A. THE BLOOD DONATION BACKGROUND IN VIETNAM

“Only 5 percent of the eligible population that can donate actually does”(Kristen Hatfield, American Red Cross Communications)

“And the case is even more difficult for developing countries as Vietnam to increase the number and percentage of voluntary blood donors.”(Assoc. Prof. Nguyen Anh Tri, MD, NIHBT)

THE NEED: VIETNAM’S THIRST FOR BLOOD

Vietnam has a population of 90 million and its land area is 334,230 square kilometers. The estimated blood demand in Vietnam, based on the World Health Organization (WHO) estimated requirements, is about 4,000,000 liters per year.

There are 82 hospital-based blood banks nationwide and more than 100 big hospitals with blood transfusion services.

The average number of blood units collected a year is about 420,668, which just met about 30 percent of the estimated demands. That means 70% of the demanding patients are waiting in vain.

(Blood Recourses in Vietnam, Assoc. Prof. Nguyen Anh Tri, MD, PhD – Director of NIHBT Ngo Manh Quan, MD. Vice-Head of Donor Recruitment Dept., NIHBT)

THE SUPPLY: BLOOD RESOURCES

There are three types of blood donors: voluntary unpaid; family/replacement and paid. Voluntary unpaid blood donors are vital for ensuring a sufficient, stable blood supply. A well-established voluntary unpaid blood donor program can contribute to a significant reduction in the risk for infections such as HIV, hepatitis B, hepatitis C and syphilis.

In Vietnam, the percentage of blood collected from voluntary non-remunerated blood Donors (VNRBD) was 59 percent. The rest came from paid donors (33 percent) and family/replacement donors (eight percent).

Most of the paid donors are poor people and students. They donate blood to receive $10US for each donation of 250ml. According to the statistics from the National Institute of Hematology and Blood Transfusion (NIHBT), 82 percent of VNRBDs are 18 to 35 years of age and most of them are students from universities, colleges or high schools.(Blood Recourses in Vietnam by Assoc. Prof. Nguyen Anh Tri, MD, PhD – Director of NIHBT Ngo Manh Quan, MD. Vice-Head of Donor Recruitment Dept., NIHBT)

THE BARRIER: DONOR RECRUITMENT CHALLENGES

As mentioned, like other developing countries in the world, Vietnam faces many difficulties and challenges to increase the number and percentage of voluntary blood donors.

THE FIRST CHALLENGE is to increase the understanding, attitude, behavior and belief of people in voluntary blood donation. According to a recent Knowledge, Attitude and Practice (KAP) study in Hanoi and two other provinces, which was conducted by WHO and the NIHBT, only 22.8 percent of the people are knowledgeable in the procedures in the giving of blood.

There are barriers preventing people from donating blood voluntarily. Specifically:· 76% worries about the effect on their health· 17.3% faces family/relative’s objection· 6.7% perceives that giving blood is to sell blood for money

THE SECOND CHALLENGE is to decrease the number of paid donors. Nearly half of the donors in many of the provinces are paid. Although the living standard in Vietnam is improving significantly in large cities such as Hanoi, Hue, Nha Trang, Danang and Ho Chi Minh City, many people are only willing to donate blood if they receive money. The database from NIHBT indicates that the number of paid donors in the whole country has increased unremarkably. Thus, Vietnam must try to develop the VNRBD Recruitment program faster to ensure the best quality and safe blood is available to meet thedemands.

THE THIRD CHALLENGE is to lower the increase we have had in recent years of blood transmitted diseases such as HBV, HCV, Syphilis, Malaria and particularly HIV/AIDS. Vietnam has the highest rate of Hepatitis B infec- tion in the world—about 15-20 percent. Hepatitis C, Malaria, Syphi- lis and especially HIV are increasing rapidly. In 2006, 5.4 percent of voluntary donors had a positive test result on HBsAg, 0.8 percent showed positive with HCV and 0.26 percent was positive with Syphilis. The percentage of voluntary donors having positive test results with HBV is lower than in previous years due to the rapid pre-donation screening test that was introduced in big blood centers two years ago.

THE FOURTH is to promote that the position of being a blood donor recruiter is a professional job in Vietnam. The VNRBD program at the national level is run mainly in cooperation with the MOH, the Vietnam Red Cross and the NIHBT. At the provincial level, it depends on the cooperation between the health sector, Red Cross, or Youth Union, which plays an important role in the results of the program.

The efforts of the health department have a very role to implement and motivate the program. Only some blood centers have a recruitment team. The Red Cross does not have enough full-time officers for donor recruitment. The lack of work force and experience on donor recruitment work is noticeable.

THE HELP: GOVERNMENTAL AND NON-GOVERNMENTAL MOVEMENTS

The provision of safe and adequate blood is a government responsibility and should be an integral part of each country’s national health care policy and health care infrastructure. WHO recommends that every country should put in place policies, systems and structures to ensure the safety, quality, accessibility and timely availability of blood and blood products to meet the needs of all patients who require transfusion All critical activities within a national blood system should be coordinated at national level to promote uniform standards; economies of scale; consistency in the quality and safety of blood and blood products, and best transfusion practices.

In order to change knowledge, attitude and behavior of the people on voluntary blood donations, many activities were conducted continuously by the cooperation between MOH, Vietnam Red Cross and the NIHBT.

A National Blood Donation Day was started on April 7, 2000 on the occasion of the World Health Day for blood safety. World Blood Donor Day has been celebrated since 2004 as a means to honor all blood donors and to urge more people to donate blood to save lives.

Many models of organizing associations in the recruitment and motivation of blood have been established. Such as the “Association of Young Blood Donor Recruiter” in Hanoi, with 2000 members, “Club 25” and the “Club Pink Birthday 18th—Donate Blood to Save Lives” in Hue City and the “Club of Rare Blood Group Donors” in Ho Chi Minh City and Hanoi. A vital part of the program is to effectively run the donor recruitment programs in all provinces. The main slogans used in Vietnam to change the minds of people and motivate them to be blood donors are: “Give Blood, Save Lives—A Noble Deed” and “One More Time To Express Your Kind Heart: Giving Blood Saves Lives.”

B. THE BRAND: YOUNG MARKETERS

YOUNG MARKETERS has been a professionally fundamental and experiential platform, established since April 2013 as a CSR initiative of REDDER Advertising to empower the next generation of Vietnamese marketers in terms of knowledge, skills and other necessary capabilities to enable them to reach the world-class level in the future. In a bigger ambition perspective, Young Marketers have also been driven to the mission of inspiring and empowering the young marketers going beyond their marketing passion and capabilities to come up with and self-pull them into exciting projects which will be meaningful to society for better lives.

In 2015, after nearly 2 years with some starting success of empowering Vietnamese young marketers, YOUNG MARKETERS will extend our platform by launching YOUNG MARKETERS INITIATIVES – a new platform that inspires, searches for, and empowers projects of the young marketers which are at the heart of making their neighbors, the people around them live a better life they deserve or should have (*) [upon some basic standards or definitions locally and internationally in the specific areas that the projects enter]

And for the very first project, YOUNG MARKETERS INITIATIVES is choosing the problem of blood donation in Vietnam to tap in.

More reference of Young Marketers can be found on this community page or at www.brandsvietnam.com or www.youngmarketers.vn.

C. THE CHALLENGE THAT YOU ARE CALLED FOR

THE PROJECT

With aim to empowering young generation of Vietnam through a real and meaningful cause marketing campaign, with the possible/expected collaboration with Vietnam Red Cross (*) (to be confirmed), Young Marketers Initiatives is creating the very first project to call for blood donation from the urban youth in HCMC & Hanoi.

Given the budget of 150,000,000 VND for a 4-week campaign from March 09 to April 06, 2015 (not including the blood donation event organizing costs – assumed 1 event in HCMC & 1 event in Hanoi with simple scope), as the marketing team of Young Marketers Initiatives, the contestant (*) is expected to come up an outstanding proposal to achieve the targets of this project.

And this is not just the proposal on the paper, it will come to life with good meanings!

(*) The contestant will go into the team of 02 eligible candidates who are the Vietnamese, living in HCMC or Hanoi, aged 18-24, undergraduates or just graduated in 2014.

TARGET AUDIENCE

Who they are· Vietnamese students in HCMC & Hanoi, aged 18-22· Active on facebook, with around 4,400,000 unique people that is estimated on December 12, 2014· Have never donated blood· Dynamic, social concerned, healthy living

A glance at their Facebook behavior· Highest engagement is on Saturday and Sunday· The highest traffic on a daily basis is at 20:30 – 21:30, next is 10:30 – 11:30· Photo is the type of post with the highest engagement· The more personal the post, the higher engagement. Love to express their points of views, their knowledge and claiming their achievements/pride to their friends and beyond, and have good responses to such kind of things from their friends

SUCCESS TO ACHIEVE

· Minimum 30% target audience is aware of the project· 10,000 target audience donate blood in the project with only 1 event in HCMC and 1 event in Hanoi with simple scope (in comparison to 3000 in the National Voluntary Day in Hanoi, 2014)· Leverage the good brand reputation of Young Marketers and the awareness & preference with Young Marketers Initiatives among the target audience

EXECUTION MANDATORIES

Each contestant must provide a proposal in form of PDF that is no more than 7 slides (exclusive of the opening slide, agenda and thank-you slide) and submit to Young Marketers via contact@youngmarketers.vn before 22:00 Monday, January 05, 2015.

The proposal must include:• Context Understanding• Segmentation (if any)• Consumer Insight• Big Idea with Brand Relevancy• Deployment Plan• Budget allocation• Timeline

The proposal will be judged based on the criteria:• INSIGHT (15%)• EFFECTIVENESS (40%)• CREATIVITY (25%)• FEASIBILITY INCLUDING BUDGET RELEVANCY (20%)

TIMELINE TO EXECUTE

• December 15, 2014: Launch the challenge

• January 05, 2015: Proposal Submission

• January 10, 2015: Shortlisted Candidates’ Presentation

• January 17, 2015: Finalists’ Presentation

• January 18 – 31, 2015: The Only Winner’s Idea empowered, leveraged & fine-tuned into the final plan to launch, with Young Marketers experts (Mr. Nguyen Dinh Toan/Head of Marketing, Masan Beverage; Ms. Dang Hoai An/Head of Marketing, Shell Vietnam; Mr. Hung Vo/Managing Director, REDDER Advertising and 01 Invited top expert in the field)

• February 01 – March 07, 2015: The Final proposal to work with key partners, influencers and other preparations

• March 09, 2015: The Idea will GO TO LIFE

• April - May 2015: Reporting/Evaluation

D. REFERENCE§ Blood safety: key facts and figures, WHO 2011§ Blood Recourses in Vietnam, Assoc. Prof. Nguyen Anh Tri, MD, PhD – Director of NIHBT Ngo Manh Quan, MD. Vice-Head of Donor Recruitment Dept., NIHBT§ http://tuoitrenews.vn/charity/20366/over-600-donate-blood-to-save-lives-in-vietnam§ http://vietnamnews.vn/society/241816/blood-donors-give-hope-to-sufferers.html§ http://english.vietnamnet.vn/fms/society/69467/vietnam-to-organize-national-blood-donation-campaign.html

E. THE PRIVILEGES OF THE WINNER

The winning team will:

- have the chance to be coached and work with many top marketers in Vietnam who are the empowerers of Young Marketers

- take the opportunity to study, create and develop a meaningful project to society

- involve in the execution of their ideas/proposal to life

- receive an attendance of 2 to 3 important & relevant sessions of Young Marketers Elite Development 2

- earn the recognition paper by Young Marketers Initiatives

- Take an overseas trip to Thailand in 4 days 3 nights in May or June 2015 at the value of 1,200 USD for 2 persons