Design of A 2d Animated Public Service Announcement Video for The Balanced Lunch Campaign for Office Workers

Abstract

This design study addresses the issue of poor nutritional habits among young office workers, particularly during lunch, which is essential for maintaining productivity and overall health. Skipping meals or consuming fast food due to time pressure and financial constraints is common in this age group, leading to unbalanced nutrition and reduced work performance. The aim of this study is to design a persuasive social communication campaign that promotes balanced lunch habits among office workers aged 23–25. Using a qualitative and case study approach, data were collected through literature review and interviews with office workers in the Bandung area to understand the behavioral, psychological, and economic factors influencing their food choices. The population of this study consists of young office workers in Bandung, with a sample of 68 respondents selected through purposive sampling. The intervention was developed into a campaign titled GIZSI (Gizi Siang), applying the AISAS model (Attention, Interest, Search, Action, Share) as a strategic framework. The campaign integrates various media, including posters, billboards, animations, and social media content, to deliver persuasive and educational messages. The results indicate that visual communication can increase awareness of balanced nutrition, encourage healthier choices, and support behavioral change. This multi-platform campaign highlights the role of design in health promotion and aims to support long-term well-being and work productivity through sustainable lunch practices