Aip_course Project - Brief Deck.pdf
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September 2018
A message from Greig Craft AIP Foundation Founder & President
COURSE PROJECT BRIEF “SAFE ROADS FOR LIFE” In collaboration with
Disclaimer: This document is part of the course materials for MKT 3006 and MKT 3007 courses at DUE, A.Y. 2018-2019 Term 1 and it’s meant for courses’ students use only. No reproduction or dissemination by third parties is allowed or AIPProject Foundation authorization. September 2108 without DUE and / Course Brief - Safe Roads for Life
September 2108
Course Project Brief - Safe Roads for Life
1.WHO ARE WE? Established in 1999, AIP Foundation works in partnership with local governments and communities around the world to address road safety through our five gears: • • • • •
Targeted education; Communications for change; Global and legislative advocacy; Access to helmets; Research, monitoring, and evaluation.
AIP Foundation is the lead NGO of the Global Helmet Vaccine Initiative (GHVI), an international coalition to put a helmet on every head in the Decade of Action for Road Safety. GHVI has expanded our programs beyond Asia and contributes to the Decade goal to halve the projected number of road traffic crash deaths and injury by 2020. September 2108
Course Project Brief - Safe Roads for Life
2. WHERE ARE WE NOW? Through our experiences in Vietnam, we have developed both grassroots and nationwide programs that target the key challenges to helmet use and traffic safety awareness. With a strong history of multi-sector collaboration, AIP Foundation implements programs and heads initiatives that engage public, private, and government road safety stakeholders. This ensures complex and inclusive interventions that target several aspects of road safety at the same time.
September 2108
Course Project Brief - Safe Roads for Life
1
September 2018
4. WHAT ARE WE DOING TO GET THERE? 3. WHERE DO WE WANT TO BE? We want to engage and activate more people in Vietnam to support our mission and advocate for: • A world with zero road injuries and fatalities. • A world in which private corporations, governments, and the public sector collaborate to effect promote sustainable change in the field of road safety. • A world in which individuals are empowered and educated to make intelligent decisions about their safety and security when in a vehicle—as either a driver or a passenger.
AIP Foundation leverages its long-time strategic partnerships in Vietnam to promote pedestrian safety, child helmet use, and safe driving behavior with the ultimate goal of preventing road crash injuries and fatalities. Today, our key activities include: • • •
• • •
September 2108
Course Project Brief - Safe Roads for Life
Continuing our strong record of helmet donations and traffic safety education at schools and in communities. Combining mass media communications with enhanced enforcement to create a society of safer road users. Providing technical assistance to Vietnamese helmet manufacturers and testing laboratories to assist in the elimination of substandard helmets from the nation’s roads. Training journalists and policymakers on child helmet legislation and use in Vietnam to create a community of influential, informed partners. Manufacturing affordable, high-quality helmets for distribution in the national and global markets. Partnering with key stakeholders to advocate for policy changes that improve road safety standards nationwide. September 2108
Course Project Brief - Safe Roads for Life
6. WHO DO WE NEED TO TALK TO? Vietnam’s Gen Z.
5. WHAT DO WE NEED AT THIS STAGE? • A powerful insight that can lead to an impactful and engaging creative idea, ready to travel across different media / channels / touchpoints off-line and on-line. • While we value cohesive plans that align with our existing Communications work, we are also highly interested in innovative and creative ideas that challenge traditional thinking. • The more “viral” and creative the campaign is, the better it will be.
September 2108
Course Project Brief - Safe Roads for Life
Focus target: 18 to 24 y.o. Target audience description – Source: OMD, Decision Lab research report “Genzilla” (Vietnam, 2015): • • • • • • • •
14.4mil population Born in a digital world with full access to information Digitally popular, physically awkward Mobile is a must Digital responsible Social conscious Smart and in the know Content followers
September 2108
Course Project Brief - Safe Roads for Life
2
September 2018
7. USEFUL RESOURCES ● AIP Foundation website, News section http://aip-foundation.org/newsroom/news/ ● AIP Foundation YouTube Vietnam channel https://bit.ly/2NkRnNY ● AIP Foundation Facebook page https://www.facebook.com/aipfoundation/ ● AIP Foundation on Twitter https://twitter.com/aipfoundation
THANK YOU AND GOOD LUCK!
● “Genzilla” OMD and Decision Lab Research Report (2015) https://bit.ly/2PQmxym
September 2108
Course Project Brief - Safe Roads for Life
Disclaimer: This document is part of the course materials for MKT 3006 and MKT 3007 courses at DUE, A.Y. 2018-2019 Term 1 and it’s meant for courses’ students use only. No reproduction or dissemination by third parties is allowed or AIPProject Foundation authorization. September 2108 without DUE and / Course Brief - Safe Roads for Life
3
A message from Greig Craft AIP Foundation Founder & President
COURSE PROJECT BRIEF “SAFE ROADS FOR LIFE” In collaboration with
Disclaimer: This document is part of the course materials for MKT 3006 and MKT 3007 courses at DUE, A.Y. 2018-2019 Term 1 and it’s meant for courses’ students use only. No reproduction or dissemination by third parties is allowed or AIPProject Foundation authorization. September 2108 without DUE and / Course Brief - Safe Roads for Life
September 2108
Course Project Brief - Safe Roads for Life
1.WHO ARE WE? Established in 1999, AIP Foundation works in partnership with local governments and communities around the world to address road safety through our five gears: • • • • •
Targeted education; Communications for change; Global and legislative advocacy; Access to helmets; Research, monitoring, and evaluation.
AIP Foundation is the lead NGO of the Global Helmet Vaccine Initiative (GHVI), an international coalition to put a helmet on every head in the Decade of Action for Road Safety. GHVI has expanded our programs beyond Asia and contributes to the Decade goal to halve the projected number of road traffic crash deaths and injury by 2020. September 2108
Course Project Brief - Safe Roads for Life
2. WHERE ARE WE NOW? Through our experiences in Vietnam, we have developed both grassroots and nationwide programs that target the key challenges to helmet use and traffic safety awareness. With a strong history of multi-sector collaboration, AIP Foundation implements programs and heads initiatives that engage public, private, and government road safety stakeholders. This ensures complex and inclusive interventions that target several aspects of road safety at the same time.
September 2108
Course Project Brief - Safe Roads for Life
1
September 2018
4. WHAT ARE WE DOING TO GET THERE? 3. WHERE DO WE WANT TO BE? We want to engage and activate more people in Vietnam to support our mission and advocate for: • A world with zero road injuries and fatalities. • A world in which private corporations, governments, and the public sector collaborate to effect promote sustainable change in the field of road safety. • A world in which individuals are empowered and educated to make intelligent decisions about their safety and security when in a vehicle—as either a driver or a passenger.
AIP Foundation leverages its long-time strategic partnerships in Vietnam to promote pedestrian safety, child helmet use, and safe driving behavior with the ultimate goal of preventing road crash injuries and fatalities. Today, our key activities include: • • •
• • •
September 2108
Course Project Brief - Safe Roads for Life
Continuing our strong record of helmet donations and traffic safety education at schools and in communities. Combining mass media communications with enhanced enforcement to create a society of safer road users. Providing technical assistance to Vietnamese helmet manufacturers and testing laboratories to assist in the elimination of substandard helmets from the nation’s roads. Training journalists and policymakers on child helmet legislation and use in Vietnam to create a community of influential, informed partners. Manufacturing affordable, high-quality helmets for distribution in the national and global markets. Partnering with key stakeholders to advocate for policy changes that improve road safety standards nationwide. September 2108
Course Project Brief - Safe Roads for Life
6. WHO DO WE NEED TO TALK TO? Vietnam’s Gen Z.
5. WHAT DO WE NEED AT THIS STAGE? • A powerful insight that can lead to an impactful and engaging creative idea, ready to travel across different media / channels / touchpoints off-line and on-line. • While we value cohesive plans that align with our existing Communications work, we are also highly interested in innovative and creative ideas that challenge traditional thinking. • The more “viral” and creative the campaign is, the better it will be.
September 2108
Course Project Brief - Safe Roads for Life
Focus target: 18 to 24 y.o. Target audience description – Source: OMD, Decision Lab research report “Genzilla” (Vietnam, 2015): • • • • • • • •
14.4mil population Born in a digital world with full access to information Digitally popular, physically awkward Mobile is a must Digital responsible Social conscious Smart and in the know Content followers
September 2108
Course Project Brief - Safe Roads for Life
2
September 2018
7. USEFUL RESOURCES ● AIP Foundation website, News section http://aip-foundation.org/newsroom/news/ ● AIP Foundation YouTube Vietnam channel https://bit.ly/2NkRnNY ● AIP Foundation Facebook page https://www.facebook.com/aipfoundation/ ● AIP Foundation on Twitter https://twitter.com/aipfoundation
THANK YOU AND GOOD LUCK!
● “Genzilla” OMD and Decision Lab Research Report (2015) https://bit.ly/2PQmxym
September 2108
Course Project Brief - Safe Roads for Life
Disclaimer: This document is part of the course materials for MKT 3006 and MKT 3007 courses at DUE, A.Y. 2018-2019 Term 1 and it’s meant for courses’ students use only. No reproduction or dissemination by third parties is allowed or AIPProject Foundation authorization. September 2108 without DUE and / Course Brief - Safe Roads for Life
3
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