What is

Child Abuse?

Child abuse comes in many different forms such as

negligence, physical abuse, fetal abuse, sexual abuse,

emotional abuse, and spiritual abuse.

(definition of UNICEF)

That’s why action of

beating

criticizing

threatening

is considered

as a type of

Child Abuse

Of the 75% children suffered

from abuse

56.6% experienced

abuse in the

form of

criticize,

insult or

threat.

11% experienced

slapping,

pushing or got

objects thrown

at.

15.7% experienced

it in the form

of beating

(According to a research of camnanggiadinh.com.vn)

In Vietnamese,

“Child Abuse”

means

“Bạo lực trẻ em”

or “Bạo hành

trẻ em”

believed that beating or criticizing

was not “Bạo lực”/“Bạo hành”.

We asked

for 100 parents

70 parents

admitted to have used “Bạo

lực”/”bạo hành” with their children.

Only

10 parents

Almost

all

parents

assumed that their children

must be “Sứt da mẻ trán” to be

called “Bạo lực”/”Bạo hành

While many child abuse cases

were seriously condemned by

media.

Vietnamese parents don’t

seem to think that these are

their own stories.

We need a clearer concept

a new approach

a pioneer in solving Child Abuse

The first challenge

is the misconception

about

“Bạo lực”/”Bạo hành”

In this communication campaign, we

won’t use the term “Bạo lực”/ Bạo hành”

We will use the term “Dạy con bằng nỗi

sợ”

.

Why does

this problem

concern

Shichida?

Core value of Shichida is

“Love. Praise. Accept.”

based on

“caring for child’s emotion”

The ultimate result of using

violence to teach children is

“breaking child’s emotion,

leaving only fear in their heart””

Category

Barrier

90% parents

think that children

mainly need

knowledge and

aptitude

40% parents

think that children

also need

emotional

development

and skill

Early childhood Education

Strict

Parents

High control/

demand

Low control/

demand

High Responsiveness/

Communication/ Low Responsiveness/

Communication/

Caring

Parents

Pampering

Parents Neglecting

parents We segment the customers

based on 2 factors:

- Degree of responsiveness to

children needs and

communication.

- Degree of control over and

demand from children

Segmentation

Target

Consumer

Main target:

Strict Parents

Parent with

children from 3-12

years old, living in

6 cities. Income:

BC+

High degree of

control and

demand but

low degree of

responsiveness

to kid’s need

Behavior

Attitude

Enforce their

commands using

reward and

punishment,

without providing

reason for the

rules except

“Because I said

so!”

Impose rules

and expect

obedience,

have a

tendency to

give

commands

Highly

believe

that “I

know best”

Have high

expectation

view

instant

obedience

as a good

virtue.

Almost all parents in T.C

feel unease when their

children tend to avoid

and feel afraid when

communicate with them.

FACT

Consumer

Understanding Why

The unexplained punishment only makes

children feel scared of their parents.

Why is

important

Fear-based punishment increases parents-

child distance

Why is

important

The bigger the parents- child distance is,

the less the intimacy with children is.

However, being intimate with children is

the most joyful moment for parents.

Consumer

Insight

Being intimate with my children

is the greatest joyful moment for

me, but I accidentally increase

the distance with my children by

using fear-based parenting. I

want a better parenting method

for my children which will not harm

the intimacy we share.

Which product can satisfy Consumer Insight?

“Lesson

without

tears”

Course

Functional Benefit:

Shichida will be a guide

to show a new

parenting method

based on

understanding of child’s

personality and

potential

Emotional Benefit:

Nurturing Intimacy

with children

No fear, no distance, only intimacy

Intimacy Defender

Brand role

Big

Idea Key messege:

Sợ ba, con thường cố nán lại trường thay vì vội vã chạy về

nhà

Sợ mẹ, con hay lẩn khỏi vòng tay thay vì ùa vào lòng mẹ như

ngày nào.

Sợ ba, con chỉ dám im lặng thay vì vồn vã thắc mắc bao điều

kỳ lạ xung quanh con

Phase1: Awareness Phase2: Engagement Phase3: Advocate

Objective To raise awareness that “fear

creates distance”

Experience the core value of

“lesson without tears” course

Build brand equity (“Intimate

moment”)

Key message “Stop making your children

feel fear because it can turn

into unreachable distance”

“Shichida gives parent a the

best customized education

solution for their children

without damaging intimate

moments.”

“Intimacy with kids is the

greatest joyful moment of

family”

Key hook Sponsor TV Show “Bố ơi mình đi

đâu thế?”

“Find your child’s future job”

Extra curriculum

Handbooks “Intimate

moment”

Tactic Supportive TV show sponsor

Editorial/ Advertorial

Social debate

Activation On School

Editorial/ Advertorial

Video Recap

Social

Activation

Channel TV

Social

PR/Digital

OOH

Social

Event

Social

OOH: school information

Branding strategy Shichida will appear in content

of TV show, fanpage, forum

and PR articles.

Cooperate with school to

organize a series of extra-

curriculum activities.

Handbooks published by

Shichida

EXECUTION

PLAN

Consumer journey

Desired response Primary Barriers Primary Drivers Roles of communication

I will stop using fear-based

parenting to close the

distance between me and

my children.

They believe that fear-

based parenting is the

most effective method.

Fear-based parenting is

imperfect method

because it make distance.

Raise awareness that” fear

creates distance”

I will try the course to learn

about the better

education solution for my

kids without damaging

intimate moments.

They have not associated

with the better education

solution for children.

The only “lesson without

tears” course to help them

find the perfect education

solution for children.

Experience the core value

of “lesson without tears”

course

I want to know more

about the course and

Shichida to make buying

decision

They haven’t seen

sufficient information

about the course

Approachable and

informative channel

about the course

Build brand equity

EXECUTION

PLAN

Phase 1: Awareness EXECUTION

PLAN

Sponsor TV Show “Bố ơi mình đi đâu thế?”

We will sponsor for TV show: “Bố ơi mình đi đâu thế” throughout

the content of “why kids keep long distance with parents?”,

“why my child still keep her secret with me?”.

Week 1: In a journey, Phan Anh’s

daughter will bite Minh

Khang’s daughter

because she’s jealous

when Hoang Bach’s son

is more close to MK’s

daughter than her. Minh

Khang screams at her

and she kept silence

from then

Week 2: In next trip, Minh

Khang’s daughter

keep silence and

distance to him.

Then he’s confused

and worried so

much and asked for

many advices .

Week 3:

He will find a problem

solution by talking to

his kids and say sorry

to her. He asks her

why she did that and

explain why she

shouldn’t do this. He

promises to be

calmer.

Tactic supportive: Social Debate, Advertorial/ Editorial

Phase 2: Engagement

“Find your child’s future job” Extra

Curriculum

EXECUTION

PLAN

We will organize a contest “Find your child’s future job”

Form: A team includes parents and child.

Content: A team has to overcome many challenges

together to find the most suitable jobs for their children. The

parents will only instruct the children to finish the challenge

Brand role: Shichida will be a

guide to show a better and

customized education solution

for children through “lesson

without tears”

Message: "Every child has his/her

own potential which can be

discovered only by understanding

and intimacy. That is why he/she

needs a customized education

solution

Phase 3: Advocate EXECUTION

PLAN

Publishing free “Series of Handbooks” for parents and

children at kindergartens and primary schools.

Teachers will give this handbook for their students to bring

home. Attached information about “Lesson without tears”

and Shichida brand.

Content: Handbooks based on 100 real stories of

participants’ experience from extra-curricular activities.

Each story will depict a unique situation using illustration.

Media stragety: PR articles.

Series of

Handbook

“Intimacy

moment”

KPI

Activity/ Channel Place Budget March April May

W1 W2 W3 W4 W1 W2 W3 W4

TV show sponsor

1b x x x

Extra curriculum

South 1b x x x x

North 1b x x x X

West 400m x x x x

Published hand-books

South 400m x

North 400m x

West 200m x

PR/digital, social 300m x x x x x x x x x

Promotion 300m x x x x x

Total 5b

Jobs to be done Measurable Objectives Measurement Tracking Awaken

1.000.000.000 Rating of TV show.

Media tracking

Build brand equity 500.000 Research Agency

Registration of event 40.000 Registration turns.

Sales

16 billion

Sales of company.

Application turns.

Rate of abuse child 5% down Research Agency

Change parents’

perception in raising

children 600.000 Sales of company.

Research Agency

Evaluation

THANK YOU