<![CDATA[Climate change is a complex and urgent issue driven by increased waste production without consideration of long-term consequences. In the dorm environment, there are still many students who are not fully responsible for their consumption, even though they have knowledge of environmental issues and knowledge of simple practices to reduce waste. Therefore, it is necessary to establish media to overcome this, especially through visual communication campaign media. Data analysis was carried out quantitatively, using the 5W+1H theoretical approach which was then also combined with the AISAS (Attention, Interest, Search, Action, Share) advertising communication model. The results of the analysis show that dorm students still experience obstacles in implementing a sustainable lifestyle. Another finding is the interest of dorm students in fictional characters that appears in entertainment media, where these characters are not only popular but also influence the life values of dorm students. It was also found that students actively consume information and entertainment from social media such as Instagram. Based on these findings, the form of solution that initiated was to create a visual communication campaign via the Instagram account @klubtandatanya carrying the tagline "#Bertindakdengansadar", highlighting the stories of fictional characters with cartoon-style illustrations, doodles look-alike. Characters and objects are not represented realistically, but are distilled into simple, sometimes distorted-looking shapes. The campaign message is focused on the role of characters in problem-solving, inviting open discussion, and creating characters that reflect the characteristics of the student audience who are the target of the campaign. The character as a communicator is not positioned as someone who knows everything, but together invites the audience to understand the problem, asking questions that the target audience can respond to. This combination of illustrations, comics and articles in character story format produces visual media with uniqueness and novelty that is effective in inspiring and guiding dorm students towards a sustainable lifestyle.]]>
