Perancangan Kampanye Sosial Monetisasi Sampah Domestik Melalui Board Game Sebagai Media Utama untuk Generasi Z
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Permasalahan sampah domestik di Indonesia terus meningkat, sementara pengelolaan di tingkat sumber masih belum optimal. Kondisi ini menyebabkan rendahnya pemanfaatan sampah sebagai material bernilai ekonomi serta terbatasnya pemahaman masyarakat mengenai potensi monetisasi sampah. Penelitian perancangan ini bertujuan merancang kampanye sosial berbasis board game untuk memperkenalkan potensi nilai ekonomi sampah domestik kepada Generasi Z sebagai langkah awal membangun kesadaran pengelolaan material yang lebih berkelanjutan. Generasi Z dipilih karena memiliki kepedulian terhadap isu lingkungan, namun masih memerlukan pendekatan yang relevan dengan motivasi personal. Oleh karena itu, kampanye menempatkan insentif ekonomi sebagai pintu masuk untuk mendorong perubahan perilaku dalam pengelolaan sampah. Metode perancangan menggunakan kerangka Double Diamond yang meliputi tahap discover, define, develop, dan deliver. Strategi komunikasi disusun menggunakan model AISAS, sedangkan proses pembelajaran mengadopsi prinsip tangential learning dan tangible learning. Perancangan media permainan memanfaatkan kerangka Mechanics, Dynamics, and Aesthetics (MDA) agar pengalaman bermain mampu mensimulasikan proses pemilahan sampah, perhitungan nilai material, interaksi dengan pemangku kepentingan, serta peluang monetisasi. Hasil kajian menunjukkan bahwa sebagian besar kampanye lingkungan masih berfokus pada peningkatan kesadaran tanpa memberikan simulasi praktis mengenai nilai ekonomi sampah. Sebagai alternatif, penelitian ini menawarkan board game sebagai media kampanye yang mengintegrasikan edukasi, simulasi, dan hiburan sehingga mampu memperkenalkan konsep monetisasi sampah secara lebih interaktif. Perancangan ini diharapkan dapat menjadi kontribusi dalam pengembangan strategi kampanye lingkungan yang mendorong perubahan perilaku sekaligus memperkenalkan peluang ekonomi dari pengelolaan sampah domestik.
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