This document discusses child abuse in Vietnam and proposes a communication campaign to address it. It begins by defining child abuse and providing statistics on its prevalence in Vietnam. Most parents admit to physically punishing their children but do not view it as abuse. The document then segments the target consumer and identifies "strict parents" as the main target. It proposes a three-phase campaign to raise awareness that fear-based parenting increases distance between parents and children, engage parents through an experiential activity, and advocate for a new parenting approach through distribution of handbooks. The goal is to change perceptions and reduce rates of child abuse in Vietnam.

2. What is
Child Abuse?
Child abuse comes in many different forms such as
negligence, physical abuse, fetal abuse, sexual abuse, emotional abuse, and spiritual abuse.
(definition of UNICEF)

3. That’s why action of
beating
criticizing
threatening
is considered
as a type of Child Abuse

4. Of the 75% children suffered from abuse
56.6% experienced abuse in the form of criticize, insult or threat.
11% experienced slapping, pushing or got objects thrown at.
15.7% experienced it in the form of beating
(According to a research of camnanggiadinh.com.vn)

5. In Vietnamese,
“Child Abuse”
means
“Bạo lực trẻ em”
or “Bạo hành
trẻ em”

6. believed that beating or criticizing was not “Bạo lực”/“Bạo hành”.
We asked
for 100 parents
70 parents
admitted to have used “Bạo lực”/”bạo hành” with their children.
Only
10 parents
Almost all parents
assumed that their children must be “Sứt da mẻ trán” to be called “Bạo lực”/”Bạo hành

7. While many child abuse cases were seriously condemned by media.
Vietnamese parents don’t seem to think that these are their own stories.

8. We need a clearer concept
a new approach
a pioneer in solving Child Abuse
The first challenge
is the misconception
about
“Bạo lực”/”Bạo hành”
In this communication campaign, we won’t use the term “Bạo lực”/ Bạo hành”
We will use the term “Dạy con bằng nỗi sợ”

9. .
Why does this problem concern Shichida?
Core value of Shichida is
“Love. Praise. Accept.”
based on
“caring for child’s emotion”
The ultimate result of using violence to teach children is
“breaking child’s emotion, leaving only fear in their heart””

10. Category
Barrier
90% parents
think that children mainly need knowledge and aptitude
40% parents
think that children
also need
emotional
development
and skill
Early childhood Education

11. Strict
Parents
High control/
demand
Low control/
demand
High Responsiveness/ Communication/
Low Responsiveness/ Communication/
Caring
Parents
Pampering
Parents
Neglecting parents
We segment the customers based on 2 factors:
- Degree of responsiveness to children needs and communication.
- Degree of control over and demand from children
Segmentation

12. Target
Consumer
Main target:
Strict Parents
Parent with children from 3-12 years old, living in 6 cities. Income: BC+
High degree of control and demand but low degree of responsiveness to kid’s need
Behavior
Attitude
Enforce their commands using reward and punishment, without providing reason for the rules except “Because I said so!”
Impose rules and expect obedience, have a tendency to give commands
Highly believe that “I know best”
Have high expectation
view instant obedience as a good virtue.

13. Almost all parents in T.C feel unease when their children tend to avoid and feel afraid when communicate with them.
FACT

14. Consumer Understanding
Why
The unexplained punishment only makes children feel scared of their parents.
Why is
important
Fear-based punishment increases parents- child distance
Why is
important
The bigger the parents- child distance is, the less the intimacy with children is. However, being intimate with children is the most joyful moment for parents.

15. Consumer
Insight
Being intimate with my children is the greatest joyful moment for me, but I accidentally increase the distance with my children by using fear-based parenting. I want a better parenting method for my children which will not harm the intimacy we share.

16. Which product can satisfy Consumer Insight?
“Lesson without tears” Course
Functional Benefit:
Shichida will be a guide to show a new parenting method based on understanding of child’s personality and potential
Emotional Benefit: Nurturing Intimacy with children

17. No fear, no distance, only intimacy
Intimacy Defender
Brand role
Big
Idea
Key messege:
Sợ ba, con thường cố nán lại trường thay vì vội vã chạy về nhà
Sợ mẹ, con hay lẩn khỏi vòng tay thay vì ùa vào lòng mẹ như ngày nào.
Sợ ba, con chỉ dám im lặng thay vì vồn vã thắc mắc bao điều kỳ lạ xung quanh con

18. Phase1: Awareness
Phase2: Engagement
Phase3: Advocate
Objective
To raise awareness that “fear creates distance”
Experience the core value of “lesson without tears” course
Build brand equity (“Intimate moment”)
Key message
“Stop making your children feel fear because it can turn into unreachable distance”
“Shichida gives parent a the best customized education solution for their children without damaging intimate moments.”
“Intimacy with kids is the greatest joyful moment of family”
Key hook
Sponsor TV Show “Bố ơi mình đi đâu thế?”
“Find your child’s future job” Extra curriculum
Handbooks “Intimate moment”
Tactic Supportive
TV show sponsor
Editorial/ Advertorial
Social debate
Activation On School
Editorial/ Advertorial
Video Recap
Social
Activation
Channel
TV
Social
PR/Digital
OOH
Social
Event
Social
OOH: school information
Branding strategy
Shichida will appear in content of TV show, fanpage, forum and PR articles.
Cooperate with school to organize a series of extra- curriculum activities.
Handbooks published by Shichida
EXECUTION
PLAN

19. Consumer journey
Desired response
Primary Barriers
Primary Drivers
Roles of communication
I will stop using fear-based parenting to close the distance between me and my children.
They believe that fear- based parenting is the most effective method.
Fear-based parenting is imperfect method because it make distance.
Raise awareness that” fear creates distance”
I will try the course to learn about the better education solution for my kids without damaging intimate moments.
They have not associated with the better education solution for children.
The only “lesson without tears” course to help them find the perfect education solution for children.
Experience the core value of “lesson without tears” course
I want to know more about the course and Shichida to make buying decision
They haven’t seen sufficient information about the course
Approachable and informative channel about the course
Build brand equity
EXECUTION
PLAN

20. Phase 1: Awareness
EXECUTION
PLAN
Sponsor TV Show “Bố ơi mình đi đâu thế?”
We will sponsor for TV show: “Bố ơi mình đi đâu thế” throughout the content of “why kids keep long distance with parents?”, “why my child still keep her secret with me?”.
Week 1:
In a journey, Phan Anh’s daughter will bite Minh Khang’s daughter because she’s jealous when Hoang Bach’s son is more close to MK’s daughter than her. Minh Khang screams at her and she kept silence from then
Week 2:
In next trip, Minh Khang’s daughter keep silence and distance to him. Then he’s confused and worried so much and asked for many advices .
Week 3:
He will find a problem solution by talking to his kids and say sorry to her. He asks her why she did that and explain why she shouldn’t do this. He promises to be calmer.
Tactic supportive: Social Debate, Advertorial/ Editorial

21. Phase 2: Engagement
“Find your child’s future job” Extra Curriculum
EXECUTION
PLAN
We will organize a contest “Find your child’s future job” Form: A team includes parents and child. Content: A team has to overcome many challenges together to find the most suitable jobs for their children. The parents will only instruct the children to finish the challenge
Brand role: Shichida will be a guide to show a better and customized education solution for children through “lesson without tears”
Message: "Every child has his/her own potential which can be discovered only by understanding and intimacy. That is why he/she needs a customized education solution

22. Phase 3: Advocate
EXECUTION
PLAN
Publishing free “Series of Handbooks” for parents and children at kindergartens and primary schools.
Teachers will give this handbook for their students to bring home. Attached information about “Lesson without tears” and Shichida brand.
Content: Handbooks based on 100 real stories of participants’ experience from extra-curricular activities. Each story will depict a unique situation using illustration. Media stragety: PR articles.
Series of Handbook “Intimacy moment”

23. KPI
Activity/ Channel
Place
Budget
March
April
May
W1
W2
W3
W4
W1
W2
W3
W4
TV show sponsor
1b
x
x
x
Extra curriculum
South
1b
x
x
x
x
North
1b
x
x
x
X
West
400m
x
x
x
x
Published hand-books
South
400m
x
North
400m
x
West
200m
x
PR/digital, social
300m
x
x
x
x
x
x
x
x
x
Promotion
300m
x
x
x
x
x
Total
5b

24. Jobs to be done
Measurable Objectives
Measurement Tracking
Awaken
1.000.000.000
Rating of TV show.
Media tracking
Build brand equity
500.000
Research Agency
Registration of event
40.000
Registration turns.
Sales
16 billion
Sales of company.
Application turns.
Rate of abuse child
5% down
Research Agency
Change parents’ perception in raising children
600.000
Sales of company.
Research Agency
Evaluation

25. THANK YOU