BEFORE I GRADUATE 2016 | SOCIAL CAMPAIGN

social campaign graduation Students University campaign

Background

"Before I Graduate" (B.I.G) is a social campaign getting inspired from the famous global art project "Before I Die" by artist Candy Chang. With the message "Đừng để tốt nghiệp là tiếc nuối!" (Don't let graduation be regrets!), B.I.G aims towards cognition of an issue found common among most Vietnamese students: "Students generally start their university lives with many intended plans and big dreams. However, even when it is near to the graduation time, their plans are still lingered and cannot be completed for many reasons". The campaign was accompanied by both online activities and onsite events that had drawn large media attention and high engagement.

- Target audience: Third and fourth-year students of universities in the Northern region of Vietnam.

- Occurence time: The campaign lasted for 1 month from April 30th to May 1st (2016).

- Deployment plan: The contents were students-generated and mainly conveyed through digital. Execution was separated to three phases: Raising awareness - Engage - Amplify. The purpose of the campaign is to awaken graduation's moment of each student and make them become more aware of it before the time turns to be too late.

- Key visual: The blackboard.

- KOLs: Mr. Minh Quang Pham (Tomorrow Marketer founder), Ms. Ngoc Linh Tieu (runner-up of Vietnam's Next Top Model 2014 contest), Ms. Nho Dinh (winner of Talented Candidate 2015 contest),... All of them are typical examples of students having achieved success thanks to their effort and willingness to pursuit their dreams.

Viral clip

The campaign featured a video with the participation of the above KOLs sharing their thoughts about university life in Vietnam, also the hard time and desperation they had experienced before succeeding, motivating other students to overcome all difficulties and pursuit their dreams.

Social

At the start of the campaign, we posted quote images and some simple hand-drawings to initially describe students' anxiety before graduation. These contents contained stock images and motivating quote, sometimes questions, for the purpose of encouraging our fanpage's subscriber to share their opinion about some issues related to Vietnamese students happening at that time.

Engagement album

On the second phase, we publicized an album named "Don't let graduation be regrets..." that was the first step of introducing and spreading the message of the campaign. Each photo in the album was a confession of a student who had ignored all the opportunities brought by youth; and when they finally realized that, their most beautiful time when they could still experience everything and explore themselves more - the university life, had already passed. Their regrets were written on the blackboard as a way to emphasize the main topic of each confession.

KOLs album

Publicized on the third phase, the KOLs album helped spreading the message more efficiently. Each person wrote his/her target to finish before graduation on a blackboard with the modal sentence: "Trước khi tốt nghiệp, tôi muốn..." ("Before I graduate, I want to..."). In this way, audience would realize that even a modest target they were pursuing could help them be more mature and make their university life more memorable.

The image template used in this album was also shared publicly so that everyone could put in their own photos and write their own dreams to share with each other.

The onsite events took place in two famous universities in North Vietnam: the Foreign Trade University and the National Economics University. Both events had involved more than 6.000 students participating and writing their dreams before graduation on the B.I.G board. The campaign also became the inspiration for many following events later throughout the nation.

Below is the video summarizing all the results of our campaign: