CSR CampaignINNOCENCE IS NOT IGNORANCE

SOCIAL CONTEXT

PAEDOPHILIAA M E N T A L A N D P H Y S I C A L D A M A G E O F K I D S

Every 4 Vietnamese girls, one is sexually

abused, 1 in 6 for boys.

Every 8 hours, one more kid is abused.

During the last 10 years, the issue has not

been decreased.

SEX

EDUCATION

T H E B E S T S O L U T I O N T O

P R E V E N T S E X U A L A B U S E

But, majority of parents feel

embarrassed in having

conversation about sex with

kids

MISSION 1 MISSION 2

CSR campaign

Change perception of

Vietnamese parents from

embarrassment to

actively educating kids

about sexuality to protect

themselves from

paedophilia.

Build brand love

Through the CSR

campaign, build

Vietnamese parents’

affinity with AFAMILY

brand as a useful and

family-friendly source of

information.

TARGET AUDIENCE

Vietnamese Young Mothers

• Having kids aged from 6-13 years

old**

• Living in urban (primary) and rural

(secondary) areas.

• Competent in using smartphones/

desktops

• Active on social network (AFAMILY,

Facebook, YouTube)

** Kids have noticed sexual orientation and

sexuality. Without adequate information, each kid

builds his/her own theory of sex.

MOTHERS TRULY TH INK & FEEL

“I find it too sensitive and feel embarrassed to talk about it”.

“I may lose my kid’s innocence if using correct names for private body parts/ sex terms to her.”

“When my kids are a bit more mature, they will know about it. Now, it’s not right time”

“When I first start thinking about sex conversation, it is pretty common to have fears about whether I am doing the right

thing by talking to my kids about sex.”

CUSTOMER

INSIGHT

A mother’ natural instinct always wants

to fiercely protect my kids from any

harm to their mental and physical

innocence.

I have a fear that when their mental

formation has not concerned

themselves with sex yet, having a

conversation about sexuality can

amount to trigger their curiosity,

inappropriate manners and steal their

innocence.

So, I had better ignore to do so.

“

“

CSR BIG IDEA

INNOCENCE # IGNORANCE

TARGETA fear of loosing kids’

innocence, mothers ignore

any conversations related

to sexuality

SOCIETYBy not talking to kids about

sexuality, mothers are leaving

them ignorant and vulnerable

to jeopardy of sexual

exploitation and abuse.

CSR

IDEA

BRANDMother-friendly portal

providing information

about pedophilia

protection & sex

education, help the

conversation with

kids be easier

The frontier between protecting kids’ innocence

and ignorance can be very thin. Innocence is seen

as freedom from guilt or shame, whereas

ignorance means lacking knowledge.

Retaining kids’ state of innocence doesn’t mean

keeping silent from having sex conversation. It

must be taking right actions of education to make

kids’ innocence more charming, wide-eyed and

smarter with essential knowledge to protect them

from paedophilia.

KEY MESSAGE

“Innocence is not ignorance”

CREATIVE

IDEA 1

Rationale: Mothers can feel their kids’ innocence daily. But, there are dangers behind the innocence

happening secretly and threatening their kids, which mothers may ruthlessly ignore. We aim to exhibit

these truths to raise mothers’ awareness that ignored innocence is extremely dangerous.

Idea: Interactive online photos – ‘IGNORED SCENES BEHIND INNOCENT KIDS’

IGNORED SCENES OF INNOCENT KIDS

Description: A series of photos about innocent faces with sweet smiles and glitter eyes of kids. By using

extreme light intensity and frequency on photogenic colours that normal eyes can not see, we hide

unseen scenes of paedophilia and sex abuse happening around these faces. Viewers only can see these

whole scenes if adjusting the light intensity of their smartphone/ desktop screen to the lowest.

Execution: We create social contents for Interactive photos and flashed out them on AFAMILY Facebook/ Website

posts, banners, online posters, online ads. At the end of phase, there is a experiential clip.

Key message: Ruthless ignorance is silently stealing your kids’ innocence

Supporting tactics: KOLs’ engagement, PR (UNICEF, other family’s websites/pages) and media

IGNORED SCENES OF INNOCENT KIDSCREATIVE

IDEA 1

Experiential clip: a close interview with 10 mothers. At first, we show them 5 photos and ask them to choose a kid

whose face they feel the most innocent. Then, ask them to reduce light intensity of the desktop screen and see their

response. At the end, we pop up a call-to-action message: “Ignorance is silently stealing kids’ innocence. The best way

to not see it is teaching kids how to protect themselves”

IGNORED SCENES OF INNOCENT KIDS

It makes me feel

bad about myself.

I don’t want it

happens to my kid.

CREATIVE

IDEA 1

Rationale: Make use of the shared behaviour between ‘Skip ads’ habit and ‘Ignore having conversation about

sexuality with kids’. We want to weave a message to drive mothers to AFAMILY website for finding more

information on the topic.

Idea: ‘IGNORE ADS’

Description: A series of pre-roll ads about sex conversation between mothers and kids. As we expect, target

viewers will click on ‘Ignore ads’ as soon as they can. At that moment, we will pop up a box of message and call

them to find more tutorial videos/ information on the topic in AFAMILY websites.

“ You ignored the ads on conversation about sex with kids out of choice.

But, your kids need it to protect themselves from paedophilia.

Their innocence is on your finger.

Click here for more information”

‘IGNORE ADS’CREATIVE

IDEA 2

Ignore Ad

You ignored the ads on sex conversation

with kids out of choice. But, your kids need

it to protect themselves from paedophilia.

Their innocence is on your finger.

Click here

Execution: On AFAMILY ecosystem, we create always-on contents about paedophilia issues, tips/ instructions

to have a comfortable talk. ‘Ignore ads’ idea works as a key hook, flashed out on all videos of AFAMILY

ecosystem and YouTube channels to drive mothers to websites.

Key message: Innocence is not ignorance. Start a talk with your kids now.

Supporting tactics: Media, PR (UNICEF, other family’s websites/pages)

CREATIVE

IDEA 2‘IGNORE ADS’

CREATIVE

IDEA 3Rationale: A talk about sex with kids become difficult as mothers cannot find suitable occasions.

In engagement phase, besides always-on content, we aims to create a stunt to make a talk

much easier.

Idea: TALKABLE STICKERS

Description: Collections of sex-relevant stickers work as occasion creators that help mothers

start a talk with their kids easily and comfortably. Whenever they intend to have a conversation

with kids, stick a sticker on kids’ body, tell them a story and encourage them to protect the

sticker as protect their private body parts.

‘TA

LKA

BLE

STIC

KER

S’

I think you love this cute

sticker. Let I tell you a truth

about it…

Protect the stickers as

protect yours, ok?

PHASE JunMay July

Aw

are

ne

ss

En

ga

ge

me

nt

Creative idea

CONNECTING PLAN

ACTIONS

Main channels

Tactics

Creative idea

Main channels

Tactics

Ignored scenes of

innocent kids

Website, Facebook

KOLs

PR

Media

Ignore Ads

Website, Facebook, YouTube

Media

PR

Always-on content posts (tips, instruction)

Experiential Clip

Talk-able stickers

Website, Facebook

CAMPAIGN’S

OBJECTIVES

KPIs Measurement tracking

Business

impact

Brand love score increases.

3.000.000 visitors to the website.

Engagement on Facebook, website

Media report

> 6.000.000 target’s awareness.

> 3.500.000 target engagement in activities.

> 2.500.000 register/ talk about stickers

Assessment survey.

Statistics on social media.

Media report

Campaign

impact

> 80% target mothers touched.

> 30% mothers start a conversation about sexuality

with their kids

UNICEF’s report (long term).

Other appropriate authorities’

reports.

Usual observation.

Social

Impact

3 months

EXPECTED

BUDGET

Phase 1

$800

$500

$2.000

$0

$0

Photos

Production

Media

PR

KOLs

Phase 2

$3.300

Ads

Media

Production

Stickers

PR

$2.000

$2.000

$700

$1.500

$0

$6.200

Total $9.500

Phase Activities Cost Total

THANK YOU

T H A N K Y O U