Young Marketers 5+1

1. Afamily
We are gonna create a better world for children
Let’s do it
YOUNG
M A R K E T E R S
CONTEST 5+1

2. AGENDA
About Afamily
Children Sexual Abuse Status in Viet Nam
Target Audience
Root Cause
Insight
Big Idea
Deployment Plan

3. About Afamily
The second largest
women & family
information website in
Vietnam
65 million
views/month
Target Audience :
Women
23 – 40 years old

4. Afamily wants to become the no.1 women & family information platform in Viet Nam
by resolving children sexual abuse issue in order to build brand love with target
audiences
Afamily will approach this hot issue in communication perspective from March to May
2018 with budget 2,000,000 VND
Population
under 15
years old in
Viet Nam is
nearly 24
million
4100
children
sexual abuse
cases were
reported
from 2014 to
2016
40 % of
victims are
under 13
years old
78.1% kids in Ha Noi said that they were abused

5. Target Audience
Demographic
Woman
25-40 years old
Have child in the age of 6 - 13
Enjoy reading e-newspaper
Attitude
Care about child
Not really care about
children sexual education

6. 95% of culprits are chidren‘s
acquaintances
47% of culprits are relatives, family
members
84% of cases happened in children’s
house
Who
Are
The
Culprits
?

7. But what is the root cause?
Vietnamese children are taught to always
listen to adults (phununews.vn)
Children think everything adults say
and do is right and have to follow in a
passive way ( Vnexpress.net)
Children in Viet Nam are not properly sexual
educated, have no awareness when being in
dangers
Just seek for fun and
have no doubt on
anyone who bring
them fun

8. and what about their parents/target audience?
Nói chung là cũng khó. Phòng người gian được thôi chứ phòng người
ngay thế nào được. Cơ bản là bây giờ con mình còn bé thì mình bảo
vệ với mức độ là còn bé. Có hướng dẫn hay là bày thì nó cũng chưa
biết gì. Chủ yếu là mình và người nhà thôi. Chứ còn nếu mà để cảnh
giác với tất cả mọi người thì chẳng ai cảnh giác được …
Bạn bè trong tầng chẳng hạn, có
thằng lớn hơn thì mình cũng giữ
cho nó ít thân thiết quá. Còn người
lớn thì cũng để ý, thằng nào mà
người lớn nhưng mình nhìn trông
nó tướng dê xồm là cũng hạn chế
cho nó chạy sang nhà chơi. Mình
cũng để ý chứ, con gái lớn mà.
Người trong cùng
một nhà thì phải tin
tưởng nhau chứ sao
lại đi đề phòng

9. “ I always trust someone who has close relationship
with me and as a father/mother I believe that my
child will be safe with them.”
Insight

10. BIG IDEA
YOU CAN’T SEE THE DEVIL

11. Phase Trigger
1 month - 500 mil
Provoke
1 month - 500 mil
Amplify
1 month - 1 bil
Objective Show parents that anyone
can be devil and their
child is never completely
safe
Show that sexual
education can be solution
for this issue
Emphasize Afamily’ s
message and increase
brand love
Key message For a non-children sexual abuse world, take care of your child in the right way
(Vì một thế giới không ấu dâm, hãy quan tâm con đúng cách)
Key Hook Viral Clip “ Devil can be
anyone” + Confession of
Parents
Viral Clip “ I can fight the
devil”
Events “ Children Sexual
Abuse”
Channel Facebook
Advertorial/Editorial
KOLs
Facebook
Advertorial/Editorial
KOLs
Recap on Facebook
Advertorial/Editorial
Deployment Plan

12. Ambassadors of Campaign
MC Phan Anh &
singer Thuy Tien have
child in the age of 6 –
13 and they both
were abused when
they were kids so they
will be the suitable
ambassador for this
campaign

13. Trigger
A clip of 5 real mom/dad whose
child were abused by relatives. They
will share their abused child story
and warn every other parents that “
Devil can be anyone”. At the end of
clip will be statistics of children
sexual abuse status in Viet Nam and
message : “ Are you sure you know
who is the devil?”
The clip will be shared on
Afamily, Dantri, Vnexpress, 24h…
and fanpage of KOLs ( Phan Anh,
Thuy Tien, Hoang Bach, Xuan
Bac, Jenifer Pham….)

14. Trigger
The
confession
After launching viral clip,
Afamily will create a
confession link for parents
whose child were abused
and want to warn other
parents about this issue.
The link will be shared by
KOLs on their fanpage.
Every confession will be
posted on Afamily website
& fanpage

15. Provoke
A clip of 5 kids who were carefully
sexual educated. They don’t know
that they are on camera and there
will be some situations to check how
they deal with abuser.
There will be some people include
their parents join this clip as an
abuser ( kids will be explained after
finishing challenge and they will be
praised for being smart). Then staff
from Afamily will ask them how
they know to act like that. It’s for
sure that they will answer that
because they were taught about
sexual education
At the end of clip will be the
message that Afamily wants
to send target audiences : “
You can’t see the devil. But
you can give your child
weapon to fight the devil. Give
your child sexual education –
Give the weapon “

16. Amplify
Afamily will hold events at big
parks in Ha Noi & Ho Chi
Minh. The events will consist
of out door sexual education,
mini games and commitment
from parents to fight against
children sexual abuse.
Afamily will have gifts for kids
who can answer questions
about sexual education
The first ever outdoor sexual
education for children

17. Afamily believes that together we can create a better
world for children
THANK YOU