Magazine
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For the magazine (we are going to pick one that is popular with mothers like Phụ Nữ, Thời Trang Trẻ or Vogue Vietnam), we use the transparent effect on 2 paper pieces inside a magazine. When a reader opens the magazine, she will initially see the image of a crying girl with the scars on her skin depicting the words her parents yell at her, for example “useless” or “shame”. These words are written in the form of scars because it mentally hurts the girl. We also included our headline Tough love is just an excuse on the left side of the page.
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However, it is actually a double-layer image with a piece of plastic paper laying in front of another page at the back. When the reader flips the plastic paper to see the back page, she will see the same girl but the scars disappeared. The girl herself is also smiling instead of crying. Most of the headline also disappears, only the word “love” is left. This indicates that the audience herself can take action and decide not to use violence to educate her own children. We believe this unique method can interact very well with the readers. They will be impressed and attracted to our campaign.
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Poster
We are going to use the same image as on the magazine (the crying girl with the scars, accompanied by the headline on the left) on the horizontal poster. We plan to put these posters around kindergartens and elementary schools for parents to see them when they come to pick up their children after school.
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Interactive billboard
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We keep the idea of seeing two different images at once from the magazine but implement it in another way. By using lenticular effects on the billboards, we aim to create an optical illusion that makes adults and children see different messages due to having different heights. Adults will see the crying girl with scars and the full headline billboard, while shorter children will see the scarless girl smiling with only the word “love” written. This method aims to raise the awareness among adults about domestic child abuse as a result of tough love, but still reassure children not to be scared, especially in case he is disciplined by violence. We plan to put these billboards on street pavements and bus stops.
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Online advertising
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We will ask the owner of a website popular among parents (e.g. Web Trẻ Thơ or Làm Cha Mẹ) to allow us for a space to put the contents of our campaign on. We will also include the share button to Facebook for viewers to share our content. Audience engagement can be managed based on the number of likes, shares & comments on Facebook. Share success stories to capture the mind of the target audience.
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Teaser Video
Behind the scenes
Storyboard
References
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>.
Greenberg, J n.d , ‘End Times’, image, jillgreenberg, viewed 22 March 2016, <http://www.jillgreenberg.com/>.
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/