DESIGNING �BITETIFUL� SOCIAL CAMPAIGN ON THE IMPORTANCE OF FRUIT AND VEGETABLE CONSUMPTION FOR WOMEN AGED 21�25

Abstract: The unhealthy lifestyle behaviors of young adults, characterized by poor dietary habits and reluctance to consume fruits and vegetables, have contributed to various health problems, including skin-related issues that are a major concern among many young women. This study employed a qualitative approach, incorporating observation, in-depth interviews, and audience analysis, to design and implement an effective campaign strategy. This campaign introduced an innovative approach by communicating that consuming fruits and vegetables can also support women�s natural beauty. The campaign adopted the concept of edible skincare to reshape audience perceptions toward the consumption of fruits and vegetables. Its messages were delivered through a combination of digital and offline activations, supported by an initiative product as a practical medium. The findings demonstrate that the campaign successfully increased awareness and encouraged behavioral change, as young women showed a greater interest in consuming fruits and vegetables.