The Big Idea

5.1 Unique Selling Proposition

The awareness and prevention on baby dumping baby may be able to spread wide if the public’s focused and try to solve this matter by giving a moral support and help each other to prevent this matter. It will decrease and lower the percentage of baby dumping.

5.2 Channel of Distribution

This campaign will be if it could reach out to people who are living in urban, suburban and also rural areas through media such as environmental advertising, television commercials and also website.

5.3 Marketing Objective

The objectives of this awareness campaign are to promote the prevention of baby dumping. Through this campaign, it can helps in developing seriousness and attention among teenagers who did not have any idea on how to prevent this matter from happen. This campaign can also rise up the level of knowledge among consumers about the importance of children that innocent and need to be love. This campaign will educate teenagers to be more loving person.

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The Big Idea

5.4 Target Audience

5.4.1 Demographics

Age: 15 to 25 years old teenagers

Gender: Male and Female

Education: Primary School and Secondary level

Occupation: Students and Secondary Level

Income Range: RM50-RM500

Geographic Location: Urban, Suburban and Rural Areas

5.4.2 Psychographics

Perception: Baby dumping is one of the serious social problems that happen in Malaysia. It is cruel things to do to an innocent child. It will give a bad impression to our society.

Learning: Word of mouth, magazines, newspaper, television, exhibition, and radio.

Motivation & Needs: The fear of disease such as diabetics, heart and other health problem that caused from overweight and obesity problem.

Attitude: Aware and concern about baby’s life.

Personality: Responsive towards child’s life.

Lifestyle: Active lifestyle, Busy

5.5 Marketing Strategy

Johnson’s Baby will be supporting this campaign. By the range of baby’s product that have in Malaysia, Johnson’s Baby are the baby skin care expert, it will be able to grab people’s attention towards the baby and help increase the awareness of baby dumping problem in Malaysia. Since Johnson’s Baby has done collaborate and sponsor numerous campaign before, they will be able to attract their favorite and loyal consumer and customers in order to help this campaign to be done and successful.

5.6 Advertising Strategy

The media that will be used for this campaign would be:

• Website
• Television Commercial
• Environmental Media