strategic plan
Project Description:
Since the appearance of the Internet in Vietnam in 1997, this wonderful tool has become dominant in every activity of the society. However, everything has two sides. The Internet is now being transformed into such a powerful tool for those who find criticizing others really entertaining. This negative behavior can lead to mental issues such as stress or depression for those who are criticized. Eventually, no official school-based education about online behaviors is available. Therefore, it is essential that an immediate solution must be in action in other to tackle the issue.
After 17 years since the first appearance, the internet becomes essential in Vietnamese’s everyday life. Despite tremendous conveniences for the society, recently, it has been blamed for the downgrade of Young Vietnamese’s morality. “Cyber Attack” is considered a prominent evidence of negative phenomenon deriving from the Internet. The phenomenon has sparked lots of debates internally since a famous YouTube figure whose name is Jvevermind made viral a controversial video raising opposition toward “Keyboard Hero”. The term means people who judge everything on the Internet without logical reasons. Celebrity Nguyễn Cao Kỳ Duyên intensifies the issue as she reveals her disputable assumption that Vietnamese people blindly criticize others (Eva 2013).Keyboard Critics concern the Internet as ideal environment. They fake identity, insulting people without fear of being recognized. Humiliation interest stems from jealousy, feeling of inferiority and entertainment need. Besides profane language, Keyboard Critics employs various visual forms. Being anonymous disrupts responsibility (Hoa 2007).The situation worsens as damaging consequences occur. Nguyen Ha Dong, creator of “Flappy bird”, who should has been praised for producing such a world-shaking game, suffered from abusive criticism on Facebook, leading to his removing the game. “Cyber Attack’s effect is beyond “Keyboard Critic” thinking. It hurts people mentally by discouraging imagination, creativity, innovation, difference and improvement. It exacerbates disconnection, preserves social bond. It produces a virtual community of aggression, scrutiny, homogeneity, complacency and foolery. The target audience of this campaign has the highest percentage of using the Internet for long hours (Cimigo 2011). Using social media is the most popular activity among Internet users (Cimigo 2011). Long time spent on Internet accounts for the increase of criticism behavior online. In Vietnam, no official school-based education about online behaviors is available. The issue is out of parental supervision scope due to privacy right. No governmental-implemented campaign has been established to approach the problem at hand. In fact, journalists and Famous Public Figure first calls awareness for “Cyber Attack”. However, their attempts are not strong enough to make significant change. Therefore, it is urgent for a large-scaled campaign to be held. The given issues are among celebrity’s concern. Therefore, there is expectation for great support.
Since the appearance of the Internet in Vietnam in 1997, this wonderful tool has become dominant in every activity of the society. However, everything has two sides. The Internet is now being transformed into such a powerful tool for those who find criticizing others really entertaining. This negative behavior can lead to mental issues such as stress or depression for those who are criticized. Eventually, no official school-based education about online behaviors is available. Therefore, it is essential that an immediate solution must be in action in other to tackle the issue.
After 17 years since the first appearance, the internet becomes essential in Vietnamese’s everyday life. Despite tremendous conveniences for the society, recently, it has been blamed for the downgrade of Young Vietnamese’s morality. “Cyber Attack” is considered a prominent evidence of negative phenomenon deriving from the Internet. The phenomenon has sparked lots of debates internally since a famous YouTube figure whose name is Jvevermind made viral a controversial video raising opposition toward “Keyboard Hero”. The term means people who judge everything on the Internet without logical reasons. Celebrity Nguyễn Cao Kỳ Duyên intensifies the issue as she reveals her disputable assumption that Vietnamese people blindly criticize others (Eva 2013).Keyboard Critics concern the Internet as ideal environment. They fake identity, insulting people without fear of being recognized. Humiliation interest stems from jealousy, feeling of inferiority and entertainment need. Besides profane language, Keyboard Critics employs various visual forms. Being anonymous disrupts responsibility (Hoa 2007).The situation worsens as damaging consequences occur. Nguyen Ha Dong, creator of “Flappy bird”, who should has been praised for producing such a world-shaking game, suffered from abusive criticism on Facebook, leading to his removing the game. “Cyber Attack’s effect is beyond “Keyboard Critic” thinking. It hurts people mentally by discouraging imagination, creativity, innovation, difference and improvement. It exacerbates disconnection, preserves social bond. It produces a virtual community of aggression, scrutiny, homogeneity, complacency and foolery. The target audience of this campaign has the highest percentage of using the Internet for long hours (Cimigo 2011). Using social media is the most popular activity among Internet users (Cimigo 2011). Long time spent on Internet accounts for the increase of criticism behavior online. In Vietnam, no official school-based education about online behaviors is available. The issue is out of parental supervision scope due to privacy right. No governmental-implemented campaign has been established to approach the problem at hand. In fact, journalists and Famous Public Figure first calls awareness for “Cyber Attack”. However, their attempts are not strong enough to make significant change. Therefore, it is urgent for a large-scaled campaign to be held. The given issues are among celebrity’s concern. Therefore, there is expectation for great support.
Key Insights
The impact of criticism is a lot more harmful than what people think. Criticism can be such a big problem that it can affect life quality in an extremely negative way (Isaksen, 2013). Criticism leaves devastating psychological scars that need long duration to be healed. According to Dr. Paulus. “If I engage the brain in criticism, and it’s really working hard on that criticism, it can’t work on anything else, it becomes all-consuming” (cited in Hanson n.d). “And so when you engage the brain in very strong negative things, then obviously these negative things become part of who we are”. When a person is criticized frequently on the Internet, he feels ashamed of himself. He loses self-confidence. In the long run, he starts to consider and even believe the rude criticisms are fact. The development of the wrong identity happens when a person gets told that he is incompetent and bad every day tens of times. He loses motivation to attain further achievement. He is scared of taking challenge and being different. When you throw negative energy at another human being, you change who they are and how they perceive the world around them (Labermeier 2013). On the other hand, words that are carefully chosen with a generous cause gives hopes to people who are on cyber attack.
The impact of criticism is a lot more harmful than what people think. Criticism can be such a big problem that it can affect life quality in an extremely negative way (Isaksen, 2013). Criticism leaves devastating psychological scars that need long duration to be healed. According to Dr. Paulus. “If I engage the brain in criticism, and it’s really working hard on that criticism, it can’t work on anything else, it becomes all-consuming” (cited in Hanson n.d). “And so when you engage the brain in very strong negative things, then obviously these negative things become part of who we are”. When a person is criticized frequently on the Internet, he feels ashamed of himself. He loses self-confidence. In the long run, he starts to consider and even believe the rude criticisms are fact. The development of the wrong identity happens when a person gets told that he is incompetent and bad every day tens of times. He loses motivation to attain further achievement. He is scared of taking challenge and being different. When you throw negative energy at another human being, you change who they are and how they perceive the world around them (Labermeier 2013). On the other hand, words that are carefully chosen with a generous cause gives hopes to people who are on cyber attack.
Target Audience
1. Demographic:
The target audiences are both male and females from between 15 to 24 years old (or can be called Gen V/Gen Z). We will especially go into the 88% of Gen V who are Internet users (Williams 2009). With 11% of population, Generations V is divided into three different groups: uber-mordern (23%), Gen V regulars (50%) and in-between (27%) (VTV4 2011). They are high schools or universities students, white and blue-collar workers.
2. Psychographic:
· Lifestyle:
They adapt and update quickly new trend. They access the Internet the most. They are interested in technology and social media networks. Their activities are home-based including playing online games, chatting with friends through social media networks, update information etc., (Williams 2009).
· Personalities:
They consider themselves as being active and stylish (Williams 2009). They are self-centered, hardly understand and accept others’ opinions.
· AIO components:
̠ Activities: They have their activities mostly online. 84% of 9x access the Internet for more than once a day at home, at coffee shop or at work (Williams 2009). 59% of 9x uses the Internet to keep in touch with their friends or to get information. They are also likely to be online all the time, via a mobile phone with 3G or Wifi.
̠ Interests: Social media networks are one of the Gen V’s interest when it comes to the Internet. 55% of 9x have Facebook accounts and other networks accounts (Williams 2009). They are also interested in hot topics such as music, technology, world news, movies etc.
̠ Opinions: They tend to give opinions on topics of self-interest. On the other hand, they follow the flow of online humiliation. The target audiences yearn for freedom of ideas expressing. However, they do not thoroughly understand the core value of criticism that lies behind fostering further improvement rather than putting someone down and making fun of them. Youth have to deal with tons of pressure from school, work and family. They consider Internet as a place to relax, to relieve stress, to be free with thoughts. Internet is not worth for common tolerance, empathy or rationality.
Objectives
1) Communication objectives:
- To gain awareness of around 60% of the T.A about the ‘Keyboard Critic’ issues after the campaign.
- To achieve awareness of 45% of the T.A about the fact that words both damage people and heal pain.
- To achieve awareness of 45% of the T.A about the fact that Internet has too much criticism and is lack of sympathy.
- To raise awareness of 30% of the T.A about the campaign among 5 months of the campaign.
2) Action objectives:
- To get 500,000 Likes on Facebook page in the first 2 months.
- To achieve 1,500 shares on Facebook at the end of the campaign.
- To get around 500,000 views on Youtube for the viral video after the campaign..
- To get around 200,000 people see the ambient advertisement after the campaign.
- To earn 9,000 clicks on the campaign’s banners on websites during the first two months of the campaign.
- To have approximately 500,000 people watch the viral video at the cinema during the last two months.
Proposition
Following the key insights above, we decide to conduct a campaign, which deliver to the audience the message of:
"Harsh word causes devastating effect, you cause destructive pain to people when using it for entertainment online, on the other hand, gentle comments are more helpful and healing but they are so rare at the moment”
Advertising Concept
People underestimate and ignore the impact of their words, especially when they are online. Little compassion, patient, understanding and sympathy are shown on virtual platform in Vietnam. This alerts the evolvement of an online community characterized by aggressiveness, irresponsibility and disrespectful, unhealthy entertainment interest. Inspired by the key insight we produce a campaign called “Words: Hurt or…Heal” in which we educate young people that words hurts victim deeply, no one deserves the pain, and that humane and pleasant word lend people a hand when they suffer from cyber abuse. Every IMC tools are supposed to reinforce the concept, showing the two-side effect of words, inspiring people to give up throwing hurting words, to be more hospitable in their online conversation.
Key Visual
The main key visuals are the “White Army” with rude, offensive words on their face and a “White man” with delighting sentences. The Evil White Army will have words like stupid!, slutty!, greedy!, ugly!... In contrast, the kind White Army has very benevolent phrase on his body: Keep Calm and Stay Strong. The “Evil White Army” is very crowded, hitting victims mercilessly. This represents for the large number of rude criticism hurting people on the Internet. There is only one “White man” of gold-hearted who is willing to sooth the victims. This reveals the scarcity of gentle people online. The Rude “White Army” and the Gentle “White Man” are always in conflict. The characters are created based on the aforementioned concept of Words: Hurt or Heal. The campaign attempts to encourage people to be on the side of #teamheal, to join the #teamheal which is rare in terms of members and commitment rather than the violent, crude, and clumsy evil white men.
1. Demographic:
The target audiences are both male and females from between 15 to 24 years old (or can be called Gen V/Gen Z). We will especially go into the 88% of Gen V who are Internet users (Williams 2009). With 11% of population, Generations V is divided into three different groups: uber-mordern (23%), Gen V regulars (50%) and in-between (27%) (VTV4 2011). They are high schools or universities students, white and blue-collar workers.
2. Psychographic:
· Lifestyle:
They adapt and update quickly new trend. They access the Internet the most. They are interested in technology and social media networks. Their activities are home-based including playing online games, chatting with friends through social media networks, update information etc., (Williams 2009).
· Personalities:
They consider themselves as being active and stylish (Williams 2009). They are self-centered, hardly understand and accept others’ opinions.
· AIO components:
̠ Activities: They have their activities mostly online. 84% of 9x access the Internet for more than once a day at home, at coffee shop or at work (Williams 2009). 59% of 9x uses the Internet to keep in touch with their friends or to get information. They are also likely to be online all the time, via a mobile phone with 3G or Wifi.
̠ Interests: Social media networks are one of the Gen V’s interest when it comes to the Internet. 55% of 9x have Facebook accounts and other networks accounts (Williams 2009). They are also interested in hot topics such as music, technology, world news, movies etc.
̠ Opinions: They tend to give opinions on topics of self-interest. On the other hand, they follow the flow of online humiliation. The target audiences yearn for freedom of ideas expressing. However, they do not thoroughly understand the core value of criticism that lies behind fostering further improvement rather than putting someone down and making fun of them. Youth have to deal with tons of pressure from school, work and family. They consider Internet as a place to relax, to relieve stress, to be free with thoughts. Internet is not worth for common tolerance, empathy or rationality.
Objectives
1) Communication objectives:
- To gain awareness of around 60% of the T.A about the ‘Keyboard Critic’ issues after the campaign.
- To achieve awareness of 45% of the T.A about the fact that words both damage people and heal pain.
- To achieve awareness of 45% of the T.A about the fact that Internet has too much criticism and is lack of sympathy.
- To raise awareness of 30% of the T.A about the campaign among 5 months of the campaign.
2) Action objectives:
- To get 500,000 Likes on Facebook page in the first 2 months.
- To achieve 1,500 shares on Facebook at the end of the campaign.
- To get around 500,000 views on Youtube for the viral video after the campaign..
- To get around 200,000 people see the ambient advertisement after the campaign.
- To earn 9,000 clicks on the campaign’s banners on websites during the first two months of the campaign.
- To have approximately 500,000 people watch the viral video at the cinema during the last two months.
Proposition
Following the key insights above, we decide to conduct a campaign, which deliver to the audience the message of:
"Harsh word causes devastating effect, you cause destructive pain to people when using it for entertainment online, on the other hand, gentle comments are more helpful and healing but they are so rare at the moment”
Advertising Concept
People underestimate and ignore the impact of their words, especially when they are online. Little compassion, patient, understanding and sympathy are shown on virtual platform in Vietnam. This alerts the evolvement of an online community characterized by aggressiveness, irresponsibility and disrespectful, unhealthy entertainment interest. Inspired by the key insight we produce a campaign called “Words: Hurt or…Heal” in which we educate young people that words hurts victim deeply, no one deserves the pain, and that humane and pleasant word lend people a hand when they suffer from cyber abuse. Every IMC tools are supposed to reinforce the concept, showing the two-side effect of words, inspiring people to give up throwing hurting words, to be more hospitable in their online conversation.
Key Visual
The main key visuals are the “White Army” with rude, offensive words on their face and a “White man” with delighting sentences. The Evil White Army will have words like stupid!, slutty!, greedy!, ugly!... In contrast, the kind White Army has very benevolent phrase on his body: Keep Calm and Stay Strong. The “Evil White Army” is very crowded, hitting victims mercilessly. This represents for the large number of rude criticism hurting people on the Internet. There is only one “White man” of gold-hearted who is willing to sooth the victims. This reveals the scarcity of gentle people online. The Rude “White Army” and the Gentle “White Man” are always in conflict. The characters are created based on the aforementioned concept of Words: Hurt or Heal. The campaign attempts to encourage people to be on the side of #teamheal, to join the #teamheal which is rare in terms of members and commitment rather than the violent, crude, and clumsy evil white men.
Media Strategy
*Note:
At the first month of the campaign, we will release the teaser clip. Also, at that time, Facebook will be updated with posters and our clip, too. Along with that, we will have our banner and PR articles published on Zing, Channel 14, VNExpress and Dan Tri from the middle of June 2015 to raise the awareness from public. The banner will last from 15 June to 14 September. The full clip will be released after one month, on July, and will be updated frequently on our Facebook page for 3 months. Taking the high traffic time of Independence Day on 2 September, we will have the full clip shown at the beginning of movies time at Galaxy, CGV and BHD cinemas. Since this is holiday time, hopefully we can gain the objectives of having 500,000 views of our video. Besides that, in the week of Independence Day, we will execute the activation at chosen malls.
Reference List
Cimigo (2011), ‘2011 Vietnam NetCitizens Report Internet Usage and Development in Vietnam’, Cimigo, Apr, 2011.
Eva (2013), ‘Kỳ Duyên: Nhiều người Việt trẻ thích chỉ trích’, Eva, Oct 26, 2013, viewed Mar 15, 2015, http://eva.vn/lang-sao/ky-duyen-nhieu-nguoi-viet-tre-thich-chi-trich-c20a156538.html
Featherplace (n.d), image, Featherplace, viewed Mar 15, 2015, http://www.featherplace.com/feather-products/masks-mask-forms/mask-forms/full-face-heavyweight-mask-form-white.html
Funny-pictures (n.d), image, Funny-pictures, viewed Mar 15, 2015, http://funny-pictures.picphotos.net/men-s-costume-check-price/
Hanson, R (n.d.), ‘Rick Hanson: New Studies on Why Criticism Hurts’, Chadprevost, n.d., viewed Mar 15, 2015, http://chadprevost.com/2014/03/04/new-studies-on-why-criticism-hurts/
Hoa Hoang Thi Xuan (2007), ‘Criticizing behaviors by the Vietnamese and the American: topics, social factors and frequency’, Vietnam National University, 05 Dec, 2007.,
Isaksen, J V (2013), ‘Why Criticism Hurts’, Popular Social Science, Jul 9, 2013, viewed Mar 15, 2015, http://www.popularsocialscience.com/2013/07/09/why-criticism-hurts/
Labermeier, D (2013), ‘Why Criticizing Others Is a Lot More Harmful Than You Think’, Huffingtonpost, Aug 28, 2013, viewed Mar 15, 2015, http://www.huffingtonpost.com/donna-labermeier/negative-impact-of-criticism-_b_3829346.html
VTV4 (2011), ‘Insight Vietnam Episode 2, clip 2 of 3 - Vietnam's Young Consumer’, YouTube, viewed Mar 15, 2015, https://www.youtube.com/watch?v=bvO3JDTqCcE.
Williams, D (2009), ‘Generation V: Marketing Opportunities Among the Vietnamese Youth’, The Nielsen Company, Nov 11, 2009.
Cimigo (2011), ‘2011 Vietnam NetCitizens Report Internet Usage and Development in Vietnam’, Cimigo, Apr, 2011.
Eva (2013), ‘Kỳ Duyên: Nhiều người Việt trẻ thích chỉ trích’, Eva, Oct 26, 2013, viewed Mar 15, 2015, http://eva.vn/lang-sao/ky-duyen-nhieu-nguoi-viet-tre-thich-chi-trich-c20a156538.html
Featherplace (n.d), image, Featherplace, viewed Mar 15, 2015, http://www.featherplace.com/feather-products/masks-mask-forms/mask-forms/full-face-heavyweight-mask-form-white.html
Funny-pictures (n.d), image, Funny-pictures, viewed Mar 15, 2015, http://funny-pictures.picphotos.net/men-s-costume-check-price/
Hanson, R (n.d.), ‘Rick Hanson: New Studies on Why Criticism Hurts’, Chadprevost, n.d., viewed Mar 15, 2015, http://chadprevost.com/2014/03/04/new-studies-on-why-criticism-hurts/
Hoa Hoang Thi Xuan (2007), ‘Criticizing behaviors by the Vietnamese and the American: topics, social factors and frequency’, Vietnam National University, 05 Dec, 2007.,
Isaksen, J V (2013), ‘Why Criticism Hurts’, Popular Social Science, Jul 9, 2013, viewed Mar 15, 2015, http://www.popularsocialscience.com/2013/07/09/why-criticism-hurts/
Labermeier, D (2013), ‘Why Criticizing Others Is a Lot More Harmful Than You Think’, Huffingtonpost, Aug 28, 2013, viewed Mar 15, 2015, http://www.huffingtonpost.com/donna-labermeier/negative-impact-of-criticism-_b_3829346.html
VTV4 (2011), ‘Insight Vietnam Episode 2, clip 2 of 3 - Vietnam's Young Consumer’, YouTube, viewed Mar 15, 2015, https://www.youtube.com/watch?v=bvO3JDTqCcE.
Williams, D (2009), ‘Generation V: Marketing Opportunities Among the Vietnamese Youth’, The Nielsen Company, Nov 11, 2009.