MINISTRY OF FINANCE

UNIVERSITY OF FINANCE – MARKETING

FALCUTY OF MARKETNG

GROUP PROJECT REPORT

COURSE NAME: INTEGRATED MARKETING
COMMUNICATIONS
COURSE CODE: 2521702073304

INTEGRATED MARKETING COMMUNICATIONS (IMC)

CAMPAIGN ON MENTAL HEALTH FOR VIETNAMESE
ADOLESCENTS AGED 13–18

Students group: Group 9

1. Võ Nguyễn Nguyên Chương MSSV: 2221001528
2. Phạm Anh Vũ MSSV: 2221001896
3. Võ Tường An MSSV: 2221001486

Ho Chi Minh City – Second semester, 2025

 MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING
FALCUTY OF MARKETNG

GROUP PROJECT REPORT

COURSE NAME: INTEGRATED MARKETING
COMMUNICATIONS
COURSE CODE: 2521702073304

INTEGRATED MARKETING COMMUNICATIONS (IMC)

CAMPAIGN ON MENTAL HEALTH FOR VIETNAMESE
ADOLESCENTS AGED 13–18

Supervisor: ThS. Ninh Đức Cúc Nhật

Students group: Group 9
1. Võ Nguyễn Nguyên Chương MSSV: 2221001528
2. Phạm Anh Vũ MSSV: 2221001896
3. Võ Tường An MSSV: 2221001486

Ho Chi Minh City – Second semester, 2025

 TASK DISTRIBUTION

Task
No Full Name Student’S ID Sign
asssignments
Võ Nguyễn Nguyên
1 2221001528 Chuong
Chương
2 Phạm Anh Vũ 2221001896 Vu
3 Võ Tường An 2221001486 An

i
 ACKNOWLEDGMENTS
As we bring this paper to life, we are reminded that learning is not merely about
knowledge gathered, but also about the souls we meet along the way, those who spark
something within us, something that lasts long after the lectures end.
With that in our hearts, we would like to express our deepest gratitude to ThS.
Ninh Duc Cuc Nhat, who has not only guided us through the intricacies of Integrated
Marketing Communications, but also nurtured in us the courage to explore, the clarity
to express, and the empathy to connect.
“A teacher does not just teach lessons.
A teacher gives us the language of belief,
The silence of encouragement,
And the light we didn’t know we needed.”
Throughout this course, every class was more than just a transfer of theory. It was
a journey of growth, filled with questions that made us think deeper, and with insights
that quietly took root. Your patience, your faith in our potential, and your thoughtful
presence made all the difference.
Because of you, we now see that communication is not only about delivering a
message, but about honoring the people who receive it. We understand that behind every
strategy lies a story, and behind every successful campaign lies a genuine heart.
Thank you for being a guide, a mentor, and a quiet source of inspiration. It has
been our privilege to learn under your light.
Group 9

ii
PLAGIARISM REPORT

iii
LIST OF FIGURES

iv
LIST OF TABLES

v
LIST OF APPENDICES

vi
 LIST OF ABBREVIATIONS

Abbreviation Full
IMC Intergrated Marketing Communication
WHO World Health Organization
UNICEF United Nations International Children's
Emergency Fund

vii
 TABLE OF CONTENTS
TASK DISTRIBUTION ...................................................................................... i
ACKNOWLEDGMENTS .................................................................................. ii
PLAGIARISM REPORT .................................................................................. iii
LIST OF FIGURES ........................................................................................... iv
LIST OF TABLES .............................................................................................. v
LIST OF APPENDICES.................................................................................... vi
LIST OF ABBREVIATIONS........................................................................... vii
BRIEF CAMPAIGN OVERVIEW ................................................................... 1
CHAPTER 1. ORGANIZATIONAL INTRODUCTION ............................... 2
CHAPTER 2. SITUATION ANALYSIS .......................................................... 5
2.1. Environmental Analysis ......................................................................................5
2.2. Market Overview ..................................................................................................8
2.2.1. Trends ............................................................................................................9
2.2.2. Challenges ...................................................................................................10
CHAPTER 3. TARGET AUDIENCES ........................................................... 11
CHAPTER 4. INSIGHT & BIG IDEA ........................................................... 18
4.1. Insight.................................................................................................................18
4.2. Strategy Approach..............................................................................................18
4.3. Big Idea & Key message ....................................................................................20
4.3.1. Big Idea ........................................................................................................20
4.3.2. Key Message ................................................................................................21
4.4. Message Strategy................................................................................................21
CHAPTER 5. OBJECTIVES ........................................................................... 26
CHAPTER 6. INTEGRATED MARKETING COMMUNICATIONS PLAN
............................................................................................................................. 30
6.1. Marketing Communications Activities & Channel Mix ..................................30
6.2. Action Plan ...........................................................................................................4
6.2.1. Timeline of compaign.....................................................................................4

viii
 6.2.2. Budget of compain .........................................................................................4
6.2.3. Evaluation ......................................................................................................4
CHAPTER 7. RISK MANAGEMENT ............................................................. 5
REFERENCE ...................................................................................................... a
APPENDIX 1 ....................................................................................................... b
APPENDIX 2 ....................................................................................................... d
APPENDIX 3 ........................................................................................................ f

ix
 BRIEF CAMPAIGN OVERVIEW
Bông hoa

1
 CHAPTER 1. ORGANIZATIONAL INTRODUCTION

1.1. About UNICEF Viet Nam

UNICEF (United Nations Children's Fund) is one of the most influential
international organizations for the protection and development of children globally,
founded in 1946. UNICEF operates in more than 190 countries and territories, of which
Vietnam has been an important destination since 1975. In Vietnam, UNICEF works with
the Government, ministries, civil society organizations and the private sector to promote
children's rights, ensuring that every child is healthy, safe and has the opportunity to
reach their full potential ( UNICEF VIET NAM, Giới thiệu về UNICEF, n.d.)
As mental health becomes an increasingly pressing issue, especially for children
and adolescents, UNICEF Viet Nam plays a leading role in raising awareness, shaping
policies, and implementing support initiatives. The organization focuses not only on
health aspects, but also on social, educational and family factors, to build a
comprehensive support ecosystem for children (UNICEF VIET NAM, 2023)
UNICEF believes that "Every child has the right to survive, thrive and reach their
full potential — for the benefit of a better world."

1.2. Vision & mission

UNICEF's mission in Viet Nam is to ensure that every child in the country is
healthy, educated and safe from harm, so that they have the best start in life and the
opportunity to reach their full potential and benefit from the country's prosperity (
UNICEF VIET NAM, Giới thiệu về UNICEF, n.d.)
UNICEF believes that "Every child has the right to survive, thrive and reach their
full potential — for the benefit of a better world."

1.3. UNICEF's main activities

2
 Table 1.1. UNICEF’s Flagship Campaigns

Compaign Detail Images

Open Up & The campaign“Open Up &
Connect Connect”UNICEF Viet Nam on World
Children's Day 2023 encourages children and
adolescents to share their feelings, connect
with family, teachers and friends to overcome
psychological difficulties. Through activities
at the level of family, school and community,
the campaign provides skills to identify,
express and support mental health, while
emphasizing the message:mental health is as
important as physical health
Youth On! Youth On! Hackathon 2023 is an initiative
Hackathon implemented by UNICEF Vietnam in
2023 collaboration with the Vietnam-UK Research
& Training Institute (VNUK) and the Da Nang
Business Incubator (DNES), as part of a series
of activities in response to World Children's
Day 2023in Da Nang city. The 21-day
competition is for students aged 14–19, aiming
to inspire and developInnovative technology
solutions supporting children and young
people's mental health. With the theme
“Open Up and Connect” The competition
attracted 17 teams with a total of 70
contestants and was accompanied by 15
experts and VNUK lecturers as advisors to
support ideas and practical programming
On My Mind “On My Mind” is a campaign launched by
UNICEF Vietnam to call for investment and
specific actions to support mental health and
psychosocial well-being for children,
adolescents and families. The campaign
highlights the urgent need to establish a
comprehensive mental health care system
from the family, school to community levels,
and to change the way society understands
and discusses issues such as neglect, abuse
and psychological trauma in childhood.

Source: Authors (2025)

3
1.4. Brand Personality & Brand Role

❖ Brand Personality
UNICEF Vietnam has a unique brand personality compared to other commercial
organizations: prestigious, close and humane, representing the voice of children and
adolescents. Positioned as “Empathetic yet courageous, Inspirational yet practical”.
UNICEF listens and empowers families, communities and governments to act. Trust
comes from global research and data, and intimacy comes from being with children in
their moments of vulnerability.
Through reviewing the campaigns over the past 10 years, UNICEF Viet Nam is
consistent with four core values:protect, integrate, empower and trust. All of this is
conveyed through storytelling that balances emotion and scientific evidence, making
UNICEF present as a companion rather than a distant agency. This is the foundation for
developing a new IMC campaign, raising awareness, provoking dialogue and empathy
within families, and promoting collective action for the mental health of children and
adolescents.

❖ Brand Role
UNICEF is more than just an international children's organization. Instead,
UNICEF has become a trusted source of inspiration and support, helping children and
young people feel heard, understood and empowered to reach their full potential, both
physically and mentally.
− Child Empowerment and Protection: UNICEF not only makes
recommendations, but also directly protects and supports children to overcome
difficulties – from mental health issues, learning, to safety in the living
environment. Through campaigns such asOpen Up & ConnectgoodOn My
MindUNICEF acts as a companion, reminding that: "Children's voices and
feelings always matter and need to be respected."
− Community Bridge: UNICEF is a brand that connects families, schools,
communities and governments to work together for children. More than just a
single voice, UNICEF creates a multi-dimensional platform for cooperation,
helping to spread human values and encourage dialogue on social issues such as
mental health, inclusion and child protection.
− Modern humanism icon: With its prestigious image, accessible communication
language and innovative approach, UNICEF goes beyond the role of a
humanitarian organization to become a symbol of modern humanity. UNICEF
contributes to shaping a generation of young people who are confident,
empathetic, know how to protect themselves and are ready to create positive
change with their communities.
4
 CHAPTER 2. SITUATION ANALYSIS

2.1. Environmental Analysis (PESTEL)

2.1.1. Economy
Vietnam’s economy in 2025–2026 is relatively stable, with 2025 GDP growth
forecast at around 6.8% (Work Bank Group, 2025). n addition, health expenditure
remains at ~6% of GDP, and public health spending accounts for 7–8% of total
government expenditure (Vietnamnews, 2025). However, dedicated funding for
mental health remains limited, and the workforce is scarce and concentrated in urban
areas. As of 2021, there were only about 600 psychiatrists nationwide, equivalent to
~0.62 per 100,000 population, and only 1.2% of physicians choose this specialty (Sang
Minh Le, 2024). As a result, adolescents, especially in rural areas, face difficulties in
accessing timely support..
However, the government is expanding universal health coverage: a roadmap to
waive tuition fees for general education has begun, and the aim is to waive nationwide
medical treatment costs during 2030–2035 (Vietnamnews, 2025). In the nearer term,
2026–2030 targets 90% of the population having full access to preventive services,
including mental health support and school-based care (Vietnamnews, 2025)
Given this context, mental health programs are likely to be better resourced and
more effectively coordinated; communications can aim for broad reach and be
integrated with the health and school systems rather than merely stopping at awareness-
raising.

2.1.2. Society
Today, adolescents are becoming increasingly open about expressing their
emotions and seeking help. According to UNICEF, young people in Vietnam
themselves regard mental health as a top priority. (UNICEF, 2023). However, this
also highlights that mental health issues are highly prevalent in this group, with about
20–22% of Vietnamese adolescents (ages 10–19) experiencing psychological
problems within a year, of which 3–5% may meet the criteria for a severe mental
disorder (Institute of Sociology, 2022) . Anxiety is the most common (18.6%), followed
by depression ~4,3%.
Socially, stigma surrounding depression and mental disorders remains deeply
rooted in the community. The belief that having a mental illness is a sign of “weakness”
or “shame” still persists. (Bích Hồ, 2025). This attitude makes many adolescents
hesitant, unwilling to share their problems or seek professional help. Only 5.1% of
Vietnamese parents recognize that their children need psychological support, even

5
though as many as 21.7% of adolescents have experienced mental health issues within
the past 12 months. (Institute of Sociology, 2022)
Family is the primary source of support, with more than 50% of adolescents
turning to relatives when feeling anxious or distressed (Institute of Sociology, 2022).
However, most parents lack the knowledge to recognize depression in teenagers, and in
some cases even deny the issue due to fear of stigma (Institute of Sociology, 2022).
There is a pressing need for a campaign to address the high rate of depression
among adolescents. To tackle this issue, the campaign must focus on strengthening the
connection between parents and children, as parents are often the first people
adolescents turn to when experiencing depression. At the same time, it must also address
the stigma and tendency to downplay mental health problems, which prevent young
people from speaking up and seeking help.

2.1.3. Technology
Technology, especially therapeutic AI chatbots, is providing strong support in
treating teenage depression. Randomized trials with CBT-based chatbots such as
Woebot have shown reductions in depression and anxiety symptoms after just a few
weeks of use, confirming the feasibility of automated conversational therapy for young
people. (Stanisław Karkosz,Robert Szymański, Katarzyna Sanna, 2024). WHO has also
developed and clinically tested a mental health chatbot for adolescents.. (Ludin, 2024)
In particular, in the United Kingdom, the Health Innovation Network–South
London (2025) recorded 44 digital solutions for children and adolescents (ages 5–25),
including the AI chatbot “Woebot for Adolescents (13–17)”, which is being widely
deployed in compliance with NHS frameworks—demonstrating that the digital solution
ecosystem for this age group has matured and been integrated into public services.
(Heath Innovation Network - South London, 2025).
The key point in the Vietnamese context is the barrier of stigma and reluctance
to share. Here, the 24/7 anonymity of digital interventions is the real “game changer”:
fully anonymous platforms supporting adolescents (such as Togetherall in the NHS
ecosystem) allow them to express themselves, self-screen, and receive initial
guidance without fear of judgment, before being referred to school counseling or
primary healthcare when needed. (Heath Innovation Network - South London, 2025)

6
 Figure 2.1. Woebot for Adolescents (13–17)

Source: Health Innovation Network–South London (2025)

Thus, it can be seen that technology is actively supporting issues related to mental
health. The use of AI is considered a growing trend in addressing depression among
young people, mainly because the core problem lies in their reluctance to speak out.

2.1.4. Environment
Currently, the impact of the surrounding environment on adolescents leading to
depression mainly comes from two environmental factors as follows.:
School environment and exam pressure: Vietnam’s education system places
heavy emphasis on examinations and achievement, creating significant pressure on
students. A dense schedule (regular classes plus extra lessons) and high expectations
for grades from both families and schools have become a chronic source of stress. A
study of 1,336 students in Hue found that academic stress and pressure for grades are
closely linked to the risk of depression, while life satisfaction and resilience help
mitigate these negative effects. (Be Thi Ngoc Nguyen & Hanh Thi Hoang, 2023).
Family environment: The family can be both a source of support and a cause of
psychological harm. Conflicts, divorce, violence, or neglect at home heavily affect
children’s mental health. Parenting styles that are harsh, critical (rejecting), or overly
protective (over-protection) are correlated with depressive symptoms in teenagers. (Be
Thi Ngoc Nguyen & Hanh Thi Hoang, 2023). A family lacking love and stability can
trigger or worsen depression and anxiety. In particular, after a divorce, if a child lives
with a step-parent or witnesses prolonged conflicts, the risk of psychological disorders
increases significantly. (Be Thi Ngoc Nguyen & Hanh Thi Hoang, 2023)
In summary, the causes of depression among adolescents often stem from both the
pressures of the school environment and the family environment. Therefore, when
7
implementing the campaign, it is essential to ensure collaboration between schools and
families to achieve the highest effectiveness..

2.1.5. Politics and Law

Currently, in Vietnam, there are also policies in place to support children facing
mental health issues, specifically as follows.:
At schools, Circular 31/2017/TT-BGDĐT stipulates that every general education
institution must establish a Psychological Counseling and Support Team, with
dedicated or part-time staff, to ensure that students can receive timely support when
facing problems. (Thư Viện Pháp Luật, 2017)
In addition, there are also laws protecting children’s mental health, such as: the
Law on Children 2016 (Article 15), which states that children have the right to be
protected from violence and psychological harm. Furthermore, Directive 23/CT-TTg
(2019) emphasizes school security and safety, the prevention of school violence, and
requires mechanisms for psychological counseling and support for students..

2.2. Market Overview

Status mental health of teenagers is becoming a global issue. In there, anxiety
and depression disorders highest rate compared to other mental disorders. Specifically,
56.3% female and 31.4% menin age10–19suffer from problems related to anxiety and
depression, far surpassing other groups of disorders such as Attention deficit
hyperactivity disorder (26.7% in males, 11.1% in females)good behavioral
disorders (24.3% in men, 15.2% in women). This shows that depression and anxiety
are the most alarming challenge on the mental health of young people around the
world. (UNICEF, 2022)

Figure 2.2. Global Prevalence of Anxiety, Depression among girls and boys aged
10-19 (2019)

Souce: UNICEF (2022)

8
 In Vietnam, this issue is even more alarming. According to UNICEF Vietnam,
there are about 8% – 29% Children and adolescents with developmental problems
mental health, equivalent to at least 3 million teenagers is having mental difficulties.
However,only about 20%among which received necessary medical support and
treatment. (Vinmec, 2024)
According to the report “Adolescent Mental Health and Well-being in Viet Nam:
The Impact of School” belong to UNICEF (2023), global human loss due to mental
health problems in children and adolescents (0–19 years) up to387.2 billion USD. In
there, 340.2 billion USDfrom psychological disorders, including: anxiety disorders
(26.93%), behavioral disorders (22.63%) and depression (21.87%); private 47
billion USD damage from suicide (WHO, 2022). These figures reflect not only
economic burden, but also emphasizesThe importance of early and effective
intervention to protect the younger generation. (UNICEF, 2022)
Besides, there are many risk factors in Vietnam is aggravating the situation:
− School environment: pressure to achieve, heavy workload, school bullying.
− Trauma and abuse: UNICEF survey shows 72% of children aged 10–14 been
disciplined by violence;39% bear mental abuse, 47% physical abuse, 20% sexual
violence and 29% bag neglect.
− Study pressure and future orientation: High school students in Vietnam face
highly competitive, little time for extracurricular activities and limited
opportunities/life skills development. In focus group interviews many students
share their feelings, anxiety, frustration and sadness, mainly related to learning
outcomes and future orientation. (UNICEF, 2022)
The above data shows that depression and anxiety is the "silent enemy" of the
young generation of Vietnam, with long term consequences both health, society and
economy. This is [Link] and motivationfor this campaign to be implemented, in order
to raise public awareness, reduce stigma and create conditions for adolescents to
receive timely mental support.

2.2.1. Trends

❖ The explosion of the mental health movement

In the past 3 years, Gen Z in Vietnam has shown higher awareness about the
importance of mental health. Content about self-care, mindfulness, healing on TikTok
and Instagram attract tens of millions of views, reflecting the growing need to find
information and connect with communities. (Statista, 2025)

❖ Seeking help online is becoming more and more popular.

9
 Gen Z prioritizes online channels to share psychological problems. Psychological
support applications such asMindCare, Okador anonymous forums likeSpiderum,
The Present Writer is attracting many young people looking for a listening community.
This opens up opportunities/technology integration into awareness campaigns.
(Statista, 2025)

❖ Growth in psychological counseling services and government attention

The mental health care services market in Vietnam is growing strongly, with the
participation of many counseling centers and non-governmental organizations. At the
same time, Ministry of Education and Training (2023) has proposed introducing
mental health education into a number of pilot schools, opening up opportunities for
future strategic cooperation.

2.2.2. Challenges

❖ Social stereotypes and generation gap

Mental health issues are still heavily stigmatized in Vietnam, especially in
traditional families. Many parents view depression or anxiety disorders as “weak” or
“made up,” leading teens difficult to access help from family (Institute of Sociology,
2022)

❖ Lack of knowledge and reliable information

While Gen Z consumes a lot of psychology-related content on social media, a
significant portion of it is misinformation or lack of scientific basis, leading to
misconceptions about self-treatment.

❖ High consulting costs and lack of specialized personnel

According to WHO, in Vietnam, the rate of psychologists only reach 1 in 100,000
people, which is much lower than the global recommendation. At the same time,
individual consulting fees range from 500,000 – 1,200,000 VND/hour, causing a major
barrier for the majority of students, especially in rural areas. (Garg, 2024)

❖ Negative impacts of social media

Along with the explosion of the "healing" movement, social networks also created
a phenomenon toxic positivity– promotes the image of “always happy, always
cheerful”, making many teenagers yourself when they fail to meet that positive
standard.

10
 CHAPTER 3. TARGET AUDIENCES

3.1. Main Target Audiences

Depression is a unique disease, so in order to have truly appropriate solutions for
the target audience, here the group of adolescents from 13 to 18 years old as mentioned,
it is necessary to really understand the disease and the impacts it can cause.
Depression is not just a normal state of sadness, but a serious mental disorder,
recognized in the DSM-5 (Diagnostic and Statistical Manual of Mental Disorders, Fifth
Edition) of the American Psychiatric Association (Suma P. Chand, 2023). According to
DSM-5, common forms of depression include: Major Depressive Disorder, Persistent
Depressive Disorder (dysthymia) and Disruptive Mood Dysregulation Disorder,
with symptoms such as persistent sad mood, loss of interest in all activities, fatigue
and impaired cognitive ability.
In particular, many studies have shown that one of the serious consequences of
depression is a narrowing of the ability to envision and plan for the future, also
known by the technical term "future thinking" (Tang et al., 2023). In the group of
adolescents aged 13-18, this impact is particularly serious: this is the stage of shaping
personal identity and building a foundation for the future, but for young people with
depression, the ability to see a "better tomorrow" is significantly limited (Ann &
Martin, 2015). As a result, many children lose motivation to study, have low self-
esteem, and even tend to harm themselves. This is even more serious because at this
age, they have not accumulated enough courage, experience, and life experiences
to orient themselves or overcome mental crises and internal battles.
For the research team, understanding depression in the process of analyzing the
target audience is a prerequisite for building a suitable campaign. If the campaign only
looks at the surface and equates depression with “sadness” or “stress,” it can
unintentionally send out messages that are out of sync — for example, trying to “paint
a brighter picture” when depressed young people do not have the cognitive
capacity to see that. On the contrary, when the nature of the disease is understood
correctly, the campaign can approach the target audience with an empathetic tone,
offering a gentle, approachable solution without creating additional pressure or
expectations. This is also the foundation for the research team to first approach the
target audience with the most humane perspective, and at the same time, it is the basis
for setting appropriate goals for the campaign.

11
 Table 3.1. Main Target Audiences Analysis (adolescents aged 13-18)

Dimension Details

The 13–18 age group belongs to Generation Z. The majority of teenagers aged
Demographics 13–18 are in middle or high school in Vietnam, living in a school and family
environment.

Pressure on grades, fear of not being able to keep up with friends

Ages 13–18 are the stage when children form their identity, want to assert
themselves and at the same time crave acceptance from the surrounding
environment such as society, friends, and family.
Psychology
The biggest barriers to seeking help are the fear that others will not
understand them and the difficulty in expressing negative feelings (Jed, 2025).
Shame and reluctance persist: many children feel ashamed to admit that they
have mental health problems for fear of being stigmatised or judged as weak
(Jed, 2025).

The pressures of studying, planning for the future, and social relationships can
easily push teenagers into a state of stress and confusion. This can lead to
“rebellious” or withdrawn behaviors typical of their age. Many spend a lot of
time online, accessing the Internet almost continuously every day, using social
networks and texting as their main communication channels, gradually
replacing direct conversations with family or friends.
Behavior
When faced with mental health issues, adolescents often do not seek
professional support. Instead, their closed-mindedness and fear of being
judged cause many to choose to keep their feelings to themselves or face
difficulties on their own, rather than sharing and seeking understanding from
their families or schools. Details of the survey data will be placed in Appendix
A.

Sources: Authors (2025)

The above analysis has given the research students a certain understanding of the
psychology, behavior and challenges that the campaign's target audience - "teenagers
with depression" - is facing. The next step is to compare this picture with the current
situation in Vietnam. Through the analysis of Communication Needs and Media
Habits of Vietnamese teenagers, it will help identify gaps in local communication,
understand the most effective access channels and the most suitable messages to
connect with the target audience in a natural, close and convincing way.

12
 Table 3.2. Detailed Analysis Of The Target Audience

Dimension Details

Safe Spaces and Languages for Sharing

Many Vietnamese teens want a place to share secrets and seek support,
especially online. Up to 60% said they would seek mental health help online,
Communication and 90% would visit a support website if available (Trung et al., 2016).
Needs Interact with friends and peer community
They seek support not only from professionals but also from direct
interaction with friends, advice and a sense of not being alone (Trung et al.,
2016)

Online Time is Huge

Young people under 18 spend an average of ~5.9 hours per day on social
media (Linh et al., 2022).
Another survey found the average to be 2 hours and 52 minutes per day, with
many checking the internet as soon as they wake up or before going to sleep.
Media Habits
Favorite platforms:
Facebook (97.1%), Zalo (80.9%), YouTube (75.7%) are the most popular
platforms (Wikipedia, 2010 ).
Teenagers use social media mainly to communicate with friends, update
news, follow trends, and entertain themselves (Như Huỳnh, 2022).

Source: Authors (2025)

3.2. Sub - Target Audiences

3.2.1. Parents

Table 3.3. Parents Analysis

Criteria Detail

Demographics − Middle age (about 35–55 years old)

− Urban and rural areas; in which,60% of Vietnam's population lives in
rural areas.

Psychology − Many parents are still prejudiced, equating 'mental illness' with 'insanity'
or very serious illness, so they do not recognize it. Common emotional
disorders (N.H, 2015)

13
 − Especially in the older generation, influenced by Asian culture and
experiencing difficult times, They see mental hardships as an inevitable
part of life that must be overcome (Phan, n.d.)
− Many parents deny depression, consider it a temporary weakness and expect
their children to 'be strong' and overcome it on their own, without needing
professional support.
− Stigma is still strong: many parents are afraid that their children will be
labeled as 'mentally ill' and will affect the family's honor, so they avoid and
feel ashamed when seeking support.

Behavior − Respect official information: like reading news in newspapers and

listening to recommendations from doctors and experts. Often used
Facebook, TVthan TikTok.
− Confused about talking about psychology: >90% agree that it is necessary
to talk to children about mental illness, but ~60%don't know how to
starthow. Many peopledelay seeking professional help for children due to
expectations of self-management or fear of being labeled. (Qua Lo Styx,
2022)

Insight Parents of the previous generation often have prejudices against mental illness,
believing that it can be overcome on their own. However, if they see their children
being seriously affected, they still want to understand and support them.

3.2.2. Teachers

14
 Table 3.4. Teacher Analysis

Dimension Details

– Gender: Both male and female (relatively balanced ratio)

– Age: 28–50 years old

Demographics – Location: Mainly in big cities (Hanoi, Ho Chi Minh City, Da Nang) and
provinces with many secondary and high schools
– Occupation: Secondary and high school teachers, homeroom teachers, school
counselors

– Motivation: Want to support students to develop comprehensively, not only

academically but also mentally and emotionally.
– Lifestyle orientation: Promote human values, discipline and safety in the
Psychology
school environment.
– Emotional priority: Care about students' psychological balance, want to have
tools and practical knowledge to accompany them.

– Social Media Usage: Use Facebook, Zalo more than TikTok/Instagram;

mainly to update news, exchange with parents and colleagues.
– Professional Habits: Participate in educational seminars, training courses,
Behavior workshops; regularly search for new teaching materials and methods.
– Daily Role: Directly observe, listen and accompany students; often the first to
detect signs of psychological instability.

Teachers are an important bridge between family – school – students. They

understand the psychology of teenagers and see the pressure of studying, career
orientation, as well as the difficulties in student relationships. However, many
Insight
teachers are not fully equipped with the knowledge and tools to provide
psychological support, so they want a formal support program that is easy to
apply and suitable for the school environment.

Source: Authors (2025)

3.2.3. Influencers
The group of mental health influencers and inspirations participating in this
campaign are not only the “voices” that spread the message, but also the bridge of
empathy between UNICEF and young people. With a solid reputation, great influence
on social media platforms, and personal images associated with open, positive and
honest values, they have the ability to provoke real conversations about mental health
among young people. Therefore, the selection of influencers should not only be based

15
on their level of popularity, but also consider the resonance of values with the
campaign's mission, to ensure that the message is conveyed clearly and sincerely. At the
same time, this is also a group that needs to be connected in a meaningful way - through
workshops, behind-the-scenes exchanges and accompanying activities during the
campaign - so that they can truly "feel" the Open Up & Connect spirit, thereby
spreading that value to the young community in the most natural and authentic way.

16
 Table 3.5. Influencers Analysis

Influencers Suggested reason

Mr. Quéo (Nguyễn Hữu Representing the young male generation, with an inspirational and
Trí) approachable communication style. The content focuses on life
orientation, positive thinking and emotional management, creating a
strong connection with Gen Z - especially students who are under
pressure to study and orient their future.

Tô Nhi A Psychologist, lecturer – a symbol of professionalism and reliability. A

clear, approachable way of sharing, inspiring young people,
especially female students, to open up, think independently and care
about mental health in daily life.

Dr. Nguyễn Trung Nghĩa Psychiatrists share scientific and practical knowledge about mental
health care: managing emotions, sleep, psychological trauma, healthy
relationships. The content is authoritative, easy to understand, suitable
for teenagers aged 13-18, while increasing the professionalism and
credibility of the campaign.

Source: Authors (2025)

One of the outstanding common points of the proposed group of influencers is

that they all possess a specialized voice and a clear personal mark in the field of
education and mental health. Each person has their own color - from the closeness and
inspiration of Thay Queo, to the academic and positive feminism of To Nhi A, to the
deep expertise and trustworthiness of Dr. Nguyen Trung Nghia - all converging to
create a multi-dimensional picture, both authentic, scientific and inspiring. Their
appearance in the campaign not only affirms UNICEF's prestige and influence in the
field of mental health care for adolescents, but also conveys a strong message: each
individual may have a different voice, but when connected, they will create collective
strength, contributing to building a healthy, open and confident young generation
entering the future.

17
 CHAPTER 4. INSIGHT & BIG IDEA

4.1. Insight
Insight: Looking deeply into your stories, one thing becomes clear: It’s not that
they don't want to be understood. On the contrary, Everyone craves to be heard,
understood, and [Link] emotions get heavy. But the thing is, fear of being
judged and not accepted, makes them choose/keep quiet. They understand that, even
when trying to express. It is difficult to find people who truly sympathize and accept
your "unusual" emotions. Therefore, they withdraw, hide their worries, and live in a
world where "they want to speak but dare not."

4.2. Strategy Approach

To build a communications campaign that truly makes an impact, the team
determined thatdepressioncannot be solved by individual solutions. This is not the sole
responsibility of the health, education or social sectors, buta common problem of the
whole societyOnly when sectors work together — from health, technology, education
to media — can significant and lasting change be [Link] finding is also fully
consistent with the recommendations from the report.“Adolescent mental health and
well-being in Vietnam: “The Impact of School”belong to UNICEF(2023), which
emphasizes that:“Cross-cooperation between educational, health and social sectors is
essential. It should integrate the unique strengths of each sector to improve early
identification and intervention for students with mental health problems.” (UNICEF
VIET NAM, 2023). In other words, just oneIntegrated, multi-disciplinary and multi-
dimensional solution is capable of addressing the complex challenges of mental health
issues in adolescents.
In this context, we found that many previous depression awareness campaigns
have not been very effective. Most of the campaigns still focus on “raise awareness”in
the direction, education, propaganda or advice, while our target audience —
teenagersvulnerable— again the need to be understood, sympathized and
accompanied more than it is explained. Therefore, strategy needs a fresh, humane and
more refined, towards-building emotional connection instead of imposing
knowledge.
At the same time, the strong development of technology and artificial intelligence
(AI) is opening up opportunities to integrate digital solutions in the field of mental health
care. As analyzed, Vietnam is currently facing a serious shortage of human resources in
the field of psychology, with high personal treatment costs, causing difficulties for most
households. In this context, the application of AI as a support tool will help bring
solutions-efficient, cost-effective and accessible for the community.

18
 Recent academic studies also support this [Link] "Third-party
evaluators perceive AI as more compassionate than expert humans” newlyposted
on Natureshows how AI-generated responses are evaluated higher about empathy,
sensitivity and support compared to human responses in many cases involving
distress or sadness (Ovsyannikova, 2025). Another study on PNASalso asserts that AI
has the abilityAccurate emotion recognition and give appropriate response, helping
users feel “heard” and safe, especially when compared to those who have not been
formally trained in counseling skills. This explains whyMany young people find it
easier to open up to AI than to human relationships. So, once again,“Everyone wants
to be understood”. (Yin, 2024)
While a human is prone to subjective and judgmental perspectives, AI is extremely
objective, unprejudiced because it does not carry an “ego” and does not create pressure
for the listener. This makes AI a potential support toolin connecting emotionally and
soothing mental pain.
However, the research team is not advocating AI as the center of everything.
The research team considers AI as a supporting factor, is not the only “cure.” Because
a solution that relies solely on chatting with AI can help short term pain relief, but in
the long run, if not mending close relationships— especially in families — we can
inadvertently create a generation Depends on AIto seek understanding. This does not
solve root cause of the problem. Many cases of depression stem from feelings of not
being heard and understood by those closest to you. Therefore, an effective campaign
is not just about soothing personal feelings, but also have to open up conversations,
rebuild connection and empathy in family and community
It is this balance — betweenAI as a personal assistant and socialization of
empathy— will create a distinct identity for the solution we propose. Rather than
chasing after “big campaigns” or “be happy” slogans, we want to build an empathetic
media ecosystem helps teens feel safe to share, helps parents better understand what
their children are going through, and creates a bridge for all parties understand each
other better.
With this approach, AI plays the role of "a listening friend” in lonely moments,
while communication, education and social activities will gradually rebuild human
empathy. This is not just a temporary solution, but a step forward sustainable, towards
a society more understanding, more open and healthier.
Therefore, the campaign will follow the above analyses to achieve the highest
effectiveness.

19
4.3. Big Idea & Key message

4.3.1. Big Idea

Big Idea “Inside Out - AI Hospital Names Emotions”
Inspired by the movie of the same name Inside Out – Emotional Puzzles,
INSIDE was chosen as the campaign's big idea, stemming from a deep belief: Inner
feelings need to be understood before outer healing can occur..It can be said that the
film has long become an icon of popular culture, especially in the hearts of young
people, because it has "concretized" things that seem vague: sadness, joy, anger,
anxiety... all are no longer abstract concepts but become elements that operate the
emotional machine inside each person.

Hình 4.1. Big Idea is inspired by the movie of the same name Inside Out -
Emotional Puzzles

Source: Disney (2020)

Based on that inspiration,AI Emotional Hospital was born as an ecosystem of

psychological support for each family. Here,every family There is a “shared account”
– a space that connects three worlds:children, parents and AI. Children can
proactively share with AI, confide in difficult things, while AI talks, guides, and names
emotions in a scientific and gentle way, helping children gain more understanding of
themselves.

20
 In the opposite direction, parents can use the same family account to proactively
ask AI questions, such as: “My child seems to be irritable lately, what could this be
coming from?” or “How to talk to your child about school without putting pressure?”.
AI will analyze the child's emotional data —without revealing private details— and
then respond with a scientific, humane, and accessible perspective.
Here, AI is not only a “companion” of children but also an"emotional interpreter”
between two generations, combined with a team of experienced doctors and
psychologists to bring deep understanding, safety and science to the whole family.
Details of how it works will be further discussed in Appendix A.

4.3.2. Key Message

The Key Message of the campaign will be:
“Để những điều chưa nói, được thấu hiểu” — The message reflects a spirit of
empathy and understanding — where unspoken emotions are “heard” through
technology. This is both commitment UNICEF's work to support young people, both
invitations to open up, allowing technology to help “translate” emotional experiences
into self-care actions.

4.4. Message Strategy

Key Message “Let the unsaid be understood”is the way to realize the Big Idea
“Inside Out – AI Hospital Names Emotions”. If Big Idea offers a technological solution
(AI helps name emotions), Key Message is the emotional bridge, ensuring that
technology does not stop at analysis but leads to true understanding. Thanks to that, the
campaign's personalized message both reinforces Big Idea's creativity and creates
human depth, making technology a tool to connect people.
Key Message is also designed with language popular, accessible, suitable for both
communities around children and The main target is teenagers aged 13–18.. Thanks
to that, TA can easily “decode” messages, recognize and empathize with the value the
campaign wants to convey. This ensures that the Key Message is both closely connected
to Big Idea, while maintaining approachable, humane and viable in mass media. The
Suitability of Big Idea & Key Message for Brand Personality & Brand Role

❖ UNICEF is positioned as a humane, approachable and patronizing brand:

The Big Idea “AI Emotional Hospital – Inside Out” and Key Message are designed
to reflect empathy and understanding, and to portray a “friend” who listens, not a
“supervisor”. This helps to maintain the brand’s personality and role: caring,
compassionate, yet modern and innovative.

21
❖ UNICEF - Representative of Inside Out application production "The first AI
emotional hospital in Vietnam"
With experience implementing projects supporting adolescent mental health
globally, UNICEF has the technology, data and resources to proactively develop the
Inside Out app instead of collaborating with a third party. Producing the software itself
allows UNICEF to strictly control the quality of the content, ensure compliance with
adolescent data privacy standards and maintain consistency with the campaign direction.
This approach helps UNICEF build a comprehensive platform, seamlessly integrating
functions such as AI chatbot therapy, emotion analysis, emotion library and expert
connection, optimizing the experience for young users.

4.5. Creative Brief

Poster use images of characters in the movie Inside Out– representing different
emotions such as sadness, anxiety, anger or joy – to illustrate the complex inner world
of children and adolescents. In the center, the image of the AI Chatbox appears as a
glowing “companion”, opening its arms to welcome all emotions, conveying that : ““Dù
bạn mang trong mình cảm xúc gì, chúng đều xứng đáng được thấu hiểu.”
Key Message “Để điều chưa nói, được thấu hiểu”emphasizes the importance of
sharing – not only for self-healing, but also for building connection and empathy
between students, families and communities. This is also UNICEF’s way of
normalizing the mental health story, affirming that talking about feelings is a natural
and valued act.
Metaphorically, AI Chatbox is represented as the “heart” of the Inside Out
application. – is not only a personal therapy tool, but also an “invisible bridge” between
parents and children. Through the application, parents can better understand the
emotions that their children do not have the courage to express directly, thereby creating
empathy, connection and building trust in the family.
Poster use images of characters from the movieInside Out– representing basic
emotions like Joy, Sadness, Anger, Anxiety, and Disgust – combined with a central AI
character. Below is the key message : “Để điều chưa nói, được thấu hiểu”.

22
 Figure 4.1. Official poster of the campaign “Inside Out - Để điều chưa nói, được
thấu hiểu”

Source: Authors (2025)

4.6. Go to Market Strategy

The Go-to-Market Strategy is designed to determine the timing and follow-up
activities to launch a campaign, ensuring maximum follow-up and impact.
The group proposed to implement the campaign from December 18, 2025 to
March 18, 2026 (3 months) - a period carefully calculated based on the psychology,
behavior and study pressure of students.
Mid-September: Back-to-school time, everything is new and exciting. Not a good
time to talk about depression or anxiety.
Mid-December: After 3 months of studying, the pressure starts to build. Middle
and high school students often have to face a series of tests, while also preparing for
the final exam of the first semester in January. This is the emotional peak - the
period when many young people fall into a state of stress, anxiety, sadness but have few
places to express it.

23
 December – March: A full “emotional life cycle”, from the peak of academic
pressure to the Tet holiday, is a golden opportunity for the Inside Out campaign to
accompany, helping young people identify emotions, find a safe place to share and
encourage them to seek help.
By choosing the right moment of “emotional free fall”, the campaign not only
increases empathy, but also maximizes reach and triggers natural interaction from
the target audience.

4.7. Request Copyright Registration

❖ Context and Rationale for Collaboration

Inside Out by Disney Pixar is not just a famous animated film but has become a
global symbol of naming and understanding emotions. Especially for children and
teenagers, its characters and imagery are relatable, easy to absorb, and evoke strong
empathy.
For UNICEF Vietnam’s mental health awareness campaign, using Inside Out’s
visuals will create a direct connection with the 13–18 age group while delivering
messages in a lively and memorable way.

❖ Objectives and Principles of Use

− Social – Non-Profit Objective: Inside Out images will only be used for the
purpose of raising public awareness about mental health, especially promoting
understanding and communication between parents and children.
− UNICEF pledges not to use it for commercial purposes, not to negatively impact
the Pixar brand, and to fully comply with copyright regulations.

❖ Scope and Forms of Use

Inside Out images and characters will be used in community communication
activities in Vietnam, including:
− Media publications: Posters, billboards, brochures, instruction manuals.
− Digital activities: Social media, website, community videos.
− Education & community events: School programs, parent-student workshops,
emotional experience exhibitions.

❖ Commitment to Protect Pixar’s Brand Value

− UNICEF Vietnam will work closely with Pixar throughout the entire content
creation process.

24
 − All media products will maintain the inherent humane, creative and inspirational
spirit of Inside Out.
− UNICEF is committed to strictly adhering to Pixar's branding and copyright
guidelines

❖ Cooperation for global values

Last but not least, most importantly, UNICEF believes that this partnership will
bring about mutual benefits:
− In Vietnam: Making a strong impact in raising awareness about mental health
of children and adolescents.
− Globally: Affirming Pixar's pioneering role in promoting human values and
social responsibility, while contributing to UNICEF's global mission of
protecting and developing children

25
 CHAPTER 5. OBJECTIVES

5.1. Formulating Goals

❖ Set Behavioral, Knowledge, And Belief Goals For The Target Audience
Adolescents 13 - 18 years old
The campaign is built around three core objectives: reducing stigma, increasing
awareness and encouraging help-seeking behaviors.
This means that, with the main target audience being teenagers from 13 to 18
years old, the campaign focuses on promoting behavior change. If in the past, many
young people tended to keep feelings to yourself, difficult to open up and less sharing,
now, the campaign has the spirit of encouraging them actively express feelings, share
the hard things and Find the right help.
Besides, to achieve the goal reduce prejudice With mental health issues, the
campaign also aims tosub-object group including parents, teachers, friends and
surrounding community. Identifying the right approach is to increase understanding
between generations, the campaign carries the spirit of wanting to help these people
understand the true nature of psychological problems and approach them from a
scientific and humanistic perspective. This is especially important in light of the many
misconceptions that persist, such as viewing Depression is just "pretending", or
assume this is the disease of the weak and fragile. As community awareness changes,
prejudices will gradually be eliminated, creating an open, safe and understanding
environment, where young people can freely express their feelings and seek help
without fear of judgment.
Because of a clear understanding of the above goals, the research team sought a
solution that could reconcile both aspects .Finally, the “AI Inside Out” emotional
hospital solution was born, fully solving both needs, by giving patients the opportunity
to share and open up more, and giving the opportunity to understand patients to fathers,
mothers, teachers, and friends - those who are truly willing and have the desire to
understand their children through scientific conversation.
To realize these goals, the research team established specific goals regarding
behavior, knowledge, and beliefs for each target audience group. At the same time, a
system SMART objective also built to quantify campaign expectations, help the
process Measure, evaluate and adjust strategybecome more accurate, transparent and
efficient.

26
 Table 5.1. Set Behavioral, Knowledge, And Belief Goals For The Target
Audience

Behavior Impact Readiness Measurability Market Support from Average score

opportunities the market

Take the initiative to 3 2 3 3 3 2.8

share your feelings

Understand yourself 3 2 1 3 2 2.2

Name the emotion 3 2 2 3 2 2.4

Source: Authors (2025)

In which, the scale is evaluated as follows:

− Number 3: Strong influence
− Number 2: Medium Impact
− Number 1: Weak influence
Based on the evaluation table of which behavior is most likely to change, it can be
seen that the average score for the behavior “Take the initiative to share your
feelings”is the highest at 2.8 points. Therefore, the campaign will primarily focus on
encouraging adolescents aged 13–18 to actively share their feelings. A detailed
explanation of each indicator will be presented by the author in Appendix 1.

❖ Set behavioral, knowledge, and belief goals for the secondary target audience -
Surrounding community (Parents, teachers, friends)
Knowledge objectives: Recognized The importance of naming and expressing
emotions instead of keeping it inside. Understand that Sharing emotions with AI or
trusted people is safe and helpful for mental health. Realizing that seeking mental
health help is not a bad or weak thing, but rather a positive action for self-development.
Goal of faith: Believe that Sharing emotions is normal and accepted., is not a
sign of weakness. Believe that “AI Inside Out” can help you name and understand your
emotions scientifically and safely. Form the belief that Opening up and expressing your
feelings will help build better relationships with family, teachers and friends.

27
 Table 5.2. Set behavioral, knowledge, and belief goals for the secondary target
audience

Behavior Impact Readiness Measurability Market Support from Average

opportunities the market score

Active listening 3 2 2 3 2 2.4

Timely support 3 3 2 2 2 2.4

Interact, 2 2 3 3 2 2.4
understand science

Source: Authors (2025)

5.2. Marketing & Communication Objectives

Within 6 months implementation Campaign, for easy measurement, the research
team quantified 4 goals, respectively
− (1) Behavioral goals,
− (2) Knowledge goals
− (3) Belief and attitude goals
− (4) Brand recognition goals

Table 5.3. Objectives of Campaign

Objectives Detail

Behavioral − ≥55% of adolescents (13–18 years old) online survey participants said they regularly
name emotions and Share with AI Inside Out or with someone you trust.
− ≥ 40% of parents, teachers and friends surveyed said they understand teenagers
better and ready to support after participating in communication and interaction
activities within the campaign framework
− Obtain 50,000 messages/chats with AI Chatbot, of which at least 30% of users give
positive feedback on usefulness

Knowledge − Minimum achieved 75% Teens in the survey group recognized the
importance of naming and expressing emotions instead of keeping
them inside after being exposed to the campaign.

28
 − Minimum achieved 70% The target audience (teens and parents)
understands that "AI Emotion Hospital" is a safe, secure, and useful
tool to start the journey of understanding emotions.
− Increase at least 30% The proportion of young people in the survey group
who agreed that seeking psychological support was a brave and
necessary act, not a sign of weakness.

Belief − ≥ 65% of adolescents surveyed agreed thatAI Inside Out helps them understand
themselves and share their emotions more easily.
− ≥ 50% parents, teachers, friends said campaign to help them change their
perspective, from there actively listen and support young people.
− Image building AI Inside Outas one“a trusted emotional companion”in the eyes of
young people and the surrounding community.

Brand recognition − Achieve ≥ 75% awareness of the AI Inside Out campaign among 13–18 year olds in
target areas.
− Achieve ≥ 60% awareness among parents, teachers and friends through Social Media,
school workshops, PR and offline events.
− Ensure ≥ 70% of adolescents can accurately or approximately repeat the core
message:
“Để những điều chưa nói, được thấu hiểu”.
− Obtain ≥ 20% growth mentions about UNICEF Vietnam and AI Inside Out on social
media compared to before the campaign.
− Positioning UNICEF Vietnam is pioneer organization technology applicationsAIin
support youth mental health.
− Obtain ≥ 20% growth mentions about UNICEF Vietnam and AI Inside Out on social
media compared to before the campaign.

Source: Authors (2025)

29
 CHAPTER 6. INTEGRATED MARKETING COMMUNICATIONS
PLAN

6.1. Marketing Communications Activities & Channel Mix

6.1.1. Phase 1 – Trigger

[Link]. Objectives
In Phase 1, the campaign focuses on the main goal of Trigger, “opening awareness
and touching initial emotions”. This is the most important stage to create wide
coverage, bringing the campaign message closer to both the main target group (13–18-
year-olds) and the secondary target group (parents, teachers, friends). The meaning
of Phase 1 is not to change behavior immediately, but to be the first "door-knocking"
step - making depressed people realize that there are always small concerns around
them, making the world a little safer. From there, the campaign builds an initial positive
mindset, creating a foundation for the following phases to delve deeper into
behavior and community engagement.
In terms of communication and marketing tools used, Phase 1 plays the role of the
“main reach phase”, where advertising and public relations (PR) activities are
promoted to attract the greatest attention from the public. Since this is a non-profit
campaign, focusing on creating awareness, direct commercial tools such as Sales
Promotion will not be applied. Instead, social influence tools such as Social Ads, OOH,
Digital Video Ads, combined with content from the press, KOL/Influencer and online
community will be the main spearhead. Specifically, the goals in Phase 1 are set as
follows:

Table 6.1. Objectives Of Phase 1

Objectives Detail
Behavioral − ≥ 20% of teens who participated in an online survey said they tried naming
their emotions and sharing them with AI Inside Out.
− ≥ 15% of parents, teachers, and friends participating in communication
activities said they were willing to listen to young people.

Knowledge − ≥ 35% of adolescents (13–18) are awareThe importance of naming and

expressing emotions instead of keeping them inside.
− ≥ 20% of parents, teachers, and friends understand thatFeelings should be
shared, not suppressed..

30
 − ≥ 30% of adolescents can recall the core message approximately
correctly“Để những điều chưa nói, được thấu hiểu”.
Belief − ≥ 30% of surveyed teens agree that AI Inside Out can help them share their
feelings more easily.
− ≥ 20% of parents, teachers, and friends saidStart changing your
perspective on listening to and understanding teens' emotions in a positive
way..
Brand recognition − Linking UNICEF Vietnam with the message of “pioneering AI to support
mental health”.
− Achieve ≥ 5% growth in mentions on social media.
− Achieved ≥10 million reachon Social Media, PR, Google Ads and organic
spread.
− Increase Search Volume for Minimum Related Keywords 8%.
− Increase ≥ 2,000 followers on UNICEF Vietnam Fanpage.

Source: Authors (2025)

Key activities With these goals in mind, Phase 1 will play a key role in gaining
attention, creating emotional impact, sowing initial awareness, and preparing the
groundwork for Phase 2 and Phase 3 – where the campaign will delve deeper into
changing behavior and driving community engagement.

[Link]. Advertising
OOH is built as "first steps" into the emotional world of depressed people, based
on a philosophy: “The biggest changes come from small steps on the emotional
journey of a depressed person. Because it's a world that's not easy to enter”.Recognizing
that people facing depression often live in a state of defense, shyness and disconnection,
marketing activities in phase 1 will not aim to create a big impact, but focus on creating
subtle touches, small moments of comfort. The goal of the research student team is to
turn each billboard into a "first step" on the healing journey - a step that can be taken
unconsciously, gently and without requiring effort from the viewer.
Core Message: the key messages selected are:
“Đừng lo nếu hôm nay buồn bã/cọc cằn/lo âu
Sẽ luôn có một ai chịu lắng nghe bạn”

31
 Figure 6.1. OOH Billboard Design for Campaign

Source: Authors (2025)

This message was designed with two strategic goals in mind, addressing directly
the complex psychology of people with depression:
− Goal 1: Create a moment of understanding and comfort. People with depression
often feel isolated and believe that no one cares about their existence. This state
of emotional numbness causes them to lose connection with the world around
them. Affirmation “Sẽ luôn có một ai chịu lắng nghe bạn” directly breaks that
cycle of loneliness. It not asking them to act, not giving a cliché of advice, but
simply an affirmation of the existence of concern. This is a "heartwarming
moment", a small but necessary spiritual medicine to rekindle the first emotional
pieces, which will further develop in the following stages.
− Goal 2: To evoke emotional self-awareness. By listing specific emotional states
such as “sad,” “angry,” “anxious,” the billboard acts as a mirror. It helps viewers
identify and validate feelings they may be repressing or unaware of. This is the
first, unconscious, but crucial step in properly assessing one’s own emotional
state. It poses a silent question: “Hôm nay mình cảm thấy thế nào”, opening the
door to self-reflection.
Psychological Foundations and Audience Approach Strategies: The main
target audience is people who are experiencing mental health issues, especially
depression. Their psychology has specific characteristics that the campaign must
approach skillfully:
− Narrowed vision: Both mentally and physically, depressed people tend to
withdraw. They avoid eye contact, often walk with their heads down, and their
vision rarely extends beyond their heads. They don’t like to look up, where
traditional billboards are often placed. So our strategy is to Place billboards at
low level, at eye level or even lower. Placing billboards on school stairs is a great
32
 example: it naturally reaches students in a familiar space, turning each step up
into a more positive, upbeat message.
− Create an "Emotional Journey”: Instead of a single message, the campaign is
designed as a series of billboards. These billboards will be placed close together,
within a radius of no more than 3km, forming a seamless route. Each billboard
can focus on a different emotion (sadness/grudge/anxiety...). This increases the
likelihood that viewers will find empathy with at least one message in the series.
If they don't see themselves as "grudge", they may nod along with the feeling of
"anxiety". The series of billboards becomes an emotional journey, helping
them gradually clarify and accept their state

33
 Site Selection

Table 6.2. Summary Of OOH Advertising Sites

Selection criterion Location Illustration

− Pharmacy: This is a destination for individuals who are actively seeking
medical solutions to mental health issues, such as sleeping pills or
tranquilizers. A comforting, humane message placed at the pharmacy
counter or at the entrance can serve as an affirmation that they are not
Psychologically strategic alone in their struggle, right when they feel they need help the most.
locations, timely interventions

1
 − Area near the bridge:These are sensitive spaces, often associated with
negative behaviors and desperate decisions. The presence of a message
like “Sẽ luôn có một ai chịu lắng nghe bạn” can act as a psychological
“stop,” a final moment of reflection that can break the negative train of
thought and open up another option. The sad reality that underpins this
choice is that these are the places and solutions that the target audience of
13-18 year olds is at risk of turning to when faced with a deep
psychological crisis. Therefore, placing the message here is not just a
communication strategy, but also a necessary and urgent intervention. The
sad reality that underpins this choice is that these are the places and
solutions that the target audience of 13-18 year olds is at risk of turning
to when faced with a deep psychological crisis. Therefore, placing the
message here is not just a communication strategy, but also a necessary
and urgent intervention.

− Bus stops: This is a strategic “waiting space.” As middle and high school
students increasingly use public transportation, bus stops become
places where they stop and take time to look around. The message reaches
them naturally while they wait, with daily repetition on their way to and
from school, making it a familiar and reliable reminder.
Locations with high density of
reach to target audience
(Create persistent presence)

2
 − Major roundabouts and intersections: These are intersections on the
home-to-school route that many students pass, often in the back of their
parents’ cars. The passenger position allows for a more panoramic and
passive view. The students also identified the risk of “attention barriers”
from mobile devices. To address this, the billboards will be placed low,
at eye level, with a minimalist design but impressive colors and messages
to attract the eye in the most natural way, even in a fleeting moment.

School spaces (especially stairs): This is considered the most profound and
effective touch point.
− Natural fit: This placement resonates perfectly with the shy, head-down
mentality of troubled students. The message is placed right where their
eyes naturally point.
− Create excitement: Turning monotonous stairs into an "emotional
journey" with decorative messages will create curiosity and interest,
making the school space more friendly and closer.
− Maximum repetition frequency: Exposure to the message multiple
times a day will engrave it into the subconscious, making it a permanent
part of the school environment, a quiet but ever-present encouragement.
In the first phase of the campaign, the selected schools were excellent schools,
specialized schools in the top 10 of Ho Chi Minh City, with heavy academic
pressure such as Le Hong Phong Gifted School, Nguyen Khuyen Highschool, …
Students facing prolonged stress are at higher risk of psychological problems.

Source: Authors (2025)

3
 In general, This OOH campaign will be deployed synchronously on a large scale.
The messages will appear at a variety of locations—from bus stops to roundabouts to
school stairwells—to create a network of mental touchpoints that cover the target
audience's daily commute.
This large scale is not only to maximize reach, but also to create a powerful
synergistic effect: arouse curiosity in the community (“Whose campaign is this?”,
“Why is it everywhere?”). It is this curiosity that will fuel natural discussions, spread
the message naturally, that: “Ngay cả những điều chưa nói, vẫn sẽ được thấu hiểu. Thế
giới vẫn đang âm thầm quan tâm đến bạn .”

❖ Theme Song
Main song - "Xúc Cảm Bộ Máy" - Phung Khanh Linh ft. Cá Hồi Hoang. In the
journey to reach and soothe wounded souls, music plays an indispensable role as a
healing catalyst. With its soft, soothing melodies, music has the ability to penetrate
deeply into the complex inner world of the sick, soothe their anxieties and arouse their
repressed emotions. Recognizing that power, Inside Out chose the song"Xúc Cảm Bộ
Máy", a subtle combination between Phung Khanh Linh and the band Cá Hồi Hoang,
as the main song.

Figure 6.2. The theme song of the Inside Out campaign -Emotional Machine
(Phung Khanh Linh ft. Cá Hồi Hoang)

Source: Authors (2025)

1
 The journey of emotions through Emotional Machine: As a gentle ballad,"Xúc
Cảm Bộ Máy"opens up a space of healing from the very first notes. And when it comes
to the familiar chorus, the melody “Rồi bình minh lên, mang bao giấc mơ yêu thương
…” resounds, creeps into the mind, like a comforting sentence, leading the listener
through a true emotional journey: allowing tears, pent-up anxieties to be "squeezed" out
naturally, leaving a peaceful silence for better emotions to germinate.
In addition, the song does not avoid the dark corners but faces them head on
through a thoughtful self-question: “Mình còn tình yêu hay là người máy vô hồn??”– a
question that touches on our deepest fears of indifference and disconnection. But then,
just as the confusion peaks, the song gently soothes with a hopeful consolation: “Nhịp
đập ở đây chính là niềm tin vẫn còn.”.
And then, as an inevitable law of nature, darkness will recede when light appears.
The song ends with the image of a bright dawn, where we will no longer be lost, where
we dare to believe and “Và mình lại nghĩ về ngày mai/ Nghĩ về ngày sau/ Sẽ về với
nhau...”
Resonance with campaign theme: "Xúc Cảm Bộ Máy" is not just a song, but a
red thread that runs through, creating consistency and depth for the entire campaign.
− The song's title and lyrics resonate perfectly with the idea of "AI Emotional
Hospital", where modern humans sometimes feel like emotionless "Bộ Máy"
and need to be healed to find their "Xúc Cảm" again
− Cross-platform application:The song's melody will be used consistently in all
communications, from the initial stages through to the following stages: (1) Main
background music cho TVC "Unspoken Feelings", (2) Theme music of the
Podcast Series “Radio Cuối Tuần”, (3) Relaxing music between sessions in
workshops and events, (4) Material for social media engagement.
Through strategic repetition, the tone and message of"Emotional Machine"will
naturally permeate the public's subconscious,gradually transmit positive energy and
strengthen faith in a bright tomorrow.

❖ Media Ambassadors: Phung Khanh Linh and Thanh Luke (Cá Hồi Hoang)
For the message to be spread in the most authentic and powerful way, the creators
of the work themselves –Singer Phung Khanh Linh and Luke Thanh (Main Vocal of
Cá Hồi Hoang)– will be selected as media ambassadors for the campaign:
− Genuine Connection:As the songwriters and performers, they have the deepest
understanding of the song’s message and emotions. Their sharing will be genuine
and touch the hearts of the audience.

2
 − Suitable fan files:Both Phung Khanh Linh and Cá Hồi Hoang Both have a large
fan base among their target audience (young people, students, and college
students). Their music is known for its depth, introspection, and healing qualities.
Their involvement will certainly help the campaign reach the right audience and
spread the message in the most effective way.

Figure 6.3. Post Introducing Media Ambassador - Thanh Luke (Cá Hồi Hoang) &
Phung Khanh Linh

Source: Authors (2025)

❖ TVC “Unspoken Feelings”

The TVC “Unspoken Feelings” depicts the often hidden emotional journey of
young people aged 13-18 – the moments of sadness, anxiety, and anger that are often
not understood. Instead of being dogmatic or heavy, the video chooses a subtle,
cinematic way of expressing, through small details in everyday life: a distant look out
the window, silence during a meal, or anger when losing a game.
The emphasis is on “presence” – simple acts of caring from family and friends,
without words: a bottle of water is offered, a hand is placed on the shoulder, a small
light is turned on. All leading to the message:“ Sẽ luôn có một ai chịu lắng nghe bạn”

3
 With a cinematic visual language (35mm, shallow DOF, cold light gradually
turning warm), and the background music "Xúc Cảm Bộ Máy", the TVC creates a
gentle yet deeply touching emotional experience, helping the audience realize that
emotions - even if not spoken - still deserve to be seen and understood. TVC is extremely
suitable for the Inside Out campaign because:
− Encourage recognition and naming of emotions rather than avoidance.
− Models tactful, non-judgmental communication that encourages empathy &
listening.
− Expressing the message that every emotion deserves to be recognized, similar to
the spirit of the movie “Inside Out” – respecting the diversity and value of each
level of emotion.
The video will also serve as a small teaser, revealing UNICEF Vietnam’s
upcoming Inside Out project. The detailed script for the TVC “Unspoken Feelings”
will be mentioned in Appendix 2. The demonstration video can be viewed at the
following link:
[Link]
p=sharing

❖ Digital Marketing (Digital Ads)

To spread the message of “AI Emotional Hospital” and attract the attention of
both parents and young people, the digital advertising campaign will be deployed
strategically across key platforms. Each platform is optimized with separate content
and objectives, ensuring a seamless and emotional communication journey.

Table 6.3. Digital Ads Activities (Phase 1)

Tool Detail
YouTube Advertising YouTube was identified as the primary storytelling channel, where the campaign's
profound and subtle messages were most fully conveyed.
− Teaser TVC "Unspoken Feelings" (10 seconds):The core media product,
a 10-second art film with absolutely no dialogue between the characters,
focuses on everyday moments capturing the invisible distance between
parents and children. Silent gestures of care (putting a bottle of water on the
table, a gentle pat on the shoulder) become the highlights, demonstrating
understanding without words. The TVC will run in the TrueView in-stream
ads format (skippable in-stream ads), targeting channels about family,
parenting, psychology and youth entertainment.
− Bumper Ads (6 seconds):These 6-second videos are edited from the most
precious and emotional moments of the 10-second TVC, accompanied by a
core message.“Let the unsaid be understood”With high distribution

4
 frequency, these ads will appear on channels with large followings among
young people (such as channels of streamers, movie reviewers, lifestyle
vloggers) with the aim of maximizing recognition and deeply imprinting the
campaign message in the minds of viewers.
Advertising on TikTok With its unique platform of creativity and short videos, TikTok is used to reach
young users naturally, quickly and create strong visual impressions.
− Format and Content:The campaign will run ads in In-Feed Ads formats.
The content is a specially edited 9-15 second video version of the "Unspoken
Feelings" TVC with a fast pace, expressive close-up angles and using the
catchiest chorus of the main song “Xúc Cảm Bộ Máy”
− Target:Quickly build brand awareness among your teen audience. When
users click on your ad, they are taken to the campaign’s official TikTok
channel or landing page to learn more about the story behind the footage,
sparking curiosity and encouraging them to follow along.
Google Ads To reach Young people and parents are actively seeking information about
emotions, depression, school anxiety and how to get support., the campaign will
also be rolled out Google Ads (Search/Discovery)with a set of keywords specifically
designed for the user's [Link] detailed keyword set will be mentioned in
Appendix 1

Source: Authors (2025)

❖ Social Media

Table 6.4. Social Media Activities (Phase 1)

Content Activities
Post “What emotion are you Groups create posts with topics“What emotion are you today?”, inspired by the
today” - Minigame Increase images of five characters representing the emotions in the movie Inside Out. Users
interactio are encouraged to stop, listen to their inner state and name their emotions through
appropriate interactions, thereby enhancing their ability to recognize and accept
emotions.

Emotional Education Series At the same time, the group also deployed Emotional Education series “Did you
“Did you know?” know?”, focus on psychological education in a simple and familiar way at the

5
 beginning. Each article explains the mechanism and role of a specific emotion such
assad, angry, anxious, and offers suggestions for safe and scientific emotional
processing. This series of content not only helps users understand that all emotions
are normal and necessary, but also contributes to Eliminate negative stereotypes
regarding the expression of emotions in modern society.
Social Discussions “#GoiTenCamXuc” to turn social media into a space for open
dialogue about mental health, the campaign will launch a discussion movement
called#GoiTenCamXucCuaToi, with the accompaniment of two media
ambassadors: Luke and Phung Khanh Linh. This activity aims to create a
community where people can freely express, share and find empathy in their
emotions.

Source: Authors (2025)

The activity will be implemented in three main phases:

− Launch campaign: The two ambassadors Thanh Luke and Phung Khanh Linh
will be the first to speak up, initiating the movement through posts or short videos
on their personal pages. They will share their own true stories, which may be the
inspiration that helped them write the song.“Xúc Cảm Bộ Máy”, the campaign's
theme song.
− Introductory QuestionTo lead the community into conversation, the two
ambassadors will answer a common, thought-provoking question:
“What is the emotion you have had to hide the most, and what was the journey
you had to 'name' it to truly understand yourself?”
This question is designed to help people connect with their own emotions, while
opening up opportunities for honest sharing.
− Call to action and spread the word: At the end of the sharing session, the two
artists will officially launch the hashtag#GoTenCamXuc, #ComingSoon,
calling on the fan community and the public to participate in sharing their own

6
 stories. In parallel, the campaign will combine with othercommunity fanpages,
KOLs and micro-influencersto spread the message, creating a wave of
widespread discussion. Over time, this hashtag will become an"emotional
archive”, where people can read true stories, find empathy and be motivated to
face themselves.

❖ Public Relations
During the campaign Inside Out, activitypublic relationsdeployed through
Cooperate with mainstream news agencies and platforms UNICEF Vietnam will
cooperate with major newspapers such as Youth, Adolescent, VNExpress or reputable
electronic media channels to post the series Featured article about adolescent mental
health and the role of technology in supporting treatment.
The content of the articles will focus on three main directions:
− Mental health status of Vietnamese youth, based on data from UNICEF, WHO
and recent studies.
− Benefits of AI technology and how therapeutic chatbot solutions like “AI
Emotional Hospital – Inside Out” help children self-recognition and emotional
regulation securely and anonymously.
− Sympathetic message: affirms that all emotions are normal and appeals to
parents, teachers and the communitytogetherwith teens on their mental health
journey.
The form of cooperation with the press not only increases persuasiveness, thanks
to reliable data sources, but also helps Expand media coverage to parents, teachers and
stakeholders in society. This is an important step towards remove stereotypes and
create an enabling environment for adolescents to access emotional support solutions
using advanced technology.

Hình 6.1. PR Activities (Phase1)

7
 Source: Authors (2025)

6.1.2. Phase 2 – Engage

[Link]. Objectives
If Phase 1 focuses on arousing and creating the first touch, Phase 2 is the stage
engagement. At this stage, the campaign aims to encourage students, especially those
who are under a lot of pressure,Open up and share feelings in a safe, non-judgmental
environment. The selected communication channels are “gentle and intimate”, such as
school radio, which is deployed to help children feel that sharing emotions is natural,
normal and necessary. This is also the first time the model has been implemented.“AI
Inside Out Emotional Hospital”was introduced to the public, acting as a “silent but
trustworthy companion” of teenagers.
Phase 2 also focuses on building strong spiritual support by collaborating with
schools, psychologists and psychiatrists to organize a series of accompanying activities
such as Counseling Workshops.
In parallel, Phase 2 expanded the target audience, not only targeting those with
signs of depression but all students. This helps to form a healthier school community,
where caring and sharing become common habits. Instead of emphasizing “depression”
– which can create a sense of inferiority for the sufferer – the campaign chose an
emotional experiential approach: music, radio messages, warm workshop spaces.
Thanks to that, UNICEF is positioned as a close companion, bringing a feeling of love
and care without imposing or labeling.

Table 6.5. Objectives of Phase 2

Objectives Detail

Behavioral − ≥ 40% of teens surveyed said theyRegularly name your emotions and
share them with an AI or trusted person.
− ≥ 30% of parents, teachers, and friends said ready to accompany and
listen to young people.

Knowledge − ≥ 55% of adolescents clearly understand thatNaming and expressing

emotions is necessary for self-understanding and connecting with others..
− ≥ 40% of parents, teachers, and friends recognize thatAI Inside Out is a
safe, secure, and useful tool for understanding teens' emotions.

8
Belief − ≥ 50% of adolescents agree that AI Inside Out helps them understand
themselves and share emotions more easily.
− ≥ 35% of parents, teachers, and friends saidThe campaign changed its
perspective and began to proactively support youth..
− ≥ 25% of teens agree thatSeeking psychological help is an act of courage,
not weakness..

Brand recognition − AI Inside Out positions itself as a “trusted emotional companion” for
teens.
− Achieve ≥ 12% growth in mentions (cumulative).
− Achieved ≥ 8 million reachadditional (cumulatively reached 18 million).
− Increase Search Volume for more related keywords10%(cumulative ≥
18%)

Source: Authors (2025)

Thus, Phase 2 does not stop encouraging students to open up but also lays the
foundation for trust and emotional connection, helping teenagers see sharing emotions
as positive and normal behavior. This is also a pivotal stage, creating an important
premise for Phase 3 - where the campaign expands its influence and builds a more
sustainable community movement.

[Link]. Key activities

❖ Advertising

As Vietnamese students face a range of mental health challenges – including

academic pressure, family expectations, peer relationships and social media influence
– UNICEF Viet Nam is launching this campaign to encourage them to open up, seek
connections and proactively seek safe support channels.

Advertising in Phase 2 plays the role of a mass media tool, creating a spread in
both digital space and real life. The implementation strategy is divided into 2 main
groups: Social Ads, and OOH, with touch points suitable for the behavior and
environment of Vietnamese students.
Social ads
Social Ads are considered the heart of Phase 2 advertising, because this is the space
that Vietnamese students engage with every day. The strategy does not just convey one-
way messages, but encourages real interaction, feedback and sharing.

9
 Bảng 6.1. Social Ads Activities (Phase 2)
Activities
Social Ads
Facebook / Instagram
Design as quick interaction multiple choice story: “Khi bạn stress, bạn thường làm gì?” (Ngủ
Stories & Reels
– Nghe nhạc – Muốn biến mất – Nói với ai đó). Once selected, viewers immediately receive a
personalized comforting message: “Dù bạn chọn cách nào, bạn vẫn xứng đáng được lắng nghe.
UNICEF luôn ở đây cùng bạn.”

Activities on this social media platform are designed to take advantage of student usage habits –
fast, short, direct and highly interactive. Through the form of multiple choice Stories such as: “Khi
bạn stress, bạn thường làm gì?”(Ngủ – Nghe nhạc – Muốn biến mất – Nói với ai đó), Students
can easily participate with just one tap. It's a simple start to identifying how they respond to stress
The special thing is the personalized comfort message after making a choice. Instead of giving
heavy advice, the program sends a gentle message: “Dù bạn chọn cách nào, bạn vẫn xứng đáng
được lắng nghe. UNICEF luôn ở đây cùng bạn.” This message is both inclusive and non-
judgmental, making children feel understood about their behavior and feelings
In a sense, Stories & Reels are not just a communication tool, but also a “cầu nối cảm xúc”
immediately. Messages arrive just as students are online, creating a moment “chạm” very natural
between UNICEF and young people. Furthermore, the viral nature of Stories & Reels helps
positive messages spread quickly among the student community, creating an effect “ai cũng được
lắng nghe” – true to the spirit of the campaign.

10
 The series of images tells a short story :
Carousel Ads
− Slide 1: “Có những ngày bạn thấy quá nặng nề…”
− Slide 2: “…bạn không muốn ai biết.”
− Slide 3: “…nhưng chia sẻ không có nghĩa là yếu đuối
− Slide 4 (final): “Góc An Toàn UNICEF – nơi bạn được lắng nghe, không phán xét.” with
CTA and QR code.

This series of images depicts a familiar emotional journey for many young people: there are
days when they feel too heavy but they don’t want anyone to know, for fear of being judged or not
being understood. However, sharing does not mean weakness, but an important step towards being
heard and feeling lighter. That is why UNICEF brings “Góc An Toàn” – a space where you can
feel safe to express yourself, be listened to without being judged. This format is both intuitive and
relevant to students' social media browsing habits, while encouraging them to stop, think, and take
concrete action to find a safe place for their emotions.

Source: Authors (2025)

OOH Advertising
OOH is deployed in spaces close to Vietnamese students, aiming to create positive
reminders in daily life.

11
 Table 6.6. OOH Advertising (Phase 2)
OOH Tool Detail Images Objectives

Billboards are placed at familiar and easily − Objective 1: Normalize negative

accessible touch points for students, emotions, encourage openness
optimizing visibility and message retention.
During this stage, the message shifts from
Near school, children's cultural house:
comfort to affirmation: “Mệt mỏi không sao
where students often pass by.
cả. Luôn có một ai để bạn chia
sẻ.” Billboards help reduce self-stigma,
normalize negative emotions as valid
experiences, and encourage students to see
Billboard
sharing as natural and safe—an important
step in changing the perception that
Bus stops, roundabouts: stopping/waiting everyone has the right to have bad days.
locations, giving viewers time to read and
absorb the message. − Objective 2: Remind about the
positive spreading value from small
things
The message “Một câu chuyện nhỏ hôm
nay, có thể sưởi ấm một trái tim ngày

1
Near the bridge, near the pharmacy: mai” highlights the power of small sharings
crowded places, associated with daily life, to comfort others. Billboards in Phase 2 act
emphasizing closeness and accessibility. as bridges of empathy, turning individual
voices into a collective “culture of sharing”
that the program seeks to [Link] 3:
Create a gentle lead-in to the next action
In Phase 2, the billboard gently encouraged
sharing—whether with friends, teachers, or
the chatbox—through the message “Luôn
có một nơi để ai chia sẻ.” It served as a
subtle reminder that sharing is not a burden,
but a natural right always available.

2
 After 2 weeks of creating small touches in
Phase 1, the Campaign Poster was officially
posted on the UNICEF fanpage on
December 30, 2025, marking the launch of
communication on the UNICEF Vietnam
Fanpage. This is not only the opening
publication, but also a milestone in
positioning the image and spirit of the Inside
Out campaign. Choosing the time frame right
before the New Year helps take advantage of
the strong ripple effect, when students,
parents and the community are more
interested in positive beginnings. The Poster
thus acts as an "invitation" for the
community to join UNICEF in the journey of
Poster building a safe space for emotions

In addition, posters will also appear

simultaneously in locations directly close to
students such as classroom hallways, bulletin
boards, children's cultural houses, bus
stops, intersections and roundabouts, creating
positive reminders in daily life

3
Bus stops – where children have more time to
stand and wait, easily observe and receive
messages.

Intersections, roundabouts – locations with

high traffic volume, increasing coverage and
visual memory.

4
Backdrop
Organize “Góc An Toàn” in the school yard:
students can write short anonymous thoughts
on sticky notes and post them on the board
“Góc An Toàn” in the schoolyard is both an
experiential activity and a tangible symbol of
sharing. By writing anonymous notes,
students can gently release emotions and feel
heard without speaking directly. Each small
paper shows they are not alone, but part of a
community facing similar pressures and
feelings.
This space also acts as an offline version of the
UNICEF chatbox – simple, familiar, and close
to student life. More importantly, the backdrop
fosters a positive atmosphere: when many
notes appear, sharing is seen as normal and
admirable, helping shift the perception that
talking about emotions is a weakness to one of
connection and healing

5
Ambient
Poster in the library: “Nếu bạn thấy nặng nề,
hãy để Góc An Toàn giữ giùm bạn một phần.”

Placing posters in libraries creates an

ideal touchpoint because the quiet space
makes students more open to gentle messages.
The line “Nếu bạn thấy nặng nề, hãy để Góc
An Toàn giữ giùm bạn một
phần” acknowledges their struggles and
offers emotional support without being
preachy.
More than just posters, these ambient ads act
as “warm little surprises” in daily life. They
make familiar spaces feel caring and close,
helping students realize that support is always
around them.
→ OOH in Phase 2 is meant to “trigger
unexpected emotions”, making students feel
that UNICEF is always present, close, not far
away

Source: Authors (2025)

❖ Direct marketing

6
 Table 6.7. Direct Marketing Activities Phase 2
Direct Detail Images
Marketing
Activities
Radio every
In Vietnam, many students still listen to the radio via phones or loudspeakers at school and home.
Friday
Unlike social media, radio is a safe, pressure-free channel, suitable for gently delivering spiritual
messages. Rather than focusing only on depressed students, the program carries the spirit of “for
everyone,” since anyone can go through unstable moments.

The program airs regularly on Friday afternoons – a time when students have just finished a
stressful week of studying and are in need of a pick-me-up. The main content is to tell small but
encouraging stories, such as a student feeling “better” after keeping a diary, or a simple greeting
from a friend that helps someone feel cared for.

After the story, the program played “Xúc Cảm Bộ Máy” by Phùng Khánh Linh and Thành
Luke, using music as gentle encouragement to live fully in the present. This transition kept
the program emotional rather than dry. The MC closed: “Ai trong chúng ta cũng có những lúc
không ổn, và điều đó là bình thường. Hẹn gặp lại vào tuần sau.”

The language used throughout the program should be simple and close to school life, avoiding
lectures or technical jargon. Instead of “teaching”, the tone of the program should be like a peer
sitting down to share.

In a meaningful way, radio is not only a communication tool, but can also become a weekly safety
ritual, contributing to building a culture of empathy in schools. In the long run, this activity not only
creates a bond with the program as a “familiar friend” for students, but also helps change the
community’s perception of mental health – that it is a natural, close need that everyone can share
together.

7
Sharing
− Deployment basis
program at
schools
Holding live sharing sessions in a school environment is the most effective way to make students
feel included and understood. Unlike theoretical workshops, the program is designed as a close
conversation, not a “teaching” session. Placing this activity within the framework of the Monday
morning flag-raising ceremony – a time when all students are present – helps to take advantage of
the large concentration and sends a positive message right from the beginning of the week. This
approach makes the program not isolated but a natural part of school life.

− Accompanying team
The program is produced in collaboration with three prestigious and influential faces: Doctor
of Psychology Tô Nhi A, Psychiatrist Nguyễn Trung Nghĩa, and Mr. Nguyễn Hữu Trí (Mr.
Quéo). They will take turns participating in many schools across the country. Dr. Tô Nhi A brings
in-depth yet approachable analysis, helping students feel understood. Dr. Nguyễn Trung Nghĩa
brings a mainstream medical perspective, providing scientific knowledge about stress and mental
health. Meanwhile, Mr. Quéo, with his youthful and humorous style, will evoke positive energy
and create a friendly bridge with students. This combination ensures expertise and inspiration,
suitable for many different audiences.

8
 − Implementation Method

Each sharing session takes place during the weekly flag-raising ceremony, lasting 30–45 minutes
so all students can join naturally. The session has three parts: opening with a warm, friendly
introduction; main content with relatable stories about school life and pressures; and a Q&A
where students can ask directly or anonymously through notes. This ensures both openness and
privacy, while unanswered questions are directed to the Inside Out app for further support.

At the end of the program, experts will share with students and parents about the Inside
Out App – a “Bệnh viện cảm xúc AI” mini, where they can continue to receive companionship and
support. Each child will be given a small information sheet with a QR code printed on it, and the
QR code will also be posted in classrooms. By simply scanning the code, students and parents can
directly access the application.

The app is a safe space for families, where parents and students can share and track emotions
naturally. Students can chat anonymously 24/7 with an AI chatbot trained in CBT and positive
psychology, which offers empathetic feedback and relaxation exercises. An “Emotion Profile”
library helps them explore feelings, while links to experts or hotlines provide deeper support when
needed. All data is anonymous and confidential, ensuring personalized, relevant guidance for each
child’s journey.

− Meaning

9
 The program has multi-faceted impacts. For students, the sharing session is an opportunity
to realize that feeling “not okay” is normal, that expressing their thoughts does not make them weak
but on the contrary, helps them feel relieved and find companionship. For teachers and schools,
this activity helps increase understanding of student psychology, thereby improving behavior and
creating a healthier school environment. In the long term, when widely implemented in many
provinces and cities, the program will contribute to forming a culture of sharing and companionship
in the Vietnamese school community, where both teachers and students feel safe to confide and
listen to each other.

Source: Authors (2025)

10
❖ Social Media – Livestream “Chia sẻ để được sẻ chia”

Along with the live sharing sessions at school, the program expands the dialogue
space on social media platforms such as YouTube, Facebook, TikTok and Instagram, to
maintain the connection and create “safe communities” where students can continue to
participate. Bringing activities to the digital space not only helps increase the spread,
but also breaks down the limits of space and time, so that any young person, whether in
a big city or a remote area, can find opportunities to share and be heard.

The goal of the Social Media section is to turn the spirit of “Chia sẻ để được sẻ
chia” into a habit, a close movement. Instead of just taking place in a few short sessions,
online activities will foster a sense of long-term connection, while allowing students to
participate in a gentle, pressure-free way, according to their own needs and personalities.

The livestream is designed under the theme “Chia sẻ để được sẻ chia”, with the
continued support of three prestigious psychologists and a number of young artists close
to students. The approach is built gently, conversationally rather than lecturing, creating
a comfortable atmosphere where students can listen, ask questions and feel
accompanied.

Hình 6.2. Three speakers Nguyen Trung Nghia, To Nhi A and Nguyen Huu Tri
continue to accompany the Inside Out campaign.

Source: Authors (2025)

A key feature of the Livestream is the anonymous Q&A section, where questions
submitted before or during the broadcast will be selected for live answers by experts.
This helps students feel more secure when sharing, while also showing that every

1
 concern is valued. In addition, the Livestream will also introduce the Inside Out
application, as a trusted online support channel where students can come anytime
to chat, relieve stress or seek guidance.

Finally, all Livestream content will be recorded and edited into short clips
(Reels, Shorts, TikTok) to share on social networks., encouraging them to cultivate
the habit of sharing and seeking companionship when needed.

6.1.3. Phase 3 – Amplify

[Link]. Objectives
Although the “AI Emotional Hospital – Inside Out” model is a new move in the
Vietnamese market, and it is difficult to expect to bring high behavioral conversions in
Phase 2, the good experiences and positive results achieved will become a solid
springboard for Phase 3. This is the Amplify phase, with a focus on encouraging users
to create their own content (UGC), turning personal experiences into viral material,
thereby promoting exponential virality.
Activities such as “Sending thank you letters” and encouraging young people who
have bravely overcome depression, summarizing measurement data from AI chatbots
on the number of messages, conversations, as well as cases that have received timely
support… will contribute to conveying a brighter belief in the future.
In parallel, a strong PR strategy was deployed to demonstrate the usefulness and
reliability of the AI Inside Out application, as well as affirm UNICEF's pioneering role
in the field of adolescent mental health.

Table 6.8. Objectives of Phase 3

− Achieve 8 million reach, bringing the total reach of the entire campaign
to 26 million, completing the initial common goal
− Create at least 10,000 UGC (stories, articles, short videos, sharing
letters).

Objectives - Amplify − Minimum measurable 70,000 messages/chats with AI chatbots, of

which at least30% of users gave positive feedback about usefulness
− Send at least 2,000 thank you/encouragement letters to young people
who participated in the campaign
− Measure at least 70,000 messages/chats with AI chatbot, of which at
least 30% of users gave positive feedback on the usefulness

2
 − Achieve at least 120 reports from the press, KOLs, and the
community about the effectiveness of the campaign and the
applicability of the AI tool
− Achieve at least 120 reports from the press, KOLs, and the
community about the effectiveness of the campaign and the
applicability of the AI tool
− Achieve 5 million natural shares/spreads from the community
through calls and shares after the post, affirming that the campaign has
truly touched life

Source: Authors (2025)

[Link]. Key activities

❖ Direct Marketing
Activities “Lá Thư Gửi Ngày Mai”
This will be the most humane activity of the entire campaign, as it affirms the spirit
of respect, care and companionship with each individual. Instead of sending a general
message, the implementation team will rely on the data collected from the “Inside Out”
application platform to design and send personalized letters or e-cards.
The core content of each letter is not theoretical advice or encouragement, but
sincere gratitude:
“Cảm ơn bạn, vì đã dũng cảm lựa chọn tin vào ngày mai và tiếp tục sống.”
This message has a twofold value. On the one hand, it is a reminder that each
person’s journey is always acknowledged, appreciated, and never forgotten. On the
other hand, it becomes concrete evidence that the efforts of survival, however small, are
still meaningful and understood by the community.

❖ Digital Marketing
− Post Social Media 01 - Campaign Recap with Talking Numbers
For a campaign to be recognized and continue to spread, it needs not only a humane
story but also convincing evidence of its effectiveness. Therefore, the organizing team
proposed a transparent PR plan, focusing on publishing impact reports and campaign
recaps.
On social media platforms, a recap article in the form of an infographic or a
short video will be posted. The highlight is the way of presentation: not only giving
numbers, but also depicting the stories behind those numbers.
Talking numbers: Specific metrics such as total interactions with AI Chatbot,
number of chat sessions, number of users returning multiple times.
3
 Real-world impact: Stories shared (anonymously, if allowed) about positive
change, or cases of finding timely help.
In this way, the recap is not only a thank you to the community, but also a strategic
PR strategy - affirming the usefulness of the application, while reinforcing the belief
that a brighter tomorrow is completely possible.
− Post Social Media 02 - Community appeal article: “Hãy là một Trạm Lắng Nghe”
The campaign may be over organizationally, but the focus on mental health should
not. That’s why the final activity of phase three is about empowering the community:
turning each participant into an ambassador of empathy.
The call was launched with a provocative article with the message:
“Hành trình chữa lành cảm xúc không có điểm kết thúc. Bạn đã được lắng nghe,
giờ đây, hãy trở thành một ‘trạm lắng nghe’ cho những người xung quanh.”
Unlike simple slogans, this call is accompanied by concrete actions: encouraging
the community to share the tools, knowledge and messages from the campaign with
friends and relatives; at the same time, practice listening skills in everyday relationships.
The goal is not only to expand awareness, but also to transform emotional energy into
sustainable social action.
At the community level, this message builds a positive cycle: those who have been
healed will become those who know how to heal others. This is the core value that the
campaign aims for – a society where empathy spreads from the individual to the
collective, from temporary to sustainable.

6.2. Action Plan

6.2.1. Media Plan

6.2.2. Timeline of compaign

6.2.3. Budget of compain

6.2.4. Evaluation

4
CHAPTER 7. RISK MANAGEMENT

5
REFERENCE

a
 APPENDIX 1
4.4. Message Strategy
Application Inside Out do UNICEFdevelopment will act as a“AI Emotional
Hospital”miniature, where teens canlearn, recognize and release emotionsone of your
ownAnonymity, security and personalization. Integrated applicationsAI Chatbot
Therapy trained by methodCBT (Cognitive Behavioral Therapy)and positive
psychology techniques, allowing users to natural conversation chatbot 24/7. Based on
the content of the conversation and semantic analysis, the chatbot will:
− Emotional state recognition of the user (e.g. anxiety, sadness, anger…).
− Give empathetic feedback and provide appropriate therapeutic exercises like
breathing, writing down your feelings, or calming yourself down.
− Suggested in-depth support resources, including an “Emotion Profile” library
that helps users dig deeper into their emotions and links to psychological
counseling hotline or school psychologist when needed.
− Personalized data storage completely Anonymous to track user emotional
changes over time, helping the application make more suitable proposals in
subsequent interactions.
In this way, Inside Out act as a silent companion of teenagers, helping
understand, name and release emotions without fear of discrimination or judgment,
and at the same time step by step connecting children with specialized support when
needed.
[Link]. Key Activities

Brand & Event Keywords Generic Countdown Keywords

“AI Inside Out” "làm sao để hết buồn chán"

“chia sẻ cảm xúc” "cách vượt qua stress học đường"
“bệnh viện cảm xúc AI” "cảm thấy cô đơn phải làm sao"
“hỗ trợ tâm lý thanh thiếu niên” "tư vấn tâm lý tuổi teen online"
“giải pháp trầm cảm” "không ai hiểu mình phải làm sao"
“Bệnh viện cảm xúc AI” "khó nói chuyện với bố mẹ"
"dấu hiệu trầm cảm ở tuổi dậy thì"
"cách kiểm soát cảm xúc tức giận"
"app trò chuyện giải tỏa căng thẳng"
"con tôi có dấu hiệu trầm cảm"

b
 "làm sao để nói chuyện với con tuổi teen"
"cách giúp con vượt qua áp lực thi cử"

Appendix 1. Detailed keyword table for the compaign

c
 APPENDIX 2
[Link]. Key activities
Appendix – Script Video “Unspoken Feelings”
Overall tone: Subtle, soft cinematic; 35mm, shallow DOF; cool to warm gradient;
no tears, no preaching.
Technical suggestions: Cinematic, soft natural light, handheld subtle, slow push-
in, cross-dissolve between scenes, color transition from cool to warm, minimal film
grain, Vietnamese subtitles as in the script.

❖ Shot 1 – Opening
Setting: Late afternoon tutoring class.
Action: 15-year-old boy looks out the window, clutching a pen.
Shot technique: Close-up hand → tilt on face.
Lighting: Light blue.
Supertext: “Don’t worry if today is sad...”
Music: Intro “Emotions of the Machine”.

❖ Shot 2 – Table
Setting: 17-year-old girl sitting in front of a bowl of rice.
Development: Mother asks “What’s wrong?”. The girl lowers her head, silent,
twisting her spoon.
Shot technique: Medium from behind mother, seeing her daughter’s restlessness.
Lighting: Warm yellow but a bit dark.
Supertext: “… or anxious …”

❖ Shot 3 – Game room

Context: 16-year-old boy loses game.
Development: Grumpy throws controller on bed → stops, breathes heavily.
Filming technique: Close-up of frustrated expression → pulls back to see dark
room, screen light shining up.
Supertext: “… or grumpy …”

❖ Shot 4 – Presence
Setting: Three consecutive scenes, the light gradually warms up.

d
 Development:
The deskmate gently hands the boy a bottle of water.
The mother puts her hand on her daughter's shoulder, saying nothing.
The older sister enters the room, turning on the small mood light next to the table.
Filming technique: No dialogue, just music.

❖ Shot 5 – Climax montage

Fast Parallel Cut:
The boy studying extra looks up, light pouring through the window.
The girl exhales softly, her face softens.
The gamer boy relaxes, looking at the mood light.
Overall supertext: “There will always be someone who will listen to you.”
Music: Climax, lyric: “And I think about tomorrow/Think about the day
after/Where will I go…”

e
APPENDIX 3