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Stop school violence! Social marketing campaign Vietnam Young Lions 2011
- Nguyễn Thị Huệ Anh –- Võ Đặng Minh Tuấn – << EliSói Team>>
BackgroundCurrent situation• Violence in schools is becoming a common occurrence in Vietnam, resulting in mental and physical damages for its victims in long term.• The current countermeasure is expelling these gangs from school, which is not effective since they can always come back to bully their old fellow students; and which can push them to criminal life, where there is no education and future.ChallengeThe common reaction of people is just keeping silent and stayaway from school violence, which accidentally encourages itsincrease.Campaign objectiveAlert people from the fact and incorporate these individuals intoan integrated strength to stop the violence.
Target audience (TA)Target segmentation Why we chose this segment?School students, M&F, aging from 11 They are directly suffering from the to 18 years old, studying in issue. secondary and high schools in 4 key cities: Hanoi, HCM, Da Nang, They are the only one that can create Can Tho. the momentum for the change.They are internet savvy, new trend They are receptive to new things followers, easily being influenced and receiving a big concern from by their celebrities, and self- the society. esteemed.
Insight and IdeaInsight Big ambient campaign to create word of mouth, followed by an integrated media campaign.“I don’t want to get into trouble. It’s someone else’s mess!” Key communication visual Broken school stuffs left unintentionally, whichCampaign idea immediately associates with a remnant from aHit TA by the fact that, the next school violence case, intriguing the viewer with a school violence victim can story behind it. be themselves if they don’t act on it. The stuffs selected should be typical and will be used consistently as campaign icons. The suggestion is: - Cell phone - School bag - Short-sighted glasses Key communication message The next victim might be you. Stop school violence!
Integrated Media Social network TVC Ambient Print PR Target articles audience Event Radio Channel selection: Digital: campaign website TVC: Yan, Yeah1Celebrity Digitalendorse Press (PR Article and Print Ad): ment HHT, VTM magazines Online PR article : zing, kenh14 Radio: Xonefm Social network: Y!M
Teaser | Drawing AttentionSchool violence issue is shown in a manner that TA cannot ignore. Copy on notice board: ‘SOMEDAY, IT MIGHT BE YOURS Log onto this website to prevent it www.stopschoolviole nce.com.vn’ •Ambient Ad appearing in selected secondary and high schools in 4 key cities at the same day (5 Sep - new school year opening day in Vietnam). •Basically, the campaign icons will be displayed in big size objects at the school site to bring in the association with school violence, which creates a stopping power & newsworthy factor.
Launch| Raising InterestTouch their heart by serious fact, “THE NEXT VICTIM MIGHT BE YOU”, by:• Make them aware that it is THEIR PROBLEM• Show them HOW TO SOLVE THEIR PROBLEM by joining further STOP SCHOOL VIOLENCE activities to create a united power to fight it.Media vehicles:• Website www.stopschoolviolence.com.vn : update TA on the fact and campaign progress, and get them involved by interactive functions on the website.• TA’s celebrities endorsement: Selecting 3 Vietnamese popular teenage stars who are key influencers among the TA. They will be the ambassadors for the entire campaign.• TVC/ Print Ad/ Radio Ad will communicate the key message: The next victim might be you.
Post launch| Turn into DesireTurn into Desire: STOP SCHOOL VIOLENCE through engaging activities and eventIconic wave: Musical Event with branded content •During launching period, encourage TA to replace their Yahoo! messenger avatar with the campaign’s logo. •Execution: Create a Y!M account for the campaign, TA will be encouraged to add this account to their friend list To announce establishing hotline number and display the campaign’s logo . 1000 24/7 of local school guards incorporated first add will get the free tickets for with local police. This event also marks the the Musical Event held in the 4 cities. opening of Stop School Violence (SSV) Fund with the initial budget from the Vietnam STOP Parent Teachers Association. SSV Fund SCHOOL welcomes the donation from other VIOLENCE! sponsors to establish platform for future Y! avatar Campaign logo action.
Budget allocation & timeline Teaser Launch Post launch Timeline 5 Sep - 30 Sep. 2011 1 Oct – 30 Nov. 2011 1 Dec – 29 Feb. 2012Communication 80% awareness 60% interest 40% intentionobjectiveMedia objective Reach 90% at the level of Reach 70% at the level of efficient Reach 50 % at the level of efficient frequency 1+ frequency 3+ efficient frequency 3+Activities Drawing attention Raising interest Turn into desire through •Ambient Ad •3 versions of TVC, Print, Radio Ad engaging activities and event •PR articles spreading the in turn on air in 3 weeks. (1 •Iconic wave “strange phenomenon” in well- version/week) •Event known TA paper and online •Website officially launched magazines days after . •Celebrities endorsementBudget (*) USD 200,000 USD 1,000,000 USD 800,000Media vehicles Ambient: 70% budget Website: 1% budget Website: 0.5% (continue from PR article: 30% budget Print: 20% budget the last phase) TVC: 74% budget PR article:2.5 % budget Radio: 1% budget Celebrity: 2% budget PR article: 2.5% budget Event: 95 %budget Celebrity: 1.5% budget SSV Fund Foundation:12.5% budget (*) including all cost related. Eg: agency fee, creative, production, media booking
Campaign summaryStop school violence!The problem: School violence inVietnam is increasing while there is noserious action against it was taken.Our solution: Hit TA by the fact that, thenext school violence victim can bethemselves if they don’t act on it.Creative execution: We make a bigambient campaign to create word ofmouth, followed by an integrated ‘SOMEDAY, IT MIGHT BE YOURS’media campaign aiming at the Log onto this website to prevent it www.stopschoolviolence.com.vnteenagers who are directly sufferingfrom the issue. Media vehicles selectedThe whole campaign lasts in 6 months.New school year opening is chosen to Magazinesbe the ambience launch day, since thisis the time the TA is most receptive to Eventnews. Digital Social network