove .............................................. 1

Gambar 1.2 Pusat Infromasi Mangrove Kota Pekalongan ........................................ 3

Gambar 1.3 Suasana Pusat Informasi Mangrove ....................................................... 3

Gambar 2.1 Bentuk Akar Pohon Mangrove Sebagai Penahan Abrasi ...................... 11

Gambar 2.2 Iklan Parfum AXE ................................................................................. 13

Gambar 2.3 Pemilihan Kampanye Presiden NKRI Ke-7 .......................................... 13

Gambar 2.4 Kamanye Anti Kekerasan Pada Anak .................................................... 14

Gambar 2.5 Logo EIGER .......................................................................................... 16

Gambar 2.6 Logo FANTA ......................................................................................... 16

Gambar 2.7 Logo TOKOPEDIA ............................................................................... 17

Gambar 2.8 Studi Komparasi Desain oleh Wijoko .................................................... 21

Gambar 2.9 Studi Komparasi Desain Oleh Arif Siswanto ........................................ 22

Gambar 3.1 Peta Administratif Kota Pekalongan ...................................................... 23

Gambar 3.2 Peta Rawan Bencana Banjir Rob 2017 .................................................. 25

Gambar 3.3 Daftar Penanganan Rob 2004 – 2015 .................................................... 26

Gambar 3.4 Denah Penanganan Rob ......................................................................... 27

Gambar 3.5 Keadaan Pesisir Pantai Kota Pekalongan .............................................. 34

Gambar 3.6 Pemukiman Warga di Pesisir Pantai Kota Pekalongan .......................... 35

Gambar 3.7 Contoh Poster dengan Gaya Desain Fotografi ....................................... 42

Gambar 3.8 Contoh Jenis Font Serif .......................................................................... 42

Gambar 3.9 Contoh Karakter Warna Dingin ............................................................. 43

Gambar 4.1 Font Akachen (serif) .............................................................................. 52

Gambar 4.2 Bibit Mangrove (kiri) dan Rumah Penduduk (kanan) ........................... 52

Gambar 4.3 Suasana Lingkungan Hidup Tanaman Mangrove .................................. 53

Gambar 4.4 Konsep Logo Kampanye ........................................................................ 53

Gambar 4.5 Warna Logo Kampanye ......................................................................... 54

Gambar 4.6 Font Serif (kiri) dan Font Script (kanan) ................................................ 54

Gambar 4.7 Logo Utama Kampanye ......................................................................... 55

Gambar 4.8 Skala Logo Utama Kampanye ............................................................... 55

Gambar 4.9 Logo Black and White ............................................................................ 56

Gambar 4.10 Logo Greyscale Kampanye .................................................................. 56

xiv

Gambar 4.11 Aplikasi Logo yang Benar (background) ............................................ 57

Gambar 4.12 Aplikasi Logo Ukuran Terkecil ........................................................... 57

Gambar 4.13 Penggunaan Logo Salah (background bergambar) .............................. 58

Gambar 4.14 Penggunaan Logo Salah (perubahan warna) ........................................ 58

Gambar 4.15 Penggunaan Logo Salah (logo menyempit dan melebar) .................... 58

Gambar 4.16 Penggunaan Logo Salah (merubah posisi logo) ................................... 59

Gambar 4.17 Poster Tahap Attention ......................................................................... 60

Gambar 4.18 Instagram .............................................................................................. 60

Gambar 4.19 Scene Suasana Tempat Pedagang Kaki Lima di Pesisir Pantai Kota

Pekalongan ........................................................................................... 62

Gambar 4.20 Scene Suasana Tempat Pedagang Kaki Lima di Pesisir Pantai Kota

Pekalongan ........................................................................................... 62

Gambar 4.21 Scene Suasana Pembangunan Tembok Pantai di Pesisir Pantai Kota

Pekalongan ........................................................................................... 63

Gambar 4.22 Scene Suasana Pemukiman Mayarakat di Pesisir Pantai Kota

Pekalongan ........................................................................................... 63

Gambar 4.23 Scene Suasana Pemukiman Mayarakat di Pesisir Pantai Kota

Pekalongan ........................................................................................... 63

Gambar 4.24 Scene Pendapat Seorang Buruh di Pesisir Pantai Kota Pekalongan .... 64

Gambar 4.25 Scene Pendapat Seorang Pembantu Rumah Tangga di Pesisir Pantai

Kota Pekalongan .................................................................................. 64

Gambar 4.26 Scene Pendapat Seorang PNS di Pesisir Pantai Kota Pekalongan ....... 64

Gambar 4.27 Scene Ekspresi Masyarakat di Pesisir Kota Pekalongan dengan

#lestarimangrovekubestarikotaku ........................................................ 65

Gambar 4.28 Scene #lestarimangrovekubestarikotaku .............................................. 65

Gambar 4.29 Scene Logo Pendukung Kampanye Sosial Penanaman Mangrove ...... 65

Gambar 4.30 Tampilan ILM dalam Bioskop ............................................................. 66

Gambar 4.31 Poster Tahap Interest ........................................................................... 67

Gambar 4.32 Desain Billboard .................................................................................. 67

Gambar 4.33 Tampilan Website ................................................................................. 68

Gambar 4.34 Poster Tahap Action ............................................................................. 69

Gambar 4.35 X-banner Tahap Action ........................................................................ 70

xv

Gambar 4.36 Gate Event ............................................................................................ 70

Gambar 4.37 Suasana Event ...................................................................................... 71

Gambar 4.38 Site Plan Penanaman Mangrove .......................................................... 71

Gambar 4.39 Suasana Talkshow ................................................................................ 72

Gambar 4.40 Suasana Event Tampak Atas ................................................................ 72

Gambar 4.41 Merchendise Gantungan Kunci ............................................................ 73

Gambar 4.42 Merchendise Pin ................................................................................... 73

Gambar 4.43 Merchendise Enamel ............................................................................ 74

Gambar 4.44 Merchendise Totebag ........................................................................... 74

Gambar 4.45 Merchendise Kaos ................................................................................ 75

Gambar 4.46 Merchendise Topi ................................................................................ 75

xvi

DAFTAR TABEL

Tabel 2.1 Tabel Kerangka Berfikir .......................................................................... 9

Tabel 2.2 Struktur Model Kampanye Leon Ostergaard ........................................... 14

Tabel 3.1 Nama dan Luas Kecamatan di Kota Pekalongan ..................................... 24

Tabel 3.2 Keanekaragaman Jenis Tanaman Mangrove Pada Area PIM .................. 32

Tabel 3.3 Usia Responden ....................................................................................... 36

Tabel 3.4 Pentingnya Pelestarian Tanaman Mangrove ........................................... 36

Tabel 3.5 Responden Pernah Berkunjung ke Pusat Informasi Mangrove ............... 36

Tabel 3.6 Media dalam Mendapatkan Informasi ..................................................... 37

Tabel 3.7 Gaya Desain yang Diminati ..................................................................... 37

Tabel 3.8 Jenis Warna yang Diminati ...................................................................... 37

Tabel 3.9 Jenis Tipografi yang Diminati ................................................................. 38

Tabel 3.10 Strategi Komunikasi (AISAS) ................................................................. 45

Tabel 3.11 Rincian Anggaran Biaya .......................................................................... 47