This document outlines a campaign to help parents feel more comfortable discussing gender education with their children aged 6-13. It proposes using music to convey messages about gender education in a fun, engaging way that makes awkward conversations less awkward. The campaign will feature a viral video showing parents' awkward moments, a theme song about shyness, and a concert for families. The goal is to reach many families, generate social media engagement, and help parents discuss important topics with their kids.

1. PHAM XUAN HUY
YM5+1
PRESENTATION

2. AGENDA
i. TARGET AUDIENCE
ii. INSIGHTS, BIG IDEA
iii. DEPLOYMENT PLAN

3. AUDIENCE
SEGMENTATION
from general audience (parents having children 6-13 y.o), I divided
into 2 sub-categorie.
parents have at least a girl 6-13 y.o (1) parents don't have any girl 6-13 y.o (2)
- aware of the importance of gender
education
- hesitate and feel akward to talk with children
- do not prioritize the gender education
- lack of knowledge about the importance of
gender education
I choose group (1) to be a main target audience because they have basic knowledge of gender
education but no appropriate approach to talk to with them. With this target, it can be easier to make them
engage with the campaign (interacting with their children).

4. TARGET AUDIENCE
- Parents having a girl from 6-13 year-old.
- Live in 3 big cities: HCMC, Ha Noi, Can Tho
- Aware of the importance of gender
education
- Hesitate to talk about gender education

5. DRIVER
BARRIER
acknowledge the
importance of gender
education and willing
to share about
gender education
with children
feeling awkward and
don’t know how to
start the conversation
with their children

6. deep down to the awkward
moment ...
Parents feeling akward because they
don't find any siutable words to say.
They don't come up with any
approriate words to talk with their
children even though they want to.
Those unapproriate words and
approaches has caused the
awkwarkness.
INSIGHTS
Parents want to talk with their children but don’t have an
approriate approach because they think words are not suitable
for children to hear.

7. BIG IDEA
Key message
Awkward lyrics
By transfering those awkward things (gender
education) need to be said into the lyrics of the songs,
it shall be an effective way to start a conversation and
help children to listen more carefully through the
rhythm and learn by heart what lyrics say.

8. DEPLOYMENT PLAN
TRIGGER ENGAGE
Time 1 week (20/5 - 27/5) 1 week (28/5 - 3/6)
Objective
Increase the awareness of the akward
situation and raise desire for a solution.
Increase the engagements between parents
with brand aFamily and interactions between
parent and their kids
Key message
Remind parents how they're awkward
when being asked to talk with their
children
Give parents a solution to prevent
awkwardness and go on a conversation with
their kids by music.
Key hook Viral clip “Akward moment" 1/6 Children Day Concert “Awkward"
Tactics Social Networks, KOLs, PR Social Networks, PR, KOLs
Budget ~ 800 million ~ 1,200 million

9. Phase 1Keyhook: Viral Clip “Awkward Moments"
Content: The clip shall be under experience video format. KOLs
shall be invited to answer the questions raised. Camera shall
record the answers with their reaction and gestures. The
questions are: “Nếu nói chuyện với con về giới tính, 2 bạn sẽ
nói gì ?”, “Bạn đã từng nghĩ sẽ nói những chuyện giới tính cho
con cái chưa ?”, Ba mẹ của bạn đã làm điều tương tự không
?”, ...
Objective: Every awkward moments shall be recorded, the
contents that parents want to deliver to their kids shall be put
in a song lyric which shall be performed in phase 2 concert. By
this viral clip, parents shall see them in KOLs situation as being
asked and eventually raises the desire to have a solution

10. KOLs:
Chosen ones shall base on the reach, resonance and
relavance.
Group 1 consists of wife and husband not having a
child: Trấn Thành - Hariwon
Group 2 consists of parents: Thu Trang – Tiến Luật, Lý
Hải - Minh Hà, Phương Vy idol and her husband.
Different perspectives shall be included in the clip,
remind audience how akward they were when trying
to talk with kids.

11. Phase 2
Session 2.1
Like and share video clip “Awkward moments” with hashtags
#Afamily #akward to receive a chance to win precise prizes
such as Lego toys, gender education video series and VIP
tickets to Akward Concert night in 1/6.
Sesssion 2.2
Publish the theme music of the campaign “Ngại nói” perfomed
by Phương Vy Idol. Parents can download music lyrics video or
audio for kids to listen and read the subtitles.

12. Session 2.3
Awkward Concert Night 1/6
Time: 1st June from 4 pm – 10 pm
Venue: Nguyen Hue street
Activities: consist of 2 main activities which are kid playtime from 4-6pm and music and sharing night
from 6-10pm.
During playtime, kids can play building house and outdoor games and parents shall be given “Ngại”
handbook which is a comic book for children about gender education. Moreover, families along with
guests such as Lý Hải, Phương Vy try to talk about gender education to their kids with the help of
experts.
In the concert night, theme song shall be publicly performed by Phuong Vy Idol and guests invited
shall share their stories about edcating children properly.

13. CAMPAIGN
OBJECTIVE
Reach: at least 5 million families
Video views: at least 2 million
Audio download and play: at least 2 million
Number of hashtag: at least 5 thousand
Concert participants: 300 - 400 families
Traffic afamily website: increase 150%

14. Thank you