faculty of public relations and communications strategic planning for public relations csr campaign case analysis

Đánh bay COVID!” Using music as the main tool to convey messagescalling on people to contribute to the fight against the epidemic.. b PESTLE  Political - With active support from Yellow

FACULTYOFPUBLIC RELATIONS AND COMMUNICATIONS

STRATEGIC PLANNING FOR PUBLIC RELATIONS

CSR CAMPAIGN CASE ANALYSIS

Students: Ngô Hoàng Tú Anh – 207QC35414

Lê Trương Thiên Đoan – 207QC17102Nguyễn Thị Thanh Mai – 207QC03202Nguyễn Ngọc Thảo My – 207QC03243Võ Ngọc Mỹ – 207QC03265

Nguyễn Đỗ Thảo Nhi – 207QC17677Lưu Trường Yến Nhi – 207QC17675Teacher: Lý Lê Tường Minh

TABLE OF CONTENTS

I INTRODUCTION 3

II SUMMARY 3

III IDENTIFY STEPS OF STRATEGIC 4

1 Developing a vision and mission 4

3 Establishing long-term objectives 7

a) Setting organization’s objectives 7

b) Measurable 7

c) Time frame 7

d) Identify the public 8

IV EVALUATE STRATEGY 8

By March 31, 2020, there had been 1.2 million coronavirus infections, morethan 70,000 fatalities, 209 countries affected, and a 50% global populationblockage This 'third world war' is being fought with all the might of eachnation The Ministry of Health of Vietnam has therefore initiated a number ofpropaganda initiatives on social media in consideration of the COVID-19outbreak growing more complicated and at risk of spreading (April 2, 2020).Through these initiatives, people's understanding of the COVID-19 epidemic'sdangers as well as approaches to health care and disease prevention will beincreased The Ministry of Health disseminates information through a variety ofsocial media platforms, including Facebook, TikTok, Youtube, and a medicaldeclaration app called NCOVI, in addition to more conventional media likenewspapers and radio This allows people to stay up to date on diseaseprogression quickly

Not only are there numerous media outlets, but the material also has a greatimpact on the online community, such as cooperating with prominent artists tocreate viral songs such as "Ghen Cô Vy," "Việt Nam ơi! Đánh bay COVID" anddance cover/song cover contests The online community, on the other hand,expressed their delight in receiving messages of interest and notification waitingmusic (when calling) from the Ministry of Health on a daily basis The majorityof online users' answers are positive, complimenting the Ministry of Health'sunique and interesting propaganda work, as well as urging family and friends tofollow the Ministry of Health's recommendations So that the outbreak can beeffectively suppressed as soon as possible This campaign has been ongoingsince the outbreak occurred in our country, and it has excelled in the BSI Top10Campaigns rankings for March and April 2020

In the life of every person, music is always an indispensable spiritual food.When the whole country is facing the COVID-19 pandemic, the song “ViệtNam ơi! Đánh bay COVID!” is one of the encouraging songs calling for thewhole country to stand together, together with the health sector to prevent andrepel this great pandemic The heroic music played has inspired everyone tounite and overcome all difficulties to fight the Covid-19 pandemic

The main song in the project is the song “Việt Nam ơi! Đánh bay Covid” bymusician Minh Beta who rewrote new lyrics from the very famous song “ViệtNam ơi!” The musician chose this song because its melody is familiar to mostVietnamese, easy to sing and easy to understand In particular, the end of theMV has the appearance of cover clips selected from the 20 best videos in thechallenge “Hát Lên Việt Nam Ơi!” The release of this MV was donemeticulously when the entire crew and artists had to race against time in today'slimited working conditions

III.IDENTIFY STEPS OF STRATEGIC1 Developing a vision and mission a) Mission statement

The mission is to spread and inspire positivity to every Vietnamese, and toempower the nation in the uncompromising battle ahead

b) Vision statement

With the above mission vision, YellowBlocks, the traditional campaignimplementation unit, has combined three strategies for the project “Việt Namơi! Đánh bay COVID!” Using music as the main tool to convey messagescalling on people to contribute to the fight against the epidemic Thereby callingfor the support of brands

2 Identifying an organization's external opportunities and threata) External environment

The external environment includes: legal, economic, political, social,environmental, technological At the time the campaign was carried out duringthe process of social isolation, the whole people implemented directive 16,direct propaganda is not possible, so communication through social networkingplatforms is really necessary and influential

b) PESTLE

 Political - With active support from Yellow Blocks, the campaign “Oh Vietnam!Beat COVID!” is one of the few projects receiving the sponsorship of theMinistry of Health thanks to the "right time", "the right message" and alsothe first community music project to receive official support from theMinistry of Health

- The economy has been severely affected by the Covid-19 epidemic, sothere will be impacts in calling for support from brands, sponsors and thecommunity to promote communication and help the campaign spread.However, this project received economic support for the entire productionand media funding worth more than 200,000 USD after only 7 days ofcalling In addition, the MV is also supported by Generali Vietnam andGoldSun Focus Media to appear in the elevator screens at buildings in thesystem of GoldSun Focus Media OOH for 2 weeks

 Social- The general psychology of people at this time is panic, fear, and faithabout the future is shaken Never before has life and death been so fragile.Besides, when witnessing more and more Covid cases in Vietnam, whenseeing that there are people around them, when always hearing the siren of

the ambulance, everyone has their own precautions and avoidance eachother, limiting contact, leading to a decrease in solidarity, everyone willfocus on taking care of themselves and their families first.

 What needs to be done is to reassure people's worries and inspire Technological

- The campaign was launched during the period of social distancingaccording to resolutions 15, 16 All activities and jobs are carried out online,so the technology factor is used first in all activities Therefore, the campaign“Oh Vietnam! Beat COVID!” Almost all communication and promotion are100% on online platforms such as social networks, online news, And alsobecause the campaign was launched at the right time when most people wereat home, the use of devices The more the campaign is affected by electronictechnology, the easier it is to spread and reach the public

 This project has received high response and appreciation from the public.The song becomes a meaningful message, turning lyrics into spiritualstrength, encouraging individuals and organizations during the COVID-19epidemic season, that a bright Vietnam will come near

 Legal- During the preparation of the product launch, Vietnam has only 15, 16people restricted from going out, which has caused a lot of obstacles forcontent producers

- Strictly implement epidemic prevention regulations, do not gather morethan 20 people, have disinfectants to ensure health

 These challenges make the project difficult because in the time of risk disease, prevention work must be fully implemented according to stateregulations

- Because of the difficult epidemic, it is difficult for music products to bemade nationwide.

- The impact of weather, climate change is more difficult in the preparationprocess

3 Establishing long-term objectivesa) Setting organization’s objectives

A nationwide campaign, strongly calling for the entire community to uniteagainst the epidemic, and at the same time cheering for the silent heroes fightingon the front lines day and night This is the goal of the campaign “Việt Nam ơi!Đánh bay COVID!”, targeting the Vietnamese people, the Vietnamesegovernment, and frontline workers in the prevention and control of the Covid-19 epidemic

b) Measurable

 Using music as the main tool, especially choosing the song "Viet NamOi" that is familiar to everyone (musician Minh Beta) and Music video tomake the campaign well received

 Calling for the support of brands, sponsors and the whole community topromote communication and help the campaign spread widely

 Conveying the message must be both simple and eloquent, in order toinfluence the community: “Unite against the epidemic; National pride;Spread love; Disease prevention”

 Calling on people to contribute to preventing the spread of the COVID-19pandemic from simple, effective and civilized actions in daily life, and atthe same time, avoiding confusion about false information and actions

c) Time frame

Only after 14 days in limited production conditions, the campaign was officiallypresent in the media with the following milestones:

 March 14: Completing the lyrics of the song “Oh Vietnam! BeatCOVID!”

 March 15: Official information about the project is sent to themouthpieces

 March 22: Complete the list of sponsors and companions March 27: Spreading community activities

 March 31: MV is officially releasedThe main forms of campaign activities include Video Clip, PR, and SocialMarketing

d) Identify the public

In this campaign, the difference is that the target audience that the campaigntargets is the entire Vietnamese people During this period, everyone fromyoung to old carries the same anxiety about the health of themselves and theirfamilies, full of anxiety because of the disturbances in work and life However,along with insecurity is the hope for a bright future, and the desire to receivepositive and joyful news to remove the current gloom Based on this, we cansketch the campaign's public portrait as follows:

 Vietnamese people Having panic, fear for health, work, family Always having faith and hope that Vietnam will repel the epidemic

- MV Việt Nam Ơi - Đánh Bay Covid-19 on Youtube has more than 1million views in the first week of its release on Minh Beta channel

- The MV has been continuously covered on TV and radio channels morethan 200 times, shared by 200 KOLs, listed in Facebook's TopRecommended Videos in Vietnam for 3 consecutive days and has more than500,000 organic views

 Calling for the support of brands, sponsors and the whole community topromote communication and help the campaign spread widely

- Fundraising Results: Received cash back support for the entireproduction, and media funding worth more than 200,000 USD in just 7 days.- Companion partners Generali Vietnam, Biti's, Elsa, Owen, Sendo,Sunhouse and community partners Metub, Facebook, FPT Television,Tiktok, Highlands Coffee, 7Sat, Gapo, Onfluencer, Lead The Change,TheFace Media, VRace , has provided great material and spiritual supportto join hands to help turn ideas into meaningful and large-scale communityprojects

 With the support of brands and partners, after only 14 days in limitedproduction conditions, the campaign was officially presented to the media.- The MV also has the presence of Vietnamese stars such as supermodelsHa Anh, Khanh Thi, Quynh Anh Shyn, Quang Dang and the author MinhBeta himself the Fight Fight Fight dance was composed and performed byQuang Dang - who contributed to making the Handwashing Dance "GhenCo Vy" famous around the world

- The song is used as the default ringtone of many Vietnamesetelecommunications networks (Vinaphone, Mobifone, Viettel) to more than90 million subscribers, played on the system of 400 Highlands coffee shopsin Vietnam

- The campaign appeared on more than 150 newspapers in Vietnam andcontinues to stir global news, with a total of more than 400 international

pages from Yahoo! News, Business Insider, to leading US news sites such asSeeking Alpha, Morning Star

 Conveying the message must be both simple and eloquent, in order toinfluence the community: “Unite against the epidemic; National pride;Spread love; Disease prevention”

- The lyrics are simple, easy to remember, and express enough of themessage that needs to be conveyed

- In the cover videos, the actions of washing hands, wearing masks,limiting contact are integrated into the choreography

 Instead of calling and propagating the message eloquently, making themessage heavier, conveying a simple message through a song, throughsimple choreography will make people remember longer

 Calling on people to contribute to preventing the spread of the COVID-19pandemic from simple, effective and civilized actions in daily life, and at thesame time, avoiding confusion about false information and actions

- Throughout the MV, there is also a sign language expression in the cornerof the screen to convey to the community of more than 3 million deaf peoplein Vietnam through the cooperation with the non-profit organizationHear.Us.Now

 The expression in sign language has made a music video accessible to allVietnamese people, without exception

- The end of the MV is the 20 best cover videos in the challenge "Hát LênViệt Nam Ơi!" - This is also a special gift that the production team wants togive the audience

 The inclusion of cover videos in the MV will help the MV create aspread, close to all the public Above all, the people who cover the song arenot celebrities, professional singers or actors, they are ordinary people,doctors, workers, soldiers, students, children, This has shown the message

of solidarity against the epidemic The main character in the MV is no longera professional singer or actor, but the main character in the MV is now theentire Vietnamese people with one heart to fight the epidemic.