Media plan
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The campaign will be executed in 4 months from March 2017 to July 2017 to reach 3 stages of awareness, attitude and behavior.
As we all can see, this chosen period is right after Tet holiday. Because people in Vietnam socialize and meet a lot of people during Tet, it is likely that they hear the hurtful sayings from adults more frequently. As the result, they will relate more with the topic.
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How we make them aware of the problem in two months
We will launch two media executions in this stage: online banners and print ads.
Online banners are popular, have high rate of frequency and exposure, but in the other hand, they are common and mainstream. Therefore, we put them in awareness stage to reach out to our target audiences first.
Print Ads provide more information in bigger size than online banner, which means more rationales for the campaign. hence they create better influence on audience. However, print ads face the problem of lower exposure than other advertisements. Therefore, they will be executed longer, in a ten-week period, from awareness to attitude stage.
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How we change their attitude in one months
Except from print ads, the second media to influence people’s attitude is elevator ads.
Because these ads are impressive, catchy and show the roots of the problem, people easily get noticed by it and understand the problem thoroughly. This ad plays with people’s emotion as it is able to make people notice but still have sympathy right away.
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How we got them to stop their action in one months
In order to make people take action on their behavior, we decided to create an act for them to do with our campaign. Therefore, our last media is guerilla ad, with which people can interact with the campaign, change their perception from the real world to our twisted world.
Our desired outcome​
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To make adult aware of how their words can leave a psychological damage on children and stop saying hurtful things to children.
