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​RESEARCH AND FINDINGS
TARGET AUDIENCE

Nga is a 20 years old RMIT student, she is currently living in HCMC. She is fully aware of the environmental issues, however, only on the surface level, and she also prefers convenience. As a result of being afraid of missing out, Nga is easily affected by the crowd. For behavior, Nga uses social media daily to catch up with the latest trends and update news. Although she is interested in eco-friendly products and loves buying them, Nga hardly uses these items as she still prefers the convenience. Sometimes, she categorizes the waste and reduces the plastics.

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EMPATHY MAP

​Using an empathy map to evaluate, analyze behavior, environment, and identify the target audience's insight.

​What do they  see?
​​What do they  hear?
​What do they say and do?

  • Feeling up-to-date instead of feeling left behind

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  • Healthier lifestyle 

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  • Saving the amount of money they spend on plastics every month.

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  • Save animals’ lives as well as their habitats. 

GAIN 

  • Afraid of being told that you are doing meaningless things

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  • Eco-friendly products are quite expensive 

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  • Feeling inconvenient and shy when being different from others.

PAIN 

  • They are not willing to act on the 3R's model: reuse/ reduce/ recycle, as they still prefer the convenience.

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  • They buy eco-friendly products but rarely use them. Sometimes they forget to bring them when they go out.

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  • They still follow the old habit of using single-use plastics

  • They are aware of the negative effects of plastics. 

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  • They do not have enough motivation to take action. 

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  • They find it difficult to turn their awareness into action and long term habits.

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  • They do not want to be different from everyone else.

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  • Following a Zero Waste lifestyle takes a great effort.

  • There are more articles, news, videos on social media channels such as Facebook, Twitter, Instagram discussing environmental issues such as how to reduce single-use plastics.

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  • Articles talking about the serious harms of plastics on animals and habitats from credible websites such as Vnexpress/Tuoitrenews.

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  • Many influencers such as Giang oi or Chau Bui encourage Vietnamese youngsters to adopt the Zero Waste lifestyle. 

  • Many restaurants, coffee shops, and local fashion brands use alternatives for plastics such as bamboo straws/paper bags/water bottles/ lunch boxes.

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  • HCMC Medicine and Pharmacy University said they would stop using plastic bottles and plastic straw ( Vnexpress 2019).

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  • Other universities (ex: HCM Open University) stop using plastic bottles, plastic straws, and plastic-products during school events to encourage students not to use plastic ( Vietnaminsider 2019 ).

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  • Lots of people (friends) have been changing their behaviors of using plastics

​What do they think and feel?
CONSUMER JOURNEY

The consumer journey helps to understand and capture the target audience's thoughts and feeling through each stage of the campaign. 

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KEY STAKEHOLDERS
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  • Client

  • RMIT Lectures

  • RMIT Clubs

  • Media

  • ​NGO's

 

There are five stakeholders who have an interest in Vietnam Zero Waste in Uni such as Clients, RMIT lecturers, RMIT’s Clubs, Media, and NGOs. Vietnam Zero Waste Alliance is the main stakeholder because of the budget for the communication plan, so we have to concentrate on how they feel and react to our project. We also need to know how to best communicate with them as part of our campaign's success. Besides, media is also a vital stakeholder since it has a direct effect on this campaign. It promotes and extends the popularity of the campaign through social networking such as TikTok &Youtube.

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