Introduction
Shhh! Campaign is launched to urge people to stop talking loudly in the cinema, which is an inappropriate behavior happening now in Vietnamese public. This campaign focuses on Hanoi secondary and high school students aged from 13 – 18. We aim to approach the target audience in a humorous and sarcastic way by humanizing the cinema screen that remind people gently of the noise that they have been making. People talking in the cinema will unintentionally ruin their image, bother others' enjoyment and disrespect the movie. Thereby, whisper in the cinema is a wiser choice instead of gossip with high volume. Our media strategy combines six kinds of media, which are print advertising, online advertising, indoor advertising, ambient advertising and PR events. We choose these types of media to utilize because we are focusing on teenagers, who are tech-savvy and curious with excitement. They interact with a very wide range of media, and then we will easily reach them. Specifically, online ad will occur on zing TV - the most popular online movie site. Indoor ads (advertising the issue of kicking the chair, on the phone during movie time and dropping popcorn) and ambient ads (message lip tags in popcorn) will be displayed in the cinemas in order to approach people directly and quickly. Additionally, there is a print ad on Hoa Hoc Tro magazine, which tells teenagers the distraction of mobile devices during the movie time. Please have a look at all the materials to get more information.