Bài thi tham dự vòng loại Young Marketer 5+1

1. JOURNEY TO EXPLORE MY BODY

2. OUTLINE
● Brief recap
● Context
● Consumer insight
● Big Idea
● Execution

3. Brand
● Afamily is news platform for family which
gains the second popularity after
Webtretho.
● Main readers: Women, 23- 40 yrs
Target customer
Gender: Men and women having children 6-13 yrs
Location: Living in big cities (HN, HCMC, Da Nang…)
Characteristic: Tech savvy lifestyle, adaptive, curious
Objectives
● Creating a campaign helps parents openly
provide sex education to children
○ Raising campaign awareness for
5.000.000 parents.
○ At least 30% parents learning about
campaign would agree to openly
provide sex education to children
Timeline + Budget
● Budget: 2.000.000.000 VND.
● Timeline: Maximum 3 months from March, 2018
Brief Recap Context Consumer Insight Big Idea Execution

4. Consumer Insight Big Idea ExecutionBrief Recap Context
4100
child molestation
cases
● More than 80% of victims are girls.
● Nearly 40% of victims under 13
years old
95%
Abusers are children’s
relatives and
acquaintance.
84%
Cases happened in
children’s house

5. Big Idea ExecutionBrief Recap Context
Consumer
Insight
OBSERVATION
Tôi vẫn đang theo sát
quá trình phát triển của
con nhưng nghĩ là con
chưa đến tuổi để biết về
vấn đề này. Thêm nữa
mình chưa có phương
pháp và không biết tiếp
cận bằng cách nào cả
Mình ngại chia sẻ
với con, chỉ biết là
các con được học
trên trường rồi thôi
Mỗi độ tuổi phải có
một cách giải thích
khác nhau chứ
không thể chung
cho tất cả được
Tôi nghĩ là các cháu
nên biết kiến thức
về giới tính nhưng
sợ nói sớm quá thì
gây ra sự tò mò
không cần thiết
Cháu nhà tôi còn bé nên
tôi vẫn chưa nói những
chuyện này cho cháu vì
sợ cháu tò mò tìm hiểu
sẽ không hay.
Trước đây thì không
quan tâm nhưng gần
đây có nhiều vụ ấu
dâm nên tôi bắt đầu
giáo dục con nhiều
hơn. Nhưng cũng dần
dần chứ không phải
cái gì cũng nói

6. Big Idea ExecutionBrief Recap Context
Consumer
Insight
Drive Barrier
Parents wants their
children have
enough sex
education to
protect themselves
Parents afraids that
children will absorb
information in
wrong way

7. Big Idea ExecutionBrief Recap Context
Consumer
Insight
I should be in charge of providing sex education to my children, especially when I heard about
the increasing of child abuse cases, but I usually feel uncomfortable when talking about it.
I worry because I do not know how to explain in right way. I’m afraid that my children might be
curious then look up for unsuitable information
I do not really learn carefully about sex education for children, just base on what I know and
my experience. So when sharing these knowledge to my children, I do not know how they will
absorb information.
I feel hard to openly share knowledge about sex to my children because I afraid that they will
lose their innocence, worse they might be sexually active.

8. Brief Recap Context ExecutionConsumer Insight Big idea
EXPERT OPINION
Children should be provided sex education as soon as possible so parents should not postpone until they are 16.
Dr. Vu Thu Huong - University of Education
Children are naturally curious about their bodies and other people’s. So whether you talk about sex or not, children still
find information about this matter.
Dr. Vu Thu Huong - University of Education
Most of parents afraid that kids will lose their innocence when talking about sex but no, they don’t
Cath Hakanson - Sexologist and health professional
The fact is, yes, kids want to learn about sex and sexuality in a place that is safe and familiar. And, they want to learn
from their parents, whose views and opinions they trust and value whether they say so or not.
Cath Hakanson - Sexologist and health professional

9. Brief Recap Context ExecutionConsumer Insight Big idea
Journey to explore my body

10. Brief Recap Context ExecutionConsumer Insight Big idea
How big
idea can
solve the
insight?
For whom:
● Men and women having kids from 6-13 yrs
● Savvy tech lifestyle, adaptive, curious
What need:
Reduce parents’ hesitation when they share with their
children about sex education
Idea:
Change the perspective when parents think about sex
education: It’s just an adventure children should take in their
lives, not a threat to their innocence.

11. Brief Recap Context Consumer Insight Big Idea Execution
Campaign road mapMarch March + April April + May
Phase 1: Awareness Phase 2: Engagement Phase 3: Amplification
Objective
Raise concerned issue
That children are curious about sex is
natural, not unhealthy
Engage with TA online and offline with the
content flow
Parents should help children explore their
body instead of ignoring their questions.
Maintain engagement with the content
flow
“Parents should commit to openly share
knowledge about sex to their children ”
Key Activities
● Viral clip
● Launching fan page “Nhà thám
hiểm An Toàn”
Social Discussion
● KOL sharing
● Sex education App
● Launching landing page “Journey
to explore my body”
Supporting
tactics
● FB display banner
● FB video ad
● FB canvas, sponsored post
● Youtube trueview
● Video network
instream/outstream
● Hot community page
● FB display banner
● FB canvas, sponsored post
● PR
● Hot community page
● FB ads
● Display banner (for landing page)
● PR
● Hot community page
Message
“Children are curious about their bodies
like adventurers are curious about life”
“Don’t let your children be lost in their
journey to explore their body”
“Let’s help your kids explore and protect
their body”
3 weeks 3 weeks 5 weeks

12. Brief Recap Context Consumer Insight Big Idea Execution
Campaign Activities -
Phase 1PlotViral clip
Viral clips are records of interview with children from 6-13 about “Why are you
curious about sex?”. In the end of clip, we will point out that children just want
to explore their bodies and the more knowledge they get, the more
protecting body awareness they have. Viral clips also express the message
“Children are curious about their bodies like adventurers are curious about
life”
PR
RationaleFanpage
This campaign does not have a page to interact with Facebook users so
launching fanpage is necessary step.
Popular publishers will support for viral clips by writing about “How do children
think when they learn about sex”

13. Brief Recap Context Consumer Insight Big Idea Execution
Campaign Activities-
phase 2Social DiscussionKOLs sharing
KOLs discuss about how to provide sex education to children:
Team 1: #teamthangthan
Parents should provide sex education under scientific angle, use the actual name of body parts, describe How-to-make-a-baby process
by using scientific language.
Team 2: #teamvongveo
Parents should provide sex education by using abstract terms referencing to body parts, describe How-to-make-a-baby process in a
fancy way.
Social DiscussionPR Strategy
Phase 1: Articles are about “Which dangers are waiting your kids when they learn about sex without parents’ guide”
Phase 2: Articles are about social discussion of suitable methods to provide sex education to children.
MC Phan Anh Xuân Bắc Lý Hải Minh Hà Ốc Thanh Vân Tamypu
Nguyễn Hồng
Nhung
Nguyễn Thúy
Hằng
Nguyễn Ngọc
Hiền
Jelly Nguyễn

14. Brief Recap Context Consumer Insight Big Idea Execution
Campaign Activities -
phase 3PlotLanding page
Landing page contains 3 pillars:
● Introduction about campaign“Journey to explore my body”
● Basic knowledge about providing sex education to children
● Commitment of parents to openly share sex education to children
List of KOLsKOL sharing
MC Phan Anh Xuân Bắc Lý Hải Minh Hà Ốc Thanh Vân
SOW: Post and share link landing page to commit that they will
openly provide sex education to children
Nguyễn Hồng
Nhung
Nguyễn Thúy
Hằng
Nguyễn Ngọc
Hiền
Jelly Nguyễn

15. Brief Recap Context Consumer Insight Big Idea Execution
Campaign Activities-
phase 3ANTO AppAPP
● ANTO App is a sex education app which allows parents to select suitable lessons for children’s age. It has lessons and also games
to help children feel fun when using it.
● Lessons are series video with character An and Toan
● ANTO App will link users to landing page to commit to openly provide sex education to chỉldren
StorylineAPP
An and Toan are classmates, both of them love discovering everything in life. One day, their teacher said that girls and boys have
secret body parts that lead to the difference between them. Every students are curious about these parts, especially An and Toan. They
decide to ask their parents to help explore their body and find out the secrets.
Xin chào các bạn,
mình là An. Mình 7
tuổi. Hôm nay mình
sẽ bắt đầu hành
trình khám phá
những điều thú vị về
cơ thể của bạn gái.
Xin chào các bạn,
mình là Toàn. Mình 8
tuổi. Hôm nay mình
sẽ bắt đầu hành trình
khám phá những điều
thú vị về cơ thể của
bạn trai

16. Brief Recap Context Consumer Insight Big Idea Execution
Budget Allocation
TOTAL BUDGET
TOTAL PROJECT FEE (VND)
Media cost 1.080.000.000
Creative & production
cost 920.000.000
Total 2.000.000.000

17. THANK
YOU