DESIGNING SOCIO-COMMERCIAL CAMPAIGN REDUCING BODY SHAMING ACTION ON TEENAGERS IN BATAM WITH NIVEA

Abstrak

Abstract: The problem of body shaming or humiliating body shape is no longer new and taboo in Indonesia. Body shaming that occurs in teenagers aged 12-18 years which is the top problem experienced by their age group. According to Dr. Devie Rahmawati, 2018 this causes a person to become stressed and depressed. The main factor that causes body shaming bullying is that they do not realize what the consequences and the negative impact it has on the victims. This research aims is to design a campaign that provides awareness and early education about body shaming bullying. In designing this campaign to create consumer loyalty with a point of success, it will bring a well-known product that is already known everywhere, namely Nivea. The goal is to support the introduction of this new campaign for the target audience that will have a big impact. The purpose of making a campaign is to prevent teenagers from feeling anxious, embarrassed, not confident, going on extreme diets, to severe mental disorders. Then used a qualitative method consisting of literature study, interviews, observations and questionnaires, based on the results of data analysis from the field. The result is a design of campaign activities in the form of above the line and below the line.
Keywords: Body Shaming, Bullying, Campaign, Social, Teenagers