Three Wise Men
From day one Breaking The Brand has been incredibly lucky to have the pro-bono support of two of the doyens of behaviour change media, Nigel Dawson and Randal Glennon: http://www.three-wise-men.com.au/who-we-are/ They have worked on campaigns targeting child sex tourism in Asia, domestic violence and rape, alcohol fuelled violence and workplace safety. Their acclaimed road safety campaigns have no doubt saved thousands of lives and tens of thousands of people from disability.
We are grateful for Nigel’s and Randal’s expert guidance to the Breaking The Brand project. Their commitment to this project is both exciting and very much appreciated.
Leba Ethnic Media
Leba Ethic Media has support Breaking The Brand from the start. They have offered advice, provided the translations of our adverts in to Vietnamese and the typesetting for all our adverts in the Vietnamese publications. Leba has a 40+ year history in ethnic media advertising, with strong relationships with over 300 ethnic newspapers and magazines, community websites together with all major radio stations and Ethnic Pay TV. Leba reaches some 68 different communities throughout Australia. This of course includes the approximately 200,000 strong Vietnamese community in Australia.
The team at Leba Ethnic Media has been really helpful in navigating the censorship issues in Viet Nam, when the question of getting approval or not might hinge on a single word and slight nuances in how a phrase or sentence is perceived. Being able to get accurate translations between English and Vietnamese to check the intent of the message is maintained is a critical aspect of doing behaviour change messaging in a foreign language.
TKL Media
Breaking the Brand is also very lucky to be working with TKL Media (TKLM), an agency part of the Datviet Vac Group,Viet Nam’s largest media and entertainment conglomerate.
The team at TKL have been incredibly supportive of the Breaking The Brand project from the beginning. Since well before the launch of the first campaign they have taken the time to listen and understand the purpose of our campaigns and the target groups. Their local knowledge has been vital in selecting the right media options to reach the very narrow target groups who are likely consumers of genuine rhino horn.
TKL have always been upfront about the sensitivities of placing challenging ads in business media in Viet Nam. They took the task of navigating the censor and negotiating wording with the publications on board, which has been vital in securing placements in the most important publications.
Through their understanding of our target group they were able to advise us on the best options for our quite limited budgets and thus ensure a great return on our investment.
They have also been instrumental in designing the plans for growing the campaigns as our donations grow. This will be critical going forward as it is well known the target group members need to see the ads a minimum of 10 times/quarter to increase the likelihood of behaviour change.
