This document outlines a cause marketing plan for Biti's sandals to help reduce drowning among children in rural Vietnam. It proposes that Biti's develops sandals that can double as life preservers by inflating when submerged in water. The plan details creating a viral video about a child drowning and being saved by the floating sandals, announcing the partnership between Biti's and UNICEF at a press conference, and distributing the sandals for free to 10 rural areas while working with UNICEF to educate children on their use. The goals are to save children's lives, gain appreciation for Biti's by elevating its brand meaning, and rejuvenate its image through social impact innovation.

2. SOCIAL
TENSION
children died from drowning
each summer day
30
children die from drowning
every summer
3,000

3. For this cause marketing plan,
Biti’s aims to bring benefits to
RURAL CHILDREN.
Biti’s core consumers: CHILDREN
WHY CHILDREN?
OURTARGET
Developing market in rural areas is
BITI’S VISION for the near future.
This social marketing plan helps to
build trust and win hearts of the
target consumers here.
WHY RURAL?

4. OUR
SOLUTION
What if sandals can save lives
in drowning incident?

5. SOLUTION
#1
What if sandals can save lives
in drowning incident?
AIR MAX SOLE
SOLUTION
#1

6. What if Biti’s makes its sandals
float when needed?
Adjustable straps
Expandable material
with a hollow containing
Chemical #1
A waterproof cavity
connected with the straps and
containing Chemical #2
SOLUTION
#2

7. HOW
TO USE
This is how the magic happens...

8. A narrative of a struggling,
drowning kid, juxtaposed
with scenes of a serene
floating sandal.
Using paid reach on Youtube
and Facebook to raise
awareness among 5 million
Vietnamese people.
VIRAL
CLIP
30 children die everyday from
drowning during summer in rural Vietnam
A solution by Biti’s and UNICEF
To be announced on
XX.XX.XXXX
1 2 3
4 5 6
7 8 9

9. The press conference will start
by showing an alternative and
happy ending for the kid –
introducing our new sandals.
During this press conference,
Biti’s also announces its
partnership with UNICEF to
reduce drowning accidents
among children in rural areas.
EVENT
CLIP
A solution by Biti’s and UNICEF
INFLATABLE SANDALS
This is not the end...
TAKING CARE OF VIETNAMESE FEET
SINCE 1982
1 2 3 4
5
9 10 11
12 13
6 7 8

10. 2017
10 areas
BITI’S ROLE:
- Innovate, manufature & give free sandals
- Recap our achievements on paid
digital platforms
- Invite Quyen Linh – a public figure who
has been on many reality shows targeted
at rural audience – to be our KOL
UNICEF’S ROLE:
- Reach out to rural families with kids
- Instruct kids on how to use our
inflatable sandals
- Recap our achievements on owned and
supporting channels
ON
GROUND

11. There are two target groups in this campaign: the general audience who are reached
through media and the beneficiariesmedia who directly benefit from Biti’s new product.
Announcing Biti’s new sandals
that becbecome life buoys in
case of drowning
Raising awareness of the
drowning status quo in
Vietnam’s rural areas
Partnering with UNICEF as
drowning is also one of its
concerns for years
In addition to swimming lessons,
UNICEF shows kids how to use
Biti’s floating sandals
Using PR to report the sandals’
effectiveness
Giving Biti’s new sandals
for free
LAUNCHING CAMPAIGN
VIRAL CLIP PRESS CONFERENCE ON-GROUND

12. WHY
IT MATTERS
TO BITI’S ?
+
SAVING CHILDREN LIVES
by doing what Biti’s do best
GAINING NATIONWIDE APPRECIATION
by elevating the meaning of its slogan
REJUVENATING BRAND IMAGE
with innovations

13. THANK YOU