This document outlines a campaign to prevent child sexual abuse in Vietnam. The campaign aims to encourage parents to openly discuss gender-related topics with their children between ages 6-13. It does this through a 3 phase strategy. Phase 1 creates awareness about the issue through viral videos and TV ads. Phase 2 promotes engagement with talk shows and celebrity endorsements. Phase 3 spreads the message through social media with the hashtag #ConversationsSaveChildren and billboard ads. The goal is to have 70% of parents aware of the issue and 40% engaged in the campaign through open discussions. Progress will be measured through viewership numbers, event attendance, social media interactions, and article views. Alternatives are also planned if metrics show low participation.

1. YOUNG
MARKETERS
5+1
Y Ê N B Ì N H

2. FACTS
• Every 8 hours, at least one child is
sexually abused.
• 1000 children are sexually abused
each year.
• From 2014 to 2016, there were 4,100
child sexual abuse cases – 40% of the
victims were children under 13, nearly
7% of them were under 6.
• 95% of the culprits were the child’s
acquaintances, 84% of the cases
happened right in the child’s house.
CAMPAIGN

3. TARGET AUDIENCES
Medium to high level of
media usage:
• TV
• Internet
(Facebook, YouTube)
Living across Vietnam:
• Urban area
(cities, large provinces)
• Rural area
(countryside)
• Parents
• 23 – 40 years old
• Have children whose
age are between 6 and
13.

4. OBSERVATIONS
INSIGHT
• Children are sometimes curious
about gender-related knowledge but
parents or adults in general tend to
ignore such issue when being
asked by children.
• ‘You are not old enough to talk
about this’ or ‘You will learn about
this when you get older’ are the
popular responses from parents
when their children ask about
gender-related issue.
“It is too embarrassing to talk
about this to my children. I do
not know how to respond
them.”

5. CAMPAIGN
IDEA
To create a platform where parents
could be advised on how to educate
their children about sexual abuse and
allow parents to participate in active
conversations with others who have
been experiencing the same confusion.
CAMPAIGN
OBJECTIVE
To encourage parents
become more opened to
their children about
gender-related knowledge
to prevent child sexual
abuse.

6. KEY MESSAGE
“Talk about it now to save your
children later or leave it later and put
your children in danger now.
Conversations save children.”

7. DEPLOYMENT PLAN
PHASE 1:
AWARENESS
PHASE 2:
ENGAGEMENT
PHASE 3
AMPLIFICATION
Objective Create prompted recall
of aFamily brand and the
campaign
Create community
attachment towards the
campaign
Spread the message of
the campaign
Key message Conversations Save
Children
Conversations Save
Children
Conversations Save
Children
Hooks • Viral media content • Active conversations • Hashtag
#ConversationsSave
Children
IMC tools • TV
• Social Media
(Facebook, YouTube)
• KOL
• Celebrity
endorsement
• Social Media
(Facebook)
• Articles
• Billboards

8. PHASE 1: AWARENESS
• Create viral media content
(conduct interviews or photo
stories from victims and families).
• Build narratives related to the
issue (highlight the serious
consequences of child sexual
abuse).
• Corporate marketing with VTV to
reach parents in rural areas who
spend more time on TV rather
than social media.

9. PHASE 2: ENGAGEMENT
• Organize talk shows or guidance
classes in both urban and rural areas
where experts come to give advice on
how to communicate and educate
children about the issue. Celebrities
would also be invited to share their
experiences.
• These also serve as platforms for
parents to participate in active
conversations regarding the issue.

10. PHASE 3: AMPLIFICATION
• Regular updates on the issue using hashtag
#ConversationsSaveChildren
• Parents are encouraged to share their experiences
and thoughts on aFamily’s Facebook page.
Facebook would continue to serve as a platform to
update information and advices on how to educate
children.
• Regular articles on aFamily’s magazine to follow-up
the issue.
• Billboards placed on highways and in rural areas to
add instant recall of the campaign as well as the
brand.

11. MEDIA SCHEDULE AND BUDGET ALLOCATION
Objective Media Strategies March April May Estimated Cost
Create prompted recall of
aFamily brand and the
campaign among 70% of target
audience
TV Advertising TV commercials on VTV3 between
19.55 – 21.15. 30-second clip
displayed 2 times per night on
Mon, Fri & Sat for 2 weeks
1,360,000,000
(based on TvAds
pricelist)
YouTube 60-second-clip on aFamily’s
YouTube channel
0
Create community engagement
to the campaign among 40% of
the target audience
Talk shows 5 conferences or talk shows organized
in 2 big cities and 3 rural provinces.
Experts would be invited.
350,000,000
(including
advertisements for the
events such as posters
and FB boosts, etc.)
Celebrity
Endorsement
Two celebrities would be invited to
share their experiences on how they
educate their children about gender-
related knowledge (MC Minh Trang,
MC Ốc Thanh Vân)
160,000,000
(including
accommodations for the
celebrities at the
locations of the events)
Maintain regular awareness of
the campaign and the issue
among 40% of the target
audience
Facebook
Advertising
Facebook Advertising run in 14 days
(pay by Cost per Click)
15,000,000
aFamily articles Regular aFamily articles to follow-up
the campaign as well as the issue
Regular aFamily articles to follow-up
the campaign as well as the issue
Regular aFamily articles to follow-
up the campaign as well as the
issue
0
Billboards 5 billboards placed on highways and in
rural areas to increase brand awareness
as well as remind the issue
20,000,000
(approximate amount
referred to billboard ads
companies. 4mil each
billboard)
Total Cots 1,905,000

12. IMC PLAN MEASUREMENT
Media Strategies What to measure? How to measure? When to measure? Contingency Plan
TV commercials Total number of viewers
that view the
commercials during 2
weeks.
• Statistical report from
TV ads.
At the end of each
week.
Talk shows Total number of
attendances at the talk
shows and their level of
satisfaction on the
events.
• Record number of
attendances and
synthetize all figures
in a statistical report.
• Ask for feedbacks
from attendances.
After completion of each
event.
In case of low attendance,
talk shows would be
changed into guidance
classes in a smaller scale.
Facebook Advertising Reach, comments and
shares from audiences
and their reactions
towards the campaign.
• Data is provided by
Facebook.
• Quality of comments
on the posts
On a daily basis. In case of low interaction
level, changes in
advertising content would
be implemented. Staffs are
allocated to respond to
every comments from
audiences.
aFamily articles Total number of views of
the articles and
audience’s reaction.
• Statistical report
• Quality of comments on
the article
One week after an
article is published.
In case of negative
reactions from audiences,
reactive PR would be
implemented.

13. THANK YOU