3. The
Context
There were 1200 child
molestation cases/ year in
2016, with the growth of
200% from 2013-2014
Parents, especially in the countryside,
avoid talking about sex education/
problems with their children, even
neglect the child when they said
they were abused
95% children were abused by
their relatives, 84% cases were in
their own house
This causes a BIG PROBLEM when
parents are the only & best one
who are able to protect the
children from molestation
*Data from Young Marketers 5+1
4. Our
Objectives
The Brand The Objectives
AFAMILY is an e-page
about family knowledge
with most audiences are
women aged 23-40 in big
cities, the top 2 platform
for women in Vietnam
With a vision to be top
1 platform for women
in Vietnam, both urban
& rural, AFAMILY wants
to help solving child molestation
in Vietnam, which also build the
brand love
Change parents’ perception to
actively talk with children (aged
6-13 in Vietnam) about sex
education
•5.000.000 awareness of
the campaign from parents, which
also increases their love to AFAMILY
• At least 30% people who awoke
will take action to talk with their
children about sex education
5. Target
Audience
• Women living in countryside, Vietnam
• Generation X, Y (aged 22-45)
• Having children aged 6-13
• Family-oriented
• Frequently use social media/ internet
• Having barriers in talking about sex
education with their children
6. Fact
87% moms don’t
want to talk about
sex education with
their children
‘’What? No! I
don’t think I’m
going to talk to
my child about
that’’
Truth
They feel ashamed to tell their
children about sex education,
because even they don’t know
much about it
“Oh, that’s a really
sensitive topic, how
could I tell that?
My parents never
told me about it
either”
Deeper
Truth
They want to
protect their
children from
the evil world
‘’Silence is better
for my little baby,
she is not strong
enough to face
that, when she
grows up, she will
automatically know’’
*Data by survey,N=200
7. Insight
‘’As a rural mom, I feel like my
plain, simple, direct talks about
sex education accidentally bring
my children to the evil world’’
‘’It is really bad of me to tell my little girl
about that! I tell her, and then she will try to
know more after that for sure!’’ – Mrs.
Duyen, Ben Tre province
‘’I was born in a countryside,
my parents, who were farmers,
have never told me about
that topic before. So, it’s really
hard to tell my child what I’ve
never been told. I’m afraid of
not telling her cleverly, which
will make things worse” – Mrs.
Vy – Dak Lak province
8. • They don’t have much
knowledge to tell their
children
• They don’t know how to tell
it in the way that is best for
children, which makes they
feel what they tell will help,
not harm
• They don’t know they play
the most important role in
anti-molestation – to prevent
it from the beginning
Barriers
What they
need
The
context
Brand
role
A way to sex
educate their children
that doesn’t lack of
information, but also
be in a childlike style,
which is suitable and
easy to understand
for children
• There are 24.000.000
internet users in Vietnam rural
area, with the growth of
8.9%/year in 2016 (*)
• Our target audiences account
for 51% women using Facebook
in Vietnam (**)
• Parents feel really bad and guilty
after things happened
*Smartphone Insight 2016 – Younet – Nielsen article
**Facebook real time audience insight
AFAMILY is a
good source of
information and
an advisory
page for women,
which talks to
them in a
women voice
9. Big Idea
BAD GUY
Children molested consider
everything in the world bad,
even their parents, which make
parents feel guilty. So, the
feeling being bad guy of
parents after molestation, we
bring it out AT THE VERY
BEGINNING WHEN NOTHING HAS
HAPPENED, YET.
Key message
ONLY YOU CAN SAVE YOUR CHILD FROM THE BAD GUY
10. STRATEGY
Trigger
Engage
Amplify
We bring the guilty
feeling of the very post-
molestation to rural
moms, pointing out that
they are bad guys when
avoid sex educating
children to prevent it
from the very beginning
But how can they do
that with a lots barriers
of a rural mom? It’s the
time for AFAMILY to give
moms stories created
with full knowledge & in
a childlike voice, which
make mom feel fine to
tell their children,
meaning that their insight
is solved
We create an image of the bad
guy based on molesters (an evil
face, always looks like he is
hunting the children,…), and make
rural moms aware that he is
nobody else, he is them.
Then AFAMILY will bring out the
solution for them not to be bad
guy anymore, but the protectors
fighting THE REAL BAD GUY, who
will prevent molestation to their
children, via BAD GUY STORIES
updated on AFAMILY
Moms’ problem is solved!
It’s about time to spread
the campaign more! We
drive more moms into
action by showing them
BAD GUY really works!
11. Task
Message
Key hook
Supporting
Tactics
Budget
Estimated
Trigger Engage Amplify
400.000.000 VND 1.400.000.000 VND 200.000.000 VND
Viral clip The stories about
bad guy
Facebook Ad, KOLs,
Banners in primary schools
Activation, School Affiliate,
Afamily website/ fanpage
Facebook Ad, KOLs
Viral clip
You are the bad guy when
you avoid talking!
With stories from Afamily,
save your child from the
bad guy!
Stories from Afamily really
helps
Make rural moms
understand their role in
preventing molestation
Give moms the solution
to meet the need with
no more of their barriers
Get more moms taking
part in the campaign
Timeline 01/03 – 07/03 08/03 – 15/05 15/05 – 31/05
IMC
12. Trigger
The viral clip
• Length: 2-3 mins
• Actors: 2
• Who they play: moms whose child was
molested
• Clip primary message: Moms are bad
guys when they avoid talking with children
about anti-molestation
• Secondary message: It’s really difficult to
sex educate children in a suitable way
• What actors share: Their feeling of guilty
& regret after what happened, wishing
that they taught their children at the first
place
Supporting tactics
• Facebook Ad targeting moms in
rural, type of advertising:
Awareness
• KOLs share the clip with their
supporting opinion
• KOLs chosen: MC Phan Anh, Hoai
Linh, Xuan Bac
• The banners: designed a scared
child with a shadow & his/her
mom behind (the mom is putting
her finger on mouth – means
silence) with our key message
• Where to put banners: 8.000
primary schools in rural area
• Who will put: local volunteers (2-3
people/ school) who were trained
2-3 months ago
Introducing a clip that bring out the deep insight
of rural moms, the urgent need for their children,
which makes them really want to take action
13. Engage
• Length: 15-20 pages
• Type: Hero/ Fairy tale
• Name: The Bad Guy
• Topic: who is the bad guy, what he does,
what behaviors to against him,…
• Where: these stories are updated on
AFAMILY fanpage/ website, so that moms
can visit to tell their children
• Number: 5 stories
• Time updated: every weekend in 5 weeks
of Engage phase
• Note: every story knowledge is scripted by
experts in anti-molestation
Supporting tactics
• School Affiliate: host a mom
meeting in the school set banners
before
• What in the meeting: showing the
viral clip again & introducing moms
about the solution – the stories
from AFAMILY
• Who will introduce & guide them
about stories: the local volunteers
in phase Trigger
• AFAMILY website/ fanpage: update
the stories so that moms can
follow up
The stories
Introducing the BAD GUY stories, which
is not only a interesting topic for little
children, but also a way for parents
to sex educate children in a
way that they feel best for the
children
14. Amplify
• Length: 2-3 mins
• Actors: 2
• Who they play: our target audience
• Message: These stories really helps them
• What they share: They used to not
sharing anything about sex to their
children because of the insight, the stories
from AFAMILY really helps them to break
the barriers & feel better for the children
Supporting tactics
• Facebook Ad targeting moms in
rural, type of advertising:
Awareness
• KOLs share the clip with their
supporting opinion
• KOLs chosen: MC Phan Anh, Hoai
Linh, Xuan Bac
A testimonial clip about how this
campaign helps moms to educate
their children without barriers, which
drives more moms to join The viral clip
15. Why these channels works
FB Ad
• There are 24.000.000
internet users in Vietnam rural
area, with the growth of
8.9%/year in 2016 (*)
• Our target audiences account
for 51% women using
Facebook in Vietnam (**)
=> It means Facebook Ad is
the effective way for the viral
clip to reach & create
awareness
*Smartphone Insight 2016 – Younet – Nielsen article
**Facebook real time audience insight
FB Ad KOLs
• They are very
close & famous
to rural people
• They used to
have voice in
anti-molestation
• They may help to
share the
campaign without
fee, meaning that
this campaign will
not be over
costed
School
• The place that can
reach moms &
children offline best
• The viral clip in
Trigger phase can’t
drive moms into
action if there are
only ATL activities
• Many people are
ready to join a anti-
molestation campaign,
which means there
are always volunteers
Afamily
• The channel to drive
them into using
AFAMILY in this
campaign
16. Facebook Ad
KOLs
School
Budget
Estimated
Reach/
Awareness
Action Brand engage
400.000.000 VND 1.400.000.000 VND 200.000.000 VND
20.000.000 moms 7.000.000 moms
100.000 moms ?
10.000.000 moms ? 500.000 moms
Timeline 01/03 – 07/03 08/03 – 15/05 15/05 – 31/05
KPI
7.000.000 moms
=> Objectives achieved
*These numbers are estimated based on
Facebok Audience Insight, no. of fans – KOLs,
no. of moms in avg – school,…
![[Tran Vinh Son]
Child Molestation
Campaign 2018](https://image.slidesharecdn.com/youngmarketers51trnvinhsn-171020125526/85/Young-Marketers-5-1-Tr-n-Vinh-S-n-1-320.jpg)
