From the research, we have realized our challenges:
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#1 Prejudice: “Children know nothing” → people think they will not be affected by verbal bully.
#2 Physical health is given more attention than mental health → people think the problem is not worth concerning.
#3 No previous similar campaign in Vietnam → lack of local lessons.
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What we aim to achieve through the campaign?
AWARENESS
Make 70% of target audience aware that how the verbal bully can affect children in 1 month (from the beginning of March to the beginning of April 2017)
ATTITUDE
Influence 40% of target audience to feel ashamed for having said those words to children in 1 and a half month (from the beginning of April to mid-May 2017)
ACTION
Stop 20% of target audience from saying those words to children in 1 and a half month (from mid-May to the beginning of July 2017)