2011

FINAL ASSESSMENT
Lecturer: Doan Mai Anh Huynh Nhu Suong ID number: S3246644 Due Date: 19/5/2011

TABLE OF CONTENTS
Executive Summary..................................................................................................p.3 Background...............................................................................................................p.3 Situation Analysis......................................................................................................p.3 o Research findings.......................................................................................p.3 o Problem statement......................................................................................p.4 Objectives..................................................................................................................p.4 Target audiences.......................................................................................................p.5 Key messages...........................................................................................................p.6 Strategy statement....................................................................................................p.7 Tactics.......................................................................................................................p.7 Critical path plan........................................................................................................p.10 Budget.......................................................................................................................p.11 Evaluation..................................................................................................................p.12 Appendices................................................................................................................p.13 o SWOT analysis...........................................................................................p.13 o References..................................................................................................p.15

Executive summary The purpose of this report is to develop a one year strategic plan for the Japanese Foundation - Center for Cultural Exchange in Vietnam, the Japan-Vietnam Link Company Limited and the Communist Youth Association from June 2011 to June 2012. The goal is to increase the number of Ho Chi Minh citizens who get awareness, change attitude and is going to improve the appropriate behaviors in public areas. Media relation such as press release, competitions via the Internet and interpersonal channels including face to face meetings, opening oriented classes will be used to communicate with both young adults and parents. Besides, recognizing the importance of Vietnamese cultural values, this plan also proposes a long term effect of educating pupils about the behavioral awareness. The result of this campaign will contribute to the success of Genki festival, organized in Ho Chi Minh City in 2012 Background Vietnam is very famous for its colorful culture and tradition. In fact, as entering grade one, every Vietnamese citizen has to learn "Tin h c l , h u h c v n" (before learning scientific and literature theories, it is important to learn what good behaviors are). However, sadly there were numerous images which show bad behaviors of Vietnamese people in local events and festivals. The results of these pictures not only cause bad images of Vietnam, but also describe how Vietnamese people respect their cultural values and social manners. Therefore, it is a need to wake up Vietnamese residents to think carefully about their Vietnamese tradition. They need to understand that their behaviors contribute to build a civilized Vietnam. Situation Analysis Research findings Vietnam is a country which has more than 20 festivals each day (Phapluat TPHCM 2008). This reason proves that appropriate social behaviors are very significant for Vietnamese people. However, experience from Genki festivals organized in Hanoi since

2007 showed that the lack of social responsibilities of Vietnamese people such as littering and polluting the environment decreased the cultural values of Vietnam. According to Hoang Ha (2011), the majority of people who participate in the Genki festival, is students or young adults. Seriously, it needs to be warning to Vietnamese social that pupils, students or young adults who are going to be the boss of the nation are now more and more forgetting about their cultural values and social manners. Due to the two reasons above, in this strategic plan, taking the advantages of the development of technology, traditional media and the Internet will use as tools to educate residents about Vietnamese values and appropriate behaviors.

Problem statement The lack of educational communication about Vietnamese cultural values and social manners causes inappropriate behaviors in many festivals. Therefore, the successful Genki event depends on the change of target public's perception about their behaviors that can build beautiful Vietnamese images and represent for a whole country in international relations. Objectives To generate 70% of target publics understand the importance of cultural values and social manners from June 2011 to June 2012 To increase 50% of target publics to have responsible attitude about their social behaviors during and after the campaign To maintain 40% of target publics to behave appropriately in social activities and festivals during and after the campaign

Target Audiences Target publics Primary Young adults: o Are active and curious about everything happened around them o Have a high educational background o Aged from 16 to 25 o Studying at public schools and universities in HCMC Secondary Young parents: o Who are 25 to 35 years old living in HCMC city have children learning in primary and secondary schools in HCMC Have awareness and participation in HCM festivals and events. Taking care of educating their children's behaviors. Is the potential participants of Genki festival Webs, media relations and audio and visual Love enjoying such as local festivals and events Experience from festival, there were the majority of young adults who participated in the event had inappropriate behaviors and were lack of respecting others. (Hoang Ha 2011) Media relations, interpersonal and the Internet social activities the Hanoi Genki Profile Shared interests Relevance Channels

Pupils: o who are learning in primary and secondary schools in HCM aged from 7 to 15 o Study at schools a whole day (day-broader pupils) Love to share their stories at schools with their parents Children are one effective way to influence their parents' behaviors. It is important to educate them how to behave appropriately when they are young in order to make it become their habits (long term effects). Interpersonal

Key messages Umbrella messages: Our appropriate behaviors represent for our beautiful cultural values and social manners. Primary target message: Young adults will understand that their responsible behaviors are a way to develop a civilized Vietnamese society and show foreign friends how beautiful Vietnamese culture and tradition are. Secondary target message: Young parents: their responsible behaviors can not only express their cultural values and social manners, but also are models for their children's behaviors. Pupils: they will understand the importance of cultural values and social manners which can help them to improve their behaviors.

Strategy Statement Educating pupils, young parents and adults about what appropriate behaviors are and how to behave appropriately in public areas by using interactive communication channels including interpersonal, media relations and the Internet in order to archive one long term goal, the successful Genki festival, during one year period from June 2011 to June 2012. Tactics Primary target audiences First of all, by cooperating with public high schools and Universities, from beginning of September to the end of December 2011, we will open the orientation classes in which videos about behavioral issues of young adults and lessons are presented. Each schools will have a session once a week. The purpose of these classes are to collect students of a school into one big group and let them chances to express their ideas about the Vietnamese cultural values and social manners in international relations. Moreover, some sessions will be opened as outside trips. We will invite students to small festivals celebrated at their schools. In the festival, students each class can create their own class's products such as food, drinks or souvenirs. Students are encouraged to pay the highest attention on their behaviors in the festivals including throwing rubbishes into bins, lining up when buying products and respecting other students. Before starting orientation classes, press releases will be carried out to inform journalists about the activity. At the results, students can be reminded frequently about the activity by articles on newspapers. Secondly, from January of 2012 to before Tet holiday, an interactive competition will be announced to students. The rule of playing is, students will use their cameras or cell phones to photograph beautiful behaviors of their lovers or persons who they are falling in love. The purpose of the campaign is to get the attention and make students identify what good appropriate behaviors are. The message of this competition is that showing beautiful images of their lovers, this is a cool way to propose and express their love. Images will be uploaded on official websites and social websites (Facebook, Twitter,

Flicker, Blog). Models in the images and their friends will be tagged. The competition will finish before Tet and beautiful images will win prizes. Secondary publics Young Parents: In order to make noises for the campaign so that it can catch the attention of the majority of HCM citizens, before running orientation classes at high schools and Universities from July to September 2011, there are meetings between campaign's organizers with local people in particular districts. Before the meeting, content of the presentation will be prepared. Besides, we will also get the permission from the people committee of each districts. In these meetings, the purpose of the campaign will be presented to young parents. We will emphasize on how their behaviors can influence on their children's behaviors. Educational program about good behaviors will be broadcasted on local radios, especially in markets where often crowd of people. The purpose is to remind people about the campaign and let them pay attention on their social behaviors. Additionally, from 15th of July to June 2012,the celebration of the "Green Sundays" activities will be announced. Not only young parents, we also encourage local people such as young and old adults and children, to go to their local parks to participate in "Green Sundays" activities. We will convince and show local people that "Green Sundays" activities are similar with their morning exercises, so it can not only bring them good health but also activities which are useful for their life and the society. Therefore, instead of having a boring daily exercises, they can come to the "Green Sundays" and together with their neighbors, they can collect rubbishes in the parks and clean the streets. Press releases will be carried out to inform media about "Green Day" activities. Moreover, participants will receive free breakfast meals from organizers. It is a way to educate people to be polite and respect others by queuing up a line for getting their breakfasts.

Pupils Day- broader pupils often do not have many classes after their noon break. Organizers can prepare lessons so that they can corporate with public primary and secondary schools to open small extra classes which teach them good habits as well as appropriate social behaviors. This activities will be hold from September to the end of 2011. Through teaching and playing activities, kids will be practiced good and healthy habits. Besides, they can learn and absorb what appropriate behaviors are. During this period, we also celebrate some outdoor activities for pupils in some big parks of HCMC including some team building games. Consequently, pupils can know how to respect people around them and how to behave in public or crowded places. Moreover, a small competition between classes of each schools will be held at the beginning of January and end before Tet holiday. Its name is "Tell your parent your green dreams about our future planet". Pupils can draw pictures or write essays that showing how happy their families are as living in a civilized society.

Critical path plan:

10

Budget Tactics Small festivals Interactive competition Green Sunday Outside activities for pupils Pupils' competition Couriers telephone & other out of pocket expenses All consultancy costs not specified in the items listed Incidental expenses Items Booths for small events Press releases Opening official website Prizes Food and Drinks Food and drinks Prizes N/A Units 500 N/A 1 3 N/A N/A N/A N/A Cost/unit 400,000 N/A 2,000,000 N/A N/A N/A N/A N/A Cost 200,000,000 5,539,500 2,000,000 10,000,000 300,000,000 200,000,000 5,000,000 3,000,000

N/A

N/A

N/A

2,000,000

N/A

N/A

N/A

10,000,000 737,539,500vnd = $36,877 $3,688 $40,565

Subtotal (Exchange rate: 1$ = 20,000vnd) GST Total cost

11

Evaluation Outputs In order to evaluate the number Evaluation tools of target audiences who understand and retain the message, interviews and minisurvey will be used Besides, media monitoring will be used to evaluate the amount of message in media in order to ensure audience get positive messages about the campaign. Outcomes The number of participants who enjoy activities (focus group) do the survey will evaluate the number who change attitude and behaviors

(Word count: 1851)

12

Appendices SWOT analysis STRENGTHS The Japanese Foundation: (Yoshikawa 2009) o Has a very long experience since the establishment in 1972 o Has more than 20 offices globally o Is an non- profit organization, operating based on three main pillars: providing a wide range of Japanese language education, creating new culture via cultural and art exchange among different nations, supporting for researches about Japan o Cooperating with Vietnamese government to develop the Japanese language education in public primary and high schools o In 2006, Vietnam has approximately 30,000 students who learned Japanese including 18,000 private schools' students, 10,000 Universities' students and 2,000 junior and high schools' students o First time celebrating in Ho Chi Minh City (HCMC). o The lack of educational communication campaign of previous events in Hanoi o Vietnam has around 25 festivals each day, but event management is not very systematic (Phapluat TPHCM 2008). o The lack of cooperation among organizers including the Japanese foundation and Vietnamese government (the Communist Youth Association e.g.) WEAKNESSES

13

The Communist Youth Association: (Le Quynh 2006) o Is the biggest associate group of Vietnamese students and young adults o In 2007, it has 6,1 million members and continues to increase every year o Members has participated in many volunteer activities and the most well known activity is the "Ma h xanh" (green summer) OPPORTUNITIES o Similar with Hanoi, HCM is one of the civilized cities where has the highest education level in Vietnam. o The Japanese disaster in April 2011 (Hai Ninh 2011) contributed to the awareness of HCM citizens to activities related to Japan. o The development of technology including traditional media and the Internet supports to educate local citizens about Vietnamese values and appropriate behaviors. THREATS o The lack of social responsibilities of Vietnamese people such as littering and polluting the environment o Vietnamese pupils, students or young adults do not care about their cultural values and social manners. o Education just pays attention on scientific subjects and therefore social skills and cultural behaviors more and more fall into oblivion.

14

References Hai Ninh 2011, ' Sng th n p vo Nh t B n, 1000 ng 11 March, viewed 12 May 2011, <http://vnexpress.net/gl/the-gioi/2011/03/song-than-ap-vao-nhat-ban-1000-nguoi-co-theda-chet/>. 'H tnh nguy n' 2011, Thnh on Thnh Ph H Ch Minh, viewed 12 May 2011, i c th ch t', Vn Express,

<http://www.thanhdoan.hochiminhcity.gov.vn/webtd/vn/Home.aspx>. Hoang Ha 2011, 'Khng gian ng t ng t viewed 12 May 2011, <http://vnexpress.net/gl/xa-hoi/2011/04/khong-gian-ngot-ngat-o-le-hoi-hoa-anh-dao/>. Le Quynh 2006,' Khi thanh nin vo May 2011,
<http://www.bbc.co.uk/vietnamese/vietnam/story/2006/03/060310_party_youth.shtml>.

l h i hoa anh o', Vn Express, 17 April,

ng C ng s n', BBC News, 10 March, viewed 12

Phapluat TPHCM 2008, 'S ng t hoa, b cnh v ch a bi t qu ng b v n ha', GiaDinh.net, 12 April, viewed 11 may 2011, <http://giadinh.net.vn/20090412081035423p0c1000/so-ngat-hoa-be-canh-vi-chua-bietquang-ba-van-hoa.htm>. Yoshikawa, T 2009, 'The Japan Foundation: Center for Cultural Exchange in Vietnam', Japan Foundation, 3 May, viewed 10 May 2011, <http://www.jpf.org.vn/tabid/89/default.aspx>.

15

16