The Effectiveness Of Visual Storytelling In Building Educational Narratives Through Public Service Advertising (PSA) Media

Abstract

The development of information technology has resulted in a diversity of ways for target audiences to obtain information—and also on the effectiveness of communication media in fulfilling their role to educate, inform, persuade, and even entertain target audiences. One communication medium that continues to experience developments in both visual style and narrative is Public Service Announcements (PSAs). This study aims to analyze the effectiveness of using visual storytelling techniques in Public Service Announcements (PSAs) as a persuasive social communication medium, particularly in building engagement and perception among Generation Z audiences. Visual storytelling was chosen because of its ability to convey messages emotionally and intuitively through strong visual elements such as composition, color, typography, and symbols. This study will use a descriptive qualitative approach with a case study method on one of the selected PSAs, supported by a questionnaire as an instrument to identify audience perceptions. The research found that visual storytelling has the potential to be an effective approach for PSAs to persuade target audiences within the age range and characteristics of Generation Z—if it presents an emotional aspect in raising social issues, and the presentation format is simple but based on real phenomena occurring in society. Based on these findings, it is concluded that this study broadens insight into the effectiveness of narrative-based visual communication strategies—which, by recommending a mixed approach with a focus on emotional aspects—can be a practical contribution for visual communication designers in designing impactful social campaigns.