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Campaign: Share with Care

by The Suicide Squad


Campaign background
This era witnesses the significant emerge of information technology, especially social media. Ellison (2007) admitted that social
media is a global phenomenon as it is growing rapidly in every part of the world.
Viet Nam is not an exception. By 2013, there were 38 million Internet users in Viet Nam, which is 42% of the population (Euromonitor
2014). The most popular social network site in Viet Nam is Facebook. In accordance to BDG ASIA (2014), by 2014, people who have
Facebook accounts took up to 94% of Vietnamese Internet users. Most of the users are young, especially the age group of 18 - 24
years old (Euromonitor 2014).
According to Ellison (2007), social media are defined as web-based services that allow users to:
- Create a public or semi-public profile within a bounded system
- Connect and interact with a list of other users
- View and traverse their list of connections and those made by others within the system
Due to these traits, exposing contents is now being able to view and share easier than ever. However, this convenience can cause
some negative effects. Specifically, contents now can be shared too easy, hence controlling them is more difficult than ever.
Moreover, we are seeing more of them on the Internet but actually, not all of them are appropriate for viewing in public.
A recent case of a 2000 born girls sex tape being shared by her boyfriend is the most serious case occurred recently as it is a
extreme evidence of how dangerous wrongly shared contents can be. Her mental had been significantly harmed which finally lead to
her suicide. Moreover, her family members also feel badly depressed because of their dearest daughters dead. However, there were
some similar cases has occurred in the past, as many people from different ages have been mentally and physically harmed
seriously.

Problems
Inappropriate contents are now spreading more on the Internet. This causes negative effects on peoples images and reputation;
hence it can ruin their future.
Inappropriate contents being wrongly shared can damage the victim in 2 ways: private contents being stolen, or images that are
being mis-spread online.
Young people nowadays have the habit of taking photos or videos when they see abnormal things. However, they need to
understand that not everything is suitable for capturing and posting on social network. We cannot control what they capture and
share, but it is important to raise awareness among people, especially young people about being careful with what they record and
upload online.

Strategic communications challenge


The campaign mainly targets to young people aged 16-24. This target publics represent the significant percentage of people who are
self conscious of their image; hence they are the target audience of producers and advertisers. The influence can be good or bad,
depending on how individuals respond to the shows, movies, commercials, and other media products (D'Arcy, 2014). Thus, an
advertising campaign with creative and impressive concept is essential to attract their attention. In addition, In Vietnam, some issues
related to sex, violence or drug use are considered as sensitive issues which are not appropriate with the Vietnamese culture (Blanc
2008). Hence, the campaign requires ideas which are presented in clear and subtle way to avoid misunderstanding as promoting
unhealthy cultural products.
Source: http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2533813/
http://www.cdc.gov/tb/publications/guidestoolkits/ethnographicguides/vietnam/chapters/vietnam.pdf

Key insights
The ratio of Internet users in Vietnam is very high, especially among young people (Statista, 2014). The speed of spreading
information on the Internet is frightfully fast; therefore, uploading dirty images, porn videos, or inappropriate documents into social
network can be very dangerous and it can mentally affect directly to involved people in the future.

In Vietnam, not only many laws are released to put the issue under control, but also the Government with supports from Ministry of
Information & Communications and Ministry of Police try to frequently check the contents of uploaded information on the Internet
(Vietbao, 2004). The most severe punishment for anyone who breaks the law is seven years in jail (Hoian, 2015). However, it is
unfortunate that there are many gaps in Vietnamese laws, and there is no official legislation in Vietnam to decide which content is
appropriate to upload on the Internet and which content is not. That leads to the misunderstanding of Vietnamese users, and most
people just want to upload whatever they want.
The number of cases relevant to this issue is increasing dramatically recently, but no specific campaign has been conducted, hence
we decide to create this campaign for young people in order to prevent and stop this problem in Vietnam. This campaign focuses on
perception and habit changes among young people about recording and uploading information on the Internet. We not only aim to
raise awareness and attitude for young people but also provide them necessary information to protect themselves and others.

Big idea
To create a vision of ruined futures in order to stop young people from uploading inappropriate contents online.
Objectives
Communication Objectives
- To inform 60% of the target audience about the harmful effects of uploading inappropriate contents online to victims'
futures in 4 months from September to December 2015.
- To make 50% of the target audience understand the campaigns advertising concept in 4 months from September to
December 2015 and afterwards.
Action Objectives
- To attract 50% of the target audience watch the series of 5 emotional video clips.
- To encourage 30% of the target audience interact (share and comment) with the campaign.

Target audience

Demographics
- 16 - 24 years old
- Male and female
- Living in urban areas in Viet Nam
- High school and university students
Psychographics
- Technology - savvy, high use of social media, high use of recording devices (BDG ASIA 2014)
- Unstable psychology
- Self - centered
- Want to be noticed online, more like on FB, more followers, compliments (Kuss & Griffiths 2011)
- Do not think much about responsibilities
- Affected by peers; decrease of parental control (Griffiths 2013)
Behaviorals
-

Highly interactive (post and respond) with social media (Wang, Chen & Liang 2011)

Advertising concept
To attract people involved in the campaign, 5 different stories yet related to each other will be told. There is a serie of video clips
which include 5 short videos will be published on the social networking sites such as Youtube and Facebook. 5 posters based on
these 5 stories will also be created. The series will focus on how inappropriate information on social networking sites can harm the
future life of the person who public it on the Internet. There are 5 main scenes will be chosen as the topic of the serie which are:;l
+Jealousy and fight amongst the competitor - Can harm future family
+Student fight - Can harm their life in own school
+Sex clips - Can harm ones future job opportunities
+Drug use - Can damage the future of his/her children
These 5 scenes are the most common cases on the Internet. The series will show the stories of victims of inappropriate contents on
the Internet and how it will harm their future lives. Although this is a series of related clips, each clip will show a different victim. This

structure will help the audience to understand that bad things from these contents can happen to anyone.Through this step, the
target public can understand the negative effects of inappropriate post on the social networking sites, therefore raising the awareness
of them to the issue.
Moreover, a poster which included the visual of 5 famous scenes on the social networking sites will be provided to raise the
awareness of young people to the issues that inappropriate information on social networking sites can harm their future. The poster
will be posted in public places where young adult often come to reach the target public of the campaign.
Proposition
Uploading inappropriate contents online ruins peoples future.
Key Visual
The posters and videos from the campaign should show stories that look real to hit the peoples emotion, yet staying subtle enough
so that they will not be offended.
1) Students fight:

2) Sex tape:

Media strategy
Based on the campaign background and target audience profile, social media should be the main touch point of this campaign. Other
media such as online newspaper/magazine and television should support and increase the credibility of the contents on social media.
Posters at places for young people are also used.

Social media
- Youtube: a Youtube channel named Share with Care will be created in order to post the video series, as well as
receive responses - likes and comments - from the audience.
- Facebook: a Facebook page named Share with Care will be created in order to share the videos from the Youtube
channel and the posters of the campaign. This page is also used as a channel to interact with the audience.
Posters
- Posters will be sticked at placed for young people: bus stations, cafes, high schools and universities.
- Other than visual, the posters provide contacts of The Suicide Squad and links to the Facebook page and Youtube
channel.
Online newspaper/magazine
- Editorials on Dantri, Kenh14 and Zing.vn: these are 3 popular online newspapers in Viet Nam. Kenh14 and Zing target
mainly young people, including the focus age group of this campaign.
The editorials on these online newspapers should provide information about the campaign, how it benefits the society,
as well as link to the Facebook page and Youtube channel of the campaign.
Television
- VTV1 and HTV9 are the two TV channel giants in Viet Nam that cover both the North and the South.
- One TV show on each channel will show the video series of the campaign, interview with the campaign organizers and
promote it nationally.

References
Blanc P. 2008, Promoting cultural sensitivity.
BDG ASIA 2014, Vietnams Top Social Media Sites In 2014, 12 July, viewed 11 July 2014, <http://www.bdg-asia.com/vietnams-topsocial-media-sites-2014/>
D'Arcy. 2014,Media influences in young peoples lives', Can child Adolesc Psychiatr Rev. 20014 Feb; 13(1):2, viewed July 10 2015
<http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2533813/>
Ellison, N, B 2007, Social network sites: Definition, history, and scholarship, Journal of ComputerMediated Communication, 13(1), pg
210-230.
<http://www.anhp.vn/phong-su/201307/loi-va-hai-tu-viec-tung-clip-len-mang-456533/>

Euromonitor 2014, Consumer Lifestyles in Vietnam.


Griffiths, M D 2013, Social networking addiction: Emerging themes and issues. Journal of Addiction Research and Therapy, 4(5),
pg.1-2.
Huy Khanh 2014, Nu sinh danh ban doa lot do nam sinh dung ngoai co vu, Dan Tri, viewed 10th July 2015,
<http://dantri.com.vn/nhip-song-tre/nu-sinh-danh-ban-doa-lot-do-nam-sinh-dung-ngoai-co-vu-856947.htm >
Kuss, D. J., & Griffiths, M. D. (2011). Online social networking and addictiona review of the psychological literature. International
journal of environmental research and public health, 8(9), 3528-3552.
Manh Thang 2015, Nu sinh tu tu vi bi tung clip len manh: noi dau nguoi lon, Tien Phong, viewed 10th July 2015.,
<http://kenh14.vn/star/dang-ngu-kho-do-cua-hoa-hau-ky-duyen-tren-may-bay-gay-tranh-cai-gay-gat-20150629114231938.chn >

Statista 2014, Daily internet usage in Vietnam by age group 2014, Statista, viewed 13rd July 2015,
<http://www.statista.com/statistics/348252/daily-internet-usage-age-group-vietnam/>
Tinh Nhi 2014, Hoang Thuy Linh lan dau trai long ve scandal chan dong mot thoi, , Bao Moi, viewed 10th July 2015
<http://www.baomoi.com/Hoang-Thuy-Linh-lan-dau-trai-long-ve-scandal-chan-dong-mot-thoi/132/13153128.epi>
Tri Thuc Tre 2015, Dang ngu kho do cua hoa hau Ky Duyen tren may bay gay tranh cai gay gat, Kenh14, viewed 10th July 2015.
http://www.tienphong.vn/Phap-Luat/nu-sinh-tu-tu-vi-bi-tung-clip-len-mang-noi-dau-nguoi-lon-875125.tpo
TIN TC HI AN, 2015, a tin sai ln mang xa hi b phat th no?, Tin tc Hi An, viewed 12nd July 2015,
<http://hoian.net.vn/vi/news/Hoi-An-So-hoa/Dua-tin-sai-len-mang-xa-hoi-bi-phat-the-nao-1362.html>
Vietbao 2004, X l nghim vic a thng tin xu ln mang Internet, Vit Bo, viewed 12nd July 2015, <http://vietbao.vn/Vi-tinhVien-thong/Xu-ly-nghiem-viec-dua-thong-tin-xau-len-mang-Internet/20215942/222/>
Wang, Q, Chen, W, & Liang, Y 2011, The Effects of social media on college students.