Tinta lokal: a campaign to expand and support local tattoo artist through website design and strategic promotion/ Justin I. Francisco and Lochlann B. Musico.--

Bachelor's thesis

College Of Architecture and Fine Arts.--
Bachelor of fine arts major in advertising Technological University of the Philippines,
2025.

Includes bibliographic references and index.

Tattooed Filipinos, particularly those in customer-facing service jobs, still face
hiring bias and social stigma despite the archipelago’s rich indigenous ink heritage and the
popularity of body art among young adults. “Tinta Lokal” explores creative
communication as a corrective by crafting an integrated advertising campaign and website
for Le Fleur Tattoo Studio that celebrate tattoo artistry and normalize visible ink in
professional life across diverse demographic groups. This study aims to (1) raise public
awareness of tattoos as art and self-expression; (2) boost Le Fleur’s visibility and bookings;
and (3) test whether strategic digital promotion can reduce negative perceptions of
tattooed individuals.
A mixed-methods design combined campaign development via ADDIE and
AIDA, ten-week deployment of social-media ads, podcasts, testimonials, and a
booking-enabled website, and pre-/post-surveys (n = 203) plus interviews (n = 10) with
tattooed workers and artists. Descriptive statistics, thematic analysis, and platform analytics
measured reach, engagement, and attitude change. The campaign amassed 40.3 k views
(Facebook 16.9 k; TikTok 13.9 k; Instagram 9.5 k), guided 72 % of viewers to the website,
and lifted booking intent to 95 %. The agreement that tattoos constitute legitimate art rose
from 88 % to 96 %, while respondents hiding tattoos at work fell from 58 % to 34 %.
Interviews underscored heightened confidence among artists and wearers.
Story-centered digital advertising can shift social attitudes, enhance studio
patronage, and strengthen professional credibility for local tattoo artists across the
hospitality, retail, and creative sectors. Maintain weekly content, partner with cultural
influencers, host pop-up workshops, and advocate supportive cultural policies.