The document discusses initiatives to encourage young marketers in Vietnam to donate blood. It identifies the target consumer as students aged 18-22 living in major cities who have not donated blood and feel pressure to succeed. Key insights found students lose motivation when friends succeed and break commitments. The big idea is that donating blood provides a "new me" as the body makes new blood. The execution plan uses a "Transitions Calendar" as a commitment tool and marketing campaign with videos, social media, and info graphics to attract more students to donate blood by triggering their desire to change. The timeline is 4 weeks with a total budget of 210 million.

1. YOUNG MARKETERS INITIATIVES

2. AGENDA
OUR CONSUMER
KEY FINDINGS & INSIGHT
OVER TRUTH & BIG IDEA
EXECUTION
BACKGROUND
TIMELINE & BUDGET

3. BACKGROUND
As for blood resource: Mostly from the students, regular
volunteers account for about 16%.
Many people do not really care about this activity and consider
it none of their business but Health organization’s
Blood demand: The amount of blood received in 2010 only
meets 40% of the overall demand and 55% of the blood
products demand.
According to
WHO, the blood
demand of Viet
Nam is about
1.600.000 units
of blood
BUT

4. - Students aged 18-22
- Live in Hanoi and Ho
Chi Minh city
- Not donated yet
- Under pressure of
trying to be successful
OUR CONSUMER

5. I need another commitment which is stronger and
more inspirational every time I lose my motivationINSIGHT
I believe in myself and I promise
to change. I consider that
commitment as one of my
motivation
When seeing the success of my
friends, I completely feel
ashamed and pessimistic.
Therefore, I myself know that
must try much harder than ever
before.
But it seems that commitment is
not strong enough. The inability
to overcome really let me down
I felt terrible and ashamed after several times of breaking my promise.
As a result, I lost my motivation
TRUTH

6. I need another commitment
which is stronger and more
inspirational every time I lose
my motivation
The body makes new blood
after donation
Empower.
CONSUMER CATEGORY YOUNG MARKETER
BIG IDEA THE CALENDAR OF TRANSITONS
KEY MESSAGE New blood – New me
With regards to the fact that after blood donation, your body makes new blood. Our group want to
emphasize on changing people – “branding new me”
Using the moment the very first blood leaking out of the vein, it is not only the meaningful blood, but
also a strong commitment to themselves that they would change.
Together with motivating them on the way of changing themselves is Transition Calendar, which is
core value of Young Marketers.

7. Empower the next marketing generation
Young Marketers
Empower the next marketing generation
Young Marketers
TRANSITIONS CALENDAR
The red symbolises the blood of life, while the
brown kraft paper resembles moments of time
as ephemeric.
Every pieces turned back will be red and
symbolises a meaningful day
Those which are not turned back would be a
reminder of a meaningless day has just
passed. Therefore, you need to try harder to
change yourself.
This calendar is a friend who stand by you
through thick and thin to remind and inspire you
in your life
You will begin with the very first piece by blood
donation. It is also a commitment that you have
“replace” your blood and you would change
yourself.

8. OBJECTIVE
MESSAGE
KEY HOOK
SUPPORTING
TACTICS
Inforgraphic, Facebook, PR
Are you not eager enough?
Có phải bạn chưa đủ máu?
Youtube Youtube Facebook
PR, YoutubeFacebook, PR
Replacing new blood to be
more eager.
Thay máu để máu hơn!
Are you ready to change?
Bạn đã sẵn sàng “thay máu”
bản thân?
Trigger of the students’
demands to change
themselves
Solution: Transitions
calendar
Attract more students to
blood donation
PLAN EXECUTION
TRIGGER INTRODUCTION ATTRACTION

9. Timeline Week 1 Week 2 Week 3 Week 4
PR
Youtube
Facebook
Inforgraphic
Budget
50 mil
100 mil
50 mil
10 mil
Timeline & Budget

10. Thank You
Phạm Ngọc Khánh
Lương Đức Hiệp