KnE Social Sciences

Published date: Sep 18 2025

Journal Title: KnE Social Sciences

Issue title: The Mercu Buana Ecobiz Energy International Conference: Human Capital and Youth Involvement for Sustainable Energy

Pages: 171 - 180

DOI: 10.18502/kss.v10i23.19763

Kaisar ReyhanUniversitas Mercu Bauana, Jakarta

Ariani Kusuma Wardhaniariani.wardhani@mercubuana.ac.idUniversitas Mercu Bauana, Jakarta

Maintaining health through the consumption of nutritious food is essential in modern lifestyles. Organic food containing minimal or no chemical additives offers significant health benefits. This research focuses on promoting organic food consumption through an eco-digital media campaign on Instagram. The campaign aims to increase public awareness, particularly among Generation Z, regarding the importance of a healthy lifestyle achieved by consuming organic food products. Additionally, it seeks to enhance the brand image of “Kebun Rizki,” a producer of organic food products. The study applies the design thinking methodology which includes five stages: empathizing, defining, ideating, prototyping, and testing. The target audience, Generation Z, was chosen for their frequent use of social media and openness to new health trends. The results demonstrate that the campaign effectively attracted attention, promoted engagement, and built positive associations with the brand. Through strategic use of taglines, colors, and visual elements, the campaign successfully communicated its message and encouraged audience interaction. Furthermore, the study emphasizes the importance of using appropriate media and content in campaigns to ensure engagement and message delivery. The campaign design not only built strong audience relationships but also demonstrated the value of eco-friendly digital campaigns. The findings suggest that eco-digital campaigns on platforms like Instagram can play a crucial role in promoting healthier lifestyles and supporting sustainability efforts.

Keywords: organic food, eco-digital media, Instagram campaign, gen-Z, healthy lifestyle promotion How

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