Campaign Background
In the age of modern technology and globalization, insensitivity becomes a social phenomenon among Vietnamese young adults recently (Bac Giang 2014). Insensitivity is the state of being unable to feel or show empathy to other people's feelings, thoughts and needs (Gerlach 2015). Indeed, young adults depict their insensitivity not only toward the community, in which they are li
ving, their friends but also their own family (VietnamNet 2010). For instance, a group of students beat up a girl, undressed and tore her shirt (Eva 2015). Those students witnessed the incident, instead of discouraging the attackers or helping the victim, they chose to ignore or support for those immoral actions. Nevertheless, insensitivity towards the victim having accidents on road, selfie in front of fire and insensitive social media post that pokes fun into the death of others that brings the social issue to the peak (Viet Bao 2014, Eva 2015). The insensitivity of young people becomes a phenomenon, deep in thoughts and actions, leading to the rise of more serious social problems. Dr Trinh (cited in Song Xanh 2010) said the insensitivity reflects the ignorance to the moral system of society and irresponsibility with life. He added young people who lead irresponsible lifestyle means that they have lost their own values; ruin the fine traditions of the Vietnamese national culture. Furthermore, low empathy relates to criminal behaviors, violence and other antisocial behaviors (Paul 2010). Therefore, it is significant to conduct a campaign to raise the empathy among young adults and to change their current negative mindset in order to enhance a better life and society’s good will. Moreover, it also encourages the target public to care and help others by doing possible simple things. Why ‘Insensitive’? Recent researches show that most of young people nowadays become less sympathy with the community where they live in. When seeing somebody has a motorbike accident, for instances, young people usually ignore the victim and try to run away from helping him. This kind of refusal behavior can be explained by childhood experience, ‘scare' culture shaped by mass media and the society context. Insensitivity to people in need is a shame for Vietnamese society and goes against Vietnamese charming collectivist culture. What is the ‘Wall’? The wall is an implication for the insensitivity inside every individual, which is also the key visual for the campaign. It is not just about bad or good, however; being insensitive sometimes is right to do and it also protect you from other harmful things also. Most importantly, with the slogan ‘Break The Wall’, the campaign encourages young people to break their insensitive wall and live with more empathy for other people. Lastly, the campaign aims to encourage people taking actions to help people in need. Concept
Vietnamese young adults tend to refuse giving help or care for other people because of childhood experience (Quoc Dat 2014), ‘scare’ culture formed by mass media (Tester 2001) and society context (Bac Giang 2010). Those effects establish an invisible wall that separates the individual from others and become less empathy to other people's problems. Hence, there is a need to break the insensitive wall in order to open their heart and live more empathy. Breaking this wall, they will see that life is more colorful and beautiful than being afraid and not taking actions to empathize with others. Slogan: Open your heart. Together, we break the wall! Key visual
The key visual of the campaign is an invisible wall. This invisible wall represents insensitivity, which prevents people from empathizing, caring and helping other people in need.
