TEENS GREENS INITIATIVE CAMPAIGN: VISUAL COMMUNICATION STRATEGY

Abstract

Over 95% of young adults in Indonesia fail to meet daily vegetable intake requirements, consuming only 0.5-1 servings per day, which is far less than the WHO’s recommendation of 5 servings. They feel overwhelmed by the requirement to eat a lot of vegetables and they still struggle to find their “vegetable soulmate,” vegetables that match their preferences. However, the emergence of nutrient-rich 'microgreens' offers a promising solution, yet they remain largely unknown. There are already online campaigns introducing microgreens, but not comprehensive and very little of it is accompanied by direct experience or interactions. Because of their great potential, microgreens may be introduced in a more comprehensive and targeted way. One of the ways is through this Teens Greens campaign, which is designed to introduce young adults (ages 17 to 25) to microgreens. This campaign uses qualitative methods, collecting data through observations, literature studies, surveys and interviews. Miles and Huberman model data analysis was also used for data processing. This campaign was created to introduce and help them in finding their own “microgeens soulmate” to match their diet preferences by using 5A communication strategy (aware, appeal, ask, action, and advocate). The campaign communicates by creating educational content with engaging visuals through online platforms like Instagram and microsites, also providing first-hand and direct experience through offline initiatives such as out-of-home media and interactive booths.