Young Marketers 5+1 + Lê Thị Ngọc Ánh

1. Le Thi Ngoc Anh
SBD: 23
Child

2. FACT IN VIET NAM.01
04 TARGET
CUSTOMERS
AGENDA
OBSERVATION02
05 BRAND ROLE
INSIGHT.03
06 STRATEGIC
TARGETS
07 08 09BIG IDEA MESSAGE DEPLOYMENT
PLAN
Child Sexual Abuse

3. FACT IN
VIET NAM
 One fourth of little girls has to suffer sexual abuse every eights hours.
This rate at the boys is one sixth.
 Until 2016, it happened an average of 1200 cases of child sexual abuse.
 During the first half of 2017, over 823 cases are certified.

4. “Parents always long for the best things for their children. However, most of them stay shy and
uncomfortable when it comes to educating their kids about sex in order to defend them against current child sexual abuse.”
OBSERVATION
95 39 30
INSIGHT
Persons who commit
sexual assault is
a close relative
of a child
Parents do not need
sexual dialogue
with their
children
Child abuse
allegations
are not believed
by parents
% % %

5. TARGET
CUSTOMERS
WOMEN At the age of 23 – 40, who
have the children at the
age of 6 – 13.
 Who live in Ho Chi Minh
City, Ha Noi and others big
cities.
 - Who want an effective
method of sexual health
education for their
children but still afraid
of direct dialogues.

6. BRAND
ROLE
Information platform
for women and families
who has the second highest
access times in Viet Nam
Visitors at the age of 23-40
who live mostly in Ha Noi,
Ho Chi Minh City and others
big cities
Afamily – The website
for every woman and
every family
(65 millions
times/month)

7. STRATEGIC APPROACH
Purpose: To make the parents take the initiative in sexual education
for their children in stead of avoiding the directs dialogues.
At least 30% of them
will have the direct
dialogues with their
children about sexual
health.
Time: 08/03/2018 –
01/06/2018.
5 millions of parents
having the children at
the age of 6 – 13 are
active and interested
in the activities of
Afamily.
Targets:

8. FESIVAL FOR CHILDREN - FORUM FOR PARENTS
MESSAGE
“DO NOT DODGE, PLEASE TELL
US!”

9. Trigger Engagement Amplify
Objective Create the effect on social
network community via photo
and clip contest “action for
children smile".
Create a playground for kids
and parents through the
"Children Days" with the Talk
show Afamily Talk which is
going to involve parents
participation.
Evoking the sympathy of
society and aroused
awareness of pedophilia issue
through viral clips reflecting
on children’s tragic stories.
Key hook The photo and clip contest
“action for children smile".
Festival for children – Forum for
parents.
Viral Clip - changing
perceptions with Afamily
Channel Afamily, Instagram, Youtube,
Facebook, KOLs,…
Afamily, website, Facebook,
Instagram, Youtube, VOV,…
Afamily, Youtube, Facebook,
Instagram, VOV, KOLs,…
Budget 200 millions 1 billions 800 millions
DEPLOYMENT PLAN

10. Phase 1: Trigger

11. To share and spread the childhood story around the current pedophilia affair.
To show empathy and raise a common voice for Child Protection.

12. FESTIVAL FOR CHILDREN -
Forum for parent
Children’s Day Afamaly talk
Primary school
Children’s
Culture House
In Ho Chi Minh
and Ha Noi
Along with the
“Children Day” is
seminars “Afamily
Talk”
sharing methods of
sex education for
children
raising parents
awareness of the
need for bringing up
core issues
Create
opportunities for
parents to "Talk to
their kids”
Phase 2: Engagement

13. Afamily -
journey
connecting
countryside
mothers and kids

14. Reproduce tragic
stories of little children
around current child
sexual abuse reality to
trigger sympathy, raise
our voice and take
steps together to
ensure children safety.
change the perceptions
of parents, encourage
them to actively involve
their children in family
talks about sex with the
help of Afamily
01
PHASE 3: AMPLIFY
02

15. Thank you!