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Let kid grow through sport A campaign powered by
Most of them believe that sport only helps enhance kid’s physical development, which can be substituted by nutritional food & drink. As a result, sport is less considered as priority in their agenda of kid’s development. The Problem Mental development is still #1 priority to Vietnamese parents Targeting “The Undecided” moms living in urban & rural, who think that sport is just nice to have and can be convinced when they see clear benefit of sport The Task Make Vietnamese mothers of kids aged 6-12 believe that sport is important to their kid’s development Sport can actually teach kid meaningful life lessons, however, these benefits are very “intangible”. To convince them, we need to let them see it clearly The Prove to moms sport can improve kid’s mental development clearly Challenge
Kids aged 6-12 year old are no longer little toddlers or preschoolers that need 24/7 supervision & protection. Starting to go to school, they are at the stage of learning to take care of themselves on their own. Because parents cannot follow kid all day to look after and protect them, “independence” therefore become one of the most important skill parents want kids to learn at this age. Motivation: Parents want kid to learn to be independent We prove to mom that kids can learn to be independent with sport through kid’s own voice. Our Approach Moms have a lot of concerns while kids play sport: injury, car/motorbike accidents, polluted smoke, bully...We need to shift their concern to more positive aspect of playing sport Barrier: Moms concern that kid might get hurt while playing sport The Insight
Mommy always worries. “What if my kid falls? What if her friend hurts her? What if she couldn’t manage to finish the match?” A lot of “what if" will pop up in her mind. But let it all be solved by just a simple answer given by her little girl: “Mom, don’t worry!” Throughout our campaign, this will be a strong statement kids make to assure their moms. With every challenge a kid accomplish in sport, it’s a proof to parents that the kid has grown and learnt to be independent thanks to sport. The Big Idea