1. Campaign “Pain of An”
Client: Tuoi Tre Newspaper
Proposed by

2. BRIEF RECAP
For LGBT, family is no longer a place to go back
and it is such a tragedy.
Make it a brighter situation!
Campaign “Pain of An”

3. Let’s see how Moms react to this…
Campaign “Pain of An”

4. We can step in and make the second stage shorter…
How Mom moves from 2nd stage to 3rd stage?
Campaign “Pain of An”

5. INSIGHT
I want my son/
daughters NOT
to suffer any
PAIN and I will
do everything to
make them
happy.
Campaign “Pain of An”

6. STRATEGIC APPROACH
How to make Moms visualize the tragedy and the happenings
in a long time in 3 months?
Campaign “Pain of An”

7. Mẹ ơi, con sợ..
INTRODUCING
Campaign
“PAIN OF AN”
Key message:
“His/ her life is hard enough”
Campaign “Pain of An”

8. OUR STORY
PHASE 1
PHASE 2
Campaign “Pain of An”
PHASE 3

9. DEPLOYMENT PLAN
Phase 1 – PROVOKE
-->Provoke the story of a character named “An” as a sample of tragedy
Campaign “Pain of An”

10. DEPLOYMENT PLAN
Phase 2 - ENGAGE
Interactive Billboard
Mẹ ơi, con sợ..
1st touch
Mẹ ơi, con sợ..
2nd touch
Campaign “Pain of An”
Mẹ ơi, con sợ..
final touch

11. DEPLOYMENT PLAN
Phase 3 – AMPLIFY (1/2014)
PR, TV news
--> impress the audience with the number of people engage
with the Interactive Billboard
-->Utilize more cases successful find way back to home in Tet
-->Establish a column for audiences to send mail and a hot
line on Tuoi Tre newspaper for long-term development.
Campaign “Pain of An”

12. LONG TERM VISION
> SUCH A BIG PROBLEM TO BE SOLVED IN 3 MONTHS
_Establish Hot line and Column on Tuoi tre newspaper to help
specific cases
_Make “Pain of An” a national wide campaign with launches
of Interactive Billboard in Ha Noi, Da Nang, Can Tho…
_Autobiography of An’s Mom to be published
_Hold local seminars…
Campaign “Pain of An”

13. EVALUATION
Quantitative method
- Number of reach / impressions / publications / delivery of
wrap.
- Number of Engagement
- Value of advertisement in the campaign period.
Qualitative method
- Measure by interview / focus group
Campaign “Pain of An”

14. SUMMARY
key message: “His/ her life is hard enough”
TV Shows
PR
phase 1
TVC
Supermaket wrap
Interactive billboard
PR
PR, TV news
phase 2
phase 3
Campaign “Pain of An”

15. THANK YOU
Campaign “Pain of An”