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Concept and execution plan for Global Citizen Program in winter peak 2014
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Global Citizen Program
Winter recruitment campaignCreated by An Nguyen – Aug 2014
+
AIESEC Vietnam
LEGOS team
BUILT TO LAST
Term 14-15
A typical Vietnamese student often lives up to parents’ dreams or social common
perceptions including: graduate from university, find a well-paid job and get
married. However, during that journey, an individual would find a mismatch
between study majors with self-capacity as well as personalities.
Additionally, nowadays living or studying abroad has become such a trendy
mission ever that every parent would work as hard as possible to send their
children to countries with high quality education system. Unfortunately, there are
certain limitations in terms of academic capacity (GPA, TOEFL/IELTS/SAT), finance
and time. Furthermore, a large number of them are even unsure of reasons /
motivations why they should study/live abroad as well as where to go for career
path apart from expectations from their parents.
Hence, Global Citizen Program offers a chance for Vietnamese students as a
platform for self-discovery. In other words, experience from Global Citizen
Program is meant to "Activate individual potential as an authentic leader”.
Through Global Citizen Program, AIESEC Vietnam aims to activate a generation of
young Vietnamese leaders who are entrepreneurial, responsible and proud of
their identity.
A typical Vietnamese
student who often follows
their parents dreams or
social common perceptions
looks like a robot.
One day this robot decides
to open a door for a whole
new world
Experience in another
country activates a huge
individual transformation
which starts from
appearance.
The robot becomes more
lively as he manages to
adapt himself in a brand
new environment.
The robot completes its transformation progress after an intensive
experience within 6 – 8 weeks working and living in a foreign entity.
Now he is an authentic leader as he understands himself, realizes his
responsibilities to others and dares to take any upcoming challenges
Why a robot?
This figure is created to illustrate target customers as typical students who
are in doubt of themselves or unaware their own capacity.
It’s super easy to customize or adjust this figure in specific context in regards
to content production during a whole campaign. In other words, based on the
concept, this figure shows a continual progress of self-development.
“Activating the Authentic You”
5th Oct – 12th Oct
• Interesting facts about personal development due to changes in surrounding environment based on psychological/ scientific facts & figures
13th Oct – 19th Oct
• Release 4 parts of a virtual clip which illustrate the concept/story. Fans on social media have chance to guess what would happen in next part.
19th Oct – 2nd Nov
• Highlight on purposeful EY2EY partnerships
• Create platform for direct interaction with Hosting Entity (iGCDP side)
3rd Nov – 16th Nov
• Showcase endorsement from parents
• Safety guarantee
STAGE 1: Trigger with main question “Who do you think you are?”
STAGE 2: Call for action “Discover a new culture in your own eyes”
STAGE 3: Action to activate authentic leadership “Make a change! NOW!”
Visual materials
- At least poster + standee (used for Capstone fair)
- 1 viral clip to illustrate product values
- Endorsement clips from parents (Milenna & Quyen - EP "teacher don't go)
- Promotion clips from EY2EY partners (utilize GCDP summit this week)
-Clips from Global Citizen Award Night of FTU HCMC
Written material
- EPs stories which are highlighted on specific values as defined --> posted
on AIESEC VN Fan Page, Student E-Magazine and website
-Purposeful partnership stories
- Other contents specialized for each stage
Who are in charge of these content materials?
-Creative Team & other media club partners managed by An PR Manager
- Support from CC marketing team
(design, video editing)
- Support from LC
(required: collect images, EPs stories | optional: design if necessary)
Digital materials
- All digital materials produced from MC level will be ready 1 week in advance
so LCs can use them on your local channels
Printout materials (fairs, class talks…)
-Printout materials produced from MC level will be ready in accordance with
preparation timeline