Adolescence is often associated with myths and stereotypes about the irregularities and morbidity. It can be seen from the many theories that address developmental disharmony, emotional disturbances and behavioral disorders as a result of the pressures experienced by adolescents, because the changes that happened to him and the consequences of environmental change.

Teens today are faced with an environment where everything is changing very rapidly. They are overwhelmed by too much information and too fast to be absorbed and understood. Everything continued to accumulate until it reaches what is called information overload. As a result, there is a sense of alienation, despair, absurdity, identity problems and issues related to culture clash.

This problem is very crucial. Lots of research on emotions potentially negative behavior in this transition, but very few solutions that can be offered. Therefore, based on these problems then designed a campaign to grow the power of positive thinking for teens who are experiencing a crisis of confidence. Background specifically selected problems is the perception of “smart is by studying at Perguruan Tinggi Negeri”.

Because today’s teenagers are likely to get the perception that Perguruan Tinggi Negeri is always superior than Perguruan Tinggi Swasta and when they could not qualify for Perguruan Tinggi Negeri’s admission in the selection, then they will feel psychologically distressed.

Form of pressure resulted in their narrow thinking, and they are not confident of what they are living (studying in Perguruan Tinggi Swasta) when in fact they have the potential to succeed although not in the Perguruan Tinggi Negeri.

The campaign is designed to grow the power of positive thinking for high school students in the school grade 3 seed in the sub-urban town in West Java who are experiencing psychological stress due to non-receipt in the Perguruan Tinggi Negeri’s favorites. Meanwhile, the stigma of being woken up in the school and their homes have the perception that Perguruan Tinggi Negeri more prestigious than the Perguruan Tinggi Swasta and as the benchmark of success of the person.

They need a motivator who gives an understanding that success is not determined where they are but how they are trying to achieve.

With a personified target audience to be a main character in a story, this campaign began.

“Putra, a young man aged 18 years who had just graduated from one of the leading Senior High School. Putra’s not that popular but not a well man cornered, he’s ordinary teenager who has many friends are enough to hang out and share information.

Putra has high aspirations to be successful, and he is a studious person and easy to get along. Putra is also a very compassionate toward his parents. He always tried hard to get and grant his wish to be a child of a parent proud.

Then, when Putra not accepted at Perguruan Tinggi Negeri although he had studied hard, she felt embarrassed, ashamed of his friends. Many of his friends who were accepted as a student at one of the favorites Perguruan Tinggi Negeri. He then stressed, a lot of negative thoughts running through his head due to the wrong perception. Perceptions smart it should go to Perguruan Tinggi Negeri proven misled minds of most teenagers and make it insecure. Then with a variety of perception, can Putra through?”

For this case, positive thinking campaign is designed.

This campaign uses AISAS communication strategy, with various forms of media, both print and online. All designed in stages over a period of four months, so that the target audience in order to be able to receive the campaign message of positive thinking properly.

Think Thing Advertising
Art Director : Anton Rijal Fikar
Designer : Bayu Puspito Bhaskoro, Atin Sunarti
Copywriter : Ekariana Fitrina Irawan
Photographer & DI Artist : Bobby Hendrayanto
Illustrator : Anton Rijal Fikar