Malu Lintas - Social Campaign

•

(Overpopulation + Cheap Vehicles)

(Responsibility + Common Sense)

_______________________________________-

Road filled with morons.

Indonesia suffers from the high rate of traffic disturbance and accident that is mainly caused by irresponsible road users especially in bigger cities like the capital region of Jakarta. Said irresponsible behavior caused by many different reasons, from unqualified and underage drivers, overcrowded street, to lack of understanding about traffic law.

Solution

Creating social campaign to spread the awareness about following the traffic law. Based on the research, millions of Indonesians are using various social media on regular basis. This makes online platform a vital part to introduce and kick-start the campaign to public, which then followed by publicizing the campaign on the real world. Surely, because this is a thesis project of a Visual Communication Design student, the social campaign would be mainly based on visual content.

Simple

Understandable

Customizable

_______________________________________+

Effective & efficient design.

As a social campaign that depends on visual content, a visual identity need to be made to attract and maintain public attention. The visual identity have to be :

Simple : visually easy to recognize, memorable at first sight.

Understandable : convey a clear message with everyday language, encourage viewer to follow the message.

Customizable : easy to reproduce series of graphic content with similar visual style.

Design Approach

Based on previous consideration and research, the ideal content for the campaign should illustrate the traffic situation problem itself in 3D visualization. Why 3D? Because 3D visual representation can display more hierarchical data using dimension of depth, and 3D representation of the real world allow a more natural and realistic approach on bridging information from its digital representation to human cognition. The visualization also have to have/be :

Minimalist style : simplistic visual form, with limited and contrast color selection to focus the viewer's attention to specific object/area.

Bold message : rather sarcastic/upsetting caption to capture attention, followed with info that support the campaign's objective.

Template-based : various designed object served as template that can be combined to shape different content.

Graphic System

There are two visual system that influence the entire visual identity :

Grid lines : the visualization use specific grid length to maintain uniformity between objects scale & position.

Color selection : two solid colors are selected based on complementary, split-complementary and monochromatic color rule to create contrasting and vivid visualization on major visual aspect of the design.

Within color selection itself, there are three points that should be followed :

Focal color : highlights the focused object/area in the visualization.

Peripheral color : serves as a background of the highlighted object/area.

Extra color : white or black color used for a caption that supposed to be the 'icing' of the message.

Visualization

Based on previous graphic system, template objects are then created and arranged to simulate traffic situation visualization. Above images are examples how the objects are arranged and colored according to the graphic system.

Layout

Malu Lintas have specific layout system to maintain a consistent proportion between various media platform. The campaign use its logo as a reference to determine the size of various aspect within the content, and the size of the logo itself is determined by the dimension of the media.

Research

Conceptualization

Execution

_______________________________________+

Successful social campaign.

The campaign started with socialization through social media at first, which then followed by physical publication through posters, billboards and banners.