Analisis Media Campaign untuk Meningkatkan Awareness Remaja terhadap Alternatif Karbohidrat Lokal

Abstract

This study aims to identify suitable campaign media, communication styles, and design concepts to increase adolescents’ awareness of local food sources as alternative carbohydrates. The study is motivated by adolescents’ carbohydrate consumption patterns, which remain dominated by rice, and their limited interest in local food due to insufficient knowledge of its nutritional benefits and preparation methods. A mixed-methods approach was employed, combining quantitative proportion calculations with qualitative descriptive analysis. Data were collected through questionnaires administered to 50 respondents aged 16–25, selected using purposive sampling. The data were analyzed to identify respondents’ knowledge, interest, media preferences, preferred communication styles, and design concepts. The findings indicate that short-form videos, particularly Instagram Reels and TikTok, were the most preferred campaign media, selected by 76% of respondents. Meanwhile, 56% preferred a casual communication style that relates to everyday life, and 58% favored exploratory designs dominated by images. The main barrier to consuming local alternative carbohydrate sources was limited knowledge of food preparation methods. This study concludes that social media campaigns featuring dynamic visuals, engaging designs, and relatable communication have the potential to increase adolescents’ awareness and interest in local food sources as alternative carbohydrates. Further research is needed to evaluate campaign effectiveness in improving adolescents’ knowledge and influencing their consumption behavior.