This campaign aims to persuade reluctant parents in Vietnam about the importance of teaching children sex education from an early age. It does this through a family website that shows parents the negative consequences of not discussing this topic, like a story of a child being assaulted. Supporting channels include touchscreens showing scenario outcomes, tutorial videos by experts, and social media posts from key opinion leaders talking about it with their kids. The goal is to help millions of children learn how to protect themselves from sexual abuse.

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2. Problem
Insight
Challenge
THE BIG IDEA
Execution
Overview
Primary Channel
Supporting Channels
Media Planning
KPIs
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3. Child sexual abuse is at large in Vietnam.
This problem, however, can be largely diminished by helping children
learn about sex education at early age.
BUT reluctant attitudes from parents towards conversations about sex ed
are making their children vulnerable to sex offenders.
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4. Parents’ BUTS overshadow the importance
of teaching their kids sex ed
“Schools will surely
teach them that.”
“They will know about it when they
grow up.”
“It’s because of those damn horny bastards
that my kids are in danger.
We must put them all in jail!”
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5. Parents believe sex ed is not their responsibility,
like anything relating to child sexual abuse problem.
They blame others, schools, authorities & criminals, for
putting their children in danger and think
it’s not their fault
that their children are still at risk.
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6. So, how can we persuade parents to believe that
it’s also their fault if their children get sexually assaulted and
do not know how to protect themselves?
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7. MOM & DAD helped me get raped
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8. MOM HELPED ME GET RAPED
Last month, when I was going home from the
grocery store, a neighbor stopped me to have a
chat. Mom always told me not to talk to strangers.
But I knew this man.
He invited me to his house to play with his puppy.
Mom always told me not to follow strangers.
But I knew he had a really cute dog.
In his bedroom, he would touch me and lay on top
of me until I couldn’t breathe.
Mom never told me what to do when that
happened.
If only she had sooner.
Help end stories like mine.
Talk to your children about sex ed today.
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9. Overview
Primary Channel Afamily Website Landing Page
Supporting
Channels
Activation Touch Screens
Social
Tutorial Videos
Film
PR
News Channels
KOLs
OOH
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10. PrimaryChannel: Afamilywebsite
Target audience see different pop-ups like this whenever they go to Afamily website.
Here we choose A, where parents avoid conversations with their children. Let’s see what happens. 10

11. PrimaryChannel: Afamilywebsite
This pop-up is the result of choosing option A. Parents can’t look away from what they chose.
What they can do is to click on the button below, leading to a landing page that teaches how to talk about sex ed. 11

12. SupportingChannels: Activation
Touch screens allow target audience to choose
their answers for their children’s questions
and get the unexpected results
Sword Lake fountain (Hanoi) Ben Thanh market
(Ho Chi Minh city)
We will deploy touch screens in densely populated areas in
major cities to attract the most viewers
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13. SupportingChannels: Social (AfamilyFanpage&Youtubechannel)
Tutorial Videos:
We create videos in which experts help parents talk to
their children about sex ed and spread the hashtag:
#iwonthelpmychildgetraped
Film:
Capture viewers’ reactions after interacting with activation
touch screens via commercial film and introduce it on fanpage
to amplify the campaign’s effects
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14. SupportingChannels: PR
KOLsNews channels
KOLs will record their children’s reactions when they tell them
the truth about sensitive questions, for example, how they were
born and upload the clips on their Facebook profiles, joining the
#iwonthelpmychildgetraped spirit
News channels will raise the alarming problem of
child sexual abuse at the beginning of the campaign and
help feature the campaign in multiple articles
Oc Thanh Van Phan AnhXuan Bac
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15. SupportingChannels: OOH
Billboard Bus
Bus Stop Billboard on building
Shopping Mall 15

16. Mom & Dad helped me get raped
Buzz Launch Extend
March MayArpil
Campaign Idea
Phasing
Timing (2018)
Digital
OOH Touch screens (Activation)
News channels teasing about
child sexual abuse
Tutorial Videos (Social Content)
Website Pop-ups & Landing Page
Film (Social Content)
News featuring the campaign
Digital banners using key visuals
KOLs joining the campaign
Bumper Videos using key visuals
OOH billboards, bus (stop), shopping mall ads
Budget
Allocation
(2 billion VND)
March April May June
Digital 75% budget OOH 25% budget 16

17. Channels Unit KPI
Digital Website Click on pop-ups 3,000,000
Facebook Reach 1,200,000
Youtube View 2,000,000
OOH Touch Screens Use 60,000
And most importantly, millions of children will be able
to protect themselves thanks to the campaign
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