A proposal for the competition of Young Marketers contest 5+1, 2017. Produced by Trang Pham.

1. YOUNG MARKETERS
CONTEST 5+1
PHAM THI THU TRANG

2. Child sexual abuse has been an issue throughout
Vietnam for a long time, which surprisingly,
happens most frequently to primary students aged
6-13.
COMMUNICATION
OBJECTIVE
How AFamily can prevent child sexual abuse by
changing parent’s hesitating perception and urging
them to act toward sex education for 6-to-13 years
old kids?
SOCIAL PROBLEM

3. Demographic
• 29 – 40 years old (Core: mothers)
• Having kids from 6-13 years old.
• Have official full-time jobs.
Attitude
• Modern yet stable lifestyle
• Have greatest focus on their
children’s intellectual
development.
• Have never or rarely talked with
their kids about sex education.
TARGET AUDIENCE
URBAN PARENTS

4. In primary-school years, parents prioritize
their children’s academic achievements
over sex education. Therefore, there is no
time for conversations about sex education.
PRIORITY ON ACADEMIC ACHIEVEMENT
75% parents pay for their children’s
after-school classes.
On average, primary-school students
have to study 9 hours a day.
60% parents think of sexuality as only
sexual intercourse.
55% parents feel that sex education is
not yet a pressing task.
ISSUE
Source: thanhnien.vn Source: NCBI

5. parents believe their children
do not need extra classes.
WHAT PARENTS CARE MOST ABOUT IS THEIR CHILDREN’S FUTURE.
And it is believed that studying is the most important factor for a bright future.
WHY?
parents know that child sexual
abuse would leave terrible
consequences on their children.
parents think their kids lack time for
relaxing and practicing soft skills due to
long duration of studying.
60% 78 % 90 %
HOWEVER
Source: thanhnien.vn

6. “I know that academic achievement is not
all what it takes to have a bright future, but
they need to study the whole day and I
cannot find a better way to equip my kids
with other essential skills.”
INSIGHT

7. Sex education at primary-school life stage should be continuous, repetitive and wide-ranging. Day by day,
parents should repeatedly discuss with their kids short, simple and accurate pieces of information about sex in
various approach.
Based on that understanding, the idea is turning sex education into something fun and engaging that
the whole family can talk about comfortably and publicly at the living room during relaxing time.
The living rooms are always full of toys when it comes to children’s entertaining time. So how about making
toys sex-teachable?
IDEA
THE TEACHABLE LIVING ROOM
BRAND
ROLE
- Provide parents with a proper information platform about sex education so that
they confidently and comfortably discuss sexuality with their children.
- Be parents’ companion on the way to save a better future for their children.

8. AWARENESS ENGAGEMENT AMPLIFY
Changing parents’
hesitating perception
toward sex education
Urging them to act on
sex education
discussion with their
children
Celebrating the positive
impact of sex education
discussion at home.
2 weeks 9 weeks 1 week
Sex education will save your
children’s future.
Activation
Online community
Offline Event
Let’s discuss sex edu with
your kids while they’re
playing with toys at the
living room!
Interactive poster
TIMELINE
Let’s share how positive it
feels when the whole
family talk about sex
Objective
Duration
Key message
Tactics

9. INTERACTIVE
POSTER AFamily place interactive posters where primary-
school parents often come.

10. INTERACTIVE
POSTER Posters lead them to AFamily website to register
and receive a sex-teachable toy.

11. AFamily will collaborate with toy
stores - to add special sex-teaching
features on typical toys for girls
boys.
Sex-teachable height ruler
Puberty hand puppet
Alert-able stuffed
animals
Add age-by-age sex education
guides according to children’s
heights
Use hand puppet to tell children the
bodily and emotional changes when
puberty comes.
Teddy bears with alarm bells that
automatically ring when touched
in “swimwear areas”
SEX
-TEACHABLE TOYS

12. With each sex-teachable toys, an
attached instruction book will be
provided by AFamily. Content include:
• Instruction on how to start the
conversation using the toys.
• Sample questions and answers.
• Game rules about sex edu.
• Additional knowledges (with
images).
SEX
-TEACHABLE TOYS
THE INSTRUCTION BOOK

13. ON-GROUND
AFamily collaborates with toy stores and supermarkets to open a
section of Sex-teachable toys inside the store for parents and their
kids.

14. ON-GROUND
AFamily put pop-up living rooms in places that families usually come
for entertainment (Theme park, play ground…)
In the living rooms, there are sex-teachable toys for parents and
children to experience.

15. Micro site: Register to
receive sex-teachable
toys; Access to free sex
education advices and
demo discussions.
Community: Private
account to check sex
education process and
exchange advices and
experiences with other
parents.
ONLINE

16. THE TEACHABLE LIVING ROOM
KEY HOOKS
INSIGHT
IDEA
In primary-school years, parents prioritize their children’s
academic achievements over sex education. Therefore,
there is no time for conversations about sex education.
“I know that academic achievement is not all what it
takes to have a bright future, but they need to study the
whole day and I cannot find a better way to equip my kids
with other essential skills.”
Turning sex education into something fun and engaging
that the whole family can talk about comfortably and
publicly at the living room during relaxing time.
ISSUE
INTERACTIVE POSTER
SEX-TEACHABLE TOYS
An interactive poster that compares the
rate of child sexual abuse with the
rate of Good students in class.
AFamily will collaborate with toy stores - to add
special sex-teaching features on typical toys for
girls and boys.
ONLINE COMMUNITY
Private account to check sex
education process and exchange
advices and experiences with
other parents.
THE TEACHABLE LIVING ROOM