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 itsvictims in long term.

• The current countermeasure is expelling these gangs fromschool, which is not effective since they can always comeback to bully their old fellow students; and which can pushthem to criminal life, where there is no education andfuture.

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

School students, M&F, aging from 11to 18 years old, studying insecondary and high schools in 4key cities: Hanoi, HCM, Da Nang,Can Tho.

They are internet savvy, new trendfollowers, easily being influencedby their celebrities, and self-esteemed.

Why we chose this segment?

They are directly suffering from the issue.

They are the only one that can create the momentum for the change. They are receptive to new things and receiving a big concern from the society.

Insight and Idea

Insight

“I don’t want to get into trouble. It’s someone else’s mess!”

Campaign idea

Hit TA by the fact that, the next school violence victim can be themselves if they don’t act on it.

Big ambient campaign to create word of mouth,followed by an integrated media campaign.

Key communication visualBroken school stuffs left unintentionally, whichimmediately associates with a remnant from aschool violence case, intriguing the viewer with astory behind it.The stuffs selected should be typical and will beused consistently as campaign icons. Thesuggestion is:

- Cell phone- School bag- Short-sighted glasses

Key communication messageThe next victim might be you.Stop school violence!

Integrated Media

Channel selection:

Digital: campaign website

TVC: Yan, Yeah1

Press (PR Article and Print Ad): HHT, VTM magazines

Online PR article : zing, kenh14

Radio: Xonefm

Social network: Y!M

Target audience

TVC

Print

Radio

Digital

Event

Ambient

PR articles

Social network

Celebrity endorse

ment

Creative execution

Teaser | Drawing AttentionSchool violence issue is shown in a manner that TA cannot ignore.

•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.

Copy on notice board:‘SOMEDAY, IT MIGHT

BE YOURS Log onto this website

to prevent it www.stopschoolviole

nce.com.vn’

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 campaignprogress, and get them involved by interactive functions on the website.

• TA’s celebrities endorsement: Selecting 3 Vietnamese popular teenage stars whoare key influencers among the TA. They will be the ambassadors for the entirecampaign.

• TVC/ Print Ad/ Radio Ad will communicate the key message: The next victim mightbe you.

Musical Event with branded content

To announce establishing hotline number 24/7 of local school guards incorporated with local police. This event also marks the opening of Stop School Violence (SSV) Fund with the initial budget from the Vietnam Parent Teachers Association. SSV Fund welcomes the donation from other sponsors to establish platform for future action.

Post launch| Turn into Desire

Turn into Desire: STOP SCHOOL VIOLENCE through engaging activities and event

STOP SCHOOL

VIOLENCE!

Iconic wave:•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 and display the campaign’s logo . 1000 first add will get the free tickets for the Musical Event held in the 4 cities.

Y! avatar Campaign logo

Budget allocation & timelineTeaser Launch Post launch

Timeline 5 Sep - 30 Sep. 2011 1 Oct – 30 Nov. 2011 1 Dec – 29 Feb. 2012

Communication objective

80% awareness 60% interest 40% intention

Media objective Reach 90% at the level of efficient frequency 1+

Reach 70% at the level of efficient frequency 3+

Reach 50 % at the level of efficient frequency 3+

Activities Drawing attention•Ambient Ad•PR articles spreading the “strange phenomenon” in well-known TA paper and online magazines days after .

Raising interest•3 versions of TVC, Print, Radio Ad in turn on air in 3 weeks. (1 version/week)•Website officially launched•Celebrities endorsement

Turn into desire through engaging activities and event•Iconic wave•Event

Budget (*) USD 200,000 USD 1,000,000 USD 800,000

Media vehicles Ambient: 70% budget PR article: 30% budget

Website: 1% budgetPrint: 20% budgetTVC: 74% budgetRadio: 1% budgetPR article: 2.5% budgetCelebrity: 1.5% budget

Website: 0.5% (continue from the last phase)PR article:2.5 % budgetCelebrity: 2% budgetEvent: 95 %budgetSSV Fund Foundation:12.5% budget

(*) including all cost related. Eg: agency fee, creative, production, media booking

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 don’t act on it.

Creative execution: We make a big ambient campaign to create word of mouth, followed by an integrated media campaign aiming at the teenagers who are directly suffering from the issue.

The whole campaign lasts in 6 months. New school year opening is chosen to be the ambience launch day, since this is the time the TA is most receptive to news.

‘SOMEDAY, IT MIGHT BE YOURS’ Log onto this website to prevent it www.stopschoolviolence.com.vn

Digital

Media vehicles selected

Magazines

Event

Social network

Campaign summary