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，食物剩余的习惯仍较为普遍，尤其在年轻群体中。本次名为"Makan Sampai Titik"的宣传活动旨在通过教育手段提升公众对吃光餐食的重要性的认知，其采用了适配Z世代（Generation Z）特征的视觉传播设计方案。该活动的设计流程涵盖问题分析、文献研究、实地观察、创意策略制定与视觉风格探索。本活动以"Slay Your Meals, No Crumb Left"（译为「吃光餐食，不留残渣」）作为核心标语，通过Instagram、TikTok等主流媒体与环境媒体传递核心信息。此外，活动还通过印刷海报、周边衍生品及其他辅助宣传物料扩大传播范围，强化视觉标识。研究结果表明，适配的视觉方案与契合受众的传播风格可有效提升社会信息的传递效果。目前，活动正处于受众测试阶段，以评估其整体传播效果。本活动有望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。