Competition Brief

“Wear Less, Not Waste, Make it Last.”

communicationawards www.caumy.ac.id
Background
Communication Awards (CA) was first held in 2005 and this year CA became
the second year after venturing into the international realm and entering the
16th time in its implementation. A total of five competitions will be contested,
namely: Print-Ad, Integrated Campaign, Gadget Film Festival, PR Nation, and
PhosFest. Communication Awards have been attended by hundreds of
students from various universities in Indonesia and abroad. Apart from being a
forum for creative competition, Communication Awards is also present as a
campaign on every issue raised. Some of the issues that have been raised at
previous Communication Awards such as minority issues, animal exploitation,
technological literacy, the issue of restoring children's rights, language
extinction, forest conservation, to the Food Waste campaign.
CA 2024's theme of "Fast Fashion" carries a special mission to illustrate
resource minimization and approaches in the fashion industry that aim to
reduce negative environmental and social impacts. Fast fashion is a clothing
industry that exists to meet the growing and evolving needs of consumers. Its
success in producing trendy clothes very quickly is proven by the success of
fast fashion brands leading in the world and even in Indonesia.(Gunawan,
2022).1
Fast fashion models do a lot of damage to some aspects. According to
Business Insider's analysis, fashion production accounts for 10% of total global
carbon emissions, the same amount as the European Union. It drains water
sources and pollutes rivers, while 85% of textile waste is dumped into landfills
yearly. Even washing clothes releases 500,000 tons of microfibers into the
ocean yearly, equivalent to 50 billion plastic bottles. According to the UN
Framework Convention on Climate Change, emissions from textile
2
manufacturing are expected to skyrocket by 60% by 2030. (Maiti, 2024).

1
Gunawan, A. D. (2022). Sustainable Fashion in Fast Fashion World and its Consumers.
https://repository-feb.unpak.ac.id/xmlui/handle/123456789/7624

2 Maiti, R. (2024). Fast Fashion and Its Environmental Impact. Earth.Org.

https://earth.org/fast-fashions-detrimental-effect-on-the-environment/
 The fast fashion industry targets millennials as an audience and attracts
influencers who have great influence. This is proven by the fast fashion industry
with attractive and cheap products. In 2018, the fast fashion clothing industry
made 600-900 garments every week (Stein, 2019) 3 . The latest fashion
developments create an attitude of dependence of consumers on the ever-
changing fashion world and the ambition to always update fashion models in
everyday life by making unplanned purchases. This incident is shown from
various surveys conducted so that there is an average of 64% of consumers
buying goods without prior planning, and around 15% of consumers plan the
items to be purchased. (Herukalpiko et al., 2013) 4
In this case, Advertising can play a role in attracting public attention to raise
awareness about the case of fast fashion in the world. The use of Print Ad as a
promotional media is expected to produce a bright spot in solving the problem
of reducing fast fashion.

3 Stein, S. (2019). How Could Changing Consumer Trends Affect Fast-Fashion Leaders H&M And
Zara? https://www.forbes.com/sites/sanfordstein/2019/02/10/how-could-changing-consumer-
trends-affect-fast-fashion-leaders-hm-and-zara/?sh=f2198656f487
4 Herukalpiko, D. K. D., Prihatini, A. E., & Widayanto. (2013). Pengaruh Kebijakan Harga, Atmosfer
Toko dan Pelayanan Toko Terhadap Perilaku Impulse Buying Konsumen Robinson
Department Store Semarang. Diponegoro Journal of Social and Politic of Science, 1–9.
https://ejournal3.undip.ac.id/index.php/jiab/article/view/4381
Competition Description
Print Ad are one of the competition items in the Communication Awards
(CA) 2024. This competition invites Indonesian and foreign students to create a
campaign in the form of a poster of a problem that correlates with the theme.
Print Ad is a competition in the field of advertising with poster output that
combines photography, graphics, and writing components that have a
message in them.
Therefore, this Print Ad competition is here to provide a campaign about
The llustration of the Severity of Fast Fashion Trend Obsession. Hopefully is
that this campaign can show and make people aware of the severity of human
obsession with fast fashion as the latest trend.

What To Do
Create a print advertisement with the concept of a social awareness poster
that is attractive and able to make people aware of the severity of human
obsession with fast fashion as the latest trend.

Call To Action
Consume fashion products responsibly to reduce the impact of fast fashion.

Target Audience
Age 14-59 Years
SES AE
Society

Psychographics
Fashionista, active on social media and have access to information about the
phenomenon.

Tone & Manner

Creative, persuasive, educative, and out-of-the-box.
Desired Response
I understand that the campaign can make me aware and educate me that fast
fashion behavior is an important problem to prevent so that it can be reduced
slowly.

TERMS AND CONDITIONS

A. Participant Terms
1. Participants are active Diploma Program and Undergraduate Program
Students from various disciplines.
2. Participants is one person (individual), not a team.
3. Participants may submit more than one work but with different registrations.

B. Registration & Submission Work Terms

1. Registration and collection of works are open from April 21st to May 15th,
2024 at 23:59 WIB.
2. The final collection of works is up to May 15th , 2024 at 23:59 WIB.
3. Participants must pay a registration fee of IDR 75,000 for one work, sent to
5212108545 – BCA BANK (Ghita Sahila Fitri).
4. Participants register by filling in data through a website by the competition
to be followed www.communicationawards.id
5. After filling in the registration form on the website, participants must confirm
via Whatsapp by sending a screenshot of the proof of filling in the
E-form , with the message format :
Print Ad (space) Participant Name (space) From University
Send to WhatsApp +62 822-3029-5020 (Muhammad Yudha Devandika).
6. Furthermore, participants will receive confirmation of registration by the
committee, as well as be given competition direction and join the group of
competition participants.
7. Participants must fill out a Letter of Consent with the filename Name of

Participants_LoC in PDF document format. Letter of Consent can be

accesed through the following link
bit.ly/LetterOfConsentPrintAdCompetition2024
 8. Works can be sent in the form of attachments in JPEG and PDF format
with A3 size, 300.dpi resolution through the website
www.communicationawards.id with the subject Print Ad - Participant’s
Name - Title of Work.
Example : Print Ad - Muhammad Yudha Devandika - Wear What You
Need.
9. Participants must make a description of the work in PDF format and send
it together with the submission of the work.
10. Participants must confirm the submission of the collected works through the
contact person number listed below.
11. Next Information will be informed through the competition participant
group.
12. Announcement of finalists will be announced through social media and the
Communication Awards 2024 website and will be invited to Awarding Night.

C. Terms of Work
1. The work created must follow the theme and focus on the description of the
severity of fast fashion behavior that has been determined in the Brief.
2. The work created by participants can use any language but the description
of work must be in English.
3. The format of the work is JPEG and PDF with A3 size, 300.dpi resolution
(vertical/horizontal).
4. Participants must include the Communication Awards logo on the work
description. The Communication Awards logo can be downloaded at the
following link bit.ly/LogoCommunicationAwards2024
5. The work has never been published in any media and has never been
entered into a similar competition.
6. The work is the original result of the participants, not plagiarized, and does
not does not contain elements of ethnicity, religion, race, inter-group and
pornography.
7. Works that violate and do not comply with the terms of the competition will
be disqualified.
8. The rights of the work remain the property of the participant and the
committee only has the right to publish and judge the work submitted by
the participant.
9. Participants must obey the rules that have been determined and the judge’s
decision cannot be contested.

Assesment Indicators
1. Originality of work
2. Suitability with the theme
3. Uniqueness of idea
4. The style of language delivery, both visual and written language
5. Creativity and visual presentation

Print Ad Competition Timeline

Date Description

April 21, 2024 – May 15, 2024 Open Registration and Submission

May 23, 2024 – May 29, 2024 Judging

Exhibition and Awarding Night

June 9, 2024
Communication Award 2024

For further information and details about the Print Ad competition can call
+62 822-3029-5020 (Muhammad Yudha Devandika).
communicationawards www.caumy.ac.id