Understanding the Role of Graphic Design in Communication Campaigns: An Indonesian Case Study

Through the provision of two Indonesian case studies: Revolusi Mental and Jokowi-Tintin, The thesis makes an original contribution to the fields of graphic design, social marketing, health promotion and political advertising by examining the presence and operation of graphic design within its campaigns, revealing graphic design to be a formative element of a campaign rather than simply playing an ancillary role. The thesis shows how the increasing presence of audience-generated content in the Jokowi-Tintin campaign highlights the potential of graphic design to drive the evolution of a campaign system to the extent where creative agency is shared between campaign creators and audience members.