DESIGNING SOCIAL MEDIA CAMPAIGN CONCEPT OF ONLINE SEXUAL HARASSMENT TO CHANGE PEOPLE PERCEPTION IN SEXUALISING PEERS ON INSTAGRAM

Abstract

Online sexual harassment not only take place in urban or domestic place, but now digitally. Indonesia has an increase of 300% for sexual cyber crime cases since 2018. The problem that can be identified is the lack of boundaries that can be tolerated in the online society about the sexual commentary. This research is about designing a social media campaign on Instagram to help people establish the boundaries of online sexual harassment using Instagram features. This study use qualitative research with an in depth-interview, virtual observation on current trending social media profile and literature review. Later, the data collected will be used as material for creating a design solution. Based on the research, the success of this social media campaign is determined by the campaign concept ideas, communication strategy, way of delivering content on visual and copywriting, that changes the audience perception about sexual commentary. The communication strategy and way of delivering content on its visual and copywriting are became the most important part to change the audience perception in this research.