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2011 Vietnam Young Lions - Runner up - EliSoi

S坦i Tr畉m C畉m
S坦i Tr畉m C畉m

This document outlines a social marketing campaign to stop school violence in Vietnam. The campaign aims to raise awareness among students aged 11-18 that they could be the next victims of school violence if they do not take action. It uses ambient advertising and PR articles to initially get students' attention. An integrated media campaign then encourages students to get involved through a website, celebrity endorsements, TV/print ads, and a musical event. The goal is to turn student interest into a united effort through interactive activities to stop school violence.

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Stop school violence! Social marketing campaign Vietnam Young Lions 2011
- Nguy畛n Th畛 Hu畛 Anh - V探 畉ng Minh Tu畉n << EliS坦i Team>>
Background Current 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. Challenge The common reaction of people is just keeping silent and stay away from school violence, which accidentally encourages its increase. Campaign objective Alert people from the fact and incorporate these individuals into an 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 Idea Insight Big ambient campaign to create word of mouth, followed by an integrated media campaign. I dont want to get into trouble. Its someone elses mess! Key communication visual Broken school stuffs left unintentionally, which Campaign idea immediately associates with a remnant from a Hit 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 dont 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, Yeah1 Celebrity Digital endorse Press (PR Article and Print Ad): ment HHT, VTM magazines Online PR article : zing, kenh14 Radio: Xonefm Social network: Y!M
Creative execution
Teaser | Drawing Attention School 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 Interest Touch 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. TAs 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 Desire Turn into Desire: STOP SCHOOL VIOLENCE through engaging activities and event Iconic wave: Musical Event with branded content During launching period, encourage TA to replace their Yahoo! messenger avatar with the campaigns 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 campaigns 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. 2012 Communication 80% awareness 60% interest 40% intention objective Media 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 endorsement Budget (*) USD 200,000 USD 1,000,000 USD 800,000 Media 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 summary Stop school violence! The problem: School violence in Vietnam is increasing while there is no serious action against it was taken. Our solution: Hit TA by the fact that, the next school violence victim can be themselves if they dont act on it. Creative execution: We make a big ambient campaign to create word of mouth, followed by an integrated SOMEDAY, IT MIGHT BE YOURS media campaign aiming at the Log onto this website to prevent it www.stopschoolviolence.com.vn teenagers who are directly suffering from the issue. Media vehicles selected The whole campaign lasts in 6 months. New school year opening is chosen to Magazines be the ambience launch day, since this is the time the TA is most receptive to Event news. Digital Social network

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2011 Vietnam Young Lions - Runner up - EliSoi

  • 1. Stop school violence! Social marketing campaign Vietnam Young Lions 2011
  • 2. - Nguy畛n Th畛 Hu畛 Anh - V探 畉ng Minh Tu畉n << EliS坦i Team>>
  • 3. Background Current 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. Challenge The common reaction of people is just keeping silent and stay away from school violence, which accidentally encourages its increase. Campaign objective Alert people from the fact and incorporate these individuals into an integrated strength to stop the violence.
  • 4. 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.
  • 5. Insight and Idea Insight Big ambient campaign to create word of mouth, followed by an integrated media campaign. I dont want to get into trouble. Its someone elses mess! Key communication visual Broken school stuffs left unintentionally, which Campaign idea immediately associates with a remnant from a Hit 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 dont 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!
  • 6. Integrated Media Social network TVC Ambient Print PR Target articles audience Event Radio Channel selection: Digital: campaign website TVC: Yan, Yeah1 Celebrity Digital endorse Press (PR Article and Print Ad): ment HHT, VTM magazines Online PR article : zing, kenh14 Radio: Xonefm Social network: Y!M
  • 8. Teaser | Drawing Attention School 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.
  • 9. Launch| Raising Interest Touch 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. TAs 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.
  • 10. Post launch| Turn into Desire Turn into Desire: STOP SCHOOL VIOLENCE through engaging activities and event Iconic wave: Musical Event with branded content During launching period, encourage TA to replace their Yahoo! messenger avatar with the campaigns 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 campaigns 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.
  • 11. Budget allocation & timeline Teaser Launch Post launch Timeline 5 Sep - 30 Sep. 2011 1 Oct 30 Nov. 2011 1 Dec 29 Feb. 2012 Communication 80% awareness 60% interest 40% intention objective Media 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 endorsement Budget (*) USD 200,000 USD 1,000,000 USD 800,000 Media 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
  • 12. Campaign summary Stop school violence! The problem: School violence in Vietnam is increasing while there is no serious action against it was taken. Our solution: Hit TA by the fact that, the next school violence victim can be themselves if they dont act on it. Creative execution: We make a big ambient campaign to create word of mouth, followed by an integrated SOMEDAY, IT MIGHT BE YOURS media campaign aiming at the Log onto this website to prevent it www.stopschoolviolence.com.vn teenagers who are directly suffering from the issue. Media vehicles selected The whole campaign lasts in 6 months. New school year opening is chosen to Magazines be the ambience launch day, since this is the time the TA is most receptive to Event news. Digital Social network