1. ASSIGNMENT 12.1
Trần Quốc Thiên An– LÊ HUỲNH
PHONG

2. WE CARE FOR HER

3. BACKGROUND
In Vietnam, according to Cancer Prevention
Institute, one out of ten women is at risk of
having breast cancer, it’s estimated there is
7000 new breast cancer patients diagnosed
annually, with the death rate at 35% (Globocan
2008). Approximately 25% of women are diagnosed
with breast cancer with HER2 form. However, due
to the low awareness of breast cancer in public,
and limited resources, people have not been
provided with necessary knowledge of breast
cancer. The patients get treatment at the late
stage, which leads to pessimistic result.”
CAMPAIGN OBJECTIVE
TARGET AUDIENCE
To raise awareness about breast cancer &
engage people to talk about it.
Empower women to go for a breast cancer
medical examination
Primary: women, 25-45, urban
Secondary: man, dad and son and boyfriend
who cares for his woman
The project is under patronage of Vietnam
Ministry of Health and the Bright Future
Fund, endorsed by Swiss Embassy in
Vietnam and sponsored by Roche

4. CHALLENGE
“Breast cancer only affects
certain types of people
(not me)" “Breast cancer
affects what all
of us care about”
WHAT THEY THINK?
THE TRUTH
We [Vietnamese] hesitate
to talk about anything
unpleasant because if we
do, we believe it will
happen to us.
HOW TO ENGAGE PEOPLE TO TALK ABOUT
BREAST CANCER
IS A
CHALLENGE
Approach them in an
interesting way with funny
images, positive words and
gentle voices.
Use digital platform as a key
channel to approach them and
spread the message.
STRATEGIC
APPROACH

5. ICON
We care for Her, we care for
Breast Cancer and we care for
Her2+
CONCEPT
The message “We care for her and the icon
( . )( . ) will be spread out via social media,
event, mainstream media and SMS to help public
know more about the early detection and
prevention of breast cancer.

6. DEPLOYMENT PLAN
INSPIRE ENGAGE AMPLIFY
Objective
Message
How
Key hook Viral clip
Other
tactics
Inspire TA talking about breast
cancer as caring for their women &
caring for themselves
Engage TA in the real action of
caring for her breast cancer
Amplify those concern as
caring to mass
All of us (women) can be
attacked by breast cancer
The best way to care for
yourself/her is going for
medical examination
All of us have to care for women
because the breast cancer is
Event Media coverage
We care for her song
Microsite
Social seeding
Influencer
Volunteer
Social seeding
Influencer
Volunteer
Social seeding
Influencer
SEO/SEM
Campaign Icon
Toolkits for KOLs to
invite people to be
volunteers/supporter
s
People followed and
made FB be pink,
the viral clips
also get shared
On the ground “ASK ME”
Movement
Launching Event in Ha
Noi & HCM
Photo booth for public to
share on their Facebook

7. OUTCOME
KEY LEARNING
5 top fanpage in Vietnam talking about campaign
8,390,895 impression - 936,309 reach
8,211 talking about - 7,887 likes - 300 shares & comments
14, 260 views - 421 likes - 124 subscribers
With average view duration: 1:23 per 1:50 of video clip
Over 100 key opinion leaders in Vietnam and their friends,
thousands people have shared & talked about campaign
1,915,457 impression - 191,546 reach
over 5,000 people are talking about BC
4,556 likes - and over 200 shares & comments
ZING COMMUNITY
306,526 views for MP3
232,821views for MV
42,315views for album
YOUTUBE
SOCIAL INFLUENCER
15 TV news and features on national and
local TV program about the campaign
(VTV1, VTV2, VTV9, HTV1, HTV9, FBCN,
O2 TV, H1, VTC, TH Bắc Ninh, Đài Tiếng
Nói VN )
Touching right point in consumer insight
Creative approach in digital platform for new experience
Excellent execution

8. Framework for Developing an Creative Digital Campaign
Brand background
Problems statement or any
opportunity
Define the objectives
STEP 1
SITUATION ANALYSIS
Problem: The number of the accidents
and dead of the youth near by the
Metro is raising as a result of their
careless and consciousness. The
common media messages seem useless.

9. STEP 2
Exploration for
key finding
About Target Audience
Who are they?
What are their common behavior?
What attract them most or what their
faith?
What are they searching for?
About Digital Trend
Key Finding about TA:
- Young people do not like being told how to
behave - tell them to do one job that
improper access, most likely they will do
the opposite.
- Young have short attention span and like to
entertain.
Framework for Developing an Creative Digital Campaign

10. STEP 2
Exploration for
key finding
About Target Audience
Who are they?
What are their common behavior?
What attract them most or what their
faith?
About Digital Trend
Trend:
- “Simple is the best” and “Visualize the
message” are the key findings for how to
transmit the message.
-Youtube and Game is the two best platform
for viral.
Framework for Developing an Creative Digital Campaign

11. STEP 3
Ideation
What is compelling
social experience?
Framework for Developing an Creative Digital Campaign
Instead of using the traditional way of
shocking to convey the dangers of not
ensuring rail safety, they chose to reach out
to young people with the visual and simple
message and full of entertainment media to
convince young people voluntary attention on

12. STEP 4
Develop into the Storycontent
eate your own story to get the attention
Framework for Developing an Creative Digital Campaign
Offer the series of innovatively stupid ways
to die that make you laugh and end with the
most stupid way in accidents related to the
subway.

13. STEP 5
Choose your Hook
What is the most attention
of our campaign?
Framework for Developing an Creative Digital Campaign
In the campaign, McCann Melbourne used the
cute characters which can bring the
enjoyment for the TA.

14. How can I use different form of
advertising to extend the reach?
STEP 6IMPLEMENTATION ( DIGITAL
TACTICS PLAN)
Framework for Developing an Creative Digital Campaign

15. DEPLOYMENT PLAN
TRIGGER ENGAGE AMPLIFY
Objective
Message
How
Key hook Viral clip in Youtube and “Dump ways
to die song” in Itunes
Other
tactics
Get The awareness of the Youth
about the Dump
Ways to Die
Engage the Youth to join in the
story by their own creation
Amplify the message
There are many stupid ways to
die, consist of the subway
accidents
Everyone can have the “Dump
ways to die”
PR activities
Social Conversation
books,
interactive posters,
radio
Karaoke Version for “Dump
ways to die”
Framework for Developing an Creative Digital Campaign
Everyone can have the “Dump
ways to die”
Let the TA
continue
their own conversation
By many tool supplied
Apps in Appstore, Animation by Tmblr

16. STEP 7EVALUATION
Create KPIs for measurements of
results/success.
To know if your plan is effective, create
measurement and benchmarks for the tactics
you implement
Framework for Developing an Creative Digital Campaign