PART 1: SOCIAL MARKETING STEP 1 & STEP 2

STEP 1: DESCRIBE SOCIAL ISSUE,

BACKGROUND, PURPOSE, AND
FOCUS

1. Social issue and background

In the global situation, diseases—such as diarrhea, hepatitis, helminthic infections, and other
infectious diseases related to personal hygiene, a lack of clean water, and poor sanitation— that affect the
digestive and respiratory systems remain prevalent in many parts of the world. These diseases are
responsible for the death of millions of children in less developed countries (World Health Organization
(WHO) 2017), as many people do not have good sanitation habits in general and hand hygiene in
particular.
According to WHO (2017), diarrhea and pneumonia are among the five leading causes of death
of children under five years. Handwashing with soap has long been considered as an important preventive
measure against gastrointestinal diseases as well as hepatitis A and E, and hand, foot and, mouth disease
(HFMD). This preventative measure has thus attracted increased attention from international institutions,
development agencies, and governmental organizations.
In Vietnam, many problems persist with respect to awareness and practice of hand hygiene
behavior, particularly the low awareness of the importance of hand cleaning with soap for the prevention
of disease. A Ministry of Health study (MOH, 2016) found that between 1 and 10% of malnutrition cases
in children under five could be reduced if parents regularly washed their hands with soap. According to a
national hygiene survey conducted by the MOH and UNICEF (2007), just 12% of the rural populations
wash their hands with soap before eating and 16% after using the toilet. Overall, 98% of rural residents
are unaware that handwashing with soap and clean water is essential for preventing infectious diseases
(UNICEF, 2007).
Realizing the seriousness of the epidemic problem of living in an unsanitary environment from
the perspective of Vietnamese people's awareness. It is important to run a campaign to spread knowledge
and influence public behavior on this issue.

2. Purpose
- To raise community awareness of the negative impacts of living in poor sanitation.
- To raise community awareness about personal hygiene, environmental hygiene and healthy
lifestyle, and the importance of handwashing with soap in disease prevention.
- To influence behavioral change among the public, encourage frequent handwashing with soap
- Change handwashing behavior of high-risk groups such as young children and mothers

3. Focus

Potential rationale for choosing campaign focus

Campaign purposes Campaign focus Rationale for focus

To raise community awareness Poor people, underdeveloped - Recently, Vietnamese people

of the negative impacts of living local households, lack of clean are highly aware of the negative
in poor sanitation. water and poor sanitation => aspects of the dog and cat meat
Are a group of people trade
To raise community awareness susceptible to infectious - Vietnamese people have taken
diseases. practical actions to prevent this
about personal hygiene,
- Raise awareness and convey misbehavior: some typical
environmental hygiene and the message "Wash your hands campaigns and activities
healthy lifestyle, and the with soap to be healthier" to executing in Hoi An, Danang;
importance of handwashing with reduce the incidence of non-profit
soap in disease prevention. infectious diseases in Vietnam. organizations/community groups
- Express support for established by young
government agencies and Vietnamese people; participating
To influence behavioral change international financial support in campaigns to end dog and cat
among the public, encourage from donors on hand washing trade; etc.
frequent handwashing with soap with soap.

To change handwashing - Recently Vietnamese people

behavior of high-risk groups are very aware of the negative
such as young children and side of infectious diseases from
poor hygiene.
mothers
- The government, non-profit
organizations and Vietnamese
people have taken practical
actions to propagate and
encourage the impact of
handwashing with soap on
 human health. Some typical
campaigns and activities carried
out worldwide: the Wash Your
Hands with Soap for a Healthier
(MOH, Ministry of Education
and Training, and the Unilever
Vietnam Foundation); the first
Global Handwashing Day
(UNICEF)

STEP 2: CONDUCT SITUATION

ANALYSIS, REVIEW PRIOR EFFORTS
I. The Microenvironment of the selected social issue
(The microenvironment consists of factors related to the organization(s) sponsoring or managing
the social marketing effort)

1. Resources
As of 2010, Unilever Vietnam has more than 1500 employees and creates indirect jobs for 7000
employees. The company always attaches great importance to development Human resource is a
qualitative breakthrough for long-term development. Unilever has built a professional and regular local
staff focus on employee training programs. The company is always concerned about paying attention to
employees' rights and being ready to support them in their field of work. Currently, the Vietnamese
management team has replaced the positions Key roles were previously held by foreign experts. Besides
,The company also has a satisfactory salary, benefits and learning courses at home and abroad for
employees to improve their professional skills. The right policies pay attention to the human resources
factor of the built company. Build a strong corporate culture environment and a team of Competent,
highly qualified staff members with a sense of responsibility for common goals of the company.
Unilever Vietnam is a large company with a total capital of 100 million USD, Charter capital 55
million USD. According to reports, over the past years businesses This has always achieved an average
growth rate of 2 digits per year and totaled revenue is nearly 1% of Vietnam's GDP in 2009, with more
than 100 satellite enterprises, providing raw materials and distributing products
2. Competitors
Competitors bring real difficulties to Unilever Vietnam is now P&G, this is also the main
competitor weakness of Unilever on a global scale. P&G has made inroads and Vietnam market with its
key products such as Tide, Pantene, Rejoice, Colgate, Downy... are all directly competing products with
Unilever Vietnam products in terms of price and quality. As Unilever and P&G are the world's leading
multinational companies and cosmetics companies America's most famous with a history of hundreds of
years of operation, this company also holds the world's leading cosmetic chemical production
technologies world like Unilever. With the entry into the Vietnam market earlier than P&G, This means a
deeper understanding of the business environment. With the advantage of the first mover, the Company
believes that it will win the battle war with P&G. Another point that makes the Company confident is that
it will win in the future The battle with P&G in Vietnam market is: P&G pursues strategy serving higher
income market segments, while as The Company has analyzed that this market segment in Vietnam is not
many and the Company pursues the strategy of serving the majority of consumers in society, this is
something P&G does not realize in the Vietnamese market. Outside P&G, the company also has to deal
with many competitors such as Nivea, Double Rich, Rohto, ... and other local competitors in Vietnam
such as DASO with brands familiar to Vietnamese people, such as My Hao, Vi Dan,... and other
non-specialized cosmetic companies in the Vietnamese market Male
3. Suppliers
Vinachem is a supplier of raw materials for Unilever.Unilever announces Volume Vietnam Chemical
Group (Vinachem) has become a raw material supplier strategic and part of the Company's global supply
chain under Memorandum of Understanding that the two sides signed on September 21 in Hanoi.
According to the agreement, Unilever will cooperate with Vinachem to develop natural resources raw
materials right in the Vietnamese market to reduce dependence on imported sources exports .Increasing
exports as well as helping to improve costs and improve capacity competition of the parties.
4. Marketing intermediaries
Marketing intermediaries: responsible for helping Unilever Vietnam communicate, selling and
distributing products to consumers.
Distribution intermediary: Unilever is an essential product, needed by everyone, every family. For
Unilever to be widely and widely distributed, a system is needed Suitable product service supply system:
supermarkets, agents, wholesale and retail establishments... among them retail is appropriate and the
quantity is the largest, but needs to be flexible for each taste location, region... has its own distribution.
Unilever products need a variety of products to fully meet customer needs.
The organization that provides services and circulates products to provide and distribute products
to consumers with the best product quality, needs this organization to distribute and store intermediaries.
Service providing organization: it can be said that Unilever Vietnam focuses strongly on this
(research, advertising, consulting) in which advertising is the strongest because Unilever is an essential
consumer product, a product with many substitutes. Most importantly, advertising helps products reach
more people and makes consumers know it by heart when choosing laundry detergent.
Service providers and credit finance organizations play an important role in helping stand firmly
in the market (such as expanding the market, launching product features new as well as in competing with
competitors (discounts, customer support, loss compensation...)

II. The macroenvironment of the selected social issue

The macroenvironment is the set of forces typically outside the influence of the social marketer
that must be taken into account, as they either currently have an impact on your priority audience
or are likely to in the near future.
1. Cultural forces
- Cultural Norms: Vietnamese culture plays a significant role in shaping hygiene behaviors. The
campaign must consider cultural norms and beliefs related to cleanliness and health.
- Perception of Soap: Cultural perceptions of soap as a hygiene product, its accessibility, and its
affordability may influence behavior. Addressing cultural beliefs and norms is essential for successful
behavior change.
 2. Demographic forces
According to survey results, Vietnam is in a period of "population structure golden age", a period
when the working-age group was twice as large as the domestic population dependent age. In 1999, the
proportion of the population under 15 years old decreased from 33% down to 25% annually. Meanwhile,
the proportion of the population in the 15-59 age group increased from 58% to 66% in 2009. The
population aged 60 and over increased from 8% up 9%. This period only occurs once in a generation,
usually lasting only from 15-30 years or 40 years (depending on self-restraint). On April 1, 2009, the
whole country had 43.8 million people of working age. working, accounting for 51.1% of the population
(11.9 million people in urban areas, 11.9 million people in rural areas). 31.9 million people), female
workers account for 46.6% of the total workforce. So it can be seen that Vietnam has a young population
structure, creating many opportunities for Unilever Because this is the company's target customer.
Vietnam's educational level is relatively high, especially in urban areas. Ratio Graduation from
University, College... is quite high compared to the whole country. More than labor The minds in Vietnam
are excellent at technology - so this is also a source of human resources quite abundant resources for the
company.
3. Economic forces
- Income Levels: Economic disparities can impact access to soap and sanitation facilities.
Low-income households may face barriers to purchasing soap.
- Employment: Economic conditions, including employment opportunities, can influence hygiene
practices. Campaigns should consider economic factors that affect people's time and resources.
4. Political/legal forces
- Government Policies: Government policies related to public health, sanitation, and education
can either support or hinder hygiene promotion efforts.
- Regulatory Environment: Regulations related to soap production and distribution, as well as
public health standards, can impact the campaign.
5. External publics
- International Donors: Organizations like UNICEF, WHO, and the World Bank provide external
funding and support for hygiene campaigns. Their priorities and agendas can influence campaign
strategies.
- Non-Governmental Organizations (NGOs): NGOs working on public health and sanitation
issues may collaborate or compete with the campaign for resources and influence.
- Media and Public Opinion: Public perception, influenced by media coverage and public
discourse, can impact the campaign's reception and effectiveness.

PART 2: SOCIAL MARKETING STEP 3 & STEP 4

 STEP 3: SELECT PRIORITY
AUDIENCES

1. Segment the market and population

The aim of our campaign is to raise public awareness and influence poor hygiene and unsafe
hygiene practices, thereby encouraging frequent handwashing with soap.
The campaign targeted elementary school children and their parents countrywide. Initially, focus
on areas with poor sanitation, especially in rural and remote areas.
● Generational Segmentation
Name Age (2022) Major characteristics

(Parents) 24- 45 yrs old - Digital pioneer -> Tech savvy

- Value WOM → because they value peer acceptance and social
support
- Ability to closely monitor and direct children's behavior
- Awareness of the problem: begin to recognize and become more
seriously aware of the safety and hygiene issues of the living
environment and infectious diseases for themselves and their
children.

(School Children) 5 - 15 yrs old - Lack of awareness and disinterest in social issues, need someone
to point out and urge
- Easily change behavior because awareness is not yet perfect and
easily influenced by surrounding influences
 ● Traditional variables: Geographic
Since the geographic aspect affects a lot about how people receive/process/understand information and
the level of education is also different; geography is a necessary variable to segment areas with poor
sanitation and disease potential.
- Urban area (focus on HN and HCMC): currently living and work in big cities of VN
- Rural area: currently living and work in small cities, provinces of VN
→ There are 4 segments in total:
Parents in urban area
School Children in urban area
Parents in urban area
School Children in rural area

2. Evaluate segments (based on these criteria: segment size, problem incidence, problem severity,
defenselessness, Reachability, General responsiveness, Incremental costs, Responsiveness to
marketing intervention mix, Organizational capabilities)

1. Segment size
According to a survey A number of challenges were identified, including the poor sanitary
conditions in local schools, the misperception of the efficacy of water-only handwashing, the
consideration of communication as the key tool of intervention, and health officials’ red-tape practices.
Yet, there were opportunities such as governmental agencies’ coordination, international donors’ financial
support, and Unilever’s substantial resources, and marketing skills. Informed by the exchange theory and
social learning theory, free soap was distributed to local households and public areas in targeted regions
by the Clean Hands Task Force. The Clean Hands Toolkits were also developed, and the Clean Hands
Squad Game offered. The campaign raised the awareness of and engaged with not only the target
audience but also the wider public in the promotion of handwashing with soap. Its scope of
implementation was expanded from 18 provinces to 50, reaching 26 million people. The proportion of
population who reported washing hands with soap rose from 14.6 to 66.5% in targeted areas.
The sanitary conditions in rural Vietnamese schools were poor. UNICEF’s (2007) national survey
on sanitation and hygiene showed that the quality of sanitary facilities in households, schools, and public
areas and the lack of safe hygienic behaviors remained issues of great concern. About 88% of schools in
rural regions did not possess adequate toilet facilities, and more than a quarter did not have toilets. As a
result, students had to relieve themselves in forests, gardens, fields, or on riverbanks (UNICEF, 2007).
Although personal hygiene education was included in school curricula, the survey showed that just 36%
of schools had handwashing areas, while a mere 5% had soap available for handwashing (UNICEF,
2007). Research suggests that the availability of a water supply and the condition of household sanitary
facilities greatly influence handwashing behavior. Thus, difficult living conditions may limit people’s
response to sanitation interventions (Rheinländer et al.,)
As can be seen, all of the above segments are target groups for implementing social campaigns.
However, parents and children in rural areas were chosen as the most ideal subjects to become the priority
subjects for this campaign.
 2. Reachability
Its scope of implementation was expanded from 1600 communes in 18 provinces at the
beginning, as indicated, to reach six million people by 2014 and 26 million in 2015 (Unilever, 2015). The
campaign not only engaged its target audience (i.e., children and parents) but also members of private and
public sectors (e.g., members of the Youth Union and government organizations) as well as the wider
public in the promotion of handwashing with soap behavior, as evidenced by their participation in
campaign activities organized. The Unilever Vietnam Foundation provided funding for the organization of
the annual Global Handwashing Day. PSI Vietnam’s (2016) survey of 1200 rural households in Tien
Giang and Dong Thap provinces indicated that 74.5% reported handwashing with soap and about 84% of
rural residents were aware that handwashing with soap is important after defecating, compared to 68% of
those who stated that this practice is important after eating.
Overall, the proportion of the population who reported washing hands with soap rose from 14.6 to
66.5% in targeted areas (Unilever, 2015). Details of specific behavioral change outcomes are not
available, given that Unilever Vietnam has not released its campaign reports. As part of its Sustainable
Development Plan, Unilever Vietnam is committed to helping improve the health and well-being of more
than one million people, in which handwashing with soap remains a critical component that will not only
be sustained in previously targeted areas but also expanded to cover many others countrywide (Unilever,
2018).

3. General responsiveness
A research concluded that all kinds of ages are both responsive towards this issue. They all tend
to change their behavior if they are moved by any active campaign. Specifically, if there were no
campaigns or motives to raise public awareness about this, the public will remain and barely show
changes in behaviors towards this issue. In general, the entire segments all show responsive responses,
including negative and positive towards this issue.

4. Incremental costs
From the findings of the recent research about financial issues to conduct campaigns, the initial
motives of this campaign is a social media campaign to raise public awareness that lead to societal and
individual gains. Therefore, the estimated cost among all groups of target audience for this campaign will
not vary much.

3. Select a Priority Segment

=> Parents & School children is the target audience for the campaign.
Proposed the priority segment’s profile:

Gender Male, female

Location Hanoi & Ho Chi Minh City

Age Parents (24- 45 yrs old)

School children (5 - 15 yrs old)

Relationship status Married

 Educational level Having at least a high school education

Occupation An unskilled/manual laborer (closely followed by

white-collar workers)

Psychological - Thinking that epidemics from dirty hygiene are

behavior normal or may not be aware of the
consequences/awareness but ignore or do not act

STEP 4: BEHAVIOR OBJECTIVES AND

TARGET GOALS
Objectives:
- Increase Awareness: Raise awareness among the priority audience (children under five and their parents
in rural and remote areas) about the importance of handwashing with soap in preventing diseases and
improving overall health.
- Behavior Change: Encourage and facilitate a significant change in behavior by motivating the priority
audience to adopt proper handwashing with soap as a regular habit at specific key moments throughout
the day.
- Knowledge Transfer: Ensure that the priority audience understands the correct handwashing technique,
the critical times for handwashing, and the effectiveness of soap in removing germs.
- Access and Availability: Improve access to soap and clean water in rural and remote areas to remove
barriers related to the availability of resources.-
- Community Engagement: Foster a sense of collective responsibility within the community by engaging
individuals, families, schools, and local leaders in promoting and practicing handwashing with soap.
Target Goals:
- Behavior Adoption Rate: The primary target goal is to achieve a substantial increase in the adoption rate
of proper handwashing with soap among the priority audience. For example, aim to increase the
proportion of people in the target population who report washing hands with soap from a baseline of
14.6% to a target of, for instance, 80%.
- Reduction in Disease Incidence: Measure the campaign's impact on reducing the incidence of diseases
that can be prevented through handwashing, such as diarrhea and respiratory infections, particularly
among children under five. Set specific targets for disease reduction.
- Community Participation: Set goals for community participation and engagement, such as the number of
community events organized, the number of schools incorporating handwashing education into their
curricula, and the number of community leaders endorsing the campaign.
- Soap Distribution: Establish targets for the distribution of soap and handwashing supplies to households
in rural and remote areas to ensure that soap is readily available.
- Awareness Levels: Measure the increase in awareness levels by setting goals for the percentage of the
target audience that is aware of the campaign, its key messages, and the importance of handwashing with
soap.
- Behavior Maintenance: Monitor the sustainability of behavior change by setting targets for the
percentage of individuals who continue to practice handwashing with soap after the campaign has
concluded.
- Access Improvement: Track progress in improving access to clean water and soap in rural and remote
areas by setting specific goals for the number of households and schools with improved facilities.
- Community Mobilization: Set targets for community mobilization, such as the number of trained
volunteers or community health workers actively promoting handwashing.
- Child Health Impact: Measure the reduction in the incidence of preventable diseases among children
under five as a result of improved handwashing practices.
- Scaling: If applicable, set goals for scaling the campaign's reach and impact, such as expanding to
additional provinces or regions.
- These objectives and target goals should be specific, measurable, achievable, relevant, and time-bound
(SMART) to ensure that the campaign's progress can be effectively tracked and evaluated. Additionally,
the

PART 3: SOCIAL MARKETING STEP 5 + STEP 6

STEP 5: IDENTIFY AUDIENCE

INSIGHTS
● Who do you want to influence?
- The campaign targeted elementary school children and their parents countrywide
● What you want them to do?
- Over the specified period, ), the target audience will understand the importance of personal
hygienic behaviors for disease revention and practice handwashing with soap at five critical
times, as noted: after using the toilet, before breakfast, before lunch, before dinner, and while
bathing
● What your priority audience is currently doing or prefers to do?
- They tend to be hasty and hence reluctant to wash their hands, and if they do, it is just with water
● What do they think of your idea?
- They believe that belief that washing hands with water alone was sufficient
1. Perceived barriers
The proposed campaign was designed to raise consumers' awareness about the importance of
using soap for handwashing. However, there are still some barriers restraining them from acknowledging
the campaign’s purposes, which are:
- Concern that soap are too expensive and parents also perceived the time required to teach their
children how to wash their hands properly as an additional cost
- Concern that cleaning hands with soap was so time-consuming
2. Desired benefits
There could be some desired benefits for them if consumers are fully aware of and take action
following the campaign’s objectives.
 - Ones who wash their hands properly could avoid diseases related to unhygienic behaviors as
children in elementary school are vulnerable to infectious viruses
3. Potential motivators
Identifying motivators by answering 03 questions:
● What could someone say to you that would make it more likely that you would consider adopting
this behavior?
- Say that the number of people who use soap when handwashing is on the rise (not only in
Vietnam, but all over the world), so they need to change just like others. The motivators will
focus on attacking the feeling of fear of missing out (FOMO)
- Provide local households and public places with free soap which help encourage people to
practice handwashing with soap at home
- Publish fun music videos that demonstrated the five critical times and six proper steps of
handwashing with soap to assist schoolteachers and parents in teaching children
● What could someone show you that would make it more likely that you would adopt this
behavior?
- Increase their perceived about the urgency of the issue by:
+ Show them the number of children who caught diseases related to unhygienic behaviors
● Is there anything someone could give you that would help you adopt this behavior?
- Give them free soap as a way to encourage them to use soap
● Is there anything someone could do for you that would help you adopt this behavior?
- Publish fun music videos that demonstrated the five critical times and six proper steps of
handwashing with soap to assist schoolteachers and parents in teaching children

STEP 6: CRAFTING A DESIRED

POSITIONING
1. Behavior-focused positioning
Handwashing with soap was positioned as a fun and easy behavior that helped prevent diseases
and in this way contributed to building a healthier Vietnam. Since children like to become heroes, the act
of handwashing with soap was associated with a brave man fighting against bad enemies (harmful
infectious germs) to save the Earth.
2. Benefits-focused positioning
As people desire to be in good health and have enjoyment. The campaign would focus on these
benefits:
- Since there are numerous diseases that can cause the death of millions of children,
handwashing can also protect their health.
- Increased attention from international institutions, development agencies, and
governmental organizations.
→ Benefit-focused positioning: Spreading the word to raise the awareness and engage with not
only the target audience but also the wider public in the promotion of handwashing with soap
 Campaign’s positioning: Handwashing behavior change by emphasizing five core principles of all
Lifebuoy-sponsored campaigns in other countries: disgust (germ contamination), nurture (mother and
child interaction), affiliation (group of heroes fighting against bad enemies), habit (mothers and
children to repeat proper handwashing until they stick), and pledging (mothers and children taking
pledges publicly)

PART 4: SOCIAL MARKETING MARKETING MIX 8PS

I. Product
1. Core Product
From the behavior objective of this campaign, the core product will be identified. As we have
mentioned, the behavior objective to reduce dog and cat meat consumption is to encourage the target
audience to “Participate in activities to learn about cats and dogs and how to take care of them”.
→ Core Product:
- Understand the importance and necessity of looking after and caring about the health of pets.
- Learn more about your pets and the role of animal protection.
- Support vaccination and pet health check.
2. Actual Product
After identifying the core product - the main benefits that customers will receive after adopting
the behavior, the actual product will be developed.
→ Actual Product: Organizing a “Pet's Day" in both Hanoi and Ho Chi Minh City to encourage
the target audience to learn more about their pets and way of protection.
● Specific Proposal of Pet's Day
- Format: A workshop
- Name: Pet's Day
- Scale: Small (expect around 80 - 100 participants)
- Time and duration: 03 months
+ Hanoi: The beginning of February 2023
+ Ho Chi Minh City: The mid of February 2023
- Main activities:
+ Deliver the benefits of keeping cats and dogs safe/knowledge of raising and taking care
of pets through a small discussion and handing out infographic about the issue
+ Support vaccination, health check (ultrasound, consultation, sterilization) with
preferential price
+ Small minigame for pet and owner - Photo Contest: The owner will choose a piece of
paper that contains a random keyword, then take a photo of your pet according to that
keyword. The 5 most adorable images and exactly delivered the keyword will receive a
small reward from the organizers
+ Set up a small booth for selling pet's item (pet toys, pet snacks,...)
- Proposed timeline:
 3. Augmented product
In order to promote and spread the actual product which is the workshop Pet's Day, certain
additional product elements also need to be included to provide encouragement for participants and to
sustain behavior.
→ Augmented product:
- Invites influential guests to join the workshop such as KOCs who make content about their pets;
famous dogs/cats on social medias (Momo Inu, Chiếc mèo tên Sói, Lan là con trai, Butin đang
tắm,...)
- Every participant will get an infographic about things that need to remember to take care and
protect your dog/cat.
- An image of the guiding map to the location will be uploaded on social media for participants to
find the way easier.

II. Price
1. Costs for changing behavior
To assure the spirit and meaning of nonprofit activities and demonstrate the benefits to the
community, The Pet's Day will not charge a participation fee, and the organization's funding will come
from the donation fund. Therefore, the cost here is non-monetary. Non-monetary costs include:
- Time to attend the festival - Participants must make time in their schedules to attend the festival.
- Efforts of bringing animals to the location and controlling animals at the festival
- Fear of spending a lot of money on items sold at the fair - target audience are those who adore
dogs and cats and frequently purchase small items for their pet.
2. Benefits for target audience
- Learn helpful tips for looking after and protecting pets.
- Being able to promote the message of protecting cats and dogs is a joy and pleasure for dog and
cat owners.
 - The satisfaction of making a beneficial contribution to society
- There are connections with those who share your interests, opportunities to exchange ideas, and
comparable partnerships.
- A sensation of success while making significant improvements.
3. Method to decrease barriers and increase benefits:
Incentives: Once you check in at Pet's Day, you can receive a 10% discount coupon for pet items
at the booth
- The festival's merchandise will be easily appealing to pet owners who will want to buy it for their
animals.
- As animal lovers, participants hope that by taking this action they can educate the public about
the need of protecting cats and dogs.
III. Place
Proposed campaign execution physical location
● Suggested physical location: Veterinary clinics in Hanoi and Ho Chi Minh City
Location General assessments Illustrations

Kinh Bac Veterinary - Doctors have good skill and well -

Hospital - No. 113 Phung reviewed from customers
Hung, Phuc La, Ha Dong - Modern, clean clinic with a fairly
large waiting area
- Location is quite far (not located in
the center area of Hanoi, easy to find

Shining Pet Veterinary - Doctors with years of experience,

Clinic - No. 276 Ton Duc highly reviewed by customers
Thang, Dong Da, Hanoi - The clinic has an average area, but
still has all the necessary equipments
- Location in the central area, easy to
find
Hanvet Truong Chinh - Highly skilled doctor
Veterinary Hospital - No. - Spacious and airy clinic (with a small
86 + 88 Truong Chinh, yard in the front)
Dong Da, Hanoi - Fully equipped with modern
equipment
- Location in the central area, easy to
find

Petcare Veterinary - A reputable veterinary hospital,

Hospital - No. 124A Xuan highly appreciated for its expertise in
Thuy, Thao Dien, Ho Chi Ho Chi Minh City
Minh City - Clean, spacious, fully-equipped clinic

Danny Pet Clinic - No. - Modern, clean and fully equipped

112 Quoc Huong, Thao clinic
Dien, District 2, Thu Duc - Highly qualified and dedicated team
of doctors
- Highly appreciated by customers

● Criteria for choosing:

Because the main product of this campaign is to organize a small pet festival to encourage the
target audience to “participate in activities to learn about cats and dogs and how to take care of them”;
several veterinary clinics in Hanoi and Ho Chi Minh City have been chosen as a place to deliver the
event. Based on the nature of the event as well as the behavior objective of this campaign, here are some
reasons and criteria to evaluate the choice of physical location:
- The clinic needs to have all the specialized equipment and tools necessary to support the activities
at the pet festival, because the event includes a series of activities such as vaccination, medical
examination for pets, etc.
- The clinic needs to ensure space: have a large enough waiting area for people to queue up to
register for the event, and have a place to gather a large number of pets at the same time.
- Work with existing distribution channel: With clinics in Hanoi, they have all already
accompanied with Center of Pet Animal Protections and Studies (CPAPS) in monthly events in
Hanoi (For example: Ngày hội yêu thương). Therefore, the process of planning and getting
 permission to hold pet festivals at these locations will be easier. With clinics in Ho Chi Minh,
because CPAPS has never held an event in Ho Chi Minh before, so there is no companion unit.
However, these are all units that have participated in the health check-up event for pets, so they
may be more willing to support.
→ Final chosen place: Based on these above reasons, after assessing, we have chosen 2 suitable
places for organizing the Pet's Day workshop.
- In Hanoi: Hanvet Truong Chinh Veterinary Hospital - No. 86 + 88 Truong Chinh, Dong Da, Ha
Noi
- In Ho Chi Minh City: Danny Pet Clinic - No. 112 Quoc Huong, Thao Dien, District 2, Thu Duc
IV. Promotion
1. Contextual summary
As having stated above regarding reasons for choosing the campaign’s communication
(Facebook and website), Generation Y is the campaign’s target audience in two big cities
Hanoi and Ho Chi Minh City. The authors see the nature of how to deliver campaign’s
message is to motivate the target audience to take care of their dog and cat. We focus on
engaging them with highly-engaging activities which also deliver pet knowledge to the
target audience.
2. Implementing the plan
2.1. Campaign’s target
- To spread campaign’s message to as many as target audiences as possible
- To motivate target audience and target audience’s call to action regarding to
campaign’s message
- To leverage campaign promotion’s activities then deliver campaign’s message to
target audiences
- To maintain a strategic positive relationship with the public, potential customers,
partners, investors, employees and other stakeholders leading to the positive
image of the brand becoming closer, as real and successful as possible.
2.2. Target audience
2.2.1. Demographic
- Age: Generation Y (1981-1996)
- Gender: Female, male
- Income: Having personal income of 5,500,000 – 6,499,000 VND ($238-281;
€214-253) and household income of 9,500,000 – 10,499,999 VND ($411 – 456;
€370 – 409) per month
- Relationship status: Married, single
- Educational level: Having at least a high school education
- Residential location: Currently living, studying and working in Hanoi and Ho Chi
Minh City
2.2.2. Lifestyle
- Frequently using social media sites especially Facebook daily (approximately 5
hours/day). They often search for updates regarding pets.
- Currently raising dog(s) or cat(s) or pet lovers in general
- Often looking for knowledge regarding pets on popular social media site
(Facebook)
 2.2.3. Psychological behavior
- Having sympathy for mistreating dogs and cats in general
- Wishing to contribute their efforts materially and spiritually towards mistreating
dogs and cats
2.3 Promotion plan’s execution

Phase and expected time Phase 1 - Provoking (from Phase 2 - Spreading &
January to half of February Blooming (from last half of
2023) February to March 2023)

Main message - To spread knowledge and - To motivate target audience

provide information about pet and raise public awareness with
meat trade through workshop campaign’s message through
free vaccination event and pet
carnival

Objective - To spread the campaign - To interweave campaign’s

message through content on message through free
social medias vaccination events, minigames
and contests for pets.

Key activities - Online activities to raise social - Workshop: Pet's Day

discussion

Throughout activities - Implementing the social media/website content plan throughout

the campaign from January to March 2023 via Facebook and
website

● Phase 1 - Provoking (from January to half of February 2023)

a. Workshop summary: The workshop will provide information and knowledge of how negative
outcomes of dogs and cats meat trade is towards humans and dogs & cats. To influence the
public’s behavior change of consuming dogs and cats meat, the invited speakers must have a
thorough specialization in the field of pets. Therefore, they are able to give talks based on
scientific facts to the audiences. spread the knowledge of showing affection towards domesticated
animals such as dogs and cats.
b. Communication channels: Facebook fanpage/official website

● Phase 2 - Spreading (from last half of February to March 2023)

Event name: Pet’s Day (Free vaccination for your pets & pet carnival event)
Event summary: The event provides free 01 rabies injection for participants who own a dog or
cat. If the participant raises 01 dog and 01 cat, he/she will receive 02 injections for them. All the
veterinarians at the event all have good expertise from CPAPS. Besides, the event also organizes a
pet carnival offering a variety of fun activities for pet lovers and their beloved trusty companions,
while other participants can also better understand pets through this event. There will be games
 for participants and pets to have chances to gain gifts from CPAPS such as pet toys, pet food, pet
showers, etc. Throughout the details of games, there will be content regarding knowledge
interleaving knowledge regarding pet meat trade.
- Scale: 100-200 dogs & cats
- Execution time: expected March 2023
- Target audience: Generation Y who are raising a dog or cat wishes to vaccinate their pets.
- Expected special guest(s): Momo Inu, Chiếc mèo tên Sói
- How to join: Participants register event via CPAPS’s official website or Facebook

2.4. Proposed detailed promotion content of communication plan

Communication Media channels/ Content direction
channel physical location

Before event Facebook fanpage - Creating an announcement about the time and location of
the workshop event, stating the purpose of the event to
attract participants.
- Promoting the campaign’s message via creative posts on
social sites
- Sharing/seeding the campaign information event to
Facebook groups

Website - Adapting content from Facebook

Hanoi and Ho Chi Minh - Displaying offline communication materials regarding the
City upcoming events such as standee, banner.

During event Facebook fanpage - Implementing the content plan about primarily promoting
campaign and event’s spread

Website - Adapting content from Facebook

Hanoi and Ho Chi Minh - Displaying offline communication materials regarding the
City upcoming events such as standee, banner.
- Executing the planned event

After event Facebook fanpage - Creating recap content of all events including thank-you
content, call to action

Website - Adapting content from Facebook

2.5. Promotion campaign’s timeframe

Time January February March

Message intro Advertising

On-air support &

inspire
 Community
engagement target
capture

Social media marketing and offline highly-engaging activities

Remind and conclusion Non-traditional marketing

V. Public

Internal Publics (Primarily deploying Facebook channel)

Name Reasons for choosing

Fanpage on Facebook: Trạm cứu - The fanpage of “Trạm cứu hộ chó mèo Hà Nội - Center of
hộ chó mèo Hà Nội - Center of Pet Animal Protections and Studies” got the impressive
Pet Animal Protections and interactions (there are 560,765 likes; 563,641 followers; the
Studies average interactions at least 1k likes, 100 comments per
post)
=> The interaction of the fanpage is stable, the number of followers
and supporters of the center is also very large, so using the station's
fanpage as an internal public will help information about the
campaign spread widely.
- Almost the followers and supporters of “Trạm” on facebook
have the same concern: They love cats & dogs and all of
them have agreed on the policy to reduce the dogs & cats
meat consumption
=> The people who follow the fanpage of the center are all dog and
cat lovers, so in the campaign, the fanpage not only acts as an
information channel, posting the main details about the campaign,
but also can be used and operated as a forum and community of
people with common interests related to animals.
=> Helps narrow down a part of the main audience, helping the
campaign to target the right audience and the message of the
campaign to be conveyed directly to the target audience.
 External Publics

Social media sites (Facebook Fanpage & Group) Fanpage

- Collaboration with the other animal
adoption fanpage in Hanoi and Ho Chi
Minh City as an Media Partners
=> They will join hands with “Trạm cứu hộ chó
mèo Hà Nội” to share the details of the projects to
the target audience: cats & dogs lovers => Helping
spread out the information of the project to reach
more audience.
- These fanpage will not share all the posts
about the project, they only help to share
the main/key content of the campaign.
=> "Trạm cứu hộ chó mèo Hà Nội" can cooperate
with "Cứu Hộ Chó Mèo Sài Gòn Time - SGT"
(more than 147k likes, more than 150k followers)
and "Nhóm Cứu Trợ Động Vật SAR" (more than
73k likes, more than 75k followers) are two of the
reputable dog and cat rescue sites in Saigon and
Hanoi. These are the fanpage with the most
regular followers and interactions. The
information on the page is also constantly
updated, and most importantly, the pages have the
same purpose as the "Trạm": Help and be a shelter
for dogs and cats in need or in distress.

Group
- The Fanpage Facebook used as the
channel to provide the audience necessary
information, while the groups on
Facebook play a role as the forum and it
contains a number of people who are the
target audience of the campaign.
=> “Trạm cứu hộ chó mèo Hà Nội” should
collaborate with 2 types of group which relate to
animals, especially dogs and cats:
1. The adoption group
2. The group community of dogs and cats
lovers
=> Form of cooperation: Groups will post topics
related to the consumption of dog and cat meat
(For example: "Should the consumption of dog &
 cat meat be banned or just restricted?, ...) for
group members to discuss. These topics will act as
a "survey step" of how many people are interested
in the project and from there we will be able to
filter for each group, which information/aspects of
the project should be posted to and make sure the
information reaches the right target audience.

VI. Policy
This campaign’s purpose is to solely raise awareness and educate people about the harms of the
dog and cat meat trade in Vietnam in an appropriate manner. Therefore, besides the policies that this
campaign must obey like Facebook (or other internet-relevant channels) policies, there are no relevant
government policies worth mentioning that limit the campaign itself from achieving its goals in a rightful
and appropriate way.
Since April 2021, Decree 14/2021/ND-CP has been promulgated by the Vietnamese government,
which regulated that the mistreatment and persecution of pets would be fined 3 million VND, and doubled
the amount if the violator had an organizational model. This decree is believed to positively navigate
society toward the ban of dog (and cat) abuse for the meat trade which confirms and strengthens the
campaign’s purpose and authenticity.
The decree itself is against the abuse of pets including dogs and cats. While it is good news for
the advocating activists who have been raising the issue for such a long time, the decree still shows a
specific flaw that can be a barrier in the war against the dog and cat meat trade. The issue in question is
whether the slaughter and killing of dogs (or cats) is part of the mistreatment and persecution of pets or
not. The government has not yet answered this question, leading to the fact that the dog and cat meat trade
is continuously active though less than before. Moreover, the identification of pets' mistreatment can be
hard and time-consuming because the violator is hard to covertly specify. As a result, although the decree
is a thoughtful and positive movement toward the protection of pets, its execution and practice are
surprisingly limited.
In fact, recently, the protection and safety of pets like dogs and cats have been alarming, as a large
proportion of the population has asked the policymakers to seriously take action. Immediately, Hanoi
officials have been planning to ban the dog and cat meat trade in the capital to improve the city's image
starting in 2021. Responsively, at the end of 2021, the People’s Committee in Hoi An, a famous tourism
city, announced the collaboration with FOUR PAWS organization to ban the dog and cat meat trade,
alongside educating locals about the harms of it. Though it remains unclear whether other cities would be
involved in this movement shortly or not, the fact that two big cities in which include the capital of
Vietnam joined the action could make a huge impact on the development of the policies against Vietnam’s
dog and cat meat trade in the future.
There are some changes to the policy that can be recommended. Firstly, Decree 14/2021/ND-CP
should specifically address whether slaughtering and killing dogs or cats belongs to the concept of
mistreatment or not. And the euthanasia of pets at a certificated vet clinic would be an exception.
Secondly, the fine for the violation should be higher. This action would reduce the extension of dogs and
cats butchered for meat. And thirdly, after educating locals about the harms of dog and cat meat, it is
crucial to apply laws for dog (and cat) eaters as well. Hence, it would reduce the demand, leading to a
possible dip in the supply.
VII. Partnership
The main campaign partners will consist of two main groups: Media Partners and Financial
Partners. Regarding Media partners, CPAPS will mainly focus on partners on social media channels like
Facebook. Specifically, "Cứu Hộ Chó Mèo Sài Gòn Time - SGT" and "Nhóm Cứu Trợ Động Vật SAR"
are communities with the same goal of saving and helping orphaned dogs and cats with CPAPS. Besides,
these are also two animal rescue communities with a large number of followers and active activities, so
their becoming a communication partner for the CPAPS's campaign this time is one of the ways to spread
the campaign messages and make it reach as many target audiences as possible.
Some of the details about the Media Partners:
Cứu Hộ Chó Mèo Sài Gòn Time - SGT Nhóm Cứu Trợ Động Vật SAR

Short "Cứu Hộ Chó Mèo Sài Gòn Time - SGT" is
description a non-profit organization that works with a
noble purpose: Rescuing cats and dogs in
near-death circumstances, abandoned due to
old age and disease, strayed.
“Nhóm Cứu Trợ Động Vật SAR” is a
non-profit organization dedicated to
rescuing stray dogs; abandoned,
wandering dogs; sick, the owner
refuses dogs; beaten, tortured dogs;
injured, not getting medical care.

Interaction 147.185 like - 155.148 followers 73.481 likes - 75.449 followers

For financial partners, CPAPS will give priority to cooperating with those operating in the pet
care industry. Specifically, CPAPS intends to become a partner with large and prestigious pet hospitals in
Hanoi and Ho Chi Minh City, such as 2 Vet Veterinary System, PetHealth Veterinary Hospital. These are
all hospitals that CPAPS has worked for and is a frequent address of CPAPS to treat patients, dogs and
cats. CPAPS considers these to be large hospital chains with a certain stable financial background. In
addition, for the purpose of applying for donations in cash, the station also aims to provide in-kind
sponsorships such as discount vouchers, food for dogs and cats.
The details about Financial Partners:

2 Vet Veterinary System PetHealth Veterinary Hospital

Short Description 2 Vet Veterinary System is one
of the most prestigious TOP 10
veterinary systems in Hanoi,
established in 2011. Up to now,
2 Vet has included 11 branches
and 100 medical staff across all
provinces and cities in Vietnam.
2 Vet Veterinary System
provides comprehensive and
safe healthcare solutions for pets
including: Pet Hospital, Petshop,
Spa & Grooming, Hotel and Pet
Consulting.
Established in 2004, till now,
PetHealth has always been one
of the leading veterinary
hospitals in terms of quality,
receiving many awards,
organizing many large-scale
seminars, and used to be a
partner of famous companies
like Viphapet, Ivet,...
VIII. Purse
Since this is a non-profit campaign, the main cash flow used for the plan will mainly come from
funding sources (including cash and in-kind donations): Businesses, and donations from the community.
Firstly, the funding will mainly come from businesses operating in the field of pet care, CPAPS
will focus on applying for funding from veterinary hospitals, and spas,... For veterinary hospitals, major
hospital systems in Hanoi and Ho Chi Minh City such as 2 Vet Veterinary System, PetHealth Veterinary
Hospital,... will be the top priorities of CPAPS to propose appropriate sponsorship packages (can be
donated in cash or converted into vouchers, discount packages for pets when visiting).
Second, funding comes from community donations. However, this option is only considered
when the fund does not meet the costs of the campaign. CPAPS will public donation information
depending on the specific situation during the implementation of the plan. In particular, the information
related to benefactors' donations, revenues/expenditures during the implementation of the campaign will
be detailed and summarized in a statement by CPAPS as the way still does.

Categories Details Quantity Estimate Budget Notes

(VND)

Staff Security staff 4 6.000.000

Marketing event 12 40.000.000 2 directors

staff (directors, 6 eventers
eventer, …) 4 creative marketers

Facility Location renting 2 20.000.000

Vaccination and pet N/A 80.000.000

health check service

Lighting and sound N/A 5.000.000

system

Staging 2 2.000.000

Booths Setup 4 3.000.000

Promotional KOCs 2-3 100.000.000

strategies
Incentive program N/A 30.000.000

Standees 10 500.000

Other expenses Estimated expenses N/A 100.000.000

for unexpected
situations

Volunteers support 10 3.000.000

fee

Photographers 4 16.000.000
 Total 405.500.000

The total estimated cost for the campaign is expected to be VND 405 million. 68% of the total
cost will come from CPAPS's budget, and the remaining 32% will come from funding sources from
financial partners and additional donations from the community (in case there is a call for support).
For the part of the cost that comes from the funding of financial partners, CPAPS intends to
equally divide the contribution from the financial partners. Specifically, CPAPS's two financial partners, 2
Vet Veterinary System and PetHealth Veterinary Hospital will both fund 16% of the total expected
campaign cost, which means that both veterinary hospitals will sponsor 64.8 million VND for CPAPS.

Budget from Percentage of Total Budget Estimated budget (VND)

CPAP 68% 275.740.000

2 Vet Veterinary System 16% 64.880.000

PetHealth Veterinary Hospital 16% 64.880.000

Total budget (estimated) 405.500.000

STEP 7: DEVELOP STRATEGIC MARKETING

INTERVENTION MIX (8PS)

1. Product 1: Soap
● Product: Soap
● Price: Free
● Place: < 1600 communities in 18 provinces, local households and provided at
public places
● Promotion: Members of the Clean Hands Task Force distributed free soap to local
households and at public areas; 5 min films are made as reality shows and
broadcasted in HTV3 channel, fun music videos demonstrated handwashing with
soap behavior

2. Product 2: Clean Hands Toolkits

● Product: Clean Hands Toolkits consisting of Lifebuoy disinfectant, a
handwashing comic handbook, a 3D ruler, and a pledge bracelet
● Price: 45,000 VND (about US 2$)
● Place: A Web site (http://biet-doi-tay-sach.muare.vn/) was created so that the
toolkits could be purchased.
● Promotion: Members of the Clean Hands Task Force travelled to schools
nationwide to raise school children’s awareness of handwashing with soap and
toolkits in particular

3. Product 3: Clean Hands Squad Game

● Product: Clean Hands Squad Game
● Price: Free registration and participation
● Place: Schools in different provinces nationwide
● Promotion: Annual Global Handwashing Day
 STEP 8: DEVELOP EVALUATION PLAN
● Measures used to evaluate the success:
- The number of engaged target audience (i.e., children and parents): reach six
million people by 2014 and 26 million in 2015 (Unilever, 2015)
- Members of private and public sectors (e.g., members of the Youth Union and
government organizations) as well as the wider public in the promotion of
handwashing with soap behavior
● How & When these measurements will be taken:
- Its scope of implementation was expanded from 1600 communes in 18 provinces
at the beginning, as indicated, to reach six million people by 2014 and 26 million
in 2015 (Unilever, 2015).
- PSI Vietnam’s (2016) survey of 1200 rural households in Tien Giang and Dong
Thap provinces indicated that 74.5% reported handwashing with soap and about
84% of rural residents were aware that handwashing with soap is important after
defecating, compared to 68% of those who stated that this practice is important
after eating. Overall, the proportion of population who reported washing hands
with soap rose from 14.6 to 66.5% in targeted areas (Unilever, 2015).

STEP 9: ESTABLISH BUDGETS AND FUNDING

STEP 10: COMPLETE IMPLEMENTATION PLAN

1. Campaign Team and Responsibilities (Who will do what)

Campaign Management Team: Oversees the overall campaign strategy, coordination, and
monitoring.
Clean Hands Task Force: Responsible for on-ground activities, including soap
distribution and community engagement.
Marketing and Communication Team: Develops campaign materials and media outreach.
Government Agencies: Coordinate efforts, support, and provide resources.
International Donors: Provide financial aid and technical assistance.

2. Evaluation and Monitoring:

Regularly track the proportion of the population reporting handwashing with soap.
Assess the effectiveness of campaign materials, such as toolkits, comics, and the Clean Hands Squad
Game.
Conduct surveys and studies to measure behavior change and awareness levels.
Adjust campaign strategies based on ongoing monitoring and evaluation.
3. Partnerships and Collaboration:

Collaborate with government agencies for logistical support and coordination.

Continue seeking financial aid and technical assistance from international donors.
Partner with local schools, communities, and organizations for sustained engagement.

REFERENCES

1. Vietnam Investment Review under the Ministry of Planning and Investment (2021). Prohibiting
the slaughter of dogs and cats.
https://vir.com.vn/prohibiting-the-slaughter-of-dogs-and-cats-82987.html
2. World Population Review (2022). What Countries Eat Dogs?
https://worldpopulationreview.com/country-rankings/what-countries-eat-dogs
3. Four Paws (2021). A summary report on Dog and Cat Meat Consumption in Vietnam.
https://media.4-paws.org/f/d/7/f/fd7fa3dec78bdccc150f917132cfec8f8d576725/FOURPAWS_Vie
tnamese_Consumer_Summary_Report_GB_V4.pdf
4. Petchoy (2022). Lại câu chuyện về ăn thịt chó mèo: Ngưng hay không ngưng?
https://petchoy.com/blogs/thuong-thuc/lai-cau-chuyen-ve-an-thit-cho-meo-ngung-hay-khong-ngu
ng