! 1! CHAPTER 1 INTRODUCTION. Human being needs food to eat and water to drink. Drinking mineral water is one of

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1 ! 1! CHAPTER 1 INTRODUCTION 1.1. Background Human being needs food to eat and water to drink. Drinking mineral water is one of the most basic human needs by which people cannot live without. According to Dr. Jeffrey Utz, Neuroscience, pediatrics, Allegheny University, different people have different percentages of their bodies made up of water. Babies have the most, being born at about 78%. By one year of age, that amount drops to about 65%. In adult men, about 60% of their bodies are water ( Water in you, 2014). Mineral Water is one of the basic human needs for survival. Along with development of eras and increasing human needs, Indonesian people are simultaneously changing their lifestyle. People whose life are in rushing activity often forget to take time to drink mineral water and this habit worsened by forgetting the importance of drinking water, especially teenagers. From studies of Prof. Dr. Ir. Hardinsyah, MS, nutrition expert and Chairman of the Indonesian Food PERGIZI organization, in 2010 showed that one in two Indonesian teenager was experiencing mild dehydration. Higher amounts than adults because the body is more susceptible to weather teenagers and considering the high activity by teenagers. (Mayus S., 2013) Teenager age is the transition age from children to adults. Based on Health Department in Jakarta in 2009, teenager age is between years old. In this age, people will grow physically, socially and psychologically. This change exposes a

2 ! 2! teenager into wide variety of lifestyles, behaviors, and also different experience in determining the amount of water that should be drink everyday. Drinking mineral water has become a liability for our bodies because our body needs water as much as our activity. The more activities done by our body, the more amount of water required. According to H.H. Mitchell, Journal of Biological Chemistry 158, the brain and heart are composed of 73% water, and the lungs are about 83% water. The skin contains 64% water, muscles and kidneys are 79%, and even the bones are watery: 31%. ( Water in you, 2014). Because human organs consist of mostly water, then this really makes water very essential to human organs in order to work properly. It can cause fatal health problems if our body lack of water in a prolonged time. The lack of the amount of drinking can cause shortages of water in the body that are commonly referred to with dehydration. Based on kompas.com (Saturday, October 5, 2013) "Riani Susanto, ND (Naturopathic Doctor) mentions, dehydration lead to urinary tract infections, premature aging, obesity, cholesterol, ulcers, respiratory disorders, digestive disorders, fatigue without cause, the pressure high and low blood. Dehydration also cause feelings perceptive among irritability, depression, anxiety, sleep disorders, addiction to soda, alcohol, drugs. "Headache and ulcers, most occur due to dehydration," she said. (Fazriyati, 2013) Previous research conducted by Danone, most people do not meet the drinking needs of two liters per day. "Only 50 percent of people who know the number of daily water requirement as recommended," said Brand Director of Danone Aqua, Tani

3 ! 3! Sulaiman. While if human body s water drops by 4-6 percent, it will experience headaches, fatigue, weakness and ability to think. If the deficiency by 12 percent will effect on in body movement or muscle function impaired. And our Fatal disorder will occur when shortage by percent. Dehydration also triggers kidney disorders and urinary tract infections. Based on the facts above, there are so many negative effects from lack of drinking mineral water made me interested in creating a social campaign about the culture of drinking water to the teenagers Problem Identification Lack of awareness of the benefits from drinking mineral water. Lack of awareness of the importance of drinking mineral water to the body Problem Formulation How to design a social campaign against teenagers in Jakarta to give information about benefits drinking mineral water How to design a social campaign against teenagers in Jakarta to raise awareness for drinking mineral water.

4 ! 4! 1.2. Scope From the background and the problems identification mentioned above, the author obtained problem is too widespread. To be more clear and focused, problem of this social campaign is limited only to how to design a social campaign to raise awareness of the importance of drinking mineral water and teenagers in Jakarta will be made for the right target. To make this campaign success and aim the target. This social campaign will be using promotional tools in print and electronic media within more specific area, which is Jakarta. With hope in the end this social campaign will be successful, so the teens in Jakarta know the positive effects of drinking water and the negative effects of dehydration. Also through this social campaign about the importance of drinking mineral water, Authors expect teenagers in Jakarta to be aware of the importance of drinking water and start to drink water regularly Aims and Benefits Aims: Teenagers in Jakarta knowing the negative impact of less drinking water in our body that causes dehydration Teenagers in Jakarta aware to drink water and get the benefit of drinking water. Benefits: Teenagers in Jakarta who do not drink water regularly and lack of water in their bodies will certainly be reduced after allowing this social campaigns that encourage teenager to drinking mineral water minimum 8 glass a day and

5 ! 5! give information about the negative effects of the lack of water in the body, and also give knowledge about the advantage of drinking mineral water. So if teenagers in Jakarta know all information and realize that lesser water in the body continuously will cause a lot of negative effects, they would be more aware and remind to drinking mineral water 8 glass a day and they will feels the benefits and become healthier because of drinking water Thesis Method Collecting data accordance by the problem will be from doing interview to Kementrian Kesehatan, doctor, and conduct a survey to people in Jakarta, especially to teenagers. Survey will be conducted by spreading questionnaires to teenagers in Jakarta through electronic surveys in a number of schools and universities in Jakarta and of course also from necessary literature in the form of textbooks, journals, and print and online media also reinforces the data and facts.

6 ! 6! 1.5 Structure CHAPTER 1: INTRODUCTION In this chapter will talking about background of this campaign and the problem identification of this campaign and why this campaign should be run. CHAPTER 2: THEORETICAL FOUNDATION In chapter 2 consis of theorytical foundation that needed in this campaign. CHAPTER 3: PROBLEM ANALYSIS This chapter will analysis the problem to know exactly the problem that accur in this campaign. CHAPTER 4: STRATEGY AND APPROACH In this chapter will explain about the idea about the design. CHAPTER 5: VISUAL In chapter 5 will be a procces from brainstorming, and finding a mood using moodboard and all sketch and all the proccess of finding idea and concept before final design. CHAPTER 6: MEDIA PLANNING AND IMPLEMENTATION In this chapter consist of all media planning for this campaign and all final design for this campaign and show the application of all media. CHAPTER 7: CONCLUSION In chapter 7 is about conclusion from these project and also summerize from this campaign.