This document proposes a campaign called "Red Generation Action" led by the organization YES to inspire and empower young Vietnamese marketers. The campaign aims to recruit 10,000 young people to donate blood at events over 4 weeks. It will start with social media posts to trigger discussion about youth enthusiasm, followed by a conference for 100 young ambassadors to speak out. These ambassadors will then use a microsite to invite others to a Red Festival blood drive, allowing youth to transfer their enthusiasm to others through blood donation. The goal is to advocate for youth enthusiasm through real action and empower young people to make a positive impact through this meaningful project.

1. RED GENERATION ACTION
A Proposal for Young Marketers Initiatives
Created by YES

2. Context
70% of the demanding patients waiting in vain
Young Marketers
A CSR initiative to empower the next
generation of Vietnamese marketers
to reach the world-class level.
Young Marketers Initiatives
Inspires and empowers projects of
the young marketers to make people
around live a better life.
This campaign is aim to recruit 10,000 people for
blood donation events & leverage brand reputation of Young Marketers

3. “I am young and I am enthusiastic in lives, but
the elders do not record that. I want talk to the
world what to think of me and inspire other
youngsters to live an enthusiastic live.”
Young Student
HCMC & Hanoi
Active on social network
Love to express their points of views
Have good responses to their friends
Dynamic, social concerned, healthy living
Have never donated blood
Target Audience

4. It’s opportunity for YMI to conduct a Red
Festival Day for TA to transfer their
enthusiastic blood for other who need.
Target audience desire to
show their enthusiasts in
lives to their social
network The youth wants raise their voice
to confirm their enthusiastic
attitude in lives
CON.
TRUT
H
BRAND
TRUTH
CAT.
DRIVERS
Blood donation is a meaningful project that
the youth can confirm their enthusiastic in
lives and inspire others to call for action
YMI is a project to inspire and
empower the youth to do
meaningful thing for a better life

5. RED GENERATION ACTION
Let’s transfer your enthusiastic blood to others
who need blood to keep their enthusiastic lives
Communication Message

6. Week 1 Week 2 & 3 Week 4
Objective
Trigger the youth into a conversation
about the enthusiasts in life of young
generation
Empower the youth to action for raising
their voice to confirm that they are
enthusiastic in lives
Advocacy enthusiasm of youth
through real action is blood
donation
Brand role
YMI understand that Vietnamese youth is
enthusiastic
YMI empower the youth as a Red
Ambassador to confirm their enthusiasms
With YMI, Red Ambassador can
transfer their enthusiastic blood to
others who need blood to keep
their enthusiastic lives
Key message
We are young, and we are enthusiastic
Together, we confirm the enthusiasm
of youth
We can transfer this enthusiastic
blood to others
Key hook Red Conversation Red Conference Red Festival Day
Media tactic
Social influencer
FB Promoted
Online articles
Social influencer
FB Promoted
Fanpage booking
Social influencer
Budget
Viral Video (20mil)
Social Influencer Status Booking (30mil)
FB Promoted (10mil)
Online Articles (10mil)
Mini event organizing (10mil)
Social Influencer to viral microsite (30mil)
Microsite (20mil)
Fanpage to Viral microsite (20mil)
FB Promoted (20mil)
YM Sponsorship (40mil)
HCMC event (20mil)
Hanoi event (20mil)
Fanpage Base
DEPLOYMENT PLAN

7. STORY LINE OBJECTIVES
It starts with a status of Lê Hoàng complain about
the youth’s enthusiasms in lives: “Người trẻ bây
giờ sống không nhiệt huyết, chỉ chăm chăm
chuyện hưởng thụ…”
This status is aim to create the talk of the
town about attitudes toward lives of the
youth.
Next, Trấn Thành raise his voice to reply for Lê
Hoàng and other elder generation: “Chúng tôi trẻ,
và dòng máu của chúng tôi mang màu đỏ của sự
nhiệt huyết. Đó là điều không thể chối bỏ.”
This status is aim to represent the youths to
confirm their enthusiasms in lives.
YMI encourage young generation raise their
opinions about this conversation.
100 people who raise their voice will have chance
to become Red Ambassador and participate in
Red Conference.
To encourage the youth share their point of
views and engage them into Red Conference.
RED CONVERSATION

8. RED CONFERRENCE
STORY LINE OBJECTIVES
In this Red Conference there are Vietnamese Youth Ambassador
(Nguyễn Trần Phi Yến, Trần Quốc Khánh), Youth Celebrities (Trấn
Thành, VJ Quang Bảo), and Young Leader Social Club (university
proposed). And other 100 youngsters, who are enthusiastic in
lives.
This conference will be a debate talk show, that the youth can
show their efforts for better lives, and inspire other youngsters
to keep their enthusiastic blood.
Finally, YMI will encourage them to engage into Red Festival as a
Red Ambassador.
This conference is chance for the youth to
speak out and confirm their enthusiastism.
Then encourage them transfer this
enthusiastic blood into others.
After Red Conference, Red Ambassador will call other
youngsters for action as a Red Generation in Red Festival
through microsite. Red Ambassador use the micro site to invite
others to participate in Red Festival. This is opportunities for
the youth transfer their enthusiastic blood to others who need
blood to keep their enthusiastic lives.
This microsite will help people to figure out that who
is invited by them, which increase the mass
effectiveness.

9. THANK YOU!