ASSIGNMENT 12.1

Trần Quốc Thiên An– LÊ HUỲNH PHONG

WE CARE FOR HER

BACKGROUNDIn 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

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

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.

DEPLOYMENT PLANINSPIRE 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 songMicrositeSocial seedingInfluencerVolunteer

Social seedingInfluencerVolunteer

Social seedingInfluencerSEO/SEM

Campaign Icon

Toolkits for KOLs to invite people to be volunteers/supporters

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

OUTCOME

KEY LEARNING

5 top fanpage in Vietnam talking about campaign 8,390,895 impression - 936,309 reach8,211 talking about - 7,887 likes - 300 shares & comments

14, 260 views - 421 likes - 124 subscribersWith 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 BC4,556 likes - and over 200 shares & commentsZING 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 insightCreative approach in digital platform for new experienceExcellent execution

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.Objective: reduce 10% accident rate involving trains in the key areas within 12 months.

STEP 2Exploration for key

finding

About Target AudienceWho 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.

- In media, they feel interested in what their can turn it into their own version.

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

STEP 2Exploration for key

finding

About Target AudienceWho 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

STEP 3Ideation

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 the safety of the subway station:

STEP 4Develop into the Story\content

Create 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.

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.

How can I use different form of advertising to extend the reach?

STEP 6 IMPLEMENTATION ( DIGITAL

TACTICS PLAN)

Framework for Developing an Creative Digital Campaign

DEPLOYMENT PLANTRIGGER 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 activitiesSocial Conversation

books, interactive posters,radioKaraoke Version for “Dump ways to die”

Framework for Developing an Creative Digital Campaign

Everyone can have the “Dump ways to die”

Let the TAcontinue their own conversationBy many tool supplied

Apps in Appstore, Animation by Tmblr

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