lgbt campaign!

Download LGBT campaign!

Post on 17-Dec-2014

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LGBT campaign

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  • 1. Chin dch Truyn thng v CNG NG LGBT 1. 2. 3. 4. 5. 6. 7. 8. 9. Tnh hnh hin nay n v ng hnh Mc tiu chin dch i tng Chin lc Thng ip Trin khai Thi gian Chi ph Theo di nh gi
  • 2. 1. Tnh hnh hin nay Ti Vit Nam hin c khong 1,6 triu ngi ng tnh, song tnh v chuyn gii tui 15 59 (iSSE 2013) 2 l do c bn khin h khng tit l, l s x hi k th (40,77%) v s gia nh khng chp nhn (39,40%) 77% ph huynh s rt tht vng nu con h l ngi ng tnh (iSSE, 2013). H cm thy b tn thng, kinh ngc, gin d, mc c hoc hoang mang khi bit con mnh ng tnh. Vi nhng ngi con, gia nh l ch da vng chc nht cho h 2. n v ng hnh L c quan ngn lun uy tn hng u Vit Nam, lun tin phong trong vic a ra nhng quan im ci m, tch cc, v su sc v cc vn x hi. Bo s l cu ni gia cc bc ph huynh v con ci, gia cng ng LGBT vi x hi. a ra ci nhn khch quan v vn LGBT Vit Nam v vn ng mi ngi xa b k th
  • 3. 3. Mc tiu chin dch Gim t l ph huynh khng chp nhn con em mnh l ngi ng tnh, t 77% xung cn 60%. Xy dng v cng c hnh nh tch cc & v tr dn u ca bo Tui Tr vi cng chng, tng doanh s qung co ca bo Tui Tr trong thi gian din ra chng trnh. Tc ng phn no n quan im v thi ca gii truyn thng h cng tham gia vo nh hng tch cc v vn chp nhn nhm cng ng ng tnh luyn i, song tnh hay chuyn gii.
  • 4. 4. i tng i tng mc tiu i tng lin quan Cc bc ph huynh Vit Nam, 35 50 tui Sng ti Tp.HCM v H Ni Thu nhp ABC Bn tr LGBT Hnh H hin ti vi Khng chp nhn C nhng hnh ng khng ng S b m tht vng Mong mun b m ng h, tip sc mnh cho mnh
  • 5. * Phn tch i tng mc tiu Sau qu trnh tm hiu, nhm nhn thy: 1. Cc bc ph huynh cha hiu ng v LGBT: ng tnh l bnh, c th cha c Do li sng bung th, ua i m b nhim Ch c nhng ngi nhn nam nh n, n nh nam mi l ng tnh 2. Nhng hnh ng (cha bnh, gp bc s, ) l v h thng con 3. Khng tm hiu nhng thng tin v LGBT, v cha bao gi c nh s tm hiu H HIU KHNG NG DN N HNH NG SAI
  • 6. * Phn tch i tng mc tiu Do , cn: 1. Cung cp nhng thng tin ng, chnh xc, uy tn 2. Tc ng n tm l yu thng con truyn ti thng tin 3. Ch ng a thng tin n i tng mc tiu
  • 7. 5. Chin lc HIU NG HNH NG NG Thng ip truyn ti i tng mc tiu tip nhn thng tin tt nht, nhm nhn mnh vo yu t tm l tnh cm ca b m dnh cho con
  • 8. 6. Trin khai Da vo s liu tip cn thng tin ca nhm i tng mc tiu (bng bn) la chn knh ph hp tip cn hiu qu v tit kim nht 2 CITIES SURVEY APR 2012 Copyright TNS 2012 Base: PP, 35-50 ABC - Has Baby
  • 9. 6. Trin khai Nh sc mnh ca TRUYN THNG, CNG NG, NGI NI TING truyn t thng tin Bo ch Nhng chia s ca ngi ni ting Nhng cu chuyn cm ng, chn tht v nhng ngi trong cuc
  • 10. TVC (1 pht 2 pht) Cnh 1: Cu chuyn, s chia, tm s ngi tht, ca chuyn gia Cnh 2: Cm xc ngi ni ting, nhng li vn ng, nhn nh Cnh 3: Thng ip + logo
  • 11. Leaflet Ni cng cng (Cng vin, siu th,) Nh, quy tp ha, shop, Cc bui hi hp Lin kt cc bui hp Khu dn ph, khu dn c truyn t thng tin.
  • 12. Din n Thnh lp website dnh ring cho nhng ph huynh c con thuc LGBT, hay nhng ph huynh ang c nhng bn khon v gii tnh ca con mnh (ni tm s, chia s, tham kho t vn chuyn gia,)
  • 13. 7. Thi gian 1. Mi phng tin trn s c tin hnh song song: y mnh hiu qu D dng tip cn vi i tng mc tiu Tn cng 360% 2. Thi gian: Gia thng 11/2013 gia thng 01/2014: Nhng thng cui nm Mu chy v tim 8. Chi ph 1 Bo ch 800 triu 2 TVC 7 t 3 Leaflet 200 triu 4 Lin kt 1 t 5 Website 500 triu 6 D phng 500 triu
  • 14. 9. Theo di nh gi Hiu qu cuc chin dch c nh gi qua mt s tiu ch sau: Lng c gi ca Tui Tr (online v bo giy) Lng th t, chia s ca mi ngi Lng truy cp website Lng rating TVC Tin hnh kho st li nhn thc ca nhng i tng mc tiu trong v sau khi chin dch kt thc
  • 15. HKTeam CM N!