The document outlines a campaign to educate rural mothers in Vietnam about child sex education. It begins by establishing the social problem of child sexual abuse occurring more in rural areas where parents are less aware. The campaign's big idea is to create "Mom's Classes", both online and offline, where mothers can learn about teaching their children about sex for the first time, as this was previously seen as a taboo topic. The deployment plan involves three phases: 1) Triggering awareness through a viral video, 2) Engaging mothers through workshops partnering with Women's Unions, and 3) Retaining learning through an online content hub. The goal is to educate mothers so they feel comfortable discussing this important topic to protect their children.

1. Anti-
Pedophilia
Rural Campaign
The Mom’s Class

2. Agenda
1. Introduction
Key challenge
The Social Problem
The Business Challenge
2. Insight & Big Idea
Target Audience Segmentation
Target Audience Portrait
Target Audience Value
Target Audience Insight
The Big Idea
3. Deployment Plan
Strategic House
Phase 1 – Trigger
Phase 2 – Engage
Phase 3 – Retain
KPI & Budget

3. 01
03
02
The Social Problem
The moral challenge
.
The Brand
The business challenge
The Target Audience
The communication challenge
.
Key challenges

4.  An urgent need to make a change –
change the mindset of RURAL PARENTS, to
SAVE THEIR CHILDREN!
 An urgent need to execute a campaign to
hit the mystified Rural area – where this
crime still happens everyday!
The Social
Problem
In Vietnam, sex education is largely
seen as a “sensitive” problem, many
parents hesitate to talk about it with
their child, especially in rural area.
Recently, many cases of child sexual abuse
have been brought to the light, but only in
urban – where parents are more
acknowledge of the problem. Severely, many
children in countryside are still suffered from
this crime without any help.
Various communication campaigns
have been conducted but it seems to
reach only the urban part, while the
counterpart of the country with many
suffered children are still neglected.

5. The Brand – Business Challenge
Afamily is a news outlet providing information & knowledge for family.
However, it’s still behind the main competitor – Webtretho in term of
monthly view. Its base audience is mostly woman living in 6 key cities.
=> To achieve its vision of becoming Vietnam’s number 1 family news
platform, Afamily need to embrace the largely potential market – the rural
by creating mass awareness & building brand love with rural housewives.

6. The Target Audience – Segmentation
Satisfaction
with existing
Going for
better life
The Contended The Progressive
The Conservative The Trend Setters
• Demographic:
Skewed to middle age (36-50)
Low income
Resides in Rural South & Central
• Attitude:
Concerned of what other people think
Worried about life
• Concerns: family health, family
income, harvesting job
• Change: Resistant to change
• Demographic:
Skewed to middle income
More fixed income
Skewed to Rural North
• Attitude:
Positive outlook towards life
Saving for unexpected situations
• Concerns: family health, my health
• Change: Open to new things
• Demographic:
Skewed to higher income
More fixed income than other
Living in Central & South
• Attitude:
Positive outlook towards life
Make further progression in life
• Concerns: family health, their future
• Change: Open to new things
• Demographic:
Skewed to middle income (36-50)
More self employed (trading, freelancer)
Living in Rural North
• Attitude:
Never stop learning
Dare to do things differently from others
• Concerns: family health, kid’s future
• Change: Want to experience new things

7. The Target Audience – Portrait
Age: 25 – 45 (having children from 6 – 13
years old)
Gender: woman (emotional, deeply
maternal love & easier to change their
attitude)
Type: the “Progressive” and the
“Trendsetter”
Geography: Rural South – Mekong Delta
River (13 provinces)

8. TA’s Insight – Unlock their value
One of the most important value to rural people is authentic
community bonding.
“In my small village, the neighborhood is of sheer importance
to me because they are just like my relatives in the family.
Therefore, we put complete trust in what we daily share”.
=> Suggested Channel: Leverage key sources of influencers
such as neighbors, Women Union … to gain more engagement
Rural people are more and more connected &
exposed to digital channel with their mobile phones
“My cell phone is just like a best friend. It is always
with me anywhere, anytime to connect me with my
family, my friends and the outside world”.
=> Suggested Channel: Explore mobile &
appropriate digital channel to stay connected with
rural people & bond the brand with them
90% RR people own
mobile phone and
50% of them own
smartphone
90%
4.5
11
15
18.5
21
22.7
23.5
0.5
2
5
9
14
21.2 22.5
0
5
10
15
20
25
2011 2012 2013 2014 2015 2016 2017
Urban Users
Rural Users
NUMBER OF RURAL VS URBAN
FACEBOOK USERS
Source: Nielsen 2017

9. TA’s Insight – The barrier to sex education for children
Fact: Rural moms are intensively hesitant to talk
about sex education with their children
Observation #1:
• They don’t know how to teach their children about sex in
an appropriate way
• Their own lack of sex education make it difficult for them
to educate their children.
Observation #2:
• Mothers had received no, or very limited, sex education as
children themselves. Sex has been a very sensitive topic
traditionally, which preventing their parents – the
grandparents to teach them in the past.
• Mothers think that children will learn about it naturally
when growing up like they did in the past, so no need to
break the traditional way & just follow the ancestor’s
method of teaching children.
Insight:
“This topic was like a taboo in my
generation – I was never explained or
taught about it properly by my parents.
Therefore, I find it difficult to teach this
problem to my own children & somehow
unnecessary to do so. We don’t have the
tradition of mention such a sensitive thing
like this to a child”.
Why
Why

10. The Big
Idea
Mom’s Class – Lớp học của mẹ
A class, both online & offline, where moms can learn what
they have never been taught – child sex education, to ensure
their own children’s safety.
Key message:
“Một người mẹ tốt sẽ không ngần ngại học hỏi những điều
mới mỗi ngày để dạy cho con mình. Hãy trở thành một người
mẹ tốt bằng việc học cách đối thoại giới tính với con – hãy
cứu lấy con bạn khỏi hiểm họa ấu dâm!”.
Afamily Brand Role:
• Functional: A news platform providing information &
teach rural mothers about child sex education
• Emotional: A good companion for parents on their long
way to change their conservative mindset & step-by-step
teaching their children

11. Strategic House
Mom’s Class – Lớp học của mẹ
Trigger (2 weeks) Action (6 weeks) Retain (4 weeks & afterward)
Create mass awareness about the
situation, make them realize that their
perception is wrong & could bring
harmful consequence to their child
Phase
Objective
Consumer
Journey
Key hook
Support
Tactics
Brand Role
Start educating them about how to
teach sex education to their children,
equip them with necessary
knowledges & skill
Viral Clip “The Taboo”
Series of mini workshop
“Lớp học của mẹ”
Online Content Hub
“Lớp học của mẹ”
KOLs
Facebook Ads Support
PR
Local Women Union Partnership
Word of mouth
Expert Consultancy
PR & Social Media
Social Media
PR
Local Women Union
After changing mindset, maintain their
behaviors of teaching sex education to
children by frequently exposed with
knowledges & lessons online
“I realize my mistakes in educating my
children may harm them later. I’m
eager to learn about teaching sex
education, for my kid’s future”
“These knowledges are very useful. I’ll
try to apply it to teach my children
about sex education”
“I read Afamily everyday to learn more
about sex education tips & lessons so
that I can continue teaching my
children”
Sponsor the viral clip & help spreading
the buzz
Sponsorship & Host the workshop
series
Launching the content hub as a
microsite of the website Afamily

12. Phase 1: Trigger
Key hook: Viral clip “The Taboo”
Cast:
The mom (35 years old)
The daughter (8 years old)
Mood & tone: Emotional & moving
Script: A story in a distant countryside which can happens everyday
everywhere. Reading the news about pedophilia on online news, the mom
look at her daughter playing happily in the yard with an anxious face.
When her daughter asks her a question from a sex education lesson at
school, a flashback comes to her mind, remind her of the past when she
also ask the same question to her parents, but only got back a swish on her
mouth – meaning it is a taboo. Then she just repeat the same thing to her
own daughter, until one day, when her little daughter become a victim of
pedophilia on the way go to school, she just realize it is too late …
Support Tactics:
• KOL spreading the viral clip:
choosing who having big
rural fan base or have big
impact with rural people
(ex: comedian Hoai Linh, Cat
Phuong, singer My Linh,
Cam Ly …)
• Facebook Ads support:
sponsored ads targeting
location, focus on the key
rural provinces
• PR: Editorial & Advertorial
series

13. Phase 2: Action
Key hook: Partnership with the local Women Union to co-organize a series of mini workshop
“Lớp học của mẹ”
What: the mini workshop will tap in the frequent meeting of Women Union at the rural Cultural
House, opening a small session in the meeting to communicate the importance of child sex
education, teaching moms basic knowledge, skills, lessons on this problem.
Other activities includes showing viral clips, presenting about Afamily, instruct mom to
download Afamily news mobile app or surfing Afamily website, giving them a booklet teaching
how to communicate with children about this sensitive problem …
Why:
• Women Union have big impact with TAs, as they often join the meeting together with their
neighbor -> maximize the reach & gain trust from Tas
• Saving cost by tapping in the already-there-event of the Union, easy to gather a large
amount of TAs
Support Tactics:
• Expert Consultancy: sending Expert on Education field to talk in the workshops
• PR & social media: editorial series about the workshop on media & social
• Word-of-mouth: utilize the WOM in rural area to allure more people joining the campaign

14. Phase 3: Retain
Key hook: Online content hub “Lớp học của mẹ”
What: A microsite from the main website of Afamily for pedophilia and child sex
education with the theme “Mom’s class” – where Mom can continue to learn
online after the workshop. Content types includes: editorial article, tips & lessons,
infographic, webinars, series photos & videos with testimonials …
Why:
• Draw traffic directly to Afamily website & creating new audiences
• Integrating online channel – a part of TAs daily life to normalize child sex
education
Support Tactics:
• Social Media: integrate various KOLs & Fanpage to amplify the Online Class to
more moms in urban
• PR: Editorial & Advertorial about how the campaign affected rural housewives
• Local Woman Union:
Present & instruct about the content hub in further meeting of the Union
Re-check the situation of teaching child sex education of members every 3
months

15. KPI & Budget
Tactics Budget KPI
Phase 1: Trigger Viral Clip Production 100,000,000 VND Reaching at least
3,000,000 people
through online
channels
KOLs 100,000,000 VND
Facebook Ads 100,000,000 VND
PR 100,000,000 VND
Phase 2: Engage Mini workshop 500,000,000 VND Reaching & educating
500,000 TAs to teach
child sex education as
a sample for other to
follow
Woman Union
Partnership
100,000,000 VND
Expert Consultancy 100,000,000 VND
PR & Social media 200,000,000 VND
Phase 3: Retain Microsite content hub 200,000,000 VND Educating 1,000,000
TAs
Reaching 2,000,000
people
Social Media 200,000,000 VND
PR 100,000,000 VND
Total 1,800,000,000 VND