The Effectiveness of Video Media as a Promotion Tool for the YESS Program among Gen Z

Abstract

The crisis of farmer succession in Indonesia is becoming increasingly prominent as Generation Z’s interest in the agricultural sector declines. The Youth Entrepreneurship and Employment Support Services (YESS) program was launched as a strategic initiative to address this issue; however, awareness of this program among the younger generation remains very low. This study aims to design a promotional video for the YESS Program that can effectively reach and capture the interest of Generation Z. The design method is based on the three main elements proposed by Zeisel (1981)—imaging, presenting, and testing—with primary data collected through interviews and questionnaires. The promotional video is designed in a semi-cinematic style, featuring a five-second opening hook and incorporating social proof in the form of participant testimonials. The strength of this approach lies in its ability to translate the macro-level issue of farmer regeneration into a visual narrative that resonates with the daily lives of Generation Z. The study’s conclusion affirms that the resulting promotional video prototype serves as an appropriate communication tool to bridge the information gap between the YESS Program and its target audience.