Young Marketers 5+1 The Second Chance Produced by Trang Pham

1. YOUNG MARKETERS
CONTEST 5+1
PHAM THI THU TRANG
THE SECOND CHANCE

2. THE PROBLEM
Demographic
29• – 40 years old (focus: mothers)
Having kids from• 6-13 years old.
Living in big cities.•
Attitude
Modern yet stable lifestyle•
Have heard about child sexual•
abuse, yet have not fully
understood about its range,
definition and danger.
Have never or rarely had•
sexuality discussion with their
kids.
TARGET AUDIENCE
URBAN PARENTS There are a lack of awareness from our target audience
about how close sexual abuse is to their own children.
THE CHALLENGE
• How AFamily can show parents the closeness of
sexual abuse to their children then urge them to talk
about sexuality to protect their kids?
• How to utilize the asset of AFamily to create a highly
engaging campaign?

3. IDEA
MAKE YOUR LIVING ROOM PROTECT-ABLE
Most of parents assume that there is no chance for their kids to be sexually abused nearby their home
– or - be abused at all. However, when it comes to child sexual abuse, the closest places turns out to
be the most dangerous ones.
Based on this understanding, the idea is to let parents see on their own eyes that child sexual abuse is
likely to happen even inside the house while they are not with their children. From there, urge them
to include sexuality discussions into the conversations and activities that often engage the whole
family during relaxing time – as a mean to help their children protect themselves.

4. AFamily wants parents to openly and proactively
approach this issue, so we choose to utilize the
seemingly safest space to them: the living room.
Mothers will be awaken here, and also will be
inspired to do the unfamiliar task right at this
familiar place.
EXECUTION
BRAND ROLE
AFamily provide proper information platform
about sex discussion, play the role of an online
mentor for parents on the way to protect their
kids.
AFamily asset – digital platforms – is the best
way to spread the message to our audience.

5. PR STUNT
LIVING ROOMS –
THE UNEXPECTED CRIME SCENE
AFamily collaborates with parents of victims of
child sexual abuse (who are abused inside their
own house) to recreate the crime scenes inside
some pop-up living rooms.
Then, we put the portable living rooms across
crowded places and invite parents to come inside
to directly see how sexual abuse crimes are made
at their most beloved places.

6. VIDEO & PR
AFamily records parents’ reaction to this PR
stunt, making it a social experiment video.
The video would be spread out on social
platforms and through online news and
magazines that AFamily collaborates with, in
order to reach more parents.
MESSAGE:
Don’t let your own living room become a crime
scene. Discuss sexuality with your kids there
today to turn it into a protect-able hub!

7. AFamily release a series of video to suggest parents that they can utilize familiar stuff in the living
room as tools to refer and demonstrate sexuality subjects to their kids.
AFamily invites KOLs to talk in this series of video, sharing their methods to discuss sex with their
children in the living room.
SERIES OF ONLINE VIDEOS
HOW TO
MAKE YOUR LIVING ROOM PROTECT-ABLE?

8. Quyền Linh dùng
mặt nạ đóng kịch,
luyện cho con kỹ
năng nhận biết lạm
dụng tình dục
Hiền Thục dùng
búp bê dạy con
tên các bộ phận
cơ thể
Phương Thanh
dùng bộ ấm
chén để dạy con
quy tắc bàn tay
Ốc Thanh Vân
dạy con quy tắc
đồ tắm bằng gấu
bông

9. ONLINE CONTEST
AFamily encourage parents to be creative
in using tools in their living rooms to talk
with their children about sex, soften the
seriousness of sexual abuse and body
protection.
Parents submit their own creative methods
in the living rooms in AFamily’s microsite.
All parents participating will receive the
medal: “Protect-able living room” as their
rewards.

10. BOOK
PUBLISHING
After the contest, AFamily collects the most
effective and creative methods that parents
creates to publish an instruction book for
parents on how to discuss sex education
with their kids in the living room.
Books will be given to parents participating
the contest and will be distributed both
online (e-book) and offline (hard cover).

11. KEY HOOKS
INSIGHT
IDEA
There are a lack of awareness from our target
audience about how close sexual abuse is to their
own children.
Except for academic-related topics, when parents
and their children are together, they often just
entertain: Children play themselves and parents relax
their own way.
Let parents see on their own eyes that child sexual
abuse can happen even inside the house. From
there, urge them to include sexuality discussions
into the conversations and activities that often
engage the whole family during relaxing time – as a
mean to help their children protect themselves.
ISSUE
SERIES OF ONLINE VIDEOS
PR STUNT
AFamily collaborates with parents of victims of
child sexual abuse to recreate the crime scenes
inside some pop-up living rooms.
ONLINE CONTEST
AFamily encourage parents to be creative in
using tools in their living rooms to talk with
their children about sex,
MAKE YOUR LIVING ROOM PROTECT-ABLE
MAKE YOUR LIVING ROOM PROTECT-ABLE
Suggest parents that they can utilize familiar
stuff in the living room as tools to refer and
demonstrate sexuality subjects to their kids.
BOOK PUBLISHING
Collection of the most effective and creative
methods that parents creates in the contest.