the final project for new media technology media campaign for miracle cloud safeguarding children

Doctor Nguyen Trong An - The DeputyDirector of the Center for Community Development Research and Training said: “In order tolimit child abuse, we need to strengthen the education of youn

FPT UNIVERSITY The final project for New Media Technology MEDIA CAMPAIGN FOR

“Miracle Cloud - Safeguarding Children”

Semester: FALL – YEAR 2022Group member:

Vũ Thu Thảo

Lê Đình Bảo NhiBùi Thúy QuỳnhNguyễn Việt AnhTrần Mỹ KhánhTăng Ý MỹLecturer Nguyễn Thị Thùy HiềnLecturer Lê Ngọc Phương NguyênLecturer Lê Thị Mỹ DanhLecturer Nguyễn Thị Thới

TABLE OF CONTENT

I INTRODUCTION, DEVELOPMENT & PROJECT OVERVIEW

1 Defined the problem

2 Development stage

a Introduction project

b Research

3 Project Overview

c Strategy

d Research method

III RESPONSIBILITY OF EACH MEMBER

IV REFERENCE

I INTRODUCTION, DEVELOPMENT & PROJECT OVERVIEW:

1 Defined the problem:

According to UNICEF Vietnam, up to 68.4% of children aged 1 to 14 are abused by their parents

or caregivers This fact shows the lack of legal understanding in the field of child protectionmanifested in families and parents That is the cause of many cases of parents brutally abusingtheir children In Viet Nam, child abuse is exacerbated by ignorance of the law and mistakes in

parenting methods According to Mr Trinh Hoa Binh - Director of the Public Opinion SurveyCenter, Vietnam Institute of Sociology commented: " The cause of many cases of child abuse isthat people do not have a proper and adequate awareness of the law and morality Suchfundamental problems are lacking in the social community Thus, the stage of education,propaganda to let the law come to life, and transform into awareness is still limited We see aheartbreaking situation, despite living in a digital age, it is not high to learn and improveknowledge about children's law, leading to a series of consequences related to mistakes inparenting and protecting the rights of their own children Doctor Nguyen Trong An - The DeputyDirector of the Center for Community Development Research and Training said: “In order tolimit child abuse, we need to strengthen the education of young children and adults with skills ofcare and love between people The child protection network must be strengthened in accordancewith the three levels set by the Law on Children, the first being the level of prevention in thecommunity In order to prevent it, there must be a team of collaborators and social workersworking with children to propagate, educate, detect early, and prevent those things fromhappening If unfortunately, it happens, immediate intervention is needed to minimize harm tochildren and there has to be help and recovery.”

1 Content Writer: Bảo Nhi, Ý Mỹ

2 Planner: Thu Thảo, Thúy Quỳnh

3 Designer + Video editor: Việt Anh, Mỹ Khánh

4 Data finder: Thúy Quỳnh, Bảo Nhi, Thu Thảo

- Reports

b Research:

Current status of violence against children around the world

Three-quarters of children aged 2 to 4 worldwide (about 300 million) – are subjected topsychological pressures and physical punishment by the people who care for them athome In the 30 countries for which data is available, about 6 in 10 1-year-olds areroutinely disciplined with violence Nearly a quarter of 1-year-olds are shaken aspunishment, and nearly 1 in 10 are hit or slapped in the face, head, or ear Worldwide, aquarter of children under the age of five (about 176 million children) – are living withmothers who have been victims of intimate partner violence Among the cases of violenceagainst children There are about 11% of cases of using spanking, and hitting; 15.7% inthe form of pushing, slapping, and throwing objects at children; about 56.6% are mentalabuse in the form of threats, scolding, and criticism

Current status of violence against children in Vietnam

According to statistics from the Department of Child Protection and Care (Ministry ofLabor, War Invalids and Social Affairs), each year in Vietnam, on average, more than2,000 children suffer from severe violence and abuse that need intervention Analysis ofchild abuse data in 2021 updated through the national child protection switchboard 111shows that more than 70% of cases of child violence come from family members.Speaking at the workshop, Ms Nguyen Thi Nga - Deputy Director of the Children'sDepartment, Ministry of Labor, War Invalids and Social Affairs - also said that according

to the report of the Ministry of Public Security, in 2018 there were 1,547 cases of childabuse in the whole country with nearly 1,700 subjects, abusing 1,579 children, of which1,293 children were sexually abused

Research on competitors

In the "Miracle Cloud" general project, the "Safeguarding Children" branch has morethan ten satellite groups that have jointly established a page with child-themed content.The groups are all competitors in the goal of reaching the audience However, we andother groups work together on the same children's campaign The information pages ofthe groups are linked with each other through the hashtag and logo "Miracle Cloud" aswell as articles on the same topic This shows us, more than ten groups left fromcompetitors changed into members supporting each other This is an opportunity for us toshare and at the same time attract and reach the existing audience from other sites Userscan connect and find Safeguarding Children through similarities in logos, hashtags, andtopic content

Currently, within the campus of FPT University in Ho Chi Minh City, we found that there are noclubs or organizations running projects on the issue of violence against children Previously, Safethe children was an information page with content about children However, this page has beenshut down since July 2022 In the context that news about children has not been spread within

FPT University in Ho Chi Minh City, we saw this as a good opportunity to capture the interest ofpotential audiences, resonating with "Miracle Cloud – Safeguarding Children".

3 Project Overview

a Media Strategy

“Miracle Cloud - Safeguarding Children” focuses on using content strategy and mediastrategy to achieve our goal of getting more people to access the content we want toconvey through publications and content We want to maintain and attract audienceloyalty with quality content, images, and videos through two media channels Facebook

b Goal

The project was established to reach out and raise awareness about the current issue ofviolence against children, especially in areas with a high percentage of vulnerablechildren We aim to increase understanding of the importance of Children's Rights inVietnam Through that, the project will spread positive energy and love for children, andthe future sprouts of the country At the same time, wishing to bring about social values,calling on the community to join hands to contribute materially and spiritually to create ahealthy environment for disadvantaged children who need help

c Objectives

Publish articles that provide remarkable information on the issue of child injury,including Child physical and mental violence, child labor exploitation, and childdeprivation (in education, health, life,…) In addition, our Facebook page also carries outmedia campaigns, promoting practical activities (including 4 stages: sprout - bud - leaf -flower), contributing to expanding the audience's reach with fundraising activities to

34 years old is the age of use Facebook the most in Vietnam The habit of using socialnetworks regularly helps the audience to have strong access to the posts on the fan page

- Condemn and help people better understand the impact ofviolence on children.

- Raise the importance of ensuring the implementation ofchildren's rights, and comprehensive development of children

- Raise funds from activities in the campaign to realize the plan

to visit children at the Lang Tre Humanitarian Center.Steps of the campaign

- Phase 1: Planning and assigning tasks Proceed to establish thepage, and introduce people to the page Seeding to let peopleknow about the page, like, and follow it

- Phase 2: Post information to convey the project's message

- Phase 3: Have posts to increase engagement and reach Postinformation about traditional musical instruments

Media timeline

- Facebook

1 Đặt ảnh bìa cho Miracle Cloud - Safeguarding Children 16/09/2022 20:00

2 Đặt ảnh đại diện cho

Miracle Cloud - Safeguarding Children

16/09/2002 22:00

3 Miracle cloud - Safeguarding Children Nâng cao nhận thức, xây

dựng tương lai

17/09/2022 19:10

5 Hơn 1.6 triệu trẻ em có khả năng gặp nguy hiểm trước tình hình bão

Noru

03/10/2022 08:30

6 Thông báo nhận được phản hồi từ Unicef

Ở đây có một tin vui !!!

9 Thông báo việc đi tiền trạm:

Miracle Cloud - Safeguarding Children đã đến trung tâm nhân đạo

làng tre

14/10/2022 08:30

10 Thông báo thành lập kênh Tik Tok 14/10/2022 19:10

11 [Hỗ trợ truyền thông]

Giới thiệu chuỗi hoạt động gây quỹ “nâng bước chân em”

15/10/2022 11:30

12 [Thông báo hoạt động của các giai đoạn Mầm - Chồi - Lá - Hoa]

Úm ba la: có gì thú dzị sắp diễn ra dzậy ta?

15 Shake Tea đổ bộ đến hội chợ gây quỹ “Mang chữ về bản” 19/10/2022 16:30

16 Series: thông báo hoạt động của các giai đoạn Mầm - Chồi - Lá -

19 “Đi đâu mà vội vàng

mà vấp phải đá, mà quàng phải feedback đây!”

25/10/2022 10:00

20 Workshop - “Don’t be SHY Be SHINE” - nơi giúp bạn bước ra

khỏi vùng an toàn và tìm thấy giá trị của chính mình

26/10/2022 10:00

22 Đến với workshop “Don’t be SHY-Be SHINE” bạn sẽ được những

gì?

27/10/2022 22:20

- Tik Tok

1 Bạn có muốn góp phần lan toả tình yêu và hỗ trợ các em nhỏ có

hoàn cảnh khó khăn

14/10/2022

11:13

2 Bạn biết gì về các vấn đề trẻ đang gặp phải hiện nay 17/10/202

2

10:15

3 Recap gian hàng “Chồi" ngày hội chợ “Mang chữ về bản" của

chúng mình nè

26/10/2022

08:11Budget

- This project has no budget

II PRODUCTION:

1 Production planning

Social Media is a social media channel created for people to interact and share information,images, videos, etc And it has strong interactivity Through media platforms, we believe thatthe Miracle Cloud - Safeguarding Children project can reach the audience and raiseawareness about the current situation of children being abused According to the strategy, wehave produced a lot of content and published it on two platforms: Facebook, and Tiktok Wehave chosen the above two platforms after researching their function and potential in thecurrent Vietnamese social media market

Facebook is a widely used social media in Vietnam Data published onMeta's advertising resources shows that Facebook had 70.40 million users

in Vietnam at the beginning of 2022 Besides, the main user age rangefrom 18 to 34 years old is suitable for the target audience which we haveselected Facebook is also a channel where we can interact and reach out

to our audience very effectively

TikTok is now present in more than 200 countries and is growing verystrongly In all Southeast Asian countries, Vietnam has the highest usergrowth rate Figures published on ByteDance's advertising resources showthat TikTok had 39.91 million users aged 18 and over in Vietnam as ofearly 2022 TikTok is suitable for posting short videos That's why wechose TikTok as a platform to upload our videos, thereby achieving thegoal set by the team

a Facebook:

Facebook production phase 1: The "Miracle Cloud - Safeguarding Children"page was established Make a set of cover photos and avatars, post basicinformation about the page and conduct seeding to promote the page to manypeople

Facebook production phase 2: Post a series of introductions to let theaudience understand what the meaning of "Miracle Cloud - SafeguardingChildren" is and thereby convey to the audience the messages that the projectwants to bring to everyone Publish articles to attract audiences and conveyhonest information, create sympathy for them with sharing, therebycontinuing to increase the impression of the page

Facebook production phase 3:Communication for fundraising activities such

as fairs and talk shows to increase page engagement, and posting relatedimages and content At the same time, increase awareness and influence foractivities so that everyone has the opportunity to know the meaning offundraising activities for disadvantaged children On the other hand, it ispossible to call for sponsors, and benefactors,

b

TikTok:

TikTok production phase 1: Create a "Safeguarding Children" page Make arepresentative photo Then, upload a video for the audience to understandwhat the meaning of "Miracle Cloud - Safeguarding Children" is and therebyconvey to the audience the messages that the project wants to bring toeveryone From there, proceed to call and promote the video to reach moreaudiences.

TikTok production phase 2: Posting videos of statistics and statistics aboutthe problems young children are facing, conveying meaningful messages andhonest information to viewers That helps attract interest, thereby further

increasing the impression of the channel.

Tik Tok production phase 3: Post a video recap of the stall selling milk tea at

the fair "Bringing words back to the village", spreading meaningful actions toraise funds for children in difficult circumstances

followers that we set out These objects and numbers exceed the original target

Interactive (Like + share + comment)

1 Đặt ảnh bìa cho Miracle Cloud -

2 Đặt ảnh đại diện cho Miracle Cloud -

3 Miracle cloud - safeguarding children

nâng cao nhận thức, xây dựng tương lai 17/09/2022 4349 951

4 Bạn biết gì về quyền trẻ em? 25/09/2022 4150 642

5 Hơn 1.6 triệu trẻ em có khả năng gặp

nguy hiểm trước tình hình bão noru 03/10/2022 2118 464

6 Thông báo nhận được phản hồi từ Unicef

Thông báo việc đi tiền trạm:

Miracle Cloud - Safeguarding Children đã

đến trung tâm nhân đạo làng tre

10 Thông báo thành lập kênh TikTok 14/10/2022 1412 23411

[Hỗ trợ truyền thông]

Giới thiệu chuỗi hoạt động gây quỹ “nâng

bước chân em”

12 [Thông báo hoạt động của các giai đoạn 18/10/2022 605 156

No Content Date Approach

Interactive (Like+ share +comment)

1

Giới thiệu về dự án “Miracle Cloud -

Safeguarding Children” - Bạn có muốn góp

phần lan toả tình yêu và hỗ trợ các em nhỏ

Reaching

Interaction

Reaching

Interaction

khả năng gặp nguy hiểm

trước tình hình bão Noru

Nâng cao nhận thức trong

việc bảo vệ trẻ em:

Giới thiệu chuỗi hoạt

động gây quỹ “nâng bước

chân em”

12 18/10/2022

[Thông báo hoạt động của

các giai đoạn Mầm - Chồi

Thông báo hoạt động của

các giai đoạn Mầm - Chồi

Shake Tea đổ bộ đến hội

chợ gây quỹ “Mang chữ

về bản”

16 19/10/2022

Thông báo hoạt động của

các giai đoạn Mầm - Chồi

Thông báo hoạt động của

các giai đoạn Mầm - Chồi