The document proposes a campaign to raise awareness about child molestation in Vietnam. The objectives are to change parents' perceptions to actively discuss sex education with children aged 6-13, and increase awareness of the campaign. Insights show that while parents are aware of molestation cases, their belief that it won't happen to their children prevents action. The campaign's big idea is "Protection is spoken," conveying that silence is not protection. Tactics include a viral video clip sharing real stories to trigger awareness, and creating a Facebook group community for mothers to join and discuss the issue long-term.

1. [Tran Vinh Son]
University of Finance - Marketing
Child
Molestation
Campaign
2018

2. AGENDA
1 The Context
2
3
Our objectives
TA & Insight
4
6
5
Big Idea
IMC Plan
Tactics

3. The
Context
• There were 1200 child molestation
cases/ year in 2016, with the growth of
200% from 2013-2014
• 95% children were abused by their
relatives, 84% cases were in their own
house
What are the problems
to solve?
*Data from Young Marketers 5+1
As there are more and more cases,
people started to talk more about
molestation (1.157.585 mentions on
Facebook in 03/2017 – Buzzmetrics),
which made the awareness of this
problem increase
According to Google Trend, although these
conversations about molestations made big
awareness, they only lasted for 1-2 months

4. Our
Objectives
The Objectives
Change parents’ perception to
actively talk with children (aged
6-13 in Vietnam) about sex
education
•5.000.000 awareness of
the campaign from parents, which
also increases their love to AFAMILY
• At least 30% people who awoke
will take action to talk with their
children about sex education
• Women living in 5 big cities (Hanoi, Da
Nang, Hue, Ho Chi Minh City, Can Tho)
• Generation X, Y (aged 22-45)
• Having children aged 6-13
• Family-oriented
• Frequently use social media/ internet
• Usually joining moms, women, family,…
communities
Target Audience

5. Insight
I think nobody would have a
chance to molest my children
when they are in my protection
Those molestation cases only happened to others
people, as for them and their children, it will be ok
They aggressively judge molestation on
social networks, they’ve read a lot
about it, but they never take action
with their own children
What they do
What they think
Why they think
They live in big cities, where the environment is quite safe. Moreover,
their children daily time is just around school and mom, so there is
nothing to worry

6. • There have been lots of
voices expressed about
molestation. So, most of
urban moms are already
aware of it (what is
molestation, how to deal
with it,…)
• However, these concerns
about molestation does
not last long, which made
moms forget & not
aware about molestation
anymore
The facts
What they
need
Moms
Fact
Brand
role
• From the insight, they
need awareness that
even they can’t protect
the children unless they
speak
• They need a long-term
solution to make them
aware anytime in the
future
• They usually share their
family stories with other
moms
• They tends to trust
communities of moms,
which most of them
get information, advice
about family
• A page for
women, which
is able to
lead to a
community

7. Big Idea
Protection is
spoken
Key message: “Silence is never a protection”
Moms always think their children are safe under their
protection, which is their silence? Now we are going to
give them examples to prove they are wrong.

8. How these
works Trigger
Engage
We bring out the insight,
which makes moms
aware, but where they
can look for a solution?
That’s the time Afamily
comes!
A community is created,
where moms can learn,
share,… with other moms
A community is a long-term
solution for molestation, which
makes moms aware & action
now, and later, and always in
the future. This can combine
with other pages of VCCorp
to create an eco-system in
the future

9. Task
Message
Key hook
Supporting
Tactics
Budget
Estimated
Trigger Engage
600.000.000 VND 1.400.000.000 VND
Viral clip Facebook group
Make moms aware that silence
can’t get their children safe
Create a community for
moms to join
Timeline 01/03 – 07/03 08/03 – 15/05
IMC
Silence is never a protection
Join our community to speak
more for your children
Facebook Ad, KOLs, PR articles
Facebook Ad, KOLs, PR articles,
group seeding

10. Viral clip
•Task: trigger the truth that silence is not a
good protection
•Topic: three moms who had their children
molested share about what happened to
their children, how they feel about it, and
what they should have done
•Supporting tactics:
- Facebook Ads to target women from 22-
45, living in big cities
- KOLs: MC Phan Anh, Hoai Linh,…

11. The group
•Task: bring moms together in a community,
where they will get advice to talk in a
easier way
•Name: “Afamily – Chia sẻ mẹ và bé’’
•Supporting tactics:
- Facebook Ads to women from 22-45, living
in big cities
- KOLs: MC Phan Anh, Hoai Linh,…
- Seeding: mom account to share about
molestation, every week

12. THANK YOU!