VISUAL COMMUNICATION STRATEGY TO BUILD AWARENESS OF REUSABLE TOTE BAG HOARDING

Abstract

Reusable tote bags have become a popular trend since government policies have taken concern by banning plastic usage these last few years. Reusable tote bags are surely better for the environment compared to plastic if used correctly. But at this time reusable tote bags were becoming more and more unsafe because of certain activities with no assurance to beware. Sooner, reusable tote bags could be something more harmful than plastic waste to the environment if ignored. Unfortunately, no action and visual communication has ever been designed in a systematic way. Target aimed at those who live in houses, apartments in big city with 20-30 aged young people who are either studying or working. First step to build a new behavior is choosing the communication journey that could reach the target and sustain the messages. Qualitative methods are used for data collection such as survey, focus group discussion, and observation. The author used a communication journey named New Consumer Journey 5A (Aware, Appeal, Ask, Act, Advocate) with ownership, collectivism, and commitment spurring action. Based on media habits and behavior, the main media used in this visual communication is social media and application. The results of the research are used to determine the message to be conveyed. Therefore, it was found that none of them know the solution, so they prefer not to do anything.