This document summarizes the key findings of a research study on child sexual exploitation (CSE) conducted in the UK and Vietnam. The research found that many parents lack awareness and confidence in recognizing signs of CSE. In both countries, most parents did not receive education about CSE when they were children. The document then outlines a proposed social media campaign aimed at Vietnamese parents to raise awareness about CSE and the importance of educating children about sexuality from an early age to protect them from abuse. The campaign would use viral video clips and events to engage parents on the issue.

1. LE PHUONG HIEN

2. SOCIAL TENSION
“This is just the tip of the Iceberg”

3. A research
conducted by
Virtual College in
UK shows that:
44% of Parents lack
of awareness of the
issues of child
sexual exploitation
(CSE).
47% of parents were
unconfident and
don’t know in
recognizing the
signs of CSE.
87% of parents
didn’t received CSE
education in their
childhood.
44% of Parents
lack of awareness
of the issues of child
sexual exploitation
(CSE).
47%of parents
were unconfident
and don’t know in
recognizing the
signs of CSE.
87%of parents
didn’t received
CSE education
in their childhood.

4. In Vietnam
BUT it is much more SERIOUS than expected
Vietnamese parents think that sexuality education involves in sensitive
issues such as genitals or sex relationship, fear of child curiosity and
imitation.
Similarly to parents in the UK, parents in Vietnam almost had no
sexuality education at the early age and now do not know how to start the
ball rolling with the sexuality matter to their children.
Vietnamese parents suppose that child sexual abuse problem stops at
physiological consequences such as pregnancy and child's honor

5. Research shows that survivors of sexual
abuse have more medical problems,
somatization issues, high-risk behaviors,
family physician visits, hospitalizations and
surgeries, compared to individuals who
have not been sexually abused

6. IF ONLY THEY
WERE TAUGHT
TO PROTECT
THEMSELVES

7. TARGET AUDIENCES:
• Parents who have children from 6 to 13
• 24 – 50 years old
• Living in Ho Chi Minh and Ha Noi
• Middle Class, Income A, B, C, D
• Blue-collar, almost lack of knowledge about gender
education and are too busy to take care children

8. INSIGHT
By lacking an insight on What child sexual
abuse is and How Terrible sexually abused
children have been through, parents ignored
their responsibilities on sexuality education
for their childen.
“Till it happens to you, you don’t know How
They Feel”

9. TRIGGER
(1 month)
ENGAGEMENT
(1 month)
AMPLIFY
(3 weeks)
OBJECTIVES
Draw attentionto the
campaign.
Raise parentsawareness
about child sexual abuse
Afamily pioneer in supporting
and implusing parents to
educatechildren about their
sexuality
Amplify the journey by
encourging peopleto
take action against
children sexual abuse.
MESSAGE
Its time to educatechildren
about sexuality before his/
her childhoodis destroyed
Afamily always accompany
you on the journey to protect
your children from sexual
abuse
Sexual education
protectschildhoodfor
children’sperfectly
development.
KEY HOOK Viral Clip “Gender Class” Journey Viral Clip
CHANNEL
Facebook, Youtube, Zalo,
KOLs, Online article
Advertorial/Editorial,
On-ground events,
Youtube, Mobile App
Facebook, Youtube,
Zalo, Online article
BUDGET
(Total 2 billion)
20% 60% 20%
BIG IDEA: “HOMEY GENDER CLASS”

10. TRIGGER
We invite some adultswho have suffered sexual abuse in their childhoodto share about their
obstacleto overcome and grew up and write a letter to their parents to tell them what they had
been through, what they parents had doneto protectthem from all those bad things.
“I wish you had told me/ taughtme aboutthat”
VIRAL CLIP “DEAR PARENTS”
“I wish you had taught me about that”
“I shouldhave taughtyou aboutthat earlier”
We invite parents to listen to their children sharing and tell us their feeling. Do they
have any regret? Should they educatetheir child aboutsexuality much earlier?
“I shouldhave taughtyou aboutthat earlier”
We run Viral in Facebook, Youtube, Zalo to reach attraction
Online article on Afamily, Kenh14
KOLs: Tien Tien, Phan Anh, Thuy Tien

11.  We held events in amusement park and some big shopping center where
parents often take their children to at the weekend.
 Create an sexuality education understanding test in Afamily app and
encourge parents to download app to have discount price ticket. The higher
the score is, the more money is discounted. In additional, we create a new
category in the app “Homey gender class” that include guide and many
lession about sexuality education which are in animated cartoon vide and
encourage parents discussion about their experience on educating children.
 By downloading app, parents are invited to the big event which include
worshop, entertaining activities for children and music.
ENGAGEMENT HOMEY GENDER CLASS

12. We viral all the moment of the journey and share
it in Social media: Youtube, Zalo, Facebook,
Online Article,… to call people take action against
children sexual abuse.
AMPLIFY

13. THANK YOU FOR WATCHING