Copywriting Strategy in the Plastic Waste Management Campaign Message for Early Childhood at Bunda Ganesa Kindergarten Bandung

Abstract

This study extends a design research project on a plastic-waste-management infographic campaign for early childhood at Bunda Ganesa Kindergarten, Bandung, by examining its copywriting dimension. It analyzes how the campaign's verbal message  the tagline “Aku Selamatkan Bumi” (“I Save the Earth”), infographic captions, and supporting text  was constructed for children aged 4–6, mediated by teachers, even though the parent project focused on visual design. Using a qualitative descriptive case-study method, campaign documentation, interview transcripts, and pre/post-campaign evaluation data were reanalyzed through the Attention-Interest-Desire-Action (AIDA) framework and early-childhood readability principles. The campaign content uses short declarative phrases, a first-person point of view, concrete action verbs, and repetition that align conceptually with the AIDA stages and readability principles. Evaluation data reported in the earlier study showed improvement in children's knowledge, attitude, and skills after the campaign; because copywriting, visual elements, and teacher mediation were delivered as a single medium, this improvement cannot be attributed to copywriting alone, and the findings should be read as evidence of message suitability rather than isolated copywriting effectiveness. The study contributes a copywriting-specific perspective to visual-design research on early-childhood social campaigns.