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Young Marketers 5+1 + Trần Hoàng Dương

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Dương Trần Hoàng

This campaign aims to persuade reluctant parents in Vietnam about the importance of teaching children sex education from an early age. It does this through a family website that shows parents the negative consequences of not discussing this topic, like a story of a child being assaulted. Supporting channels include touchscreens showing scenario outcomes, tutorial videos by experts, and social media posts from key opinion leaders talking about it with their kids. The goal is to help millions of children learn how to protect themselves from sexual abuse.

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Problem Insight Challenge THE BIG IDEA Execution Overview Primary Channel Supporting Channels Media Planning KPIs 2
Child sexual abuse is at large in Vietnam. This problem, however, can be largely diminished by helping children learn about sex education at early age. BUT reluctant attitudes from parents towards conversations about sex ed are making their children vulnerable to sex offenders. 3
Parents’ BUTS overshadow the importance of teaching their kids sex ed “Schools will surely teach them that.” “They will know about it when they grow up.” “It’s because of those damn horny bastards that my kids are in danger. We must put them all in jail!” 4
Parents believe sex ed is not their responsibility, like anything relating to child sexual abuse problem. They blame others, schools, authorities & criminals, for putting their children in danger and think it’s not their fault that their children are still at risk. 5
So, how can we persuade parents to believe that it’s also their fault if their children get sexually assaulted and do not know how to protect themselves? 6
MOM & DAD helped me get raped 7
MOM HELPED ME GET RAPED Last month, when I was going home from the grocery store, a neighbor stopped me to have a chat. Mom always told me not to talk to strangers. But I knew this man. He invited me to his house to play with his puppy. Mom always told me not to follow strangers. But I knew he had a really cute dog. In his bedroom, he would touch me and lay on top of me until I couldn’t breathe. Mom never told me what to do when that happened. If only she had sooner. Help end stories like mine. Talk to your children about sex ed today. 8
Overview Primary Channel Afamily Website Landing Page Supporting Channels Activation Touch Screens Social Tutorial Videos Film PR News Channels KOLs OOH 9
PrimaryChannel: Afamilywebsite Target audience see different pop-ups like this whenever they go to Afamily website. Here we choose A, where parents avoid conversations with their children. Let’s see what happens. 10
PrimaryChannel: Afamilywebsite This pop-up is the result of choosing option A. Parents can’t look away from what they chose. What they can do is to click on the button below, leading to a landing page that teaches how to talk about sex ed. 11
SupportingChannels: Activation Touch screens allow target audience to choose their answers for their children’s questions and get the unexpected results Sword Lake fountain (Hanoi) Ben Thanh market (Ho Chi Minh city) We will deploy touch screens in densely populated areas in major cities to attract the most viewers 12
SupportingChannels: Social (AfamilyFanpage&Youtubechannel) Tutorial Videos: We create videos in which experts help parents talk to their children about sex ed and spread the hashtag: #iwonthelpmychildgetraped Film: Capture viewers’ reactions after interacting with activation touch screens via commercial film and introduce it on fanpage to amplify the campaign’s effects 13
SupportingChannels: PR KOLsNews channels KOLs will record their children’s reactions when they tell them the truth about sensitive questions, for example, how they were born and upload the clips on their Facebook profiles, joining the #iwonthelpmychildgetraped spirit News channels will raise the alarming problem of child sexual abuse at the beginning of the campaign and help feature the campaign in multiple articles Oc Thanh Van Phan AnhXuan Bac 14
SupportingChannels: OOH Billboard Bus Bus Stop Billboard on building Shopping Mall 15
Mom & Dad helped me get raped Buzz Launch Extend March MayArpil Campaign Idea Phasing Timing (2018) Digital OOH Touch screens (Activation) News channels teasing about child sexual abuse Tutorial Videos (Social Content) Website Pop-ups & Landing Page Film (Social Content) News featuring the campaign Digital banners using key visuals KOLs joining the campaign Bumper Videos using key visuals OOH billboards, bus (stop), shopping mall ads Budget Allocation (2 billion VND) March April May June Digital 75% budget OOH 25% budget 16
Channels Unit KPI Digital Website Click on pop-ups 3,000,000 Facebook Reach 1,200,000 Youtube View 2,000,000 OOH Touch Screens Use 60,000 And most importantly, millions of children will be able to protect themselves thanks to the campaign 17
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Young Marketers 5+1 + Trần Hoàng Dương

  • 1. 1
  • 2. Problem Insight Challenge THE BIG IDEA Execution Overview Primary Channel Supporting Channels Media Planning KPIs 2
  • 3. Child sexual abuse is at large in Vietnam. This problem, however, can be largely diminished by helping children learn about sex education at early age. BUT reluctant attitudes from parents towards conversations about sex ed are making their children vulnerable to sex offenders. 3
  • 4. Parents’ BUTS overshadow the importance of teaching their kids sex ed “Schools will surely teach them that.” “They will know about it when they grow up.” “It’s because of those damn horny bastards that my kids are in danger. We must put them all in jail!” 4
  • 5. Parents believe sex ed is not their responsibility, like anything relating to child sexual abuse problem. They blame others, schools, authorities & criminals, for putting their children in danger and think it’s not their fault that their children are still at risk. 5
  • 6. So, how can we persuade parents to believe that it’s also their fault if their children get sexually assaulted and do not know how to protect themselves? 6
  • 7. MOM & DAD helped me get raped 7
  • 8. MOM HELPED ME GET RAPED Last month, when I was going home from the grocery store, a neighbor stopped me to have a chat. Mom always told me not to talk to strangers. But I knew this man. He invited me to his house to play with his puppy. Mom always told me not to follow strangers. But I knew he had a really cute dog. In his bedroom, he would touch me and lay on top of me until I couldn’t breathe. Mom never told me what to do when that happened. If only she had sooner. Help end stories like mine. Talk to your children about sex ed today. 8
  • 9. Overview Primary Channel Afamily Website Landing Page Supporting Channels Activation Touch Screens Social Tutorial Videos Film PR News Channels KOLs OOH 9
  • 10. PrimaryChannel: Afamilywebsite Target audience see different pop-ups like this whenever they go to Afamily website. Here we choose A, where parents avoid conversations with their children. Let’s see what happens. 10
  • 11. PrimaryChannel: Afamilywebsite This pop-up is the result of choosing option A. Parents can’t look away from what they chose. What they can do is to click on the button below, leading to a landing page that teaches how to talk about sex ed. 11
  • 12. SupportingChannels: Activation Touch screens allow target audience to choose their answers for their children’s questions and get the unexpected results Sword Lake fountain (Hanoi) Ben Thanh market (Ho Chi Minh city) We will deploy touch screens in densely populated areas in major cities to attract the most viewers 12
  • 13. SupportingChannels: Social (AfamilyFanpage&Youtubechannel) Tutorial Videos: We create videos in which experts help parents talk to their children about sex ed and spread the hashtag: #iwonthelpmychildgetraped Film: Capture viewers’ reactions after interacting with activation touch screens via commercial film and introduce it on fanpage to amplify the campaign’s effects 13
  • 14. SupportingChannels: PR KOLsNews channels KOLs will record their children’s reactions when they tell them the truth about sensitive questions, for example, how they were born and upload the clips on their Facebook profiles, joining the #iwonthelpmychildgetraped spirit News channels will raise the alarming problem of child sexual abuse at the beginning of the campaign and help feature the campaign in multiple articles Oc Thanh Van Phan AnhXuan Bac 14
  • 15. SupportingChannels: OOH Billboard Bus Bus Stop Billboard on building Shopping Mall 15
  • 16. Mom & Dad helped me get raped Buzz Launch Extend March MayArpil Campaign Idea Phasing Timing (2018) Digital OOH Touch screens (Activation) News channels teasing about child sexual abuse Tutorial Videos (Social Content) Website Pop-ups & Landing Page Film (Social Content) News featuring the campaign Digital banners using key visuals KOLs joining the campaign Bumper Videos using key visuals OOH billboards, bus (stop), shopping mall ads Budget Allocation (2 billion VND) March April May June Digital 75% budget OOH 25% budget 16
  • 17. Channels Unit KPI Digital Website Click on pop-ups 3,000,000 Facebook Reach 1,200,000 Youtube View 2,000,000 OOH Touch Screens Use 60,000 And most importantly, millions of children will be able to protect themselves thanks to the campaign 17
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