This document outlines a 3-phase campaign plan by Afamily, a Vietnamese news and family website, to address the problem of increasing child sexual abuse in Vietnam.
Phase 1 aims to make parents realize the dangers their innocent children face by creating a viral video clip highlighting this insight. It also offers a free online course to teach parents how to discuss sex appropriately with children.
Phase 2 focuses on encouraging parents to gain knowledge from the course. It includes a video series and sharing knowledge from the course through an offline contest called "Mommy, I know."
Phase 3 promotes the contest to further build the reading habit on Afamily and engage more parents in discussions about protecting children from sexual abuse. The plan outlines objectives
3. BACK
GROUND
Children sexual abuse in Vietnam DOUBLE
INCREASED from 2013 to 2014, causing serious
damages to children and the society. BUT most
parents in Vietnam do not take a proper action.
OBJECTIVES
Awareness: 5 MILION parents who have children
from 6 to 13 age in Vietnam.
Engagement: 30% of them will take part in this
campain.
Change the target customer behaviour from being
afraid of talking to willingness to talk to their child.CHALLENGE
BRIEF
SUMMARY
BRAND
Afamily, a news & knowledge website dedicated to
family (women), wants to solve this problem and
increase the brand love from target customers.
4. TARGET
CUSTOMER
Female aged 23 – 40
Living in Vietnam.
Married with children aged 6 – 13.
Love taking care of her family.
Have the habit of reading online.
100
%
94
PARENTS THINKING
%
Parents will protect their child if
they find their child is in danger.
Parents think children under 10
are too young to learn about sex.
I think my child are NOT being endangered,
so I don’t need to teach them about sex.
Sources: Report sex eduacation for children 2016 - Vinaresearch
5. Children will refuse when
relizing waring signs of
possible sexual abuse.
Actively talk to trusted
adults then.
IF children are
well-educated about sex
IF children are
innocent
This fear stops
pedophile's action.
This is the big factor that
increases the risks of
children sexual abuse.
Children's fear of talking
with their parents then
People close to children
will transform dedophiles
PEDOPHILES THINKING
Pedophiles are afraid of being discovered!
95
%
That is actually out of my control, I can’t
protect them by myself any more. I have
to teach them to protect themselves.
80
BUT I DON’T KNOW
THE FACT THAT
%
Child sexual abuse cases
involve a relative, friend or
someone else close to the
child.
Offences occur in the
child’s home.
ONE MORE THING…
BIG
REASON
6. INSIGHT
I definitely take action IF my child is in danger. BUT I
don’t realize that my child currently is being
endangered because of their INNOCENCE
7. BIG IDEA
BIG IDEA
DANGER…MOMMY, I DON’T KNOW!
KEY MESSAGE If your child is innocent, dedophiles will
occur!
Key visual: A innocent child
talk to her/his mom “I don’t know”.
People will become dedophiles!
Mom see their child and realize that her
child is in danger. => she think she must
take action now.
8. Objective
Message
Key Hook
REALIZE OFFER ENCORAGE
Make target customers
realize the fact that
teaching sex to their child is
essential.
Build access habit of
target customers on
afamily.
Build reading habit of
target customers on
afamiy website.
Dedophiles will occur if
your child is innocent.
Let’s gain more knowleage
to talk the right things to
your child.
Join the contest to show
other people that your
child is not innocent.
Viral Clip - Child is innocent,
pros and cons?
Tactics:
Youtube, Social Media,
Forum Seeding, KOLs
& Influencers
Supporting key hook:
Series clip: Mommy, I don’t know
Tactics:
Youtube,
PR, Social Media
Supporting key hook:
Hashtags on social media
Tactics:
Social Media, PR
Free online course:
Mommy, I dont know!
Key Tactics
DEPLOYMENT PLAN
The Talking Journey Contest:
Mommy, I know!
9. PHASE 1: REALIZE
Aiming to expose the insight KEY HOOK:
Viral clip: Child is innocent, pros and cons?
Objective: Create Controversy, make Target
Audiences realize teaching about sex to their
child is essential.
Message: If your child is innocent, dedophiles
will occur.
Content: MC Phan Anh will talk independently
with many value facts to expose the insight.
Start with the key visual which is a innocent
child with her/his talk: “Mommy, I don’t
know!”. This is just the “talk” of the innocent
kid. BUT behind this talk, there are many
dangers of other people close to your kid. You
scare that teaching about sex to your children
can be in danger, but the fact that if your child
is innocent, people close to the child can
easily become dedophiles.
At the end of the video, MC Phan Anh will
provide audience a free online course built on
afamily website aiming to gain more
knowledge to teach their child.
The length of the video: 3 minutes.
Mẹ ơi!
Con không
biết...
PHASE 1: REALIZE (2 WEEKS)
Aiming to make target customers
realize the insight.
Mẹ ơi!
Con không
biết chú
ấy....
Ngây thơ đang là
miếng mồi ngon
cho những người
lớn quanh trẻ.
10. KEY HOOK:
Free Online Course: Mommy, I don’t know!
Objective:
Provide parents the right things to teach their
child in a proper way. Build the habit of
access to afamily website.
Content:
This is free online course teached from top-
notch experts in sex education field (Reason
to believe in afamily brand).
SUPPORTING KEY HOOK:
Series video: “Mommy, I don’t know!”
Objective: Push traffic to afamily website
aming to join the course.
Content:
Provide parents teaching methods. In detail,
Moms ask their child about sex, child sexual
abuse and then realize their child is innocent.
Therefore, this encourages them to get the
access to afamily website to join the course.
PHASE 2: OFFER (1 MONTH)
Aiming to encorage TA to gain knowleage from afamily
to talk to their child.
MẸ ƠI, CON KHÔNG BIẾT!
VÀO HỌC
DẠY GDGT VỚI TRẺ ĐÚNG CÁCH TỪ CHUYÊN GIA
KHÓA HỌC MIỄN PHÍ
11. KEY HOOK:
The Talking Journey Contest: “Mommy, I
know”
Objective:
Knowledge from the online course and reading
afamily daily is must-have for the contest.
Build reading habit of Target Customers.
Message:
Join the contest to show other people close to
my child that your child is’t innocent and be
careful for your bad action.
Content: Test children’s knowledge and offer
sexual abuse simulators to test their behaviour.
Semi-final round and final round will occur
offline at schools and children’s houses in VN.
SUPPORTING KEY HOOK:
Objective: Encourage Target customers to
share the contest with other people on their
friend list.
Content: Who join the contest has the
opportunity to recieve the gift from Afamily.
Just share a article relating to sex education on
Afamily with Hashtag on 7 successive days:
PHASE 3: PROMOTE (1.5 MONTH)
Aiming to build reading habit on afamily website
12. ACTIVITIES BUDGET (VND)
Clip: Is your child innocent
Free online course
Series clip: Mommy, I don’t know
PHASE
500 milion
100 milion
300 milion
100 milion
PHASE 1
PHASE 2
BUDGET AND KPI
KPIs
500 milion
KOLs & Influencers
, Ads display, PR, ...
Contest: Mommy, I know
Awareness of 5 milion
TC
Engage: 1.5 milion
people to join the
course
500 thousand people
talk to their child
PHASE 3
3 PHASES
