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.

食物浪费是一项全球性议题，对环境、经济与社会均造成显著影响。在印度尼西亚，剩食习惯仍较为普遍，尤其在年轻群体中尤为突出。“Makan Sampai Titik”活动旨在通过针对Z世代（Generation Z）特征定制的视觉传播设计方案，开展教育宣传以提升公众对光盘行动重要性的认知。本次活动的设计流程涵盖问题分析、文献研究、实地观察、创意策略制定以及视觉风格探索等环节。活动以“吃光餐食，不剩分毫”（Slay Your Meals, No Crumb Left）为核心宣传标语，通过Instagram、TikTok等主流媒体与环境媒体进行传播。此外，活动还通过印刷海报、周边衍生品及其他配套媒体物料扩大传播范围，强化活动视觉标识。研究结果表明，适配的视觉设计方案与契合受众的传播风格，可有效提升社会讯息的传递效果。目前，该活动正开展受众测试以评估其整体传播效果。本活动有望助力提升年轻群体的食物浪费认知，并推动其饮食消费行为的积极转变。