STRATEGI KOMUNIKASI VISUAL AKUN INSTAGRAM @STUDIODJIWA SEBAGAI MEDIA KAMPANYE KESEHATAN MENTAL

Dinda Nur Ramadhania, NIM.: 20107030034 (2025) STRATEGI KOMUNIKASI VISUAL AKUN INSTAGRAM @STUDIODJIWA SEBAGAI MEDIA KAMPANYE KESEHATAN MENTAL. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Mental health issues are still often underestimated by society, including the lack of safe spaces for students to express their emotions and thoughts openly, so they feel they do not receive adequate attention. Self-awareness is a fundamental aspect in helping individuals recognize their feelings and thoughts, as well as identify early signs of mental health disorders. This condition is increasingly relevant with the lack of open and safe discussion spaces related to mental health issues. Therefore, mental health campaigns have an urgency to increase public awareness, knowledge, and understanding of the importance of maintaining mental health and getting the necessary help. This research analyzes Studio Djiwa's Instagram account as a mental health campaign platform with a focus on the application of visual communication strategies. This research uses a descriptive qualitative approach using theories of visual communication strategies, campaign media, and also mental health. Data collection was conducted through observation, in-depth interviews, and documentation methods. The results of the study show that Studio Djiwa utilizes digital platforms effectively to deliver creative and impactful mental health campaign messages. This success was determined by the application of four main aspects, namely media as an extension of self, messages in campaign media, the concept of warm media and cold media, and the global village approach. In addition, the application of the attention, interest, desire, and action is a major supporting factor in increasing the effectiveness of the campaign in building public awareness of mental health issues. By using relevant informative content, combining psychoeducation and attractive cartoon animation. Using bright colors and human illustrations can build emotional closeness with audiences through interactive elements and encourage audiences to actively participate in spreading mental health campaigns.

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