Case "Canon - one photo, one action" được chia sẻ trong hội thảo "PR landscape in Vietnam" ngày 25.7 - thuộc chuỗi hội thảo "The PR industry you never know" do AiiM tổ chức.

1. +
ONE PHOTO ONE ACTION 2011

2. +
AGENDA
1.Client’s brief
2.Project Insights
3. Our Proposal
4. Project Outcome

3. +
1. PROJECT BRIEF
 Client Canon
 After many years with CSR program “ Vì một Việt Nam xanh”
Canon briefed T&A Ogilvy a program that :
+ More engaging with young people
+ Have actual and meaningful impact on the society
+ Continue the ideas of previous year about Environment
protection.

4. +
2. PROJECT INSIGHTS

5. +
SOCIAL ISSUES IN VIETNAM
 Among those issues, the problem of
polluted environment and exhausting
resources has been the most significant
concern in recent years in Vietnam.
 In big cities such as Ho Chi Minh City or
Hanoi, the problem of garbage, waste
and un-degradable plastics bags is
becoming alarming.
 One reason for those environmental
problems is partly due to the bad habit of
the many Vietnamese people in terms of
resource usages and garbage dumping

6. +
TARGET AUDIENCES’ INTERESTS
Target audiences of this year CSR campaign are:
- Young people up to 25 years old
The interests of most youngsters (our target audiences) these days are:
 Internet /Computers
 Celebrity
 Travelling
 Fashion
 Photography

7. +
WHAT CANON BEST SELLS
Canon’s power lies in the IMAGES:
- “A pictures tells thousand words”
- It relates closely to our products
- Canon’s products are of great interests
from the youngsters

8. +
ONE
PHOTO
ONE
ACTION
Progam
Image
Solutions
Entertainm
ent stars,
Internet,
Photograp
hy…
Environm
ental
pollution
and
Public
behaviors
THE CONCEPT
SOCIAL
ISSUES
TARGET
AUDIENCE’S
INTEREST
WHAT
CANON
BEST SELLS
THE
CAMPAIGN
CONCEPT

9. +
THE CAMPAIGN IDEAS
Each photo in the campaign will initiate an action from the
public to protect the environment

10. +
3. OUR PROPOSAL

11. + PROGRAM CORE IDEA
A partnership
between
Canon,
photographer
s and
Celebrities
to deliver
Green
Messages
on
“Action Bags” or
other means ..
to community…
By…

12. +
PROGRAM FRAME WORK
01.
Partnership
Establishm
ent
02.
MESSAGE
PRODUCTION
04. PUBLIC RELATIONS ACTIVITIES
03.
MESSAGE
DELIVERY

13. + PROGRAM FRAME WORK
PHOTOS
1 photo = X million
Supporting communications activities
Environmental
activities
One Photo
One Action
FUND
PHOTOGRAPHERS
CELEBRITIES
Public
engagement

14. +
Picture – Theme Option 1
 The theme of the pictures will be “DON’T IGNORE”
which send the message that “Do not ignore the
problems of environment around you. Look and Act
to change it for a better future”
 Each picture will be the portrait of the celebrity with a
symbolic act such as covering their eyes, mouth, nose, or
ears to represent the ideas of ignoring what is happing
around you.
 Each celeb can work with the photographer and PR
agency to choose an expression of themselves => to
give the chance for the celeb to tell their own stories
and send their own messages and about protecting the
environment

15. +
Samples

16. + The picture layout
Do Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Lady Gaga by Joe Dane for “One Photo One Action” Fund
Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !

17. + The picture layout
Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Lady Gaga by Joe Dane for “One Photo One Action” Program
Tagline:
The
message
about
environ
ment
that the
Celeb
wants to
send
One eye is
covered
Credit of the artist, photographer,
and the Program

18. +
Picture – Theme Option 2
 The theme of the pictures will be “SHOCK” which will
send about the pollution or environment problem
 Each picture will be the image of the celebrity that
contains some messages about environment
 Each celeb can work with the photographer and PR agency
to choose an expression of themselves => to give the
chance for the celeb to tell their own stories and send
their own messages and about protecting the
environment

19. +
Samples
Do Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !
Plastic bags are one of the
killers of the environment.
Don’t cover your eye with
it !

20. +
Layout
Don’t let plastic bags cover
our future
XYZ by Joe Dane for “One Photo One Action”

21. +
Layout
Don’t let plastic bags cover
our future
XYZ by Joe Dane for “One Photo One Action” Fund
Tagline:
The
message
about
environ
ment
that the
Celeb
wants to
send
Credit of the artist, photographer, and
the Program

22. +
4. EXECUTION

23. +
How did it work ?
We invited 15 top celebrities of different areas to
be part in the campaign by sending their
messages about the environment via creative
pictures.

24. +
THUMINH

25. +
KHANHTHI

26. +
HAANH

27. +
VĂNMAIHUONG

28. +
HONGANH

29. +
365ALBUM

30. +
FINALARTWORK

31. +
FINALARTWORK

32. +
UYENLINH

33. +
VIETNGA

34. +
DUCTUAN

35. +
QUOCTHAI

36. +
TIENDOAN

37. +
HOANGTHUYLINH

38. +
KHANHLINH

39. +
BAGS

40. +

41. +
PHOTOCONTEST

42. +
How did it work ?
The pictures were then printed on
canvas bags and sold to fans.
A book with stories about each
picture was published .
Money from bags selling was used
for cleaning the environment and
further educate the youth

43. +
EVENT

44. + THE RESULT
OPOA received great comments from the press
and public for being a creative campaign with
beautiful images and meaningful messages.
216 K of searched
results on Google
50 + news, TV and
thousands of social
posts after the
launching event
~800 Bags
sold to fans
100s of
pictures
for the
photo
contests
14 K fans after 3
months of
campaign

45. + SUMMARY & KEY LEARNINGS
On overall, OPOA was a successful campaign with lots of
positive feedback and outcome.
However, there are places where we can improve
1. Stronger and well connection between: OPOA with other programs of
Canon ( Photomarathon, Canon EOS Academy, Help with love..etc)
2. Social activites to follow OPOA more closely and amplify the activities
from the beginning to the end.
3. Partner with other other brands /media to strengthen the effects of the
campaign
4. The Actions that make OPOA a meaningful campaign.