BUILDING “HOPE IN CLASS” TO END VIOLENCE AGAINST CHILDREN AT SCHOOL - 2021 PHASE 1 COMMUNICATIONS CAMPAIGN GROUP MEMBERS TABLE OF CONTENTS PROJECT OVERVIEW

<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

<b>BUILDING “HOPE IN CLASS” TO END VIOLENCE AGAINST CHILDREN AT SCHOOL - 2021 PHASE 1</b>

<b>Communications Campaign</b>

</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

<b>GROUP MEMBERS</b>

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

<b>TABLE OF CONTENTS</b>

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

<b>PROJECT </b>

<b>OVERVIEW</b>

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

Word Vision VietnamOrion Food Vina_{Creative Solution Consultancy}

<b>Project overview</b>

<i><b>Name: Building “Hope in class” to end violence against children at school</b></i>

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

<b>Video summary</b>

Video summary

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

<b>Organization overview</b>

World Vision is a Nonprofit organization, working to improve the quality of life of people, especially the most vulnerable children,

who are marginalized and living in poverty.

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

World Vision is motivated and encouraged by God's love, compassion and special concern for the poor,

disadvantaged and children.

For every child's life to be completely meaningful;

And the hearts of goodwill make that wish come true.

World Vision Vietnam, a child-focused, Christian, aid and development agency, is dedicated to working with

communities to overcome poverty and injustice.

World Vision serves everyone, regardless of religion, race, gender or any other form of discrimination.

<b>COREVALUEMISSION</b>

</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">

<b>1. Child Protection (2019)</b>

Be committed to protecting children from all forms of abuse, exploitation, and injury - with the goal of ensuring the safety of the most vulnerable million Vietnamese children.

<b>Message: </b>Children must be protected from all forms of abuse, exploitation, and injury.

<b>Program highlights</b>

</div><span class="text_page_counter">Trang 12</span><div class="page_container" data-page="12">

<b>OUTSTANDING RESULT </b>

Children take action to help put an end to child abuse.

Parents and caregivers attend child protection awareness training.

Parents are given more information about positive discipline and child

protection issues.

</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">

<b>Program highlights</b>

<b>2. TRÁI TIM XANH (2020)</b>

To raise awareness about the risk of violence against children and women. The parties join forces and call for action to create a safe and secure living environment.

<b>Message: Say NO to VIOLENCE! Safeguard Children and Women.</b>

</div><span class="text_page_counter">Trang 14</span><div class="page_container" data-page="14">

<b>Program highlights</b>

<b>Organizations in charge of carrying out the campaign</b>

</div><span class="text_page_counter">Trang 15</span><div class="page_container" data-page="15">

<b>Agency overview</b>

Creatio (Creative Solution Consultancy) is a one-stop-shop Vietnamese PR & Marketing agency.CREATIO delivered communications services to a wide range of clients in the not-for-profit, civil society/non-governmental sector.

</div><span class="text_page_counter">Trang 16</span><div class="page_container" data-page="16">

<b>Campaign highlight</b>

●Child protection policy (Save the Children, November 2020)

●Communications on non-communicable disease among school children (Plan International Vietnam, National Youth Center, Hanoi CDC, Feb - Sep 2021)

●Supporting access to justice for sexually abused children in Hanoi (EU, OXFAM, VACR, March - June 2021)

</div><span class="text_page_counter">Trang 17</span><div class="page_container" data-page="17">

<b>Project overview</b>

Increasing students' awareness and capacity in building a loving and safe school environment and increasing teachers and parents'

involvement in educating children and dealing with violence.

</div><span class="text_page_counter">Trang 18</span><div class="page_container" data-page="18">

Raising awareness and encouraging positive behavior, stay away from violent behavior

<b>Target audience</b>Students (12 -15 years old)

<b>Project overview</b>

</div><span class="text_page_counter">Trang 19</span><div class="page_container" data-page="19">

<b>SSWOT of the project</b>

●Had reputation with students, schools, officials in Thanh Hoa and Hai Phong.

●Organized and communicated by Creatio (10 years of experience in implementing projects for the community).

●Organized by WVV (20 years of experience in organizing projects for children).

</div><span class="text_page_counter">Trang 20</span><div class="page_container" data-page="20">

●Has not coordinated with the Departments of Education and Training in Thanh Hoa and Hai Phong.

●The planning period was short.

●WVV's two official information platforms have not been highly recognized by the students.

<b>SWOT of the project</b>

</div><span class="text_page_counter">Trang 21</span><div class="page_container" data-page="21">

●Governments frequently have policies and strategies in the Child Protection Programs.

●Mass organizations are interested in child protection and care in localities.

●The local government, schools support extracurricular activities to help students acquire life skills.

<b>SWOT of the project</b>

</div><span class="text_page_counter">Trang 22</span><div class="page_container" data-page="22">

●The Covid outbreak impacts on campaign activities. ●Difficult to reach students in remote areas.

●Students do not have much time for extracurricular activities.

<b>SWOT of the project</b>

</div><span class="text_page_counter">Trang 23</span><div class="page_container" data-page="23">

<b>MARKET </b>

<b>RESEARCH</b>

</div><span class="text_page_counter">Trang 24</span><div class="page_container" data-page="24">

<b>Market research</b>

<b>Qualitative-quantitative study </b>

Understanding the state of student violence in school at 20 secondary schools of 4 districts in

Thanh Hoa province and Hai Phong city, 2020

</div><span class="text_page_counter">Trang 25</span><div class="page_container" data-page="25">

<b>Researching information:</b>

●The current state of school violence ●Causes of school violence

●School violence prevention programs

<b>108 respondents:</b>

●The students ●The teachers

●The school management board

●The District Department of Education and Training

<b>Qualitative survey</b>

</div><span class="text_page_counter">Trang 26</span><div class="page_container" data-page="26">

<b>The current state of school violence</b>

“In the past 2 years, the number of violence incidents in most schools have decreased.”

“In some schools in Lang Chanh and Thuong Xuan, the situation of school violence have increased and became more complicated.”

<i>By District Department of Education and Training of Lang Chanh and Thuong XuanBy most School Management Boards </i>

<i>in Hai Phong and Thanh Hoa</i>

<b>Qualitative survey</b>

</div><span class="text_page_counter">Trang 27</span><div class="page_container" data-page="27">

<b>Causes of school violence</b>

</div><span class="text_page_counter">Trang 28</span><div class="page_container" data-page="28">

<b>School violence prevention programs</b>

4/7 schools coordinated with the regional programs to educate children about school violence. Annually, schools had

organized group activities to bring students together. Had propagated school

violence through flag salutations.

<b>Qualitative survey</b>

</div><span class="text_page_counter">Trang 29</span><div class="page_container" data-page="29">

<b>Quantitative survey</b>

<b>Respondents: 771 </b>students

<b>Researching information:</b>

●The current status of school violence●Students’ awareness about school

</div><span class="text_page_counter">Trang 30</span><div class="page_container" data-page="30">

<b>Quantitative survey</b>

The current status

of school violenceabout school violence^{Students’ awareness}resolving school violence^{Student’s capacity in}

<b>Develop content for activities</b>

</div><span class="text_page_counter">Trang 31</span><div class="page_container" data-page="31">

<b>Quantitative survey</b>

<b>Students’ awareness about school violence</b>

Over 50% of the students are not sufficiently aware of school violent behaviors.

<i> Students' awareness about school violent behaviors</i>

Indicators _{(n=386), %}^Boys _{(n=385), %}^Girls _{(n=771), %}^Overall

Physical: Hitting, punching, kicking, slapping, hair pulling, clothes tearing, robbing,...

100 100 100

Verbal: Insulting, defaming, forcing

others to do as they desire ^85.2 ^89.3 ^87.3 Social: Discrimination, isolation, ostracism _45.8 _51.9 _48.9 Cyber: Calling, texting, threatening,

insulting others on social networks ^67.4 ^70.4 ^68.9

</div><span class="text_page_counter">Trang 32</span><div class="page_container" data-page="32">

Over 56% of students were still unaware enough of place occuring school violence.

<i>Students' awareness about place of school violence</i>

<b>Quantitative survey</b>

<b>Students’ awareness about school violence</b>

Indicators_{(n=386), %}^Boys_{(n=385), %}^Girls_{(n=771), %}^Overall

On the premises of the school₁₀₀₁₀₀₁₀₀On the way to school/back home_80.3_83.4_81.9On the phone/social networks_42.7_46.4_44.6

</div><span class="text_page_counter">Trang 33</span><div class="page_container" data-page="33">

More than 35% of the children were not completely aware of the school violent consequences.

<i>Students' awareness about consequences of school physical violence</i>

<b>Quantitative survey</b>

<b>Students’ awareness about school violence</b>

Indicators _{(n=386), %}^Boys _{(n=385), %}^Girls _{(n=771), %}^Overall

Physical injury (Slightly or seriously and

even lead to death) ¹⁰⁰ ¹⁰⁰ ¹⁰⁰ Psychological injury (Bored, scared,

lonely and depressed) ^89.4 ^93.5 ^91.5

Decrease in academic performance _67.3 _75.8 _71.6

Easy to fall into other social evils _61.8 _69.4 _65.6

</div><span class="text_page_counter">Trang 34</span><div class="page_container" data-page="34">

Child-on-child violence was still happening regularly in the past two weeks.

<i>Current status of school physical violence among students</i>

<b>Quantitative surveyThe current status of school violence</b>

Indicators Boys

(n=386), % (n=385), %^Girls (n=771), %^Overall

Students who recalled at least one incident of child-on-child violence in

the past two weeks ^40.7 ^39.7 ^40.2 Saw other students experienced

child-on-child physical violence ^38.3 ^38.4 ^38.4 I was hit/bullied myself _2.3 _2.6 _2.5 I bullied/hit others 0.8 0.5 0.7

</div><span class="text_page_counter">Trang 35</span><div class="page_container" data-page="35">

85.2% of students had the appropriate actions when witnessing another

student being bullied.

<i>Students’ reactions when witnessing a student was being hit/bullied</i>

<b>Quantitative survey</b>

<b>Student’s capacity in resolving school violence</b>

Indicators Boys

(n=386), % (n=385), %^Girls (n=771), %^Overall

Will participate in bullying 4.1 1.7 2.9 Won't participate, but it's normal 2.3 3.9 3.1 Will watch 5.7 7.1 6.4 Do not anything 1.3 3.5 2.4 Maybe I will help 13.5 7.5 10.5 Will try to help that student 5.7 5.1 5.4 Will get the teacher/an adult 67.4 71.2 69.3

</div><span class="text_page_counter">Trang 36</span><div class="page_container" data-page="36">

Only 56.7% of students had the appropriate actions when they

Turn it back on immediately 33.9 10.8 20.4 Silence and endure 10.1 19.6 14.9 Don’t go to class to avoid being bullied 3.9 8.3 6.1 Directly talk to students who are

bullying and ask for a stop their

</div><span class="text_page_counter">Trang 37</span><div class="page_container" data-page="37">

There were few programs that educate children about school violence and how to prevent it.

<i> School activities to prevent bullying/school violence</i>

<b>Quantitative survey</b>

<b>Student’s capacity in resolving school violence</b>

(n=771), %

Adopt classroom rules30.7 Informe in at the flag-raising ceremony67.2 Organize contests aimed at learn about school violence37.5 Organize group activities, competitions between classes,

clubs to connect students, preventing school violence^85.3

</div><span class="text_page_counter">Trang 38</span><div class="page_container" data-page="38">

●The current state of school violence in some schools have increased.

●School violent cases: Psychology changes, friends, family, social networks. ●Over 50% of students are unaware of school violent behaviors,

consequences and places.

●Nearly 44% of students are not fully equipped to resolve school violence. ●Most schools have not organized programs for students to learn about and

prevent school violence thoroughly.

<b>Proposal: Organize extracurricular activities to educate students about </b>

behaviors, consequences of school violence and capacity to deal with them.

<b>Conclusion and proposal</b>

</div><span class="text_page_counter">Trang 39</span><div class="page_container" data-page="39">

<b>Quantitative survey</b>

Friendship

relationships^Activities^{Social media}_platforms

<b>Define ways implementing activities</b>

</div><span class="text_page_counter">Trang 40</span><div class="page_container" data-page="40">

Relationships between students of different sexes are limited.

<i>Relationship with friends of student in school/class</i>

<b>Quantitative survey</b>

<b>Activities, social media platforms preferred by students</b>

Indicators_{(n=372), %}^Boys_{(n=367), %}^Girls_{(n=739), %}^Overall

All or most of them are male60.21.431.0 All or most of them are female 1.3456.728.8 About half male and half

female ^38.4^42.0^40.2

</div><span class="text_page_counter">Trang 41</span><div class="page_container" data-page="41">

Indicators _{(n=386), %}^Boys _{(n=385), %}^Girls _{(n=771), %}^Overall

Sports competitions: Soccer, Others: Drawing, planting,... 37.5 40.4 39.0

<b>Activities, social media platforms are preferred by students</b>

</div><span class="text_page_counter">Trang 42</span><div class="page_container" data-page="42">

Facebook and Youtube are the two most popular social media platforms among children.

<i>Social media used by students</i>

</div><span class="text_page_counter">Trang 43</span><div class="page_container" data-page="43">

<b>Conclusion and proposal</b>

●Boys and girls' relationship are limited. Only 40% of the students play with both girl and boy friends.

●72.1 % of students preferred musical activities.

●Facebook and Youtube are the two most popular social media platforms among children.

<b>Proposal: </b>

●Organize musical contests with positive and cooperative behaviors to bring students together.

●Use 2 main communication channels: Facebook and Youtube.

</div><span class="text_page_counter">Trang 44</span><div class="page_container" data-page="44">

<b>GOALS AND </b>

<b>SMART OBJECTIVES</b>

</div><span class="text_page_counter">Trang 45</span><div class="page_container" data-page="45">

Increase the right awareness of school violence and create a safe playground to stay away from violent behavior for

students in 7 secondary schools in Hai Phong and Thanh Hoa.

<b>“</b>

</div><span class="text_page_counter">Trang 46</span><div class="page_container" data-page="46">

<b>SMART objective</b>

Increase 1.000 likes Fanpage in 26 days (May 25, 2021 - June 19, 2021)

85% of students from 7 schools participated in the campaign are aware correctly and completely about school violence in 2 months (April 23, 2021 - June 19, 2021)

<i>NOTE: All data must be organic</i>

1 million engagements on Fanpage and Youtube in 26 days (May 25, 2021 - June 19, 2021)

70% of students from 7 schools participate in at least 1 activity in the campaign in 2 months (April 23 - June 19)

</div><span class="text_page_counter">Trang 51</span><div class="page_container" data-page="51">

<b>TARGET </b>

<b>AUDIENCE</b>

</div><span class="text_page_counter">Trang 52</span><div class="page_container" data-page="52">

<b>Target audience</b>

<b>Main target audience</b>

Students who engage in school violence

<b>Secondary target audience</b>

Students who have not engaged in school violence

</div><span class="text_page_counter">Trang 53</span><div class="page_container" data-page="53">

<b>Main target audience</b>

+ Inadequate education in ethics, personality, lifestyle and dealing with

+ Channel: Facebook, Youtube, television. + Entertainment: Watch action movies, listen to music, play video games,...

+ Study: Study online

+ Personal branding: Post picture, status, video + Connect: Chatting, finding new friend in social

Gender: Male & Female Age: 12 - 15 years old Education: Pupil

Hai Phong & Thanh Hoa

</div><span class="text_page_counter">Trang 54</span><div class="page_container" data-page="54">

<b>THE </b>

<b>BIG IDEA</b>

</div><span class="text_page_counter">Trang 55</span><div class="page_container" data-page="55">

“Chung tay chấm dứt bạo lực trong trường học”

Organize a series of attractive activities that are appropriate for the students' hobbies to attract a variety of participants. Thereby, meaningful lessons and messages are integrated to orient students the right awareness and action on the issue of school violence.

<b>BIG IDEA</b>

For a positive school environment, students should love friends, not hurt each other and "SAY NO TO SCHOOL VIOLENCE".

<b>TAGLINEKEY MESSAGE</b>

</div><span class="text_page_counter">Trang 57</span><div class="page_container" data-page="57">

<b>CAMPAIGN STRATEGY & TACTICS</b>

</div><span class="text_page_counter">Trang 58</span><div class="page_container" data-page="58">

<b>Organize contests and attractive programs that are appropriate for students’ interests and encourage them to participate through </b>

<b>multi-channel communication.</b>

<b>FacebookYoutubeWebsite ^Offline</b>

<b>Communication strategy</b>

</div><span class="text_page_counter">Trang 59</span><div class="page_container" data-page="59">

<b>Communication tactics</b>

</div><span class="text_page_counter">Trang 60</span><div class="page_container" data-page="60">

<b>MEDIA </b>

<b>SELECTION</b>

</div><span class="text_page_counter">Trang 61</span><div class="page_container" data-page="61">

Increase the right awareness of school violence and create a safe playground for students to stay away from

</div><span class="text_page_counter">Trang 62</span><div class="page_container" data-page="62">

<b>FacebookOfflineWebsite Youtube</b>

<b>Media selection</b>

</div><span class="text_page_counter">Trang 63</span><div class="page_container" data-page="63">

<b>PROJECT TIMELINE</b>

</div><span class="text_page_counter">Trang 64</span><div class="page_container" data-page="64">

<b>DANCECOVER</b>

Opening ActivityIncrease interaction^{Provide information}_Interaction^{Provide information}Discussing Communicating

<b>Project timeline</b>

</div><span class="text_page_counter">Trang 66</span><div class="page_container" data-page="66">

<b>Communication design timeline</b>

</div><span class="text_page_counter">Trang 67</span><div class="page_container" data-page="67">

<b>"Lớp học vui" </b>

<b>dance cover contest timeline</b>

</div><span class="text_page_counter">Trang 68</span><div class="page_container" data-page="68">

<b>Interactive drama timeline</b>

</div><span class="text_page_counter">Trang 69</span><div class="page_container" data-page="69">

<b>Event timeline</b>

</div><span class="text_page_counter">Trang 70</span><div class="page_container" data-page="70">

<b>Facebook content plan</b>

</div><span class="text_page_counter">Trang 71</span><div class="page_container" data-page="71">

<b>IMPLEMENT</b>

</div><span class="text_page_counter">Trang 72</span><div class="page_container" data-page="72">

<b>"Lớp học vui" dance cover contest </b>

Launching Providing a playground and

opportunity for students to connect, understand each

other better.

Strengthen the spirit of solidarity and creating good

memories in school.

Strengthening the spirit of solidarity and creating good

memories in school.

</div><span class="text_page_counter">Trang 73</span><div class="page_container" data-page="73">

<b>"Lớp học vui" dance cover contest </b>

</div><span class="text_page_counter">Trang 75</span><div class="page_container" data-page="75">

Calling for attention and companionship in the future with the project.

Driving traffic to the WVV page, thereby, make TA a habit of monitoring the WVV page every night at 8 PM to update new information, promoting the commitment (desired behavior) of young people during 1 month of communication.

</div><span class="text_page_counter">Trang 76</span><div class="page_container" data-page="76">

48 players67 players100 players

<b>Minigame</b>

</div><span class="text_page_counter">Trang 77</span><div class="page_container" data-page="77">

25 players70 players90 players

<b>Minigame</b>

</div><span class="text_page_counter">Trang 78</span><div class="page_container" data-page="78">

<b>Interactive drama</b>

Reenact popular school violent behaviors: Threats, defamation, hitting, teasing.

3 character lines: The bully - the bullied - the witness.

</div><span class="text_page_counter">Trang 79</span><div class="page_container" data-page="79">

Increase discussion on Facebook.

Target audiences recognize wrong attitudes and behaviors.

<b>Interactive drama</b>

</div><span class="text_page_counter">Trang 80</span><div class="page_container" data-page="80">

<b>Questions for discussion</b>

In the above scenario, which violent behaviors should be stopped, and which good behaviors should be encouraged?

What would you do if you were bullied like Bin?

What would you do if you witnessed/knew about school violent situations?

<b>123</b>

<b>Interactive drama</b>

</div><span class="text_page_counter">Trang 81</span><div class="page_container" data-page="81">

Provide awareness about school violence (Causes, behaviors, consequences,

prevention methods)

Instruction on how to deal with it

</div><span class="text_page_counter">Trang 82</span><div class="page_container" data-page="82">

<b>Agenda</b>

</div><span class="text_page_counter">Trang 84</span><div class="page_container" data-page="84">

Facebook Fanpage World

<b>Livestream</b>

</div><span class="text_page_counter">Trang 85</span><div class="page_container" data-page="85">

<b>Livestream</b>

</div><span class="text_page_counter">Trang 86</span><div class="page_container" data-page="86">

Project summary script

</div><span class="text_page_counter">Trang 87</span><div class="page_container" data-page="87">

<b>Event design</b>

Event layout

<b>Livestream</b>

</div><span class="text_page_counter">Trang 88</span><div class="page_container" data-page="88">

<b>Event design</b>

<b>Livestream</b>

</div><span class="text_page_counter">Trang 89</span><div class="page_container" data-page="89">

Interaction play backdrop

<b>Event design</b>

<b>Livestream</b>

</div><span class="text_page_counter">Trang 90</span><div class="page_container" data-page="90">

Online game design

<b>Event design</b>

<b>Livestream</b>

</div><span class="text_page_counter">Trang 92</span><div class="page_container" data-page="92">

<b>BUDGET</b>

</div><span class="text_page_counter">Trang 93</span><div class="page_container" data-page="93">

⇒ The total actual budget is less than the estimated budget:

1Event guest speakers8,600,000

<b>TOTAL (VND)191.600.000</b>

<b>VAT (10%)19.160.000</b>

<b>GRAND TOTAL (VND)210.760.000</b>

</div><span class="text_page_counter">Trang 94</span><div class="page_container" data-page="94">

<b>MEASUREMENT& EVALUATION</b>

</div><span class="text_page_counter">Trang 95</span><div class="page_container" data-page="95">

<b>Measurement methods</b>

Owned - Paid - Earned media

<b>Media channels</b>

</div><span class="text_page_counter">Trang 96</span><div class="page_container" data-page="96">

<b>Owned media</b>

<b>Facebook insight</b>

</div><span class="text_page_counter">Trang 97</span><div class="page_container" data-page="97">

<b>210.700 views</b>

<b>11.010 likes, comments & shares2.400 peak live viewers</b>

<b>483.548 clicks to play</b>

<b>World Vision Vietnam </b>

<b>Livestream event</b>

<b>Owned media</b>

</div><span class="text_page_counter">Trang 98</span><div class="page_container" data-page="98">

<b>Paid media</b>

●Child psychology expert:

<b>Phuong Hoai Nga</b>

Both posts have received little interaction on Facebook

●<b>MC: Tran Manh Khang</b>

</div>