Young marketers 5+1 + The Second Chance + NGUYỄN THỊ DUNG

1. YOUNG MARKETERS 5+1
NGUYỄN THỊ DUNG

2. Social
5,000,000 TA are aware of the campaign.
30% TA support and commit to taking action to
protect their children from sexual abuse by giving
them sexuality education.
Business
Brand love towards Afamily enhances

3. Female aged 23-40
Have children aged 6-13
Live in big cities: TP.HCM, Hà Nội, Đà Nẵng, Cần Thơ, Hải Phòng.
Psychology
Concern about child safety especially physical and emotional
development.
Actively seek and trust child nurturing tips from other parents.
Worry about ways to bring up children in a happy and beautiful
childhood.
Behavior
Keep children under their strict supervision
But let them play with the ones they trust
Afraid and akward to talk to children about sexuality education

4. Why they are so afraid to talk about sexuality
stuff?
The biggest myth about child sexual abuse: the dangers to children come from
strangers.
Culture barrier:
Sexuality education = sex talks = “adult” topics= not appropriate for children’s
development and innocence.
Psychological barrier:
This kind of thing doesn't happen where we live.
It's not going to happen to my child because I always keep
them under my supervision with the ones I trust.
My child is not old enough for this discussion.
I don't want to scare my child.

5. As a mother, I prioritize my child’s safety and
development because their hurts hurt me equally.
However, I’m so confused about how to keep them
childlike and innocent and at the same time know
the ways to proactively protect themselves from
sexual abuse.
INSIGHT

6. BIG IDEA
Empower the kids in your
care.
KEY MESSAGE
Childhood is precious. So keep your
child safe. Educate body safety

7. Afamily is a trustworthy platform for women, especially mom to learn
about the ways to raise children and nurture their family.
For this social campaign, Afamily commits to empowering moms to
protect their children by providing them a reliable and structured
source of children knowledge, focusing on sexuality education.
Especially, Afamily will connect moms with other moms to learn from
each other and join hands to create a happy childhood for their
children.
Brand role

8. PHASE TRIGGER
(2 WEEKS)
EXPERIENCE
(6 WEEKS)
AMPLIFY
(3 WEEKS)
OBJIECTIVES Awake mothers about the
fact that not teaching
children about body safety is
the easiest way to put their
children at risk of the sexual
abusers.
We create an apps which
offers “teachable
moments” to empower
moms and children
engage in body safety
and sexuality education
in a fun and interesting
way.
Moms challenge other
moms to engage in the
game with their children
to create an
#AfamilyTogetherExplorin
g community
KEY MESSAGE “Because you didn’t see
doesn’t mean it never
happened. Your child safety is
put at risk under your roof.”
There are so many things
out there that could
harm our children if we
don’t prepare them to
protect themselves.
Sexuality talks can be
fun.”
“Together we can make a
difference to our
children’s lives”
KEY HOOKS Viral clip #AfamilyTogetherExplorin
g apps
Afamily forum
TACTICS AND
BUDGET
Social media
KOLs sharing
Print-ads
PR articles
1 billion VN
Landing page
Social media
KOLs sharing
700 millions VN
PR articles
KOLs sharing
300 millions VN

9. Viral clip
We create an immersive digital experience where users can navigate
through two simultaneous 3D worlds reflecting the misconception of
mothers about the children’s safety and childhood by rotating their
mobile device. On the light side, it reflects the illusion from the lens of the
mom’s eyes filled with pink color and happiness- a beautiful chidhood. On
the dark, opposite side,it reflects the reality from the lens of the child’s
eyes filled with tears,fears and panics in the same context such as home,
school, playground, friend’s houses.
At the end of the video there will be the message " “Because you didn’t
see doesn’t mean it never happened. Your child safety is put at risk under
your roof.”
and a link that leads to Afamily website where moms can commit to
joining our campaign.
What mom sees
What her child actually feels

10. Print-ads
Series of both digital and print-ads which reflects the paradox
scene from the clip with sounds.
Those print-ads will be laid in schools, hospitals, supermarketers,
elevators and public places. When a person approaches or
passes by the print-ads. there will be the voice of a child in fears ,
screams and the threatening words from the abusers who are
their relatives or acquaintances.
→ It is aimed at alarming the social awareness about mom's
misconception and the severity of the issues and to create word-
of-mouth about the campaign.

11. AfarmilyTogetherExploring Apps
AfarmilyTogetherExploring apps is designed to help children and parents engage in
sexuality talking and sharing in a natural and fun way by overcoming the challenges.
In each challenge, there will be a context that offers “teachable moments” through
which parents will help kids learn about ways to protect themselves.
Besides, apps also gives moms advice on children physical and emotional development
especially a well-structured parental kits on children sexuality education for each age
stage. And a community of empowering moms and kids.