Most of the current researches on analyzing public service advertisings (PSA) about food waste into compost is concentrated on the interconnection between environmental, economic, and social aspects. This study has considered the semiotic analysis of the selected PSA through Barthes’ The Five Codes theory. Using the semiotic framework, the paper explains the messages of the PSA “I Compost Food Waste” and describes how this advertising provides insight into design innovation. The findings have shown that the PSA combined with the semiotics is capable of raising people’s awareness about food waste into compost.

The focus of this research are: 1) Investigating how the semiotic analysis of food waste advertisements becomes a compospada of elementary school students 2). Identifying cultural values that are reflected in food waste advertisements in elementary school students 3). Describe semiotics about how to construct their meanings. 4). Explain the various messages behind the ad campaign of food waste into compost and 5). how to promote awareness about food waste into compost. The values identified are building a pro-environmental identity. This research concludes that the campaign is a force for giving awareness to the community, especially elementary school students.