SEMIOTIKA WARNA DALAM KAMPANYE KESADARAN LINGKUNGAN DI INDONESIA

Abstract

This study aims to explore the construction and implementation mechanisms of color semiotics strategies in the "Our Earth, Our Responsibility" environmental awareness campaign that achieved remarkable success with a 78 percent awareness rate and mobilized 2 million participants in Indonesia. Employing a phenomenological qualitative approach, the research collected data through in-depth interviews with campaign managers and visual designers, focus group discussions with urban, suburban, and rural community segments, and participant observation at campaign installation sites in Jakarta, Surabaya, and Bali. Data analysis utilized the Miles interactive model with source and method triangulation to ensure validity of findings. Results reveal that campaign success emerged through cultural authenticity strategies leveraging symbolic color meanings deeply embedded in Indonesia's agrarian collective consciousness—emerald green representing fertility and the philosophical harmony of "memayu hayuning bawana", sky blue communicating spiritual purity, and clay orange invoking communal connection with the archipelago's earth. Implementation through visual gradients, textural variations, color-coding systems, and participatory activities transformed passive exposure into emotional investment and concrete actions, resulting in 1 million trees planted, 30,000 participants in beach cleanups, and commitments from 500 businesses to reduce plastic. The research proves that culturally-grounded color semiotics constitutes a cost-effective strategy for achieving SDGs 12, 13, 14, and 15, challenging theoretical assumptions about color communication limitations in multicultural contexts and saturated media environments.