Campaign “Pain of An”Client: Tuoi Tre Newspaper

Proposed by

Campaign “Pain of An”

BRIEF RECAPFor LGBT, family is no longer a place to go backand it is such a tragedy.

Make it a brighter situation!

Campaign “Pain of An”

Let’s see how Moms react to this…

Campaign “Pain of An”

We can step in and make the second stage shorter…

How Mom moves from 2nd stage to 3rd stage?

Campaign “Pain of An”

INSIGHTI want my son/

daughters NOT to suffer any

PAIN and I will do everything to make them happy.

Campaign “Pain of An”

STRATEGIC APPROACHHow to make Moms visualize the tragedy and the happenings in a long time in 3 months?

Campaign “Pain of An”

Mẹ ơi, con sợ...

INTRODUCING

“PAIN OF AN”Key message:

Campaign

“His/ her life is hard enough”

Campaign “Pain of An”

OUR STORY

PHASE 1 PHASE 2 PHASE 3

Campaign “Pain of An”

DEPLOYMENT PLAN

-->Provoke the story of a character named “An” as a sample of tragedy

Phase 1 – PROVOKE

Campaign “Pain of An”

Mẹ ơi, con sợ... Mẹ ơi, con sợ...Mẹ ơi, con sợ...

DEPLOYMENT PLAN

Interactive Billboard

1st touch 2nd touch final touch

Phase 2 - ENGAGE

Campaign “Pain of An”

DEPLOYMENT PLAN

Phase 3 – AMPLIFY (1/2014)

PR, TV news --> impress the audience with the number of people engage with the Interactive Billboard-->Utilize more cases successful find way back to home in Tet -->Establish a column for audiences to send mail and a hot line on Tuoi Tre newspaper for long-term development.

Campaign “Pain of An”

LONG TERM VISION> SUCH A BIG PROBLEM TO BE SOLVED IN 3 MONTHS

_Establish Hot line and Column on Tuoi tre newspaper to help specific cases_Make “Pain of An” a national wide campaign with launches of Interactive Billboard in Ha Noi, Da Nang, Can Tho…_Autobiography of An’s Mom to be published_Hold local seminars…

Campaign “Pain of An”

EVALUATION

Quantitative method- Number of reach / impressions / publications / delivery of wrap.- Number of Engagement- Value of advertisement in the campaign period.Qualitative method- Measure by interview / focus group

Campaign “Pain of An”

SUMMARY

key message: “His/ her life is hard enough”

TV ShowsPR

TVCSupermaket wrapInteractive billboardPR

PR, TV news

phase 1 phase 2 phase 3

Campaign “Pain of An”

THANK YOU