This document proposes a CSR campaign to address child sexual abuse in Vietnam by changing parents' perceptions about discussing sexuality with their children. The campaign aims to show parents that innocence is not ignorance, and that educating children helps protect them while retaining innocence. It will use interactive photos, pre-roll ads, and talk-able stickers across websites and social media to raise awareness and encourage conversation. The goals are to impact over 80% of targeted mothers and increase brand love for the supporting organization. A budget of $9,500 over two phases is outlined to measure outcomes like engagement, education starts, and social impacts.
Giá 20k/ 5 lần download -Liên hệ: www.facebook.com/garmentspace Chỉ với 20k THẺ CÀO VIETTEL bạn có ngay 5 lượt download tài liệu bất kỳ do Garment Space upload, hoặc với 100k THẺ CÀO VIETTEL bạn được truy cập kho tài liệu chuyên ngành vô cùng phong phú Liên hệ: www.facebook.com/garmentspace
Giá 20k/ 5 lần download -Liên hệ: www.facebook.com/garmentspace Chỉ với 20k THẺ CÀO VIETTEL bạn có ngay 5 lượt download tài liệu bất kỳ do Garment Space upload, hoặc với 100k THẺ CÀO VIETTEL bạn được truy cập kho tài liệu chuyên ngành vô cùng phong phú Liên hệ: www.facebook.com/garmentspace
About
Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai.
Mission
Young Marketers - Empower the next marketing generations
Description
Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam.
Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Infant mortality is an issue that plagues the world. With the development of social media, many advocates for ending infant mortality are being labelled as "mom-shamers."
About
Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai.
Mission
Young Marketers - Empower the next marketing generations
Description
Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam.
Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.
This guide is a resource for parents who are challenged by their autistic or special needs child’s digital habits. We’ve compiled research, parenting tips and other assets to help guide your family’s journey into the digital age.
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About
Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai.
Mission
Young Marketers - Empower the next marketing generations
Description
Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam.
Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Infant mortality is an issue that plagues the world. With the development of social media, many advocates for ending infant mortality are being labelled as "mom-shamers."
About
Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai.
Mission
Young Marketers - Empower the next marketing generations
Description
Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam.
Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.
This guide is a resource for parents who are challenged by their autistic or special needs child’s digital habits. We’ve compiled research, parenting tips and other assets to help guide your family’s journey into the digital age.
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5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. SOCIAL CONTEXT
PAEDOPHILIAA M E N T A L A N D P H Y S I C A L D A M A G E O F K I D S
Every 4 Vietnamese girls, one is sexually
abused, 1 in 6 for boys.
Every 8 hours, one more kid is abused.
During the last 10 years, the issue has not
been decreased.
SEX
EDUCATION
T H E B E S T S O L U T I O N T O
P R E V E N T S E X U A L A B U S E
But, majority of parents feel
embarrassed in having
conversation about sex with
kids
3. MISSION 1 MISSION 2
CSR campaign
Change perception of
Vietnamese parents from
embarrassment to
actively educating kids
about sexuality to protect
themselves from
paedophilia.
Build brand love
Through the CSR
campaign, build
Vietnamese parents’
affinity with AFAMILY
brand as a useful and
family-friendly source of
information.
4. TARGET AUDIENCE
Vietnamese Young Mothers
• Having kids aged from 6-13 years
old**
• Living in urban (primary) and rural
(secondary) areas.
• Competent in using smartphones/
desktops
• Active on social network (AFAMILY,
Facebook, YouTube)
** Kids have noticed sexual orientation and
sexuality. Without adequate information, each kid
builds his/her own theory of sex.
5. MOTHERS TRULY THINK & FEEL
“I find it too sensitive and feel embarrassed to talk about it”.
“I may lose my kid’s innocence if using correct names for private body parts/ sex terms to her.”
“When my kids are a bit more mature, they will know about it. Now, it’s not right time”
“When I first start thinking about sex conversation, it is pretty common to have fears about whether I am doing the right
thing by talking to my kids about sex.”
6. CUSTOMER
INSIGHT
A mother’ natural instinct always wants
to fiercely protect my kids from any
harm to their mental and physical
innocence.
I have a fear that when their mental
formation has not concerned
themselves with sex yet, having a
conversation about sexuality can
amount to trigger their curiosity,
inappropriate manners and steal their
innocence.
So, I had better ignore to do so.
“
“
7. CSR BIG IDEA
INNOCENCE # IGNORANCE
TARGET
A fear of loosing kids’
innocence, mothers ignore
any conversations related
to sexuality
SOCIETY
By not talking to kids about
sexuality, mothers are leaving
them ignorant and vulnerable
to jeopardy of sexual
exploitation and abuse.
CSR
IDEA
BRAND
Mother-friendly portal
providing information
about pedophilia
protection & sex
education, help the
conversation with
kids be easier
The frontier between protecting kids’ innocence
and ignorance can be very thin. Innocence is seen
as freedom from guilt or shame, whereas
ignorance means lacking knowledge.
Retaining kids’ state of innocence doesn’t mean
keeping silent from having sex conversation. It
must be taking right actions of education to make
kids’ innocence more charming, wide-eyed and
smarter with essential knowledge to protect them
from paedophilia.
KEY MESSAGE
“Innocence is not ignorance”
8. CREATIVE
IDEA 1
Rationale: Mothers can feel their kids’ innocence daily. But, there are dangers behind the innocence
happening secretly and threatening their kids, which mothers may ruthlessly ignore. We aim to exhibit
these truths to raise mothers’ awareness that ignored innocence is extremely dangerous.
Idea: Interactive online photos – ‘IGNORED SCENES BEHIND INNOCENT KIDS’
IGNORED SCENES OF INNOCENT KIDS
Description: A series of photos about innocent faces with sweet smiles and glitter eyes of kids. By using
extreme light intensity and frequency on photogenic colours that normal eyes can not see, we hide
unseen scenes of paedophilia and sex abuse happening around these faces. Viewers only can see these
whole scenes if adjusting the light intensity of their smartphone/ desktop screen to the lowest.
9. Execution: We create social contents for Interactive photos and flashed out them on AFAMILY Facebook/ Website
posts, banners, online posters, online ads. At the end of phase, there is a experiential clip.
Key message: Ruthless ignorance is silently stealing your kids’ innocence
Supporting tactics: KOLs’ engagement, PR (UNICEF, other family’s websites/pages) and media
IGNORED SCENES OF INNOCENT KIDS
CREATIVE
IDEA 1
10. Experiential clip: a close interview with 10 mothers. At first, we show them 5 photos and ask them to choose a kid
whose face they feel the most innocent. Then, ask them to reduce light intensity of the desktop screen and see their
response. At the end, we pop up a call-to-action message: “Ignorance is silently stealing kids’ innocence. The best way
to not see it is teaching kids how to protect themselves”
IGNORED SCENES OF INNOCENT KIDS
It makes me feel
bad about myself.
I don’t want it
happens to my kid.
CREATIVE
IDEA 1
11. Rationale: Make use of the shared behaviour between ‘Skip ads’ habit and ‘Ignore having conversation about
sexuality with kids’. We want to weave a message to drive mothers to AFAMILY website for finding more
information on the topic.
Idea: ‘IGNORE ADS’
Description: A series of pre-roll ads about sex conversation between mothers and kids. As we expect, target
viewers will click on ‘Ignore ads’ as soon as they can. At that moment, we will pop up a box of message and call
them to find more tutorial videos/ information on the topic in AFAMILY websites.
“ You ignored the ads on conversation about sex with kids out of choice.
But, your kids need it to protect themselves from paedophilia.
Their innocence is on your finger.
Click here for more information”
‘IGNORE ADS’
CREATIVE
IDEA 2
12. Ignore Ad
You ignored the ads on sex conversation
with kids out of choice. But, your kids need
it to protect themselves from paedophilia.
Their innocence is on your finger.
Click here
Execution: On AFAMILY ecosystem, we create always-on contents about paedophilia issues, tips/ instructions
to have a comfortable talk. ‘Ignore ads’ idea works as a key hook, flashed out on all videos of AFAMILY
ecosystem and YouTube channels to drive mothers to websites.
Key message: Innocence is not ignorance. Start a talk with your kids now.
Supporting tactics: Media, PR (UNICEF, other family’s websites/pages)
CREATIVE
IDEA 2
‘IGNORE ADS’
13. CREATIVE
IDEA 3
Rationale: A talk about sex with kids become difficult as mothers cannot find suitable occasions.
In engagement phase, besides always-on content, we aims to create a stunt to make a talk
much easier.
Idea: TALKABLE STICKERS
Description: Collections of sex-relevant stickers work as occasion creators that help mothers
start a talk with their kids easily and comfortably. Whenever they intend to have a conversation
with kids, stick a sticker on kids’ body, tell them a story and encourage them to protect the
sticker as protect their private body parts.
‘TALKABLESTICKERS’
I think you love this cute
sticker. Let I tell you a truth
about it…
Protect the stickers as
protect yours, ok?
14. PHASE JunMay July
AwarenessEngagement
Creative idea
CONNECTING PLAN
ACTIONS
Main channels
Tactics
Creative idea
Main channels
Tactics
Ignored scenes of
innocent kids
Website, Facebook
KOLs
PR
Media
Ignore Ads
Website, Facebook, YouTube
Media
PR
Always-on content posts (tips, instruction)
Experiential Clip
Talk-able stickers
Website, Facebook
15. CAMPAIGN’S
OBJECTIVES
KPIs Measurement tracking
Business
impact
Brand love score increases.
3.000.000 visitors to the website.
Engagement on Facebook, website
Media report
> 6.000.000 target’s awareness.
> 3.500.000 target engagement in activities.
> 2.500.000 register/ talk about stickers
Assessment survey.
Statistics on social media.
Media report
Campaign
impact
> 80% target mothers touched.
> 30% mothers start a conversation about sexuality
with their kids
UNICEF’s report (long term).
Other appropriate authorities’
reports.
Usual observation.
Social
Impact
3 months
