The Effectiveness of Social Campaign “Mari Kembali Ke Desa”

towards First Jobbers Who Came from outside Jakarta: A Pre-test

Logo and Advertising

Vashti Trisawati Abhidana

, Novi Dila Kana

Graphic Design & New Media Program, Visual Communication Design Department, Binus Northumbria School of

Design, Bina Nusantara University, Jakarta, Indonesia 11480

Keywords: Social Campaign, Urbanization.

Abstract: Urbanization in Indonesia brings a complex problem in the cities. People from the rural area perceive big

city will bring more prosperity than living in their village. However some young adults who lived in the

rural area before they took a higher education, think about to groom and grow their own village to make the

community alive and make some changes. Therefore through the social campaign “Ayo Kembali ke Desa”

created by one of the graphic design new media students (GDNM), which the content is motivating young

adults to go back to the village. In this paper is conducting a pre-test for campaign logo and promotional

materials that has been created, because in social campaign conducting a pre-test is a mandatory before

launching the campaign. Through qualitative research with focus group discussion the campaign has good

prospect gain the interest of the target audience with several adjustments.

1 INTRODUCTION

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Based on the Interior Ministry of Indonesia

Regulation no. 56 – Year 2015 the total villages in

Indonesia is 83,184, which divided into 74,754

villages itself and 8,430 districts from Sabang to

Merauke (Lailissaum, 2017), which every single

village has a Local Regulation legal. In Indonesia,

urbanization creates two impacts: (1) Government

didn’t pay good attentions towards the hide

potentials in the villages, (2) Slow development and

isolation in villages. The villagers lack to be

independent in living, and saw more opportunity to

live in the big cities (Gunawan, 2016). Singgih S

Kartono, founder of Spedagi – a handmade bamboo

bicycle – said that villagers move to big cities

because there were “city attraction” (daya tarik kota)

and “village repulsion” (daya tolak desa) in the

villagers mind. Through television program it

creates an illusion and dream that living in a city

will improve villagers. They feel bored, tired and

stagnant, which the uncool and old school

perception occurred. Village or in Indonesia is called

desa, needs to be revitalized and the community

craves to be inspired. Good human resources from

the outside who have the expertise and brilliant ideas

can develop and train this community by also

bringing up some external resources. The

community will stay and have more skills, which

give them a better living and economy (Spedagi,

2011).

With the background of the needs to develop

villages’ potentials, one of the ideas is spread a

social campaign, which motivating target audience

to contribute and give back their knowledge and

skills to the local villagers. Through the “Ayo

Kembali ke Desa” (Let’s go back to the village)

theme a logotype, series of print advertisements and

a TV commercial (see figure 1, figure 2, and figure

3) have been constructed. This social campaign

promotional materials have been created based on

the research results through quantitative and

qualitative research. However all these graphic

design materials have not been tested, which a pre

testing for social campaign to the potential target

Abhidana, V. and Kana, N.

The Effectiveness of Social Campaign “Mari Kembali Ke Desa” towards First Jobbers Who Came from outside Jakarta: A Pre-test Logo and Advertising.

DOI: 10.5220/0010007100002917

In Proceedings of the 3rd International Conference on Social Sciences, Laws, Arts and Humanities (BINUS-JIC 2018), pages 311-316

ISBN: 978-989-758-515-9

311

audience is an important element to be fulfilled

before launching the campaign.

Figure 1: Campaign logo.

Figure 2: Print advertisement series A, B and C.

Figure 3: 60 seconds TV commercial “sobat desa.”

Through a qualitative pre-test research, we can

get more insights from the target audience towards

the design and then review the whole materials to

recreate, revise or just fine-tune it. The purpose is to

make the campaign is effective and achieve the

advertising objective: create awareness. The

message is emphasizing to inspire, motivate or even

change their behaviour that one day they will go

back and build their village after being exposed with

the campaign.

The target audience is bachelor students,

originated from villages or small towns throughout

Indonesia to continue their higher education or work

in big cities. They are first or second jobbers in

various companies or industries, 21-30 years old,

both genders, with their earnings between Rp 5 to 8

million.

2 METHOD

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volume look as uniform as possible (Moore and

Lopes, 1999).

Researchers conduct qualitative research through

focus group discussion to one group with 4 sources

to get the insights from the target audients towards

the execution of the logo and promotional materials.

Before taking any insights, researchers disseminate a

questionnaire to see the “spontaneous” answers. All

members see the logo for 15 seconds then answer

the questions and give scores. At the end they have

to draw the logo based on their capabilities of their

memory.

2.1 Logo Pre-test

To identify and start a social campaign, usually we

create a logo and will apply in all promotional

materials. The objective is the target audience can

easily recognize the campaign and when they’ve

being exposed several times it might stick into their

mind. A well design logo, connotes a thoughtful and

purposeful enterprise, and mirrors the quality of its

products and services. To pretest the logo, there are

seven steps created by Paul Rand that need to be

checked: (Schools, 2015)

 Visible: easily to be seen, the impression,

what is the element that striking

 Adaptable: easily been applied to various

promotional materials and application

 Uniqueness: the distinctiveness of the logo

compare with others, is it reminding to

other logo?

 Timeless: logo will be long lasting, opinion

about the colour, typeface, and symbol

 Universal: there’s a consistent meaning

 Simple: present a big and small size to see

that the target audience can see it easily, not

over simplified and creates boredom, and

afterwards they asked to redraw it.

 Memorable: easy to memorize it, and which

is the strong element to make it memorable.

Researcher add more questions to observe

more thorough of the logo itself are as

follow:

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Based on the participant opinions and scoring,

researchers know how to fine-tune the logo that will

acceptable and suit the social campaign theme.

2.2 Print Advertising Pre-testing

Print advertisement is a product or service to be

informed to the target audience through mass media

especially print media, such as newspaper,

magazine, tabloid, and out of home. For pre testing

of print advertisements/posters, there is 10 elements

should be tested: (The Healthen Compass, 2018)

 Key appeal: elements that’s stand out or

ordinary, and like/dislike

 Comprehension: the target audience

understand the message, and confusing/not

confusing

 Acceptability: the element that is

appropriate/inappropriate and how should

be better

 Believability: the realistic is the

advertisement, anything that makes it

believable/unbelievable in the message.

 Involvement: the target audience of the

advertisement and from which element they

know it (easy to identify it)

 Persuasion: the advertisement is convincing

and inspiring and from which element

 Call for action: to check if target audience

want to participate or at least interested

with the campaign and want to know

further more.

 Uniqueness: give a newness approach or

remind them of something

 Memorable: it is easy to memorize it

In this this paper researchers test 3 series of

advertisement and each has different message that

focus on: knowledge, capital and network but under

one big idea theme “Mari Kembali ke Desa”

2.3 Tv Commercial Pre-testing

TV Commercial is about relaying a specific social,

political or sales pitch in a limited amount of time,

broadly ranging in between few seconds to several

minutes. The purpose is to generate demand for a

product, service, idea or cause (Adglitz, 2010). In

TV Commercials there are two elements that relates

with verbal and visual with the duration is 30

seconds or 60 seconds. The elements of pre testing

for TV commercial basically is the same as print

advertisement. Since the TV Commercial has

already been executed, researchers test the final

material and not using the storyboard.

3 RESULT AND DISCUSSION

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All sources came from various places like North

Sumatra, West Sumatra and South Sulawesi. They

stay in Jakarta because of they got the job or their

first post in Jakarta. Living in Jakarta has lots of

opportunities, entertainments, easy to have friends,

and individualistic life. They tend don’t want to go

back to their homeland because of those reasons.

Some of them still feel the racism in their homeland

especially if you have Chinese descendants. The one

that they miss is the local food that they never get it

the authenticity in Jakarta. The challenge is the bad

traffic jammed and learn to be toughed.

3.1 Logo

Based on the spontaneous variable the logo is an

organization like WWF, UNICEF, something that

concern about the environment, an immigrant

community, helping the villager people who are

unfortunate. The word “Sobat Desa” (Village

Buddies) is quite striking since is directly related to

invite people to develop a better village. The two

people element is quite strong because it can be

identify just for short notice, and it’s a solid

community who help each other. The strong

characters of the logo are: (a) The chocolate hand in

a circle, (b) two people join hands, (c) the village

scenery as the background, (d) two kids and the

green color. The spontaneous score (1 to 10) for the

logo is as follow: 1 = very bad/negative/other

adjective words, 5 = neutral, 10 = very

good/positive/other adjective words. The results are:

Uniqueness (7-8), stand-out compare with others (5-

8), easy to perceive (7-9), visibility (5-9), adaptable

(7-9), memorable (7-9), timeless (5 and 7), and

simplicity (8-10). When sources have to redraw the

logo, basically they can capture the elements of

people, small leaves, green leafs and chocolate wood

colors and the word of “Sobat Desa” even though

there’s an anomaly of yellow color and the

placement of the word of “Sobat Desa”.

In the visible variable, sources have the

impression is an organization or community that

want to develop the village, support each other, or

relates with environment, because of the green and

the chocolate colours. It reminds them very remote

The Effectiveness of Social Campaign “Mari Kembali Ke Desa” towards First Jobbers Who Came from outside Jakarta: A Pre-test Logo and

Advertising

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villages like in Papua, which are still untouchable.

The word “Sobat Desa” is also a strong element and

readable, which invites people who wander to big

city to go back to their homeland, with the reason to

make a better place and brings an emotional feeling

too. They like the green and chocolate colour, but

they prefer dark green leaves. The illustration of two

people join hands means people in the villages are

not alone, there will be someone help them. The

sources also capture a hand below the green circle. It

enhances the meaning of helping, protecting and

supporting the people through the chocolate hue that

suits well on the illustration as hugging the people

and yet at the same time is like tree branch. Some of

the sources didn’t like the small leaves element that

is too crowded. The adaptable variable; their

response is the logo is easy to adapt in various

promotional items and in many merchandises. It’s

also easy to capture on the street, because of the

colour and the two people inside the green circle. In

uniqueness, the two people, the hand below and the

word of “Sobat Desa” makes the logo distinctive

since it’s uncommon to have a logo with wording.

The logo reminds them with organizations that have

the personality like UNICEF, and yet through the

green colour is like Starbucks. The leaves make

them confuse since it’s depict an environmental

organization. For timeless variable the combination

between green and chocolate colour is acceptable, it

express something about environment. In universal

variable the logo express an organization that

concern helping people in the villages. They

perceive the logo is easy to understand and quite

memorable which answering the simplicity variable.

The memorable aspect of the logo is the word

“Sobat Desa”. Suggestions for better logo is more

integrated between elements as a whole campaign

logo, and take out the leaves. Based on the

suggestions, researcher revise the logo is as follow:

Figure 4: Logo sobat desa revision.

Researchers change the background colour of the

circle into Tosca green and taking out the leaves.

The hand illustration below also changes into dark

chocolate wood. The reason is to lessen the

environment perception yet still have strong village

nuance. It could cater also villages in the coastal

area, since Indonesia also has many fishery villages.

The combination between both colours make the

logo solid, compact and united with the word “Sobat

Desa” part of the hand illustration.

3.2 Print Advertising

Each advertisement using the same headline ‘Desa

Butuh Lo Sob’ (The village needs you bro) with

different strong colours and emphasize one single

message that divided into knowledge, capital/money

and network; and those three aspects can make good

contribution to develop the people and the village

itself. The key appeal for all print advertisements is

the headline, which is expressing the young

generations and the bright colours. The best colour is

the blue one, the lime green and yellow is too strong

and bit irritated for their eyes, yet they still like the

strong colours platform. One of the sources said that

the model with lime green background, need to erase

the brand on the T-shirt, because is stronger that the

logo of the campaign. The 2

advertisement with

blue background, they bit reluctant with the word

‘capital’ that relates with money, because the word

is quite sensitive and people will avoid it. It seems

asking money as a donation. They said people could

contribute anything, not merely money. Nevertheless

the word ‘capital’ is also strong, because there’s

chicken piggybank. The 3

advertisement with

yellow background they perceive the model is one

from the city (wearing a formal shirt) and one from

the village (wearing a T-shirt). It explain that the

urban guy asks the village guy to join “Sobat Desa”.

In comprehension variable which describing the

message, they perceive that when you already

graduated from university just go back to your

homeland to make a better village because villager

needs it. The knowledge that gain from university,

capital or the network they perceive it from the body

language of the models and the various illustration

vectors on the right side. The target audience is

more for youngsters who just graduated from

university. They don’t have a problem with the

Jakarta slang, since some big cities in Indonesia

adopt those slangs and understand it. The strongest

message is related with knowledge/education on the

print ad body copy, because it tugs directly to the

emotional side and can contribute immediately. In

the acceptability variable, they accept positively

because invites wanderer concerns towards their

homeland, but not directly after graduated. Since

they reluctant with the word of ‘capital’ in the body

copy on the 2

advertisement, it still positive with

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the vector illustrations such as money and the

chicken piggybank visual. Seeing the 1

print ad

they believe it, even they asked if it’s already in the

Instagram. They want to see more the information;

thus the believability factor is quite strong. In

involvement variable they recognize the target

audience is more for youngsters who just graduated

from university, especially for the people of Jakarta

because the headline is using the Jakarta slang. Even

though the whole design is for graduated students, it

still suitable for mature target audience. In the

persuasion factor, the message is touchy for

wanderer than people who originated live or born in

Jakarta. The ‘Desa Butuh Lo Sob’ headline gives

them a reminder to be more concern towards their

homeland, yet some of them didn’t feel anything

because there’s no big deal to build a better village.

The series of print ads are inviting and they can feel

the call to action factor, especially the

#yukmembangundesa (let’s develop the village) and

the Instagram address. On the uniqueness side, they

said is the headline and the strong colors; and for the

memorable variable is the headline. When all

materials presents side-by-side it’s integrated and

consistent, through the whole design, layout and

headline. The logo itself also fit in well on the print

advertisements. According to the suggestions,

researcher modify one of the print ad as a reference

for others:

Figure 5: Fine-tune print advertisement as a guideline.

Basically the whole concept is still the same, but

researchers add an architectural vector illustration as

part of the print to give more meaningful that the

knowledge or education can build up something

meaningful to the villagers. Brand logo on model’s

T-Shirt is also has been removed. The word

“education” in body copy also has bigger point and

written in capital letter with the same colour like

others to make it readable yet are highlighted also.

3.3 TV Commercial

In TV Commercial the first reaction is the

‘emotional side’ it doesn’t happen. It’s just sending

information and that’s it. There’s a scene that invite

people to make contribution but what kind of action

people should do doesn’t deliver in the TVC.

Therefore the call to action variable doesn’t show

promptly. The opening scene of the poverty results

with strong colours of green and orange don’t match

as a message. The message is plain and it doesn’t

appealing at all. Therefore the key appeal and

acceptability variables are not as strong as the series

of print advertisement. For them poverty data is not

something new and nevertheless the persuasion

factor is low. They prefer picturing the poverty by

bring it up some visuals about unfortunate kids,

present an underdeveloped rural with people from

big cities give help or donation and sharing

experience. The TVC should have more in the

emotional side, make viewers feel sad and could

inspire and change their mind to do something.

In the involvement variable they still can

identify the TVC is for youngsters-graduated

students from the models and the strong colours

combination. Since they are not as enthusiastic as

the series of print advertisements, the uniqueness

factor does not appear. Although there are more

negative responses to the TVC, they can remember

about the poverty information, which they say it

many times during the discussion and it will be a

good opportunity for the memorable variable. They

also remember the #yukmembangundesa at the

closing, but it doesn’t bring up some interest.

Sources give some suggestions to change the content

of the TVC: (1) Give visuals that depict poverty; (2)

Put celebrity to gain interest, (3) What kind of action

viewers have to do, (3) Change the music to gain

emotional appeal. For this paper purposes,

researchers decide not bring up the fine-tune TV

commercial because it needs to revise the

storyboard, shooting, taking footage, editing, change

the voice over and rerecording it.

4 CONCLUSIONS

The campaign of “Ayo Kembali ke Desa” is an

initiative for wanderers to bring-it-forward what

The Effectiveness of Social Campaign “Mari Kembali Ke Desa” towards First Jobbers Who Came from outside Jakarta: A Pre-test Logo and

Advertising

315

they gain knowledge and experience to develop their

villages. The preliminary campaign materials, which

are logo, series of print advertisements and TV

Commercial has already been acquired and need to

be tested before disseminate to the target audience.

And according to results from the focus group

discussion, the message of the campaign has an

opportunity to get target audience attention,

especially in campaign logo and print advertisement.

The emotional factor needs to be improved in the

TV commercial material.

REFERENCES

Adglitz (2010) Television Advertising: meaning,

definition, Online. Available at: http://adglitz.com.

Gunawan, W. (2016) Membangun Indonesia dari Desa.

Gejayan, Yogyakarta: Media Pressindo.

Lailissaum, A. (2017) Berapa Sih Jumlah Desa di

Indonesia? Available at:

https://www.kompasiana.com/andriyana/593f90c2119

6267cd747ba16/berapa-sih-jumlah-desa-di-

indonesia?page=all.

Schools, D. (2015) The 7 Steps Paul Rand Logo Test,

Online. Available at:

http://entrepreneurshandbook.com.

Spedagi (2011) Sepeda Bambu untuk Revitalisasi Desa,

Online. Available at: http://spedagi.com/about.

The Healthen Compass (2018) How to Conduct Pretest,

Online. Available at: http://thehealthencompass.org.

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