The campaign requires all members of society, from central government ministries and local health facilities to the public, to cooperate and join in. For groups of ministries and agencies at central and local levels: issue official dispatches and detailed instructions from the Ministry of Health. For the public: 5S Media understood that Vietnamese people gain access to information mostly through the internet and social media. For that reason, the campaign will increase its presence and reach out through Social Media channels to communicate effectively, especially through music and Tiktok.

The campaign was created with a clear objective in mind: Spread the message about the measures for preventing Covid-19 and highlight Lifebuoy's role in accompanying the Ministry of Health. However, the biggest problem in implementing a campaign with such a big scope is how to reach so many audiences, all having different needs and behaviors. It is important to find untraditional ways to reach younger audiences. To do that, the Ministry of Health, together with Unilever Vietnam and Lifebuoy, carried out a series of communication activities with the theme: “Vì một Việt Nam vững vàng và khỏe mạnh” ("For a strong and healthy Vietnam"). The message surrounding this theme must be sustainable, consistent, and easy to remember and implement: 2K (Face mask, Disinfectant) + Vaccine + Medicine + Treatment + Technology + People's awareness + other measures. The campaign includes delivering vital information on multiple channels, online and offline, such as short videos, easy-to-understand colorful infographics, health seminars, and press releases. Most impressive and memorable of all was the creative and enthusiastic 2K+ song - "Việt Nam vững vàng và khoẻ mạnh” (“Vietnam is strong and healthy"), equipped with cheerful lyrics and a positive spirit. Simultaneously, the Ministry of Health also organized a cover dance contest on social media with the aim to spread the message and reach people nationwide. Music has the magical power of balancing the psychological state and bringing people closer together. Especially in the context of the pandemic, music seems to help people feel better and more positive about the future. In addition, music makes it easier for people to access, remember and understand the message. That is also the reason why the Ministry of Health and Unilever Vietnam Foundation decided to use the 2K+ dance to spread the message and reach Vietnamese people even further.

The purpose of this campaign is to reach as many people as possible, which means the target audience of this campaign is very diversified, with different needs that require different channels and approach strategies. Understand that, 5S Media proposes implementing the campaign on multiple channels, both online and offline through the following phases: Trigger: • Organize a launching ceremony for the communication campaign to prevent and control the COVID-19 epidemic in the new situation. • Produce a set of documents rich in content and diverse in formats, such as Infographics, Video Clips, Audio Clips, and Photos, in collaboration with the World Health Organization. Engage: • Produce a TV talk show on Vietnam News Agency about Covid-19 preventive measures. • Organizing and broadcasting online seminars on official and earned media. • Organize a Dance cover contest called "2K - Vietnam is strong and healthy" on TikTok, along with the participation of both KOLs, famous artists, and the community. • Organize Amplify: • Launch instead of Frame Avatar 'For a strong and healthy Vietnam' on social networks Facebook, Zalo, and Lotus • Communicating information, articles, reportages, and media products on the media, central stations, and social networks

The communication campaign "For a strong and healthy Vietnam" proposed by 5S Media has proven to be necessary during the time. The campaign has helped raise people’s awareness towards changing health-beneficial habits and emphasize the need to continue implementing prevention measures to control the epidemic. “For a strong and healthy Vietnam” not only received a positive reaction but also participation from the public in Vietnam and abroad. The Ministry of Health estimated that the campaign successfully reached nearly 100 million people living in Vietnam in 2 months, equipping people of all ages and places with knowledge of how to prevent and control Covid-19. In more detail, the campaign reached nearly 500 press and media reporters nationwide: - Over 300 contest entries and 2.4 million views on TikTok - Successfully launched Facebook Avatar frame on Facebook, and over 1000+ avatar changes from people across Vietnam - Approximately 200 news/posts were published in the press about the information of the launching ceremony - Nearly 100 news/articles/reports related to the contest's activities - 5 news/posts/photos posted on hot pages with 18 million followers - Multiple media coverage on national TV channels (VTV1, HTV9, VOV1,…