USAID
Category: Portfolio
Producer: VietBa Group
Genre: Communication Campaign
Website: vietbagroup.com.vn
T
he project of preventing and stopping illegal trade in wild animals and plants has signed a contract with Viet Ba Media to carry out a communication campaign to raise public awareness about relevant legal regulations related to wildlife protection, especially the provisions of the Penal Code on penalties for illegal wildlife crimes. The campaign was launched from April 2020 to August 2021 to convey messages about wildlife protection and disseminate relevant legal regulations to the public.
The campaign implementation process includes the following activities:
I. OOH ADVERTISING
A
ccording to our plan, messages and images on legal regulations related to wildlife crimes have been designed and placed in public areas that attract many people, including Noi Bai Airport, Nha Trang Airport, commercial buildings in Hanoi and Mong Cai, Quang Ninh, as well as other public places in Da Nang and Khanh Hoa .
After that, Vietba Media continued to support extending the promoting period in Da Nang, Khanh Hoa, and Mong Cai to increase the performance’s effectiveness during the return of the Covid-19 pandemic.
II. EVENTS - CAMPAIGN STARTER
T
he launching ceremony of the project’s communication campaigns was held with the integration of other media campaigns of the project. The event was held on November 17, 2020, with the participation of more than 60 delegates from relevant agencies including USAID, MARD, relevant ministries, and organizations working in the field of wildlife conservation.
III. TELEVISION COMMUNICATION
T
he promotional clip has been developed and broadcast with the content clearly identifying violations of regulations on wildlife protection and penalties for related crimes.
The clip is broadcast with a continuous frequency on different channels such as VTV1, VTV2, HN1, HN2, QHTV, and HTV9 on time frames with a good and stable audience.
I
n addition, we also combine various forms such as banners, investigative reports, and television sitcoms…
The banner with the main message of the campaign about penalties for wildlife-related crimes is placed in the news section on VTV3 in April 2020 (time slot 7 pm) and June 2020. (time frame 12 noon). This is a short TV column of 2-3 minutes, which is fixed to broadcast right before the noon Movie Program at 12 o’clock and before the News program on VTV3.
According to the plan, 2 investigative reports will be carried out and broadcast on channels VTV and HTV9 with contents reflecting the current situation of wildlife trade and the risks to nature and society, encouraging people to comply with laws on wildlife protection. In fact, 2 reports were made and integrated into one master program broadcast in the program “Today’s Issues”, VTV24, March 3, 2021, combining the same talk show with the participation of the Director of CITES Management Authority of Vietnam.
4 TV episodes incorporating messages on eliminating misconceptions about using wild animals, and propagating legal regulations on wildlife protection were built and broadcast in the program “Colorful Street Corner” on VTV3 TV channel from November to December 2020.
IV. DIGITAL COMMUNICATION
- Viral clips shared on Facebook in December 2020 reached 263,772 views out of a total of nearly 480,000 reaches, the average view rate reached over 50%, sometimes reaching over 80%.
- Viral clips advertised on Youtube in December 2020 reached 344,423 views out of a total of nearly 750,000 reaches, the average view rate was over 50%.
