[Young marketers 5+1] Lại Thu Hằng

2. AGENDA 1 Afamily
2 Target Audience
3 Social Issue
4 Insight
5 Brand Role
6 Big Idea – Key Message
7
8
Launching Plan
Key Hook

3. WHO WE ARE
 Afamily is a website providing knowledge for family
 With an aim of reaching not only urban woman but also
rural areas
 Want to participate in solving child molestation problem in media

4. TARGET AUDIENCE
Woman from 23 - 35
Family income: CD+
Living in rural areas
Love her children and family
Spend most of her freetime on watching TV programs

5. Rural Vietnamese woman are lacking of
KNOWLEDGE ABOUT CHILD
MOLESTATION
For them, children can never be the victim of
sexual abuse. They think that touching the child is
an act of love.
They lack an ability to save their children from being
abused.
3-93% children are victims of sexual abuse know
the culprit. In which, 34% are family members,
59% are acquaintances, 7% remaining are
strangers.

6. There are people who heard
and knew about children molestation
through TV, newspaper,.. BUT they
have never seen with their own eyes.
They can not realize the seriousness
of children molestation.
They just read the news and let them
go because they claim that children
molestation would never happen to
their child.

7. INSIGHT
«There has never been a children
molestation happening in my area, so
I think my child is safe.»

8. FUNCTIONAL EMOTIONAL
BRAND ROLE
Afamily provides a reliable
information channel for parents
 Afamily encourages Vietnamese parents to
understand more their children in order to
tighten their family affection
 Afamily encourages children to more open
their heart to talk more to their parents

9. BIG
IDEA
KEY
MESSAGE
«Prevention is
better
than cure»
Your child is not safe

10. LAUNCHING PLAN
Trigger parents’ awareness
of the seriousness of
children molestation.
Let them and their children
watch the story of a child who
was sexual abused. Then show
them the prevention.
Maintain their wariness and
always remind them of
teaching their children how
to protect themselves.
DIGITAL
Website, Adwords
SOCIAL MEDIA
Facebook, Viral clip
PR
Advertisement, Billboard,
Influencers (eg: Quyền Linh)

11. KEY HOOK
Viral clip: «If I can tell anyone»
The story of a child
was sexual abused
by an acquaintance
because of his/her
parents’ lack of
knowledge.
He/she can not tell
anyone because the
culprit is the one
who his/her parents
trust very much
Message: If you
do not action
today, your child
may become the
victim tomorrow
Contest: Which is the best family?
Every family join in a contest which will test the mutual understanding
of each member. Then, the contest will select the most
knowledgeable parents about child molestation.

12. THANKS
FOR
WATCHING