The Ho Chi Minh City Department of Culture and Sports

The Challenge

Propaganda content regarding persons with disabilities often carries a policy or administrative tone, which can easily become arid and difficult for the general public to access if only conveyed through text or traditional formats. Therefore, the project set a requirement to convey humanistic messages in a gentle and accessible manner, helping the community correctly understand persons with disabilities and supporting policies. The content also needed to be broadcastable across multiple platforms: social media, television, and community events within the framework of the 2025 assistance program.

Mytoon’s Solutions

Mytoon proposed producing the 2D animated series using a storytelling approach—telling stories through relatable everyday situations. Each video is a short story revolving around the daily lives of persons with disabilities and the challenges they face in society; Support from families, the community, and policies; Positive changes brought about by proper companionship.

Scripting & Messaging

Mytoon coordinated with the Department to clearly understand the program content, relevant policies, and key messages to be conveyed, ensuring accuracy and alignment with community communication orientations. The messages were delivered with a focus on:
– Respect and empowerment.
– Encouraging integration.
– Emphasizing abilities, not just limitations, thereby integrating propaganda messages naturally.