SPECIALIST PUBLIC RELATION WRITING & PRACTICING –

COMM2380

DRIVING ETHICS’ PROPOSAL

LECTURER: DOAN MAI ANH

STUDENT: LAM XUAN MAI - s3169238

 Table of Contents

EXECUTIVE SUMMARY .................................................................................................................... 3

I. INTRODUCTION ....................................................................................................................... 4
II. PROJECT ACTIVITIES AND DELIVERABLES ................................................................................ 4
III. BACKGROUND.......................................................................................................................... 5
IV. TARGET PUBLIC ........................................................................................................................ 5
V. OBJECTIVES .............................................................................................................................. 6
1. Communication Goal ........................................................................................................... 6
2. Objectives: ........................................................................................................................... 6
VI. COMMUNICATION STRATEGY ................................................................................................. 6
1. Video clip description: ......................................................................................................... 6
2. Statistics: .............................................................................................................................. 7
3. Press Release: ...................................................................................................................... 7
VII. COMMUNICATION MEDIUM: .................................................................................................. 8
1. Press Release: .......................................................................................................................... 8
2. Video Clip: ............................................................................................................................... 8
VIII. PROJECT SCHEDULE ................................................................................................................. 9
IX. BUDGET.................................................................................................................................. 10
X. MEASURE/ EVALUATION ....................................................................................................... 10
XI. REFERENCES ........................................................................................................................... 11
 EXECUTIVE SUMMARY

Along with the development of Vietnam economy, the number of transports also increases as a
consequence. Yet, noticeably, transport accident and its severe aftermath have created a concern
to everybody. This concern is gaining its serious nature as many transport accidents are
transported to be caused by driver’s negligent or irresponsible driving attitude. Thus, this
proposal is written in attempt to promote a communication strategy in order to provoke public
awareness towards the issue as well as encourage them to take action by voting for the project to
be implemented. In this proposal, readers will have an overview about the traffic issues in
Vietnam through Background section. Some recommendations are also proposed to help improve
the situation. Target audiences who are mainly students and white collar workers are also
identified. With SMART objectives, the readers can clearly understand the ultimate purposes of
the proposal. With regards to Communication strategy and medium, Press Release a video clip
with informative figures of transport accidents in Vietnam will be created and posted on some
websites as well as other social medias such as social network, photosharing tool, and video
broadcasted website. Schedule is accordingly outlined to execute the plan. Remarkably, the
proposal also requires low investment to be executed. Last but not least, evaluation criterias are
discussed to measure the effectiveness of the whole proposal.

Consequently, the proposal is promising in not only successfully reach target audiences but also
persuasively win their votes on the Ethics-in-driving project.
 I. INTRODUCTION
In order to improve the transportation in Vietnam, particularly to reduce the traffic accidents
caused by careless and negligent driving attitude, the project aims to alert Vietnamese people
about the critical nature of the situation. Through issues analysis and clear executive plan, the
project is believed to be able to attract target audiences’ high attention and support. As a result,
the award of 1.5 million dollar will be used to execute the plan and spread the messages to the
public.

II. PROJECT ACTIVITIES AND DELIVERABLES

Because of the number of people death and injuries (figures) by traffic accident increase
significantly every year, the situation can become worse when there are more and more traffic
used and non-ethic drivers in Vietnam. So, an communication plan which will undertaken after
winning $1.5 million from Iris company will provide to improve and solve the problem. As a
result, through the tactics of communication plan, it is not hard get community attention and
support regarding ethics in driving to increase the spread of Driving Ethics message to people
who are caring and wanting to live in a civilized society.

There are two communication tactics:

1. Sponsorship:

Get the sponsor from car companies to convey the message meaning to public, especially current
and potential drivers.

- Driving-ethics hand-books including some driving instructions and tips presented

in brief sentences and images will be handed to car companies’ customers and
public in general.
- Since some companies have “try driving” programs for customers, a short but
informative and meaningful ethics-in-driving lesson will be free offered to them
as well.

2. Cooperation with Taxi and Bus Companies/Groups:

Mai Linh Taxi Group will be invited to participate in the program. In other words, the company
will organize driving-ethics lessons for all Mai Linh drivers in its major markets such as HCM
City and Hanoi.
III. BACKGROUND
Traffic accident is a serious issue as it takes 35 people’s lives away each day (Thai, 2008) . If
there are no attention and solution, the situation will become even worse when there are more
and more traffic used in Vietnam. People death, injuries, and other material damage are
considerable toll in perspective of every country and society. More seriously, the rise of traffic
accident cases which are caused by careless and alcoho-related drivers alert everyone about the
issues of ethical behaviour in driving. In such cases, the careless driver will be sentenced for
years while the victim will suffer the injuries or even die. This consequence will be a toll to both
family sides if they are essential living-earners in their family.

Traffic accidents are claimed to be caused by several different reasons such as drivers’ problems
in low education and financial pressure. The problem of fake driving licenses is also on the rise.
These issues require Government and every citizen’s continuous efforts in driving responsibly
and complying with traffic regulations. To help improve the situation, the Project proposes some
recommendations such as asking sponsorship from car companies to print driving-ethics hand-
books including driving instructions and tips to be delivered to customers and the public.
Besides, cooperation with Mai Linh Taxi Group is also another suggestion. In other words, all
Mai Linh drivers will have the opportunity to attend training and ethic-in-driving lesson by the
support of the company. Lastly, “Ethics-in-driving” lessons should be a compulsory session
additionally applied by the Government for everyone who would like to obtain a driving license.

IV. TARGET PUBLIC

Country: Vietnam
a. Geographic Density: large cities (Ho Chi Minh city and
Hanoi)
Age: 18 – 40 years old
b. Demographic Gender: Male and Female
Occupation: students, white collar workers
Lifestyle: active, modern and flexible
c. Psychographic Personality: trendy, interested in working with
technological and network equipments,
 concerned about society’s issues

According to Cimigo (Thanhniennews 2010), 26% of Vietnamese 86 million population is

internet users and among those, students and white-collar workers take up 30% and 40%,
respectively. These people will be the main target audience since the proposal will be posted on
IRIS website and social media (internet) where people can expose to and vote for. Remarkably,
Facebook is rated as the most favorite social networking tool in Vietnam and 95% of Vietnamese
Facebook users are aged from 30 years old or younger (CNET 2009).

V. OBJECTIVES
1. Communication Goal
Get public to vote on Iris Company’ website for Driving Ethics project by delivering the
strong message that every driver should drive not only skillfully but also responsibly.

2. Objectives:
• Attract 70% of target audiences to click on the link directing to IRIS website
• Get 65% of total viewers during one month of proposal posting time and 80% of them
voting for the Project
• Reduce traffic accidents caused by non-ethical or careless driving attitudes by 50% in 6
months after the launch of the campaign.

VI. COMMUNICATION STRATEGY

The video clip and a press release are applied to enhance target audience’s credibility and
persuade them to vote for “Driving Ethics” project through numbers of social media mediums.

1. Video clip description:

A short clip will be created which provides the images and statistic about the accident in
Vietnam. Each image will be presented with each statistic. Additionally, via the accident’s
images and statistic will be emphasized in bold to create a powerful visual effect.
Images: Eight images which are presented the results of traffic accident such as people death or
injury, car/ taxi/bus crash and the results after the accident can make people aware and perceive
the traffic accident is a serious problem in Vietnam.

Statistics: (*Note: the statistic are taken from the websites on the Internet, references bellow)

Every year: 15000 People deaths, due to Traffic accidents ()

Every Quarter: 3053 People deaths and 2074 Injured, due to Traffic accidents

Lunar New Year: While other people enjoy the holiday, 300 people killed and 400
injured, due to Traffic accidents

The common reasons of Traffic accidents:

- Driving over Speed limit – 34%

- Negligent attitude – 22%

62% of the injured are positive with Blood Alcohol Content, half of them got brain
damage

Year 2008: out of 858 driving licenses, 534 are confirmed as Fake ones

Other reasons:
- Drivers’ irresponsibly driving attitude
- Increasing number of transports, yet not transportation infrastructure
- Traffic regulation infringement

Human and material toll, due to Traffic accident: $USD 885,000,000 every year

2. Press Release:
The issue and its nature will be sent to journalist and editor of some online newspapers such as
Tuoitre, Thanhnien, Vnexpress and Vietnamnet for posting consideration. These online news
website are selected because of their similar target audience as the Project’s. Once the press
release is posted on these websites, they will be informed about the Driving issues and its
seriousness caused. As a result, the target audiences will be further encouraged to click on the
link leading to the completed Proposal and hereby be able to vote for the Project as well.
The Press Release will briefly present some facts and statistics of the Driving issue in Vietnam.
Additionally, some words of prestigious people who are working in Transport Traffic
Department regarding to the issue will also be stated. The Press Release will briefly present some
facts and statistics of the Driving issue in Vietnam. Additionally, some words and reports of
prestigious doctor from big hospitals will be stated regarding to the issues and the patients with
traffic accident injuries

VII. COMMUNICATION MEDIUM:

To get the attention and support from target audience, some following mediums are
selected.

1. Press Release:

Online newspaper (tuoitre, thanhnien, vnexpress, vietnamnet):

These news and social websites which are so popular websites have English and Vietnamese
versions. Driving Ethic’s article will be published to inform the “Driving-Ehics” problems to the
public audience, and then the public can comment on these articles. There will be a link
connecting Iris website for voting.

2. Video Clip:

Social Network Websites: Facebook, Yahoo 360

Today, Facebook and Yahoo 360 are two popular social network websites in Vietnam.
Especially is facebook. For instance, Facebook is rated as the most favorite social networking
tool in Vietnam and 95% of Vietnamese Facebook users are aged from 30 years old or younger
(CNET 2009). Moreover, Yahoo 360 have linked with the yahoo messenger – online
communication tools has reach 90% Vietnamese users. So, in 2008, Yahoo 360 was considered
as a major social network which has a biggest number of users in Vietnam (Social Media’s Story
in Vietnam, 2008).

As a result, social network is a essential social media which can spread easily the message to the
target audience. Moreover, these pages fill out profiles with lots of information about the project
and link back to Iris website for voting.

Online Video Websites: Youtube, Yume

The clip will be posted on Youtube and Yume which are popular online video websites for
uploading clips in Vietnam. By delivering a strong message in the clip, there will be high
opportunity that the public will forward the video clip around. Additionally, online video
websites also link to social network pages which make the uploading clip process much easier
and faster.

Photo Sharing: Flickr, Photobucket

Photo sharing and video can make connections reacher to the public and also convey the
message and story in different ways with visual effects rather than straight text. Moreover, there
will be a link between photo sharing, Flickr and Photobucket, and social network pages, such as
Facebook, twitter, and Yahoo 360. Specifically, images of traffic accident in Vietnam such as
bus and taxi’s crash, death and injured people from traffic accidents will be published on photo
sharing. Each image contains a story. By clicking on an interesting photo the public can read the
story behind it on the social network pages.

Social bookmarking: del.icio.us

Del.i.cio.us website allows users can upload the video clip, images and blogs. It also
automatically updates all the latest information. The video clip, Driving Ethics’ articles will be
posted on this website.

VIII. PROJECT SCHEDULE

Activities Task Time
1. Video clip - Preparation for video - 3 days
clip’s idea (collect
information, figures and
images) - 2 days
- Video clip’s
implementation/creation - 2 days
- Post video clip online
2. Press Release - Preparation for press - 3 days
release (collection
 information, interview
people)
- Writing press lease - 3 days
- Delivering to the - 1 day
journalists/editors of
online newspapers

IX. BUDGET
No Budget: no cost for update the press release and video clip on the social media.
Additionally, the Driving Ethic’s clip only uses statistics with children’s images without
any cost of filming production and no cost for writing press release.

X. MEASURE/ EVALUATION

Activity Response measurement Categorised

Get 500 viewers on the first day of Great Success
posting and increase daily
- Get 200 to 300 and increase Acceptable Success
daily
Video clip watched - Lower than 200 but increase
daily
Lower than 200 and not increase Low Success
daily
Get all proposed online news Great Success
websites to post for the Proposal
Press Release posted
Get 3 out of 5 Accepteable Success
Get 2 or lower Low Success
Above 80% clicking to link to IRIS Great Success
From Video clip and Press website
Release websites linking to
50% to 79% Acceptable Success
IRIS website
Below 50% Low Success
Above 50% Great Success
Votes for the Project 20% to 50% Acceptable Success
Lower than 20% Low Success

*Notes: These evaluation criterias are not fixed and may be adjusted during the proposal posting
time as whether the performance is decided as good are not, also depends on the number of
competitors and their performances.
XI. REFERENCES

 “Trên 30.000 trường hợp tử vong mỗi năm do tai nạn thương tích” 2008, tin247, posted
30 Oct, viewed 10 May 2010,
<http://www.tin247.com/tren_30000_truong_hop_tu_vong_moi_nam_do_tai_nan_thuon
g_tich-10-21326989.html>.

 Nguyen Trong Thai 2008, “TAI NẠN GIAO THÔNG QUÝ I NĂM 2008 GIẢM
MẠNH”, Phong Chong Tai Nan Thuong Tich, posted 20 Jun, viewed 10 May 2010,
<http://www.moh.gov.vn/homebyt/vn/portal/InfoDetail.jsp?area=222&cat=1909&ID=61
49>.

 “Traffic accident death toll reaches 300 during Tet” 2010, Vietnam forum of environment
journalist, posted 20 Feb, viewed 10 May
2010,<http://www.vfej.vn/en/detail/21555/traffic_accident_death_toll_reaches_300_duri
ng_tet>.

 Nguyen Van Tuan n.d., Oversea Vietnamese club for Science & Technology, viewed 9
May 2010, <http://www.ovsclub.com.vn/show_article.php?aid=18301&lg=vn>.

 “Uống rượu bia, điều khiển phương tiện giao thông: Giỡn với tử thần” n.d, Xa Luan,
viewed 12 May 2010,
<http://xaluan.com/modules.php?name=News&file=article&sid=143386>.

 Tran Phan 2009, “Tràn lan bằng lái xe giả”, Lao Dong, posted 28 Feb, viewed 12 May
2010, <http://www.laodong.com.vn/Home/Tran-lan-bang-lai-xe-
gia/20092/128227.laodong>.

 Manh Hung 2010, “Năm 2009 xảy ra gần 12.500 vụ tai nạn giao thông”, vietnamplus,
posted 12 Jan, viewed 11 May 2010, <http://www.vietnamplus.vn/Home/Nam-2009-xay-
ra-gan-12500-vu-tai-nan-giao-thong/20101/30752.vnplus>.

 T.Phuoc 2010, “Vietnam sets scorching pace in Internet use”, Thanh Nien News, posted
4 Sep, viewed 11 May 2010,
<http://www.thanhniennews.com/2010/Pages/20100409102616.aspx>.
 Dong Ngo 2009, “Facebook in Vietnam: Social-networking blues”, Cnet, posted 9 Dec,
viewed 12 May 2010, <http://news.cnet.com/8301-1023_3-10410034-93.html>.

 “Câu chuyện mạng xã hội ở Việt Nam” 2007, Viet Bao, 30 Aug, viewed 12 May 2010,
<http://vietbao.vn/Vi-tinh-Vien-thong/Cau-chuyen-mang-xa-hoi-o-Viet-
Nam/65102201/217/>