Presenting to Young Marketers 5+1 Competition Brand: Afamily Social Marketing Campaign Presented by: Vu Ha Phuong Linh

1. Protect Children,
Protect Family Time
Young Marketers 5+1
Presented by: Vu Ha Phuong Linh

2. Tables of Contents
I. Scope
• Child Sexual Abuse: Alarming number
and fact
• Child Sexual Abuse: 6 Stages Of
Grooming
• Requirement on solution to the issue
“Children Sex Education is MUST
and to be continued”
II. Study on difficulties and opportunities
• Study on targeted audience – Insights
“Mother is main responsible for
raising, educating, taking care of children”
• Difficulties in Child Sex Education Delivery
“Children sex education by parents is
difficult but not impossible”
III. Solution Proposal
• Solution to Children Sex Education Delivery: “Facilitate Children Sex Education Process”
• Big Idea & Key message: “PROTECT FAMILY TIME” – Protect children, Protect family time
• Idea Clarification & Execution Plan: “Make children sex education become easy, fun and enjoyable
right in family time” with BOARD GAME
• Afamily – Brand Building Purpose

3. I. Scope
Child Sexual Abuse: Alarming NUMBER and FACT
1 out of 4
girl children
1 out of 6
boy children
IS SEXUALLY
ABUSED
The number of children
sexual abusing case is
INCREASING
Children Sex Education –
the
MOST EFFECTIVE METHOD
in prevention
IS NOT EXECUTEDIt hurts
It hurts more
What HURTS most is
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4. I. Scope
Sexualizing the
relationship
Maintaining Control Isolating the Child
Filling the NeedGaining the Victim TrustTargeting the Victim
Child Sex Education is MUST for children to aware of threatening signs
Child Sexual Abuse can be noticed and prevented within criminal process
Child Sexual Abuse: 6 Stages Of Grooming
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5. I. Scope
Requirement on solution to issue:
How to help parents deliver
children sex education?
How to help parents aware of
threats to their children in time?
How to raise awareness and involve
people into children protection nationwide?
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6. II. DIFFICUTIES AND OPPORTUNITIES
“Children sex education by parents is
difficult but not impossible”
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7. Motivation – Barrier
MOTIVATION
• Love and desire to create the
best developing environment
to children
• Expectation of development
and future of children
• Fear of children sexual abuse
situation: Threat to their own
children
BARRIER
• Lack of awareness of child sexual
abuse situation
• Responsibility of role model:
Hesitation of sensitive topics
• Never receive children sex education:
No idea about education delivery
content and method
• Limited time to research about child
sexual abuse/ education method
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8. Insights
“Parents (both mother and father) want to protect their children from any
hurt and vulnerability (including sexual abuse).”
“Never have received sex education before, they lack of knowledge about
content (misunderstand sex education as sensitive topic) and method
(how to deliver education content).”
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9. Difficulties in Child Sex Education Delivery
CHILDREN
• Little/No understanding about
sex/gender
• Lose their attention quickly and easily
• Difficult to understand and remember
complicated knowledge
PARENT
• Hesitate to mention about
sensitive topics: gender, sex,…
• Limited teaching ability
• Lack of knowledge
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10. III. Solution Proposal
“Facilitate Children Sex Education Process”
GOAL: Provide parent with full content and method for children sex education
Raise Awareness of
Essentiality
Provide Equipment for
Children Sex Education
Delivery
FROM TO
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11. III. Solution Proposal
• Age: 30 – 45 year old
• Having children (6 – 13 years old)
• Area: Urban area (Focus cities: Hanoi, Hochiminh City, Danang)
• Education: Well educated – university graduated and higher
• Occupation: Public worker, Officer, Business women,….
• Suitable media channels:
- Social network: Facebook, Forums for women: Webtretho,
Lamdep,…
- Video/Movies Channel: Youtube, Phim14,...
- E-commercial website/apps: Lazada, Zalora, Shopee,…
- Television
Women – Mother: The one who is mainly responsible for
raising, educating, taking care of children
Targeted Audience
Description
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12. III. Solution Proposal
SOCIAL MARKETING CAMPAIGN
Big Idea: “PROTECT FAMILY TIME”
Key message: Protect children, Protect family time
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13. III. Solution Proposal
Make
children sex education
become
easy, fun and enjoyable
right in family time
WITH
BOARD GAME
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14. Board Game Collection
Board Game Categories Target/Content
Gender Differentiation Children aware of gender and how to define differences between boy and girl
Selves – protect method
Children aware of private parts of their body and how to protect themselves from
physical touches on purpose
Safety vs Danger
- Children understand danger existing in living environment
- Children differentiate safe/dangerous places and people to avoid or to ask for help
Children Safety Situation
Follow-up
- Parents get updated situation of children to foresee threats in time
- Remind children about gender lessons provided
Board Game example:
Jenga filled with questions is a easy way to create conversation between family.
There are different question group:
• Lesson reminding: Talk about 3 boys/girls that you know (gender differentiation);
Choose the person to play with: glum policeman/ smiley unknown (Safety vs Danger)
• Get updated children situation: Talk about 3 adults that you love most. Why? (Noticing threat)
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15. III. Solution Proposal
For Education Goal
• Suitable for all ages: maintain children and
parents’ interest and attention
• Simplify knowledge for better understand
and remember
• Facilitator for parents to start and continue
educating conversation
• Long - term method to remind and follow
up children safety condition
For Family Time Connection
• Facilitator for family time
• Create direct interaction and build
connection between parents and
children
• Become both teaching and relaxing
method for family members
• Reduce time spent on smart devices
that separating family
Board Game: Solution to education and connection
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16. Execution Plan
Raise Awareness Experience Impact Spreading
Location Urban area – 3 cities: Hanoi, Danang, Hochiminh Rural area - South-east provinces
Message
Children are facing threat
right in their living area/
neighborhood
Children need parents’
protection by providing
them with sex education
Protection is Now, Then and
Everyday
Let’s protect Vietnamese children
Key hook
Viral video:
“Story of a child sexual
abuser – How to succeed
in child sexual abuse”
Viral video:
“Story of a victim who is not
taught how to protect
herself by parent - Why
didn’t you tell me?”
Introduction of child sex education
method: Board Game Collection
Donation for prevention of child sexual abuse
in rural areas
Activities
- Viral clip
- Viral content about child
sexual abuse: Scope and
preventing solution
- Viral Clip
- Create viral content:
Children sex education -
Importance and Lesson
content
- Events in 3 center cities: “Special
family time with board games
education
-Publish guideline (video, booklet)
introducing sex education method
- Board Game Collection on Sale
- Donation campaign: “Buying Board Game
Collection - Protect Vietnamese children”
- Donate board game collection to primary
schools in rural area
- Donation – Volunteer: ‘Safe Doors to Brighter
Future” – building secured houses in rural areas
Channel
- Online media: Facebook,
Youtube, Forums
- Afamily: Website,
Fanpage
- Online media: Facebook,
Youtube, Forums for
women
- Afamily: Website, Fanpage
- Online media: Facebook, Youtube,
Forums for women
- Afamily: Website, Fanpage
- E-commercial websites: Lazada,
Zalora, Shopee,…
- TV channel
- Online media: Facebook, Youtube, Forums for
women
- Afamily: Website, Fanpage
- E-commercial websites: Lazada, Zalora,
Shopee,…
Budget 250.000.000 250.000.000 750.000.000 750.000.000

17. Afamily - Brand Building Purpose
Objects Brand Building Purpose Achievement
Women –
Targeted Audience
- Express concern and care to the happiness of women and their family
- Propose solution for women to fulfill main responsibility: Build family
connection and protect family happiness
Vietnam Society - Fulfill social responsibility by strong action against Vietnam social issues
- Become pioneer in child sexual abuse preventing effort
Holding campaign against child sexual abuse, Afamily becomes the pioneer
in creating social impact in this issues
Raise awareness of
brand name nationwide
Create positive impression and direct
brand - audience interaction through
viral content and activities
Attract targeted audiences’
attention on Afamily and
accession to Afamily channels
Goal Achieved
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18. THANK YOU VERY MUCH
FOR YOUR TIME & ATTENTION