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“Jakarta is quite bad in terms of light quality,” said Ronny Syamara, an astronomer at the Jakarta Planetarium. Excessive lighting can lead to energy waste and carbon footprints.
More than 12 million tons of carbon dioxide are released into the atmosphere every year as a result of burning fossil fuels to generate electricity for night time lighting.
International Agency for Research on Cancer adds circadian disruption caused by light exposure to Group 2A list (possibly carcinogenic to humans)

Problem Background

Scared of darkness
Overused of LED Technology
"Bright lights can make work more productive" mindset

Colorectal and breast cancer
Circadian disorders
High radiation from LED technology

Climate change because the carbon footprints increase
Leads to blindness and cell death

Turn off lights when unnecessary
Change the habit of sleeping with lights on
Reduce the use of artificial lights

Causes

Effects

Impact

Solution

Ensure access to affordable, reliable, sustainable and modern energy for all.

Ensure healthy lives and promote well-being for all at all ages.

Related SDGs

Campaign Strategy

Encourage audiences aged 19-44 to reduce the use of lights in their homes if they are not absolutely necessary for long periods of time.

Goals

Benefits

Reduces the risk of breast cancer and colorectal cancer, reduces the risk of blindness and desynchronization, and improves sleep quality, which provides many other benefits.

Premise

By turning off the lights, we can protect our health, preserve the environment and the creatures that live in it, and reduce the amount of carbon dioxide used in the production of fossil fuels to generate electricity.

Location

The campaign location is in Jakarta, because according to light pollution statistics, Jakarta is the city with the highest light pollution.

Light pollution triggers cancer and other health issues.

Social Message

Insights

It is impossible that light pollution causes serious illnesses.

Jakarta. The target of our design is the people of the Jakarta area who use lamps and other artificial light on a regular basis, because daily use of lamps causes light pollution.

Attitude: Desire to change bad habits & appreciate health

Lifestyle: Survivors (VALS Framework)

Primary Audience

Demographic

Gender: All gender

Age: 19-44 years old

Education: Bachelor

SES: D-A

Geographic

Psychographic

User level: Heavy users

Loyalty type: Regulars

Behavioral

AISAS Strategy

This is a glimpse of the AISAS strategy elaboration by using a table. I will give you the diagram instead to clarify everything.

AISAS Customer Journey

Design

Big Idea

"Less light, more life"

Mindmapping

Concept

The phrase “less light, more life” is visualized with an image of a light bulb wearing glasses because it is dazzled by its own light. The tactic for conveying the message emphasizes rationality and focuses on the brand mascot, which is designed to be attractive and “more alive.” This mascot will create a happy atmosphere to influence the emotions and mood of the audience, and its cartoonish visual style will further touch the audience's feelings.

Moodboard

References

Typography

Color Palette

Tagline

Brand Mandatory

Terang Pintar, Malam Sehat

World Wide Fund for Nature (WWF)

Key Visuals

AISAS Production

Phase 1: Attention

Phase 2: Interest

Phase 3: Search

Phase 4: Action

Phase 5: Share

Reflection & Suggestion

I realize there is a lot of room for improvements! It is advisable to do more alternatives for the designs, especially the mascot design and the logo design. This is embarrassing to admit, but I lost the logo design file so I cannot show you the process Last but not least, the AISAS strategy can be more unique and precise. Since I don't elaborate the whole process, I attached the full design document here, you can download it by simply press the button below!