CONTEXT

BRAND

WHO

WHAT

HOW

RECAP

AGENDA

73,9% PURNISHED BY VIOLENCE

(UNICEF)

VIETNAMESE CHILDREN…

“BÌNH THƯỜNG” IS PERCEPTION OF ALMOST PARENTS

Unique education method

SOUL EDUCATION

Early childhood education

Motivate and develop potentials of

children from early days

CATEGORY & BRAND OBJECTIVE

Reach 320.000 million

– 3 months

50% Awareness of

Target

30% Engagement

10% Enrollment

Decrease 5% using

violence

Initial step to change perception

40 years from a

country with famous

educational methods

“LOVE, PRAISE, RECOGNITION”

“LESSONS WITHOUT TEARS” NEW

PRODUCT

Functional Benefits:

Offer a parenting method based on

children emotion which enable

parents to educate children well

without using violence

Emotional Benefits:

- More confidence in raising

children

- A brilliant future of kid

- Happy childhood

- Love of children and parent

Unique point: Understanding

children Emotion

Product truth:

A positive and

effective

parenting

method starts

from

understanding

children

First course for parents from middle class

=> potential market

Content: 1. Quiz test

2. Shichida

method

3. Practice

Violent Patriarchal Transforming Ideal Easy

React - Use violence immediately, no explanation

- Use violence with words to educate

-Take violence as the last choice

- Use other ways, no violence

- Pay little attention to the faults.

Think - Just release anger, stress, alcohol issues

- “Spare the rod. Spoiled the child

- Don’t want to hurt kids, but have to

Want to educate children with full of love

- Blame that child is small and he will be better in future

Attitu-

de

- Neglect of educating children

- Believe that Traditional method is good => Hard to change

- Regret when using violence

- don’t want to

stick with the old method

=> If encouraged, will find new method

- Enjoy

parenting children, => Open to new methods

- Child is small and he will be

better in future => Don’t pay much attention on parenting methods

Size 1/32 9/32 15/32 5/32 2/32

SEGMENTATION

• Parents (children: 3-12 y.o)

• 22 – 35

• BC+

• Live in 6 big cities Base on reaction

TARGET

CONSUMER

• Love their kids,

• Traditional and modern

• Important role in raising children

• Emotional

• Easy to be influenced by

peers

School , Newspaper, TV, Internet

(google, forum, online news)

TRANSFORMING

97% feel regret when using violence to teach kids

Don’t want to repeat again or at least want to

minimize cases

“REGRET = INSPIRES ACTION” - Susan Weinschenk, Ph.D. in Brain Wise

How they react ?

Kid misbehaves

Explain Kid still not

co-orperate

Hit Regret

I hit my child

Consumer truth:

Parents always want to do

the best for child. They don’t

like to apply violence in

educating children. But as

the last choice, they still

accept violence to ensure

that their children to be

good in future

I’ve already apply other ways but they didn’t

work

Why?

Why?

They aren’t strong enough to ensure my child

to obey

Why is that important?

I want my child to remember what I teach so

he can be good

How they react ?

Kid misbehave

Explain

Kid still not

Co-orperate

Hit Regret

Inconvenient truth:

People tend to be regretful for hurting others even

though the root of action is all for their benefits

Consumer truth:

Parents always want to do the best for child. They don’t like to apply

violence in educating children. But as the last choice, they still

accept violence to ensure that their children to be good in future.

Product truth:

A positive and effective parenting method starts from understanding

children

I feel guilty after hitting my

kid as I force him to

be good by hurt and fear

I do understand that

violence is not a good

way but it’s hard to be

eliminated if I don’t

approach a positive way

and make it a nature in

long term

INSIGHT

School

Stir the ultimate guilty feeling of mom after

hitting children which will encourage

themselves to find other parenting methods.

Then Shichida provide and guide them to Shichida method

BRAND ROLE

APPROACH STRATEGY

CONNECTOR parent to a effective parenting

method and guide them to make it a nature

BIG IDEA

Message:

Understanding is the marvelous nature which empower mom to happily nourish children into good person

(MOM’S MARVELOUS NATURE)

“Mẹ đã sai chăng?” I am wrong, aren’t i?

Thấu hiểu con là quyền năng của mẹ (Understanding kid is

Mom’s marvelour nature)

Vô cùng thấu hiểu, vô cùng yêu thương(Extremely Love, Deeply understand)

Objective

- Stir the ultimate guilty feeling

- Prove that they has replaced understanding by

violence

- Give parents a new positive parenting method

- Attract trials & enrollments

- Spread the Shichida method in community as a

phenomenon - Push sales

Message

Am I replacing my

„understanding efforts‟ by violence, which make me so guilty now?

Parent„s power in educating children is understanding,

which was forgotten through time. “Bai hoc khong nuoc mat” will wake it up and empower parents more by Shichida method

Parenting without violence needs a long-term

commitment to make it happened and be the phenomenon of Vietnamese Mother

Key-hook

- Viral clip “I’m guilty” - The Bus & Mystery box

“Quyền năng của mẹ” - Print ad“Cam ket Yeu

thuong” - Series “Me viet day con

bang thau hieu”

Tactics

- Social seeding - PR - Influencer

- Brand activation - PR - News on TV và Radio

- Testimonials - PR

Channels

- Newspapers - Online chanels

- Newspapers - Online chanels - Local channels - Schools & Parks

- Newspapers - Online chanels - Local channels

Phase 1:

1/3 – 20/3

Phase 2:

21/3 – 10/5

Phase 3:

10/5 – 30/5 DEPLOY-

MENT

• Desired response: sympathy & sharing

• Driver: don’t want to hurt kids, want to raise up child in happiness

• Barrier: old method to ensure their child remember deeply lessons

Objectives:

- Stir the ultimate guilty feeling

- Prove that mom has replaced

understanding by violence

Message:

Am I replacing my understanding

efforts by violence, which make

me so guilty now?

PR angles:

- Hurt and fear of children

- Mom feels guilty after hitting their kids

- Does mom replace her trying of understanding kid by violence?

- Desire to find back the ability

Channels:

- Webtretho, mevabe, Eva, aFamily

- TTGD, Phu Nu, Tuoi Tre: sharing box

PHASE 1 Mẹ đã sai chăng? (I am wrong, aren’t I )

Viral clip:

“I‟m guilty-

Me that co

loi”

Forum

topics: “Su

thau hieu

nhat phai”

Mẹ Bống-Thành viên kì cựu: Các mẹ đã có ai xem clip “Mẹ thật có lỗi” chưa? Một câu chuyện rất cảm động

về nỗi lòng người mẹ đấy mọi người.

“Mẹ đã luôn muốn hiểu con từ lúc còn thai nghén: cố gắng hiểu từng tiếng đạp

chân của con trong bụng, hiểu tiếng bập bẹ đầu tiên của con, nụ cười đầu tiên,

tiếng khóc đầu tiên…

Khi con lớn, mẹ nhận ra mình yêu thương con nhưng với quá nhiều lo âu và

đấu tranh với những kỳ vọng. Mẹ dần không còn cố hiểu tiếng con mà thay vào

đó chỉ là khiến con phải hiểu được lời dạy của mình… bằng lằn roi , bằng đau

đớn và nỗi sợ hãi.

Chỉ khi làm điều không tốt, người ta mới thấy có lỗi. Mẹ đánh con với mong

ước muốn con nên người, vậy cớ sao cảm giác có lỗi với con cứ đeo bám mẹ.

Giọt nước mắt của con, muốn học tốt bài học làm người, làm sao có thể xóa.

Thấu hiểu nhường lấy đòn roi - hối hận vây lấy có đâu ngọt ngào n

hòa đây…”

Mẹ Bống cảm thấy rất buồn sau khi xem clip này. Mẹ Bống thường phải dùng

đến đòn roi sau khi nói mãi mà con không nghe, rõ là nỗ lực thấu hiểu bé của

mình đã phai nhạt đi rồi. …Các mẹ nói xem phải làm sao đây?

Story Board

Demo Topic

PHASE 2 Thấu hiểu con là quyền năng của mẹ (Understanding kid is Mom’s marvelour nature)

• Desired response: know and try the course

• Driver: want a solution for struggles in educating children

• Barrier: : haven’t know Shichida methods before

Objectives: - Give parents a new positive

parenting method

- Attract trials & enrollments

Message: Parent„s power to educate children is

understanding, which was forgotten

through time. “Bai hoc khong nuoc

mat” will wake it up and empower parents by Shichida method

The Journey: The BUS “Love, Praise, Recognition”

To teaser, balloons delivered to mom & kid

Message on the tag: “Don‟t let stick prevent

you from understanding your child. Keep this

and get more gifts at our Bus “Love, Praise,

Recognition””

• Give the stick back, they will be received a box “Quyền năng

của mẹ” => a signal: Parents abandon the old method and start

with soul education

• Play games to receive the box (games test understanding

between parents & kids)

A diary and a pen

A brochure of“Lessons without tears”

A (small) booklet: tips to understand kids (based on

Shichida method)

When the

bus comes

Part 2: Mom‟s own parenting method: Note cases of educating kid, evaluate good and not good points, through that, try to educate kid by understanding

The diary includes:

Opening: “The contract” which can

tear and stick it on mom’s corner,

promise to abandon violent parenting

method

Part 1: Learn to understand kids: recall

memories from early days between

mom and kids, then mom call back

how she has understood kid, and note

down

Tips to understand your children

1. Con không chịu chào khách, vì con chưa biết rõ người ấy, hãy giới thiệu khách với bé trước nhé

2. Khi con đánh bạn, không có nghĩa là con hung hăng, có thể bé đã bị bạn làm tổn thương trước, hãy tìm hiểu nguyên nhân và chỉ bé cách giải quyết phù hợp

3. ……

The Booklet includes:

“Mẹ Việt dạy con bằng thấu hiểu” (Vietnamese mom with “understanding

method”)

Good practices is shared by mom,

especially who enrolled the course.

Moms will be ambassadors for

educating children by understanding.

Mom capture story they share (on print

ad, forum,…), and send to Shichida

inbox to receive a Voucher 100.00VND

for the course

PHASE 3 Vô cùng thấu hiểu, vô cùng yêu thương

(Extremely Love, Deeply understand)

• Desired response: satisfied and recommend

• Driver: being a good mirror

• Barrier: not patient to follow, not sure the effectiveness

Objectives:

- Spread the Shichida method in community as a trend & Push sales

Message:

Parenting without violence needs a long-term commitment. Let‟s be

ambassadors to express the method

“ Tôi cam kết sẽ không bỏ cuộc trong

việc cố gắng dùng Yêu thương -

Khen ngợi - Nhìn nhận để dạy bé

Bống nên người.

Câu chuyện dạy bé của tôi là:

[Attach a picture with your kid here]

Signature: Tôi Lê Vũ Nguyệt My, Mẹ

Việt dạy con bằng thấu hiểu ”

Meå Viïåt day con bùçng thêëu hiïíu

PRINT ADS: Cam kết yêu thương

Objectives KPIs

Business

Brands Awareness

Society

Sales statistics

• No. of channels

• No. of PR articles

• ROI & Tonality

• Message exposure

• Audience attitude

& action

Research agencies

KPIs

Kid misbehaves

Explain Kid still not co-

orperate Hit Regret

Kid misbehaves

Understand Kid

Use Shichida method

Happy

RECAP

After join the course

By Campaign

Viral clip “I’m guilty”

1 billion VND

- The bus

- Mystery box “Quyền năng

của mẹ”

3,2 billion VND

- Pint Ads “Cam kết yêu

thương”

- Sharing stories of

Vnese mom

0.8 billion VND

Phase 1 Phase 2 Phase 3

THANK YOU