1.CAMPAIGN BACKGROUNDVietnam, as a country under Confucianism influence, has maintained the authoritarian parenting method for centuries. Parents of this type not only have high expectation and low responsiveness but also punish their children very often using violence manners. They believe tough love is the most effective way to discipline their kids, which results in almost all Vietnamese admit they were beaten at least once during their childhood. As parents are the primary influence on child development (Karausse & Dailey 2009), a child will not only suffer but will also learn bad behaviors from authoritarian parents.
In a survey conducted by Vietnamnet in 2015, 88% readers believe violence is necessary to educate young children and 75% admit they have beaten their children at least once. Moreover, 73.9% Vietnamese children experienced physical punishment, with 3.5% of them suffering physical injuries. The amount of Vietnamese parents who rarely or never talk to their kids is at an alarming level of 54%, which means these parents seriously lack understanding towards and patience to develop nonviolent disciplining methods. |
2.STRATEGIC COMMUNICATION CHALLENGES & OPPORTUNITIESAs aforementioned, the Vietnamese culture is heavily influenced by Confucianism, which results in three following obstacles that possibly challenges communication between the campaign and its target audience:
However, amongst the challenges, there is an opportunity for the campaign to develop. According to the Constitution proposed by the National Assembly of Vietnam in 2007, law no. 02/2007/QH12 is the anti-domestic violence law. We will use this law as a persuasive method to emphasize that violence towards children can be considered domestic child abuse, even if it is for the purpose of education. |
3.KEY INSIGHTS"Spare the rod, spoil the child"
-Psychologist Nguyễn Hoàng Khắc Hiếu- (Thương cho roi cho vọt): Tough love has been practiced by Vietnamese parents for centuries and is perceived as part of Vietnamese culture. This limits their ability in finding better, nonviolent methods as alternatives for tough love
"It’s too late to lock the stable before the horse is stolen"
-Psychologist Nguyễn Hoàng Khắc Hiếu- (Mất bò mới lo làm chuồng) : Vietnamese parents are not aware of the negative outcomes of tough love until it is too late to solve (The Free Dictionary n.d).
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4.OBJECTIVESAction Objectives
Communication Objectives
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5.TARGET AUDIENCEDemographic
The campaign aims to target authoritarian parents with fathers from 35 to 45 years old and mothers from 30 to 40 years old. Their children range from 5 to 10 years old, the age they are mostly influenced from their parents (MCYS n.d). They have stable jobs with low to middle income. Geographic The campaign aims to execute in big cities of Vietnam such as Hanoi, Ho Chi Minh City or Danang, and their suburban areas where people have access to Internet and high technology. Considering the fact that these parents grow up with traditional values but live in a modern environment, the campaign will point out the conflict between tough love and modern life which all children are entitled to receive better care and education compared to previous generations. Psychographic Inheriting traditional values from their own parents, these parents desire the best things for their children. They focus more on their children’s education compared to previous generations as they believe education is the key to future success in modern society (Vietnamnet 2014). They are also willing to learn new things, but will consider whether the information is good or bad in their own opinion. Besides, these parents also have low selfcontrol and high expectation on their children, therefore they are eager to violence when their kids have undesirable behaviours. Behavioural According to Statista (2014), 67% of Vietnamese people aged between 25 and 34 spends time surfing the Internet everyday, with an additional 57% of people between 35 and 45 years old. Moreover, Vietnamese people are very active on social networks with 28 million active SNS accounts and the most popular platform being Facebook (Chabrol 2015). Many parents with young children also spend time surfing websites that provide parenting advices and discussions such as WebTreTho or Eva. Therefore, using internet to connect with the target audiences is vital to the campaign’s success. Precontemplation At this age, people are still open to new information but have no intention of changing their behavior. They often deny having problems. |
6. ADVERTISING CONCEPTOur campaign uses a simple idea but create a shocking effect. In particular, we focus on the negative outcomes of the tough love education method to make the target audiences realize how hurtful the children feel after being scolded or beaten by parents as well as the pain they have to suffer afterwards, both physically and mentally. We also combine the methods of hard and soft sell - while the media platforms will gradually hit the target audience's’ feelings deep inside, the message and call-to-action approaches will directly persuade them to change their perspective of using violence to discipline children.
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7. PROPOSITIONOur campaign proposition sounds as simple as it is: “Anti-Tough Love”. With this simple and straightforward name, we want to emphasizes the fact that tough love is no longer an appropriate education method and should be eliminated out of the modern society to ensure well development for every child.
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8. KEY VISUAL
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9. MEDIA STRATEGY Awareness:
At the first stage, we aim to make the target audience informed about the campaign. We will stick posters around kindergartens and elementary schools where the targeted parents usually take their children to school and pick them up when class dismisses to gain their attention. According to Ladd (2010), posters are one of the most low-cost and effective tools to spread information and raise awareness. There we will include general information about our campaign on the poster, including a link to the campaign’s website. On the website, we will update the campaign’s information in more details. Attitude: After the awareness stage, the attitude stage will allow people to engage more with the campaign and develop a sense of involvement with it. We plan to cooperate with a magazine popular among the targeted mothers (e.g. Phụ Nữ Và Gia Đình, Thời Trang Trẻ, Tạp Chí Phụ Nữ etc.) so they’ll agree to include our campaign’s information in two specially designed pages. We’ll also put lenticular (a form of 3D printing) billboards at bus stops. Thanks to the special effects created by lenticular printing, one billboard will communicate with both parents and children with two different messages at the same time. These two platforms will leave a strong impression on the target audience and lead them to the next phase. Action: At this last stage, a 30-second teaser will be released as a call-to-action method. The teaser’s simple idea but shocking effect will work as an effective tool that will directly persuade the audience to come to our showcase and change their behavior. Social media: Throughout the phases, link to the campaign’s Facebook page will be included in all platforms so as to help the target audience interact well with the campaign. The link will also be included on popular forums about parenting advices such as WebTreTho or Eva.vn. Website: As aforementioned, our communication aims and objectives will be achieved through the campaign’s website. Included on the site are the following information:
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REFERENCES
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Baumrind, D 2003, ‘Effects of authoritative parental control on child behavior’, University of California, Berkeley, viewed 3 March 2016, <http://persweb.wabash.edu/facstaff/hortonr/articles%20for%20class/baumrind.pdf>;
Cherry, K 2006, ‘Leadership Styles: What Is Authoritarian Parenting?’, About.com, viewed 3 March 2016, <http://psychology.about.com/od/childcare/f/authoritarian-parenting.htm>;
Clausen, L 2006, Intercultural Organization Communication, 1st edn, Narayana Press, Denmark;
Hoffman, M & Hoffman, L 1964, Review of Child Development Research: Volume 1, 2nd edn, Russell Sage Foundation, New York;
Emery, C, Nguyen, H & Kim, J 2014, ‘Understanding Child Maltreatment in Hanoi: Intimate Partner Violence, Low Self-Control, and Social and Child Care Support’, Sage Journals, viewed 3 March 2016, <http://jiv.sagepub.com.ezproxy.lib.rmit.edu.au/content/29/7/1228.full.pdf+html>;
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Nguyen 2008, ‘Perceptions of Vietnamese fathers' acculturation levels, parenting styles, and mental health outcomes in Vietnamese American adolescent immigrants’, National Center for Biotechnology Information, viewed 3 March 2016, <http://www.ncbi.nlm.nih.gov/pubmed/18853670>;
Patton, G, Coffey, C, Posterino, M, Carlin, J & Wolfe, R 2001, ‘Parental ‘affectionless control’ in adolescent depressive disorder’, Social Psychiatry and Psychiatric Epidemiology, vol. 36, issue 10, pp. 475-480;
Radio Vietnam 2015, ‘Anti-child-abuse: Needs stricter law’, Radio Vietnam, 23 November, viewed 3 March 2016, <http://radiovietnam.vn/ArticleMobile/theo-dong-su-kien/2015/11/video-chong-bao-hanh-tre-em-luat-can-quy-dinh-ro-rang-hon/> (in Vietnamese); or <http://quochoitv.vn/tin-tuc-hoat-dong/2015/11/chong-bao-hanh-tre-em-can-quy-dinh-ro-hon-trong-luat/83041>.
Sylwander, L & Do, T 2011, ‘Vietnam: Survey and evaluation on women & children-related aims in 2011’, Annual Report, General Statistics Office of Vietnam, UNICEF & UNFPA, Hanoi (in Vietnamese);
The Free Dictionary n.d., ‘Shut the stable door after the horse has bolted’, TFD, viewed 2 March 2016, <http://idioms.thefreedictionary.com/Shut+the+stable+door+after+the+horse+has+bolted>;
Toh, C 2013, ‘PM Lee launches nationwide pro-family campaign’, Straitstimes, 8 April, viewed 2 March 2016, <http://www.straitstimes.com/singapore/pm-lee-launches-nationwide-pro-family-campaign>;
Vietnamese Government Portal (VGP) 2007, Legal documents: Law against domestic violence, no. 02/2007/QH12, Government of the Socialist Republic of Vietnam, Hanoi, viewed 1 March 2016, <http://www.chinhphu.vn/portal/page/portal/chinhphu/hethongvanban?class_id=1&mode=detail&document_id=51256>.
Wikipedia n.d, ‘lenticular printing’, image, Wikipedia, viewed 22 March 2016, < https://en.wikipedia.org/wiki/Lenticular_printing>.
Baumrind, D 2003, ‘Effects of authoritative parental control on child behavior’, University of California, Berkeley, viewed 3 March 2016, <http://persweb.wabash.edu/facstaff/hortonr/articles%20for%20class/baumrind.pdf>;
Cherry, K 2006, ‘Leadership Styles: What Is Authoritarian Parenting?’, About.com, viewed 3 March 2016, <http://psychology.about.com/od/childcare/f/authoritarian-parenting.htm>;
Clausen, L 2006, Intercultural Organization Communication, 1st edn, Narayana Press, Denmark;
Hoffman, M & Hoffman, L 1964, Review of Child Development Research: Volume 1, 2nd edn, Russell Sage Foundation, New York;
Emery, C, Nguyen, H & Kim, J 2014, ‘Understanding Child Maltreatment in Hanoi: Intimate Partner Violence, Low Self-Control, and Social and Child Care Support’, Sage Journals, viewed 3 March 2016, <http://jiv.sagepub.com.ezproxy.lib.rmit.edu.au/content/29/7/1228.full.pdf+html>;
Freepik n.d , ‘Billboard’, image, Freepik, viewed 22 March 2016, <http://www.freepik.com/free-photos-vectors/billboard>.
Freepik n.d , ‘Magazine layout’, image, Freepik, viewed 22 March 2016, <http://www.freepik.com/index.php?goto=2&searchform=1&k=magazine+layou>.
Girlstalkinsmack n.d, ‘punish children with right method’, image, girlstalksmask, viewed 4th May 2016, <
Greenberg, J n.d , ‘End Times’, image, Flickr, jillgreenberg, viewed 22 March 2016, <http://www.jillgreenberg.com/>.
Herz, L & Gullone, E 1999, ‘The Relationship between Self-Esteem and Parenting Style: A Cross-Cultural Comparison of Australian and Vietnamese Australian Adolescents’, Sage Journals, 1 November, viewed 2 March 2016, <https://www.researchgate.net/publication/258345639_Herz_L_Gullone_E_Journal_of_cross-cultural_psychology>;
Hoffman, M & Hoffman, L 1964, Review of Child Development Research: Volume 1, 2nd edn, Russell Sage Foundation, New York;
Huong, TH 2006, ‘Child maltreatment in Vietnam: Prevalence and associated mental and physical health problems’, The Degree of Doctor of Philosophy in the school of Public health, Faculty of health, and institute of health and biomedical innovation, queensland university of technology, viewed 3 March 2016, <http://eprints.qut.edu.au/16331/1/Huong_Thanh_Nguyen_Thesis.pdf>.
Huynh, T n.d., ‘Family relationships’, Vietspring, viewed 3 March 2016, <http://www.vietspring.org/values/family.html>;
Ladd, A 2010, Developing Effective Marketing Materials: Promotional Posters and Flyer Design Considerations, 1st edn, Center for Profitable Agriculture, viewed 10 November 2015, <https://ag.tennessee.edu/cpa/Information%20Sheets/cpa180.pdf>;
Lien Foundation 2014, ‘New Community Campaign To Start Early Childhood Well’, Start Well, 2 October, viewed 3 March 2016, <http://lienfoundation.org/sites/default/files/StartWell%20Press%20Release%20-%20FINAL.pdf>;
Madrid, G n.d , ‘Campaign: Only For Children’, image, WPP company , jillgreenberg, viewed 22 March 2016, <http://www.wpp.com/sustainabilityreports/2013/Pro-bono/Our-work/Human-rights/Only-For-Children/index.htm>.
Miller, R & Media, D n.d., ‘The Disadvantages of Strict Parenting’, Global Post, viewed 3 March 2016, <http://everydaylife.globalpost.com/disadvantages-strict-parenting-3790.html>;
Ministry of Culture, Sport and Tourism n.d. , Legal documents: Cinema, no. 62/2006/QH11, Ministry of Culture, Sport and Tourism, Hanoi, viewed 1 March 2016, <http://www.cucdienanh.vn/chinh-sach-van-ban/142-luat-dien-anh.html>.
Nanocanxi n.d, ‘ Bảng chiều cao chuẩn của trẻ em viêt nam, Nanocanxi, viewed 22 March 2016, http://nanocanxi.vn/bang-chieu-cao-chuan-cua-tre-em-viet-nam-245/
Nguyen 2008, ‘Perceptions of Vietnamese fathers' acculturation levels, parenting styles, and mental health outcomes in Vietnamese American adolescent immigrants’, National Center for Biotechnology Information, viewed 3 March 2016, <http://www.ncbi.nlm.nih.gov/pubmed/18853670>;
Patton, G, Coffey, C, Posterino, M, Carlin, J & Wolfe, R 2001, ‘Parental ‘affectionless control’ in adolescent depressive disorder’, Social Psychiatry and Psychiatric Epidemiology, vol. 36, issue 10, pp. 475-480;
Radio Vietnam 2015, ‘Anti-child-abuse: Needs stricter law’, Radio Vietnam, 23 November, viewed 3 March 2016, <http://radiovietnam.vn/ArticleMobile/theo-dong-su-kien/2015/11/video-chong-bao-hanh-tre-em-luat-can-quy-dinh-ro-rang-hon/> (in Vietnamese); or <http://quochoitv.vn/tin-tuc-hoat-dong/2015/11/chong-bao-hanh-tre-em-can-quy-dinh-ro-hon-trong-luat/83041>.
Sylwander, L & Do, T 2011, ‘Vietnam: Survey and evaluation on women & children-related aims in 2011’, Annual Report, General Statistics Office of Vietnam, UNICEF & UNFPA, Hanoi (in Vietnamese);
The Free Dictionary n.d., ‘Shut the stable door after the horse has bolted’, TFD, viewed 2 March 2016, <http://idioms.thefreedictionary.com/Shut+the+stable+door+after+the+horse+has+bolted>;
Toh, C 2013, ‘PM Lee launches nationwide pro-family campaign’, Straitstimes, 8 April, viewed 2 March 2016, <http://www.straitstimes.com/singapore/pm-lee-launches-nationwide-pro-family-campaign>;
Vietnamese Government Portal (VGP) 2007, Legal documents: Law against domestic violence, no. 02/2007/QH12, Government of the Socialist Republic of Vietnam, Hanoi, viewed 1 March 2016, <http://www.chinhphu.vn/portal/page/portal/chinhphu/hethongvanban?class_id=1&mode=detail&document_id=51256>.
Wikipedia n.d, ‘lenticular printing’, image, Wikipedia, viewed 22 March 2016, < https://en.wikipedia.org/wiki/Lenticular_printing>.