Bài dư thi Young Marketers mùa 5+1

1. TRẦN NGỌC
THÙY TRANG

2. AGENDA
1. Overview
2. Social issue
3. Target audience
4. Big idea
5. Brand role
6. Launching campaign

3. BRAND OVERVIEW
NOW
More than 65 million views per month
CHALLENGES
Become the biggest information platform for
women having family and children in Vietnam
Approach both urban and rural women
Involve in the process of preventing and stopping sexual
child abuse on communication aspect. By that way,
BRAND LOVE enhances
The second biggest information platform for
women having family and children in Vietnam

4. SOCIAL ISSUE Source: http://thehealingbranch.org/
will be sexually abused
before the age of 18
NEVER REPORTED
In 1 year, there are an estimated
ABDUCTED BY A STRANGER
BUT, OVER 300,000ARE SEXUALLY ABUSE BY SOMEONE
THEY KNOW, LOVE AND TRUST

5. Victims of sexual assault are
Source: psychologytoday.com
x3
x13
x26
x4
More likely to suffer from depression
More likely to abuse alchohol
More likely to abuse drugs
Contemplate suicide

6. Target audience
• Female aged 23-40
• Income: ABC+
• Have child aged 6-13
• Spend much time to find, read and
execute parenting tips
• See their children’s health, safety like
own theirs
• Extremely consider their children’s
future, development as their priority
MOTHERS
Why “MOTHERS”?
• The mother is the more sacrificial and connected parent
• Mother and child begin bonded, emotionally directed toward sensitivity and knowing, sharing
powerful intimacy
• Children talk more with mom about personal stuff
• The mom can seem more focused on the emotional state and experience
• Children are more important to their mothers than to their fathers, and, as a result,
their loss would be more devastating to their mothers than to their fathers.
Source: psychologytoday.com

7. We can
prevent and
stop sexual
child abuse, if:
However, in Vietnam, this topic is considered as the
“ADULT”topic, and should not talk about it
the children who was sexual abused feel pointless because
their claims are not listened and believed by
their parents
Parents start
conversations
around this topic to teach their child
how to deal with those situations
Children recognizethat
they are abused by someone
30%

8. WHY MOTHERS DO NOT WANT TO DISCUSS SEXUAL ABUSE
Here is mostly 10 excuses
Children are seldom victims of sexual abuse
“This kind of thing doesn’t happen where we live”
We don’t let our children go near strangers
My child is not ond enough for this discussion
I would know if something happened to my child
We never leave our children alone with adults
“I don’t want to scare my child”
“My child would tell me if something happened to him or her”
“I don’t want to put thoughts in their head”
It’s not going to happen to my child
Source: psychologytoday.com

9. BUT THE COREREASON IS
Parents also face the uncomfortable emotions like
guilt, fearand anxietyif they know
someone hurted their child
Insight
I’m a mother. And, like most mothers, I love my
children to pieces. But I will regret all of my life if
I know my kids are terrific and challenging on a
level I did not previously know existed.

10. “If you don’t teach your child about
sexual abuse, someone else will”
It’s never too late to know more about your child
“LOVING MEANS TEACHING”
BIG IDEA
Key message

11. BRAND ROLE
Afamily is the place to provide knowledge about
parenting psychology, how to raise children…
Mothers can consider Afamily as their friend. Afamily will help
mothers solve hard problems, because mothers are easily panic
when they fall into certain situation they didn’t face before

12. DEPLOYMENT
PLAN
TRIGGER EXPERIENCE AMPLIFY
Objectives
Message
Key hook
Tactics and
budget
Awake mothers that
the child sexual abuse
can happen anyt,
anytime and anyone
can hurt their child
“Children can’t tell
the difference
between love and
sexual abuse”
Viral
Viral Clips
Touch-screens
PR articles
(1.000.000.000 VNĐ)
Mothers truly pay
attention this social issue
“Afamily will always be
the best and most
believable place for
mothers to find parenting
tips and difficulties”
Afamily forum
Landing page
Fanpage
(100.000.000 VNĐ)
“I have qualifications
and the bravery to
become my child’s life
coach and teacher”
Mothers will overtake the
fear, uncomfortability
guilty and anxiety to
listen and talk to their child
about the sexual topic
Afamily - friend of parents
Event
KOLs
(200.000.000 VNĐ)
Mothers actively find
parenting tips on Afamily

13. TRIGGER
VIRAL CLIPS
Viral clips based on true stories of many children who were abused by someone they
and their parents know, love and trust. The child predators could be acquaintances,
relatives, neighbors, teachers…Through these viral clips, parents will pay more
attention on the child sexual abuse.
Why we do not choose strangers as predators?
• The number of children who were abused by someone they know is much more
higher than strangers.
• In Vietnam, parents tend to consider the hug, kiss, touch giving to their children as
the love and adoring. They don’t recognize the danger behind those actions.

14. TRIGGER Touch-screens
The concept: the first image on the screen
is the happy and adorable child but when
people touch on the screen, immediately,
the image will change into that same child
but he/she is terrific and panic
These touch-screens will be put at super
malls, bus stops…
The meaning: any touch could be the
dangerous and unsafe touch for children

15. EXPERIENCE
Afamily forum
FACEBOOK FANPAGE
LANDING PAGE

16. AMPLIFY
Afamily - Parenting event
On this event, parents, especially mothers, will have the chance to meet
educational and children psychological experts. Through this event, they will
get more knowledge about child sexual abuse and the way to prevent or
stop it or how to deal with it if they fell into that situation.
By the event, they can meet another mothers and create contacts, share parenting tips…

17. AMPLIFY
MC PHAN ANH CA SĨ TIÊN TIÊN
KOLs
These two celebrities had publicly announced that they were victims of child
sexual abuse. Therefore, audiences will be influenced and inspired by their stories
and the sympathy they pay for the children who had suffered the same thing

18. Thank you