Author: ncqnhu
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Why We Need AI Governance: From the User’s Perspective
In a recent focus group on AI usage, participants were asked what concerned them most when adopting a newest AI application. One interviewee immediately answered: security. “It learns my behavior very quickly, and sometimes I feel like I’ve shared too much with a stranger.” Another participant followed, “I agree, but as long as AI makes…
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Communicating AI Products: What Comes After the Hype?
Over the past year, I’ve worked more with AI-driven products, from launching advanced AI-powered technologies to building communities that actively advocate for AI applications. What excites me most is seeing genuine user enthusiasm and engagement. Yet this enthusiasm also reveals a new challenge: AI is no longer a novelty. The industry is moving beyond hype,…
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How Changing Careers Changed Me
After leaving my first freelance writing job at a notable newspaper in Vietnam — where I spent five years from my last year of high school until graduating from university, I have since worked at eight organizations across two regions, including three creative agencies, one brand, one NGO, and three United Nations agencies. I’ve changed,…
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Why people change behavior: The difference between brands and NGOs
Throughout my career, I’ve managed hundreds of campaigns, some built to drive sales, others to drive change. While their goals appear different, to me their success depends on the same formula: helping people see how the story connects to their lives and demands, and how their choices can shape impact. The power of motivation: Aspiration…
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Bridging the Gaps: Internal Communication as the Pulse of Purpose
Internal communication often gets a bad rap. Some say it’s boring, others claim it’s just a flood of corporate noise with little real engagement. Employees, they argue, are already drowning in emails, invites, and updates. So why throw another message into the mix? But that’s a narrow view. “Why did we join at the beginning?”…
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Building up a new community
Whether you’re a creator launching a new supporter platform or a fresh brand eager to grow a loyal following, building a community is like planting a tree from seed. It takes care, consistency, and the courage to prune what doesn’t serve growth. Done right, it becomes something strong, rooted, and deeply connected to those it…
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Behind a failure is a world of posibility
Failure — in relationships, careers, or life direction — is like an iceberg: cold, overwhelming, and seemingly destructive on the surface. But beneath it lies a vast, hidden world of possibility we often overlook when we’re too exhausted to see beyond the pain. This post is about what happens when we look below the surface…
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How I talk with 100 influencers at ONCE
Many times in life, I work with 100+ influential people on a campaign, maintain the conversation, seal the collaboration, and ensure everything goes smoothly. Is it too much? Is the process easy? Is it challenging to keep up the conversation and recall all the details? Have I ever felt tired? The answer is Yes and…
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Crisis Management in Influencer Management in the Fast-Paced Social Era
Working with influencers is energizing — full of ideas, inspiration, and constant movement. But it also brings surprises, and not always the pleasant kind. Sometimes, the story takes an unexpected turn — a plot twist that demands swift action, sharp instincts, and a foundation of trust. Values alignment is non-negotiable Since diving into influencer marketing…
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Beyond the Budget: How Communication Adapts After Humanitarian Funding Cuts
Since January 2025, humanitarian funding cuts have intensified. According to ABC News, the cuts have led to the elimination of over $60 billion in funding and the termination of approximately 10,000 contracts worldwide. The United Nations faces a significant budget reduction of 20%, approximately $740 million. UNICEF reported that 14 million children are expected to…
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My Journey: Finding Focus in a World Full of Noise
Seven months ago, I was sitting at my desk at home in Leiden, the Netherlands, gazing out through the large window as the yellow NS trains passed by one after another, bustling and unending. There were five tabs open, a cozy Xmas music running in the background, Outlook pinging every few minutes, and my phone…
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The AI Era in Communication: How to Maintain a Human Voice in a Digital Age
The Shift A week ago, I opened my mailbox and found an email from a website developer agency with the subject line: “Unlock Your Website Potential with Our Revolutionary System!”. I was curious to click in, and the email began: “Dear Subscriber,Are you ready to take control of your website and experience the next level…
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Kiehl’s Nature Playground 2019
Campaign Background:Nature’s Playground is one of Kiehl’s most celebrated global brand experiences, previously held in iconic locations from New York to Europe and across Asia. In 2019, for the first time ever in Vietnam, Kiehl’s launched this immersive indoor event at Saigon Centre, transforming 136 square meters into a nature-themed experiential space. The pop-up featured eight interactive game…
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Kiehl’s x Blue Dragon – “Giving Wings to Dreams (Chắp Cánh Ước Mơ)” CSR Campaign
Campaign OverviewIn 2018, Kiehl’s Vietnam partnered with Blue Dragon Children’s Foundation, a local NGO dedicated to supporting street children, to launch the “Chắp Cánh Ước Mơ” (Wings to Dreams) campaign. This initiative aimed to raise awareness and funds to improve the lives of homeless and at-risk children in Vietnam, aligning with Kiehl’s commitment to community…
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Kiehl’s x CHANGE – CSR Advocacy Campaign on Plastic Waste Reduction
Campaign OverviewVietnam generates approximately 1.8 million tons of plastic waste annually, ranking it among the top plastic polluters in the region. In 2019, Kiehl’s Vietnam partnered with CHANGE, a local environmental NGO, to launch a Corporate Social Responsibility (CSR) campaign aimed at raising public awareness about the environmental impact of plastic consumption. The initiative aligned with Kiehl’s…
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Eucerin – Influencer Marketing Plan for Hyaluron Moisture Booster
Campaign Overview As perceptions of beauty evolved, the conversation shifted from anti-aging to pre-aging—a proactive mindset centered on maintaining healthy, resilient skin. Eucerin’s Hyaluron Moisture Booster was introduced to empower women to address early signs of aging by preserving skin firmness and minimizing fine lines. The campaign positioned the product not merely as a treatment, but as a core element of…
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Beautizon – A new home of vegan skincare products
Project OverviewBeautizon is the official distributor of renowned organic skincare brands Sukin (Australia) and Antipodes (New Zealand) in Vietnam. To expand beyond traditional retail and establish a strong, differentiated presence in a competitive beauty market, the company needed to clearly define its brand positioning, identify core PR narratives, and develop a cohesive digital communication strategy. My ApproachI led the…
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Global Intergenerational Week – UN Decade on Healthy Ageing
Global Intergenerational Week is an annual initiative led by civil society organizations that shines a spotlight on the value of fostering connections across generations. It promotes intergenerational practice—intentional, collaborative activities that unite people of different ages to build mutual understanding, respect, and shared learning. As part of the UN Decade on Healthy Ageing, I contributed…
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United Nations Volunteers (UNV) – International Volunteer Day 2022
Theme: Solidarity Through VolunteeringDate: 5 December 2022 | #TogetherActNow Every year on 5 December, International Volunteer Day (IVD) unites hundreds of thousands of people around the world to celebrate the spirit of volunteerism and the power of collective action. In 2022, under the global theme “Solidarity Through Volunteering”, the campaign emphasized the urgent need for global cooperation and immediate action…
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Global Conference on Cyber Capacity Building (GC3B)
Theme: Cyber Resilience for DevelopmentDate: 29–30 November 2023 | Location: Accra, Ghana Campaign background: The inaugural Global Conference on Cyber Capacity Building (GC3B) marked a pivotal moment in the global effort to strengthen digital resilience. Held under the theme “Cyber Resilience for Development”, GC3B convened leaders from governments, international organizations, academia, and the private sector to raise awareness…
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Lancôme Riviera Summer Event
Campaign Background: It’s summertime, so we talk about trips, sunscreen, and skincare (to protect our skin from Asia’s hot sunlight). For the season, Lancôme re-pushes the iconic skincare product—Genifique serum, 6+1 skin service at stores, and the new aqua sunscreen. Approach: Inspiration comes from the ‘French Riviera’, which has famously glamorous beaches and party cruises…
Nhu nguyen 