YOUR WIFE'S SUPERMAN

Even a wonder woman needs a superman

Visit us at yourwifesuperman.wixsite.com/yourwifessuperman

This project was featured on RMIT bigger! Showcase 2017

SOCIAL ISSUE

More than 85% of postpartum women in Vietnam confront postpartum despression (PPD) at different degrees
Pressure from family's harsh traditional postpartum rituals, body-shaming comments from outsiders, neglection from husbands,...are some of the contributors to despression or even suicide

TARGET AUDIENCE

Millenial husband aged from 27-37 years old
Living in big cities (HoChiMinh City, Hanoi & Danang)
Newly married and recently became father
Insight: Even though Vietnamese husbands are aware of the syndrome and its negative causes, there is no action taken to resolve the issue. Vietnamese stereotypes that a role-model husband only needs to succeed in society and brings money home to raise their kid, but not paying attention and caring for his busy wife.

OBJECTIVES

Communication

To raise awareness about the true causes and proper solutions of Postpartum Depression
To encourage husbands to care for their postpartum wife

Action

To engage people, especially husbands, to share and discuss our campaign on social media
To gain positive shares from postpartum women about their husband’s change

Added value

In a long run, the novel mindset will be passed down from our target audience to the next generation.

KEY MESSAGE

Your Wife's Superman Campaign helps husband to sympathize and understand to care for their postpartum wife

KEY VISUAL

To visualize the advertising concept, every tool in the campaign contains the image of a man caring and helping his postpartum wife, especially in the way that a woman truly needs.

PHASE 1: AWARENESS

ROLE

Strategic Planner

Creative Director

PROMO VIDEO

PRINT AD SERIES

PHASE 2: ENGAGEMENT

INTERACTIVE BOARD

The audiences are expected to choose the sticker that matched with their wife’s feeling and stick it on the board. Even though this is an interactive board, we do not expect our target audience to interact due to their discreet and shy instinct. This tool only aims to remind our target audience to think about their wife’s feelings.

INTERACTIVE LISTENING BOOTH

This booth locates in office buildings with attention-grabbing title “Superman Walk-in”. As men don't think of themselves as cowards or losers, they might walk in out of curiosity or self-ego. The purpose of this tool to remind the husband of his hero act and his wife at home.

SEAT FOR SUPERMAN

PHASE 3: ACTION

SHARE YOUR STORIES

In the final phase, we will encourage the audiences to share their stories on radio and social media (Facebook page). These two channels have a wide range of our target audience. By applying social marketing theory ‘Self-Perception', this tool will involve more male to participate as they are not shy anymore if they have allies. From the stories, we could conduct PR articles to call for more stories.

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