Based on the key message of the campaign, we have chosen our main key visuals which are the “White Army” with rude, offensive words on their mask and a “White man” with delighting sentences. White color will carries the metaphoric meaning of anonymity, state of emotionless and grief. These key visuals will represent for the comments that people post online. Besides, they are chosen to attract the most attention from our target audience since the whole white color easily stand out from the background. In order to transfer these key visuals, teaser clip through online advertising is main tactic of promoting the campaign. We are going to make the video clip become viral, phenomenal. Since the key visual is quite thrilling, we choose the main theme of execution as horrifying as in a thriller movie in order to best perform the message in the teaser clip. Here, on the dark background, with the combination of the terrifying music, we want to impress the viewers and make them curious and focus on the content of the clip. It is not the funny way of execution but the seriousness is what we choose to show the importance of the message. A naive girl is being chased, surrounded and bullied by the “White Army”, representing the action of posting negative comments online hurting people. In contrast, there are still other kind people that help raise the girl up in the end. The message is to show how people’s comments can affect on others.
After the teaser is online for a month, we will release the full clip, at which introduce the second part of healing. This time, the girl is rescued by another white man but with good words.
There will be two posters used for promoting the campaign. They are hung next to each other to connect to the slogan. On the first computer, man in white suit wear white mask with rude words on his face as the symbol for negative comments pushing offensively a lamentable girl. The white innocent girl is an example for helpless victims unable to defend against those anonymous online users. The second one represents another action in which a white man is helping the girl to show that: “Words can hurt or heal”. Hence, the contents of these two posters are clearly synergy with our concept about the devastating effect of negative comments for entertaining purposes. The slogan "Word hurts, use it to heal" will be embedded on the computer screen of the two posters. High schools and universities are places that we decide to introduce our posters since it can communicate directly to our target audience effectively.
In this banner, we use the opposition in order to transfer the key message to the target audience. Specifically, in the middle there is an image of a man using the computer representing for online users. In the left side of the banner, there is a girl who is being pushed by “Evil Words” White man. Whereas, the right side of the banner shows the image of that girl is being helped by “Healing words” White man. This arrangement represents our key message which means by using words, without intentionally or not, we might hurt someone, but also we heal pain by words. By using this technique and the banner, we want to remind internet user, especially young adult who is our main target audience of using their words wisely in online world when they comment or criticize other people because their words can either hurt people or help them.
CELEBRITIES IN THE GOOD WHITE MASK TEAM
Realizing strong teenager tendency of looking up to favorite celebrities, an Activation Marketing will employ the impact of celebrities. The Activation Marketing is organized in famous malls in Ho Chi Minh City, Hà Nội, at the peak time. To catch the very first attention of the crowd, we utilize the bell of the shopping mall: “OMG, the evil team is coming to the A floor”. The bell will generate curiosity and attention of everyone in the shopping mall. Then, the white army of evil comes from every corner of the shopping mall, heading to the set-up area. Their being all white is possible to draw attention, leading the curious guests to the set-up point. At the set-up place, a female victim is tied and blinded. She stands in front of a background made similar to a big computer screen. Then the celebrities come out and wearing the masks of beautiful words and has a fight with the hurt team. The hurt team will lose. Team heal win. The celebrities take off their mask and ask people to take picture and hashtag #antikeyboardhero, shouting the slogan “Word hurts, use them to heal”. The process will be recorded and posted on Facebook.
5. facebook page
Anti-Keyboard Hero Facebook is where the lastest information about the campaign is updated and where we maintain connection with the target audiences. Moreover, we attempted to drive "Likes" and "Hashtag" #AntiKeyboardhero and #Supportteamheal as we produce Social Media Event. This Facebook page also functions as online counseling as we publish advices and insights from professionals about appropriate online behavior as well as encourage talking and sharing via Facebook Inbox.