ADVERTISING PROFESSIONAL PRACTICE
IMC PAPER
‘EVERY DAY I PUT THEM ON’ CAMPAIGN
EXECUTIVE SUMMARY
In the context of the increasing number of dogs wander around the streets without leash and
name tag, dogs bite and scare people, and dogs urinate and defecate in urban areas, particularly
Ho Chi Minh City (HCMC), this IMC campaign is designed to encourage the target audience to
take actions for well-behaved dogs in the city. The target audience is Vietnamese young people
aged between 18-25 living in HCMC. Although they love their dogs, they don‟t think it is their
responsibilities to equipping their dogs with essential tools before going out and cleaning up after
their pets at the public places. Research about this issue provides key insights that the dog
owners are used to let their dogs wandering around in public without the dog owners‟
supervision and they are irresponsible of making sure their dogs won‟t harm and disrupt others in
the public places.
Therefore, the campaign “Every day I put them on” is created using 4 main tactics: public stall,
video clip, poster and online promotion. With the sign “Please clean up after your dogs!”, the
stall provides dog waste bags and instructions on how to use the bags for dog owners to pick up
their pet‟s droppings. Another tool is the video which is shown on social media sites and in the
cinemas, right before the movies start. Online promotion consists of Facebook page, website and
online banner. Print ad (posters) will be distributed offline in pet shops to promote and raise
awareness about the campaign.Those tactics will be implemented based on continuity schedule,
which means we continuously operate media channels to keep reminding the target audience.
CAMPAIGN BACKGROUND
Dogs without leash and name tag is a sensitive and common problem in Vietnam urban areas.
Particularly, in HCMC and Hanoi, unleashed dogs bite and bark at people because of the
irresponsibility of their owners (Hung 2013). Also, these uncontrolled dogs are caught by dog
thieves, causing miserable deaths for them (Lang 2014). Besides that, people often complain
about their neighbor‟s smelly dog droppings (Hoan 2012; Tran 2010). According to The
Canadian Public Health Association Several (2010), dog poops can cause serious illnesses for
human being, even deadly ones and some of them become more infectious after times (Peeples
2011).
As a result, the Ministry of Agriculture and Rural Development had a regulation requiring
dog/cat owners have to register their pet with the local committee (Hung 2012). Moreover, there
are considerations about whether dogs should be allowed in apartments (Thanh &Thien 2013).
However, these regulations turn out to be not very effective. Therefore, it leads to serious
conflicts that the local authority has to interfere (Do 2014).This influences people‟s daily life and
prevents people from giving straightforward feedback. This seem-to-be-simple issue results in a
good cause advertising campaign for a cleaner city.
Regarding this problem, there are some points the campaign should consider before launching:
Ho Chi Minh authority passes the law to fine people letting dog poop in public place 20.000 to
100.000 VND (Thu Vien Phap Luat 1998). This is a good base for the campaign to start.
In HCMC, individual annual average income is $4,500 (Nguyen 2013). Therefore, people
probably have enough finance to raise a pet. Besides, some Vietnamese care about their dogs so
much to spend on expensive dogs „services (Linh & Duong n.d.).
Additionally, technology is also what the campaign should consider. Specifically, Google‟s
survey found that 70% of Vietnamese people use smart phones for information-search, videos,
apps or accessing social networks (VietnamNet 2014). By August 2013, 19.6 million of
Vietnamese use Facebook, taking up 21.4% of total population (Minh 2013). Besides, 98%
media users interact with their friends on social network (Kanta Media Net Index Vietnam 2011,
cited in Moore 2011). Regarding Vietnamese‟s Internet users, people aged 15-24 take up 95% of
total users (CIMIGO NETCITIZENS 2012, cited in Moore 2013). Therefore, the campaign can
reach the target audience via these channels.
STRATEGIC COMMUNICATION CHALLENGES:
In the process of generating the campaign, there are two significant communication challenges
amongst the target audience that may prevent the campaign from achieving the best outcomes.
Firstly, Vietnamese young adult are claimed to be irresponsible (Duy 2013). According to Duy
(2013), the irresponsibility of Vietnamese youngsters is getting more and more common.
Therefore, he stated that this phenomenon should be alarmed in the community. In this case,
irresponsibility can cause major impacts on the effectiveness of the campaign as youngsters can
just
ignore
the
effort
to
look
after
after
their
dogs.
Secondly, Thanh (2013) highlighted that young Vietnamese usually tend to follow the crowd.
They can be easily affected by surrounding people or environment including their parents,
friends, neighbors or even online trends on the Internet. As a result, since the awareness of the
young generation towards the problem is not high as well as most people do not have the habit to
bring plastic bags to pick up dog poops, wear name tags and leashes for their dogs, it is difficult
to persuade young people to change their behaviors.
TARGET AUDIENCE
Demographic
They are both males and females aged 18-25 living in Ho Chi Minh City with middle to
high household‟s income ($1,000 –$2,000/month). They have high education with
undergraduate degree or above. Also, it is estimated that HCMC has 600,000 young people from
18-25 years old (VNU ITP 2009).
Lifestyles
They are pet-lovers who spend time with their dogs everyday. Moreover, they are familyoriented. They enjoy outdoor environment and nature with their family and pets. They are
innovative, modern, and expressive. They want to show off that they are from a high-class level
by buying expensive dogs (Ngoc Bao 2012).
Behavior
They walk the dog at least once a day but do not have the habit of cleaning up after their pets in
public places. They are Internet and social media users. They take care of dogs and willing to
pay for expensive dog‟s services (Linh & Dương n.d.).
GOAL & OBJECTIVES
Goal:
This campaign encourages the target audience (young dog‟s owners) to have responsibilities to
equipping their dogs with essential tools before going out and cleaning up after their pet at the
public places.
Objectives
Media objectives
 In the first three months of the campaign, reach 60% of target audience at least 4 times a





week.
In the last three months of the campaign, reach 80% of target audience at least 3 times a
week.
To have at least 500 000 views of “Everyday I put them on” clips in youtube after 6month campaign.
To have at least 1 000 shares of “Everyday I put them on” clips in social media after 6month campaign
To get 400 000 views of website after 6-month campaign
To get 80% of positive feedback for online banner in the website after 6-month
campaign.
Communication objectives
 To make 60 % of target audience aware of the issue after 6-month campaign.
 To make 50% of target audience feel that it is necessary to equip their dogs with name
tags, dog-collars and dog leashes after 6 month campaign
 To make 40% of target audience feel that they‟re responsible when they equip their dogs
when going out after 6-month campaign.

To make 40% of target audience feel that their responsibility is cleaning up after their
dogs when going out
Action objectives
 To make 40% of target audience equip their dogs by dog name tags, dog-collars, and dog
leashes after 6-month campaign.
 To make 40% of target audience equip their dogs by dog name tags, dog-collars, leashes
and dogs‟ waste bags.
 To have at least 500 000 views of “Still Naked” clips in youtube after 6 months campaign
 To have at least 1 000 shares of “Still Naked” clips in social media after 6 months
campaign
KEY INSIGHTS
Based on our research, many young vietnamese people express a certain level of irresponsibility
when owning a pet. For example, dog owners in Ho Chi Minh City often let their dogs wander
around the streets without the leash and bite people (Quang Duan 2013). They also usually let
their dogs urinate and defecate in the public places without cleaning after that (Thi Tran 2010).
Those habits make other people have negative thoughts and feelings toward dogs and the dog
owners.The deep reasons behind is laziness or lack of good habit. Therefore, the campaign
“Every day I put them on” is created in order to raise awareness and promote the good habits of
the dog owners in Ho Chi Minh City when they walk their dogs in public places.
ADVERTISING CONCEPT
Based on the key insights, the campaign aims at changing the target audiences‟ daily routines in
equipping themselves and their dogs with essential tools before going out. To achieve the set
objectives, it is important to make the audiences believe that the leash, the dog‟s name tag and
waste bags to clean up after their dogs are indispensable tools for the pets just like their clothes.
With the concept nakedness, the campaign focuses on depicting a dog without the leash and the
name tag is like a human without clothes on. This approach is suitable for the target audience
since it presents the actions as good habits and it is enjoyable for both the dogs and the owners to
do so.
PROPOSITION
Based on research and key insights, the campaign‟s key message is:
“A truly responsible dog owner knows what to equip with his/her dog every time they go for a
walk”
CREATIVE STRATEGY & MEDIA
To implement the proposition creatively, the campaign “Every day I put them on” is executed
under the theme of dynamic, energetic and fun. There are some tactics through which the
campaign go:
1. Offline promotions:
a. The stalls:
Displayed stalls “Please clean up after your dog!” will be placed in Thao Dien Residential Area
District 2, Crescent Mall – Park District 7, and 23/9 Park District 1. The stalls will be available
until
the
end
of
the
campaign.
Before the launch day, we set up stalls around the areas where young people usually walk their
dogs. The stalls provide dog waste bags that the dogs‟ owners can use to pick up dog poop. On
the stalls there is a sign “Please clean up after your dog!” with the bag‟s how-to-use instruction.
During the campaign, volunteers stand at the stalls to talk about the campaign to raise awareness
among the target audience. Moreover, people using the bags to clean up after their dogs are given
Polaroid photos with their dogs as souvenirs. The photos‟ digital versions are posted on the
campaign‟s Facebook, Instagram and official website.
Figure 1. Reproduce from GT Wulf n.d.
Figure 2. Reproduce from Dreams Time n.d.
Figure 3. Reproduce from Oona 2010
Figure 4. Reproduce from Freidin J. 2011
b. Posters and Board of instructions:
To reduce the cost and effectively reach the target audience, posters are just placed at some
locations. Specifically, they only are hung in pet cafe, hotels and spas such as Dogi & Caty Cafe
(72B Le Van Sy, Phu Nhuan District), Raging Rottweiler Hotel (Go Vap District), Phuong Anh
Pet Mart (District 6) and in vet centers as well as Petshops where owners usually visit. The
poster will be color-printed in A3 paper-sized so as to catch attention of the visitors to stores and
shops. Plus, the aim of showing a clear key visual and copy in the poster is to make the target
audience recognize the needs of the 3 tools for the their dog. Thus, they might consider buying
the tools immediately at the stores.
Another interesting media channel for the campaign is the board of instruction sticked on the
stalls which are put in Crescent Mall, Thao Dien and 23/9 Park. This tactic can draw attention of
the target audience who approach the stalls for dog waste bags. This tactic is used from the
beginning of the campaign to draw attention to the middle of September because at that time,
target audience needs to use their own bags and set up habit.
c. Cinema:
Apart from social media channels, the teaser video uploaded on Youtube will also be shown in
CGV and Galaxy cinema before movie time. This will be a great channel since the target
audience usually hangout at the cinema during weekend (Da Nang Portal n.d.)
2. Online promotions:
a. Social Media:
Research has shown that 86% Vietnamese Internet users have accessed to social network
(Tuoitrenews 2012). Therefore, Youtube, Facebook and Instagram are the top choices for the
campaign.
Youtube: At the beginning of the campaign, a teaser video is uploaded on Youtube to attract
target audience‟s attention and generate their curiosity. Since target audience are innovators, it‟s
likely that the video will be shared among Youtube community and hence, widely reaches the
target audience.
Facebook: We create a Facebook fan page called “Every day I put them on” to keep informing
and reminding the target audience about the campaign. Particularly, the Facebook page will be
set up at the same time as the teaser video. One interesting point of using Facebook is that we
will create a hashtag “#EverydayIputthemon” in order to drive the conversations and
involvement of Facebook citizens.
Instagram: Like Facebook, the hashtag “#EverydayIputthemon” on Instagram is taken into
account to update in pictures of owners and their dogs wearing fun costumes, leash and dog
waste bag before going out. As people can see the cuteness and fun from those pics, it‟s expected
that the campaign and its hashtag will be spread in a large scale.
b. Online banner:
Another media tool is online banner. This is an interactive banner in which audience can play a
simple game with the dog. After finishing, the players are directed to the official website. Those
online banners will be placed on websites where the target audience usually visits such as
kenh14.vn, ngoisao.net, mp3.zing.vn, nhaccuatui.com, yan.vn
CAMPAIGN TIMELINE
BUDGET
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