Designing a Sustainable Social Campaign to Reduce Food Waste: A Case Study of 'Makan Sampai Titik' for Generation Z Awareness

Food waste is a global issue with significant environmental, economic, and social impacts. In Indonesia, the habit of leaving food uneaten remains common, especially among the younger generation. The campaign “Makan Sampai Titik” was designed as an educational effort to raise awareness of the importance of finishing meals, using a visual communication design approach tailored to the characteristics of Generation Z. The design process involved problem analysis, literature studies, observation, creative strategy development, and visual style exploration. This campaign delivers its core message through the tagline “Slay Your Meals, No Crumb Left,” presented via main media platforms such as Instagram, TikTok, and ambient media. Additionally, promotional materials such as printed posters, merchandise, and other supporting media are used to expand the campaign’s reach and reinforce its visual identity. The results indicate that an appropriate visual approach and relevant communication style can effectively strengthen the delivery of social messages. Currently, audience testing is underway to evaluate the overall impact of the campaign. This campaign is expected to contribute to raising awareness and encouraging behavior change in food consumption among young people.