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TRIGGER FIRST-MET ENGAGE AMPLIFY

OBJECTIVE

MESSAGE

KEY HOOK

KEY CHANNEL

SUPPORTINGTACTICS

Angle:- Chemical-treated rice- Sign of bad rice (include

common issue of consumer)- Effect on taste & healthFrom: Expert, Journalist.Backed by Government

Influencer: famous working housewives (Mỹ Linh, Diệp Chi, Gào…)

Angle: Frustration when knowing rice can also be “poison”