Why is this work relevant for Direct?

Honda ILVN 2020 is the latest & most exciting update to a long-running direct program with a mission to educate Vietnamese on traffic rules & morality. The program aims to change Vietnam's traffic situation by targeting a very special group of Vietnamese – the kinder garden children (3 – 5 year old).

Background

"I Love Viet Nam" safety education program (ILVN) is the first & the longest-running effort to work toward a collision-free society for Vietnam. Launched in 2004, "I Love Viet Nam" is a brand experience & activation program that aims to change traffic participants' perception & behavior through various formats (talk shows, mini-drama series, news…). The program has been a staple of national television for many Vietnamese generations. However, in recent years, the program has lost relevancy & efficiency. Honda Vietnam realizes that the current ILVN program could not change the traffic morality & behavior for adult Vietnamese. Honda Vietnam realized that to change the traffic morality & behavior, it needs to start building such qualities within the young children. The aim is to build up a new generation with high traffic morality in 2030, start with the 3 – 5 YO children.

Describe the creative idea (30% of vote)

At the early age of 3 - 5 YO, cartoons are the easiest and most direct way to a child’s mind. We’ll create animated series about cute and memorable characters facing increasingly more and more challenging traffic-related situations and figuring out the correct way to deal with them. Introducing the first traffic education animated series in Vietnam: Bi Bo Ben - Fun with Traffic To transform the traffic knowledge into real practice, we’ll encourage our little viewers to decide who among the cartoon characters is right, and as we reveal the correct answers, we’ll turn the fun play into learning. Furthermore, by working closely with the Vietnam Education Ministry, we can bring the educational program right into schools, which complete the education journey for the children.

Describe the strategy (20% of vote)

The primary target is the kindergarten children (3 – 5 year old). The secondary targets are the parents & educators. Our approach is aimed to bring out the joy of traffic safety by turning ILVN 2020 into an engaging & enjoyable education platform that parents, children & teachers can enjoy together. – Edutainment approach: to catch the children’s attention, ILVN traffic educational content is delivered as entertaining & playful content. – Interactive content: to turn knowledge into behavior, we let the children make their own decisions, interact, and play with the content. – Holistic engagement: children are the social animal. Therefore, we involve not just the children but also the parents & teachers in the process.

Describe the execution (20% of vote)

Honda ILVN 2020 employs multiple approaches to bring the edutainment program closer to children's life, give them the traffic education & turn that knowledge into real practices. Build mass awareness with a TV series campaign. – “Bi Bo Ben - Fun with Traffic” aired on VTV3 national coverage channel at golden hours. Airing time is calculated so the parents & their children can watch together. Encourage engagement with digital campaigns. – The series also aired on POP KIDS, the most popular kids’ Vietnamese content channel. – All digital versions are interactive videos for children to choose their answer & practice make their own traffic decision. – Social media campaign encourage parents to use the content teaching their kids about traffic morality Drive real actions with the School campaign. – The content is adapted to provide interactive school lessons – Provide teachers teaching materials & toys (role play material, flashcard, boardgame..)

List the results (30% of vote)

“Bi Bo Ben - Fun with Traffic” series has reached 10.5 million people on TV channel and become a new popular entertainment show for children. On the digital channel, the programs has achieved 3,6 million organic views across Youtube & Facebook. While the children love the fun value, the parents & educators appreciate the education value, which leads to high viewership across all channels. The school pilot program is also a success. Starting with just 5 schools, Vietnam Education Ministry & Honda are planning to expand the program to 63 schools across Vietnam provinces. The most crucial result is school research has shown the children’s new interest in traffic morality & behavior, which will helps save lives and make Vietnam a safer place for the future generations.

Please tell us how the brand purpose inspired the work

Honda Vietnam is one of the most popular brands in Vietnam. Being the largest motorbike & automobile manufacturer in Vietnam, Honda Vietnam felt responsible for working towards a collision-free, safer traffic society for Vietnam through their Traffic Safety programs.