Young marketers 5+1 + Nguyễn Đặng Khả Tín

1. Agenda
1. Situation
2. Brand
3. Jobs to be done
4. Target Audience
5. Customer understanding
6. Insight
7. Approach
8. Big Idea
9. Development plan
Nguyen Dang Kha Tin
Young Marketers 5+1
New Gen Parents
CAMPAIGN

2. Vietnam is facing with increasingly child
molestation issues. According to General
Police Directorate, Ministry of Public Security,
1248 children sexual abuses had happened.
However, it just the case that had been
revealed…
SITUATION

3. BRAND
Aiming to become an extraordinary informative family platform for
women, and approach not only urban women but also rural women.
Vision
Core value
Become the first largest
platform for women and her
families
- Accompany Vietnamese
mothers in sex education
- Rational methods
Brand Role

4. Jobs
To
Be done
At least, 5.000.000 parents who have from 6-
13 years old in Vietnam, thereby appreciate
the activities, build their brand love for Afamily
At least 30% of who are conscious of child
sexual abused will participate in
supporting/conducting sex educating
conversation with their children, coach them to
prevent themselves from molestation.

5. TARGET
AUDIENCE
Under 6 years 6 -13 years
• Most children are
curious about their
bodies.
• Bodies can feel good
when touch it.
• People become more
curious about their
sexuality as they become
older.
• Talking to parents and
other trusted adults about
sexuality can be helpful.
 With children from 6-13 years old,
parents have to give more effort to
teach them protect themselves
since they have interacted with
society.
 Parents will talk about their parts of
bodies. However, at that age, children
are still in parents’ hand.

6. TARGET
AUDIENCE
Parents that have children 6-13
years old who have aware and
cared about sex education for
their child at this age.
Behavioral :
- Parents who feel enraged by
the sex molestation issues.
- Read E-Magazine
- Internet Savvy

7. Customers
Understanding
 Every parent does have wrath of child sex abuse issue but
they don’t think the sex education is essential for children.
 I am afraid of my children would have curiosity and
misconducting of sex after I teaching them. Thus, I am
quite careful on deciding to educate my children about
sex.
 I actually do not know what I should start sex education
for my children.
OBSERVATION FACT
84% of parents who have kids
from 6-13 years had not been
educated sex by their parents.

8. INSIGHT
I am approtiately indignant about child
melostation issue and want to coach my
children for self protection. Though I confuse
when is the rational time and what is the
suitable content I should provide for them. For
the reason, I had been taught about sex
education my parents when I was at young
age.

9. BIG IDEA
THE NEW GEN
PARENTS

10. STRATEGIC APPROACH
Remind people who have kids
from 6-13 years that it’s time to
learn themselves to be good.
Because the parenthood
nowadays is not only about
nurturing their kids but also
teaching them about social issues
at the young age.

11. Development plan
AWAKENING INFORMING
KEY MESSAGE “It happened to me…” “ Learn more for child…”
KEYHOOK Viral clip Social media
SUPPORTING TACTICS KOLs, Facebook, YouTube, TVC,… KOLS, Facebook, Youtube,
Google Ads
TIMING 3 weeks 3 weeks
BUDGET 700 mils 2300 mils

12. PHASE 1: “IT HAPPENED TO ME…”
MC Phan Anh – who will inspire parents by his
own story which he was sexual abused at the
age of 6 with the narrative moods and tones
but touching.
Tagline: #ItHappenedToMe
Tools:
- KOLs (Phan Anh, Ốc Thanh Vân, Đinh Khánh
An,…)
- YouTube and Digital to help spread the clip.

13. Phase 2
Giáo dục giới tính
Add more one tab “ Giáo dục giới tính”
Link with Facebook
to Livestream