Public Relations Planning Major

Project
T210

Macy Agency:

Chastina Tham

S10159862A

Manuel Ceino

S10144653C

Angelique
S10156519J

Lee

Chok Yee
S10158558K

Kwan

Content Page
Executive Summary
Primary Research
Secondary Research..
Problem Identification and Problem Statement..
Goal and Objectives
Key Publics..
Strategy:

- Message Strategy..
- Media Strategy
Media Plan.

- Action Strategy
Tactics..
Implementation Plan..
Evaluation
Appendix..

Executive Summary
We are a Public Relations firm tasked with assisting the Society for the Prevention of Cruelty to
Animals, Singapore (SPCA) in raising awareness of the full aspects of animal abuse, which will in
turn reduce the number of cases of animal abuse. Our campaign aims to reach out to pet owners
and animal lovers, along with youths aged 13 - 25 through the main use of social media.
Our proposing campaign is titled Dont Neglect Abuse, aimed to stir the public to consider
animal abuse as a serious issue and take action against it, as well as bring to awareness to the
public that neglect is a form of abuse at the same time educating them of other types of nonphysical abuse. From our primary and secondary research, it is evident that many Singaporeans,
even pet owners, are not aware that neglect is a form of abuse along with things like confinement
and abandonment.
We hope that by the end of our campaign, there will be an an increase in SPCAs social media
following, an increase in volunteers for animal welfare organisations and adoption cases in SPCA.
Furthermore, in the months following our campaign, we hope that as a result of the campaign,
there will be a reduced number of animal abuse cases in Singapore and/or increased number of
reported cases of animal abuse, so that action can be taken to stop the abuse.
Other than social media, guerrilla marketing will be used as well, to raise awareness to our
campaign. Adding on to that, our campaign ties in with world animal day 2015 and we have an
extra event afterwards to end off the campaign, adoption day, that will showcase the result of our
campaign.

Research
OBJECTIVES
- Awareness of World Animal Day Amongst Singaporeans
- Turnout for World Animal Day in Singapore
- Opinions of Singaporeans towards World Animal Day
- Feelings of Singaporeans towards animal cruelty
- Willings to support World Animal Day

Primary Research
SURVEY RESULTS
(For detailed graphs, refer to appendix 6.0)
Age:
Out of 66 respondents so far,
74% are from ages 15 - 20
18% are from ages 21 - 30
2% are from ages 31 - 40
2% are from ages 41 - 50 and
5% are from ages 51 and above.
Awareness of World Animal Day:
Out of 66 respondents so far,
71% are not aware of World Animal Day
29 % are aware of World Animal Day
Turnout for World Animal Day:
Out of 66 respondents so far,
only one has been to World Animal Day.
Pet Ownership
Out of 66 respondents so far,

70% do not own pets,

30% own pets.
Knowledge of Animal Abuse
Out of 66 respondents so far,
97% agreed that intentionally hitting your pet is animal abuse,
83% agreed that punishing your pet by not giving them food when they misbehave is abuse,
56% agree that hitting your pet when they misbehave is abuse,
35% agree that a restricted living area is considered abuse,
30% agree that confinement in cages is abuse,
8% agree that there are still other forms of abuse such as:

- animal testing and forcing your pet to do something despite its whimpers in obvious discomfort
- dragging the pet
- Starving them
All the options mentioned above are acts of abuse. The fact that they are not all 100% agreements,
shows a lack in knowledge as what constitutes as animal abuse.
Importance of Animal Abuse
Out of 66 respondents so far,
there is an average of 8.18 over 10.
This shows that animal abuse is considered important
Willingness to take a stand
Out of 66 respondents so far,
there is an average of 7.61 over 10.
This shows that there is willingness to take a stand
Experience with Animal abuse
Out of 66 respondents so far,
91% have never experienced incidents of abuse
9% have experienced incidents of abuse

Secondary Research
Turnout for World animal day
Based on research from reports and articles published, In 2010, hundreds of people took part in
world animal day and raised about $6, 500. In 2011, over 2,000 people attend World Animal Day
and the event raised over $5, 000. World Animal Day also has multiple sponsors such as AVA,
NLB, MOE, Starbucks and SPH.
Cases of Neglect quoted from SPCA annual report 2010:
"In October 2010, we received a report of a lost Shih Tzu. We found the dog in a badly neglected
state with heavily matted fur and overgrown nails. The owner later surrendered it to the
SPCA. We referred the case to the AVA so that action could be taken against the owner for
neglecting his dog"
"SPCA received a repeat complaint of two Husky dogs being tied up along a corridor at a Balestier
apartment at Lunar New Year. The owners had reportedly gone away. On attending the case, it
was observed that the dogs were surrounded with faeces and their food and water bowls
empty. Our staff attended to the dogs over a two-day period, including cleaning up the area and
providing food and water for the neglected dogs"
Cases of Neglect, Confinement and Abandonment quoted from SPCA annual report 2011
"Cases reported and investigated increased by three per cent to 1,017 compared to 987 last year"
"Many of the reports we received alleging cruelty to animals, relate to pet neglect rabbits kept in
poor or dirty conditions, usually in corridors, and isolated from any form of company for most of
the day. Complaints about dogs being tied up or caged for long periods are also a major problem"
"Border Collie Kept on Balcony
One serious case that had eight complainants, involved a Border Collie reportedly kept on the
balcony of an apartment 24 hours a day, with no shelter from the elements. "
"Four Golden Retrievers Kept in Small Cages
In March, four Golden Retrievers were kept confined in small cages."
"Huskies Kept at Sports Field in Appalling Conditions 24/7

Two huskies were tied up in a shed at a sports field round the clock and SPCA received several
complaints. On 23 December the dogs were found entangled in their leashes amidst their own
diarrhoea, surrounded by flies. They could not reach their water and the food bowls were empty."
"Red-Eared Slider Confined in Cramped Container
From time to time we receive complaints of Red-Eared Sliders (terrapins) kept in poor conditions.
But nothing prepared us for this case where the container was so small that the adult animal could
hardly move."
"Three Red-Eared Sliders were found abandoned amidst rubbish at the void deck at Blk. 796
Woodlands Dr. 72 on 6 May."
"A rabbit was reportedly abandoned in a small cage by its owner, who had been asked by the
witness to bring it to the SPCA she replied that it was too much trouble."
"In July we were notified of an abandonment case at Maude Road, involving two rabbits.One of
the rabbits, which died soon after, was half its natural body weight."
Cases of neglect quoted from SPCA annual report 2012
"Case of Neglect of Terrapins
In July 2012, two terrapins were reported to have been kept in such poor condition, in a tank
without water which was kept outside its owners HDB unit. Upon our visit, we advised the owner
on various ways he can improve the living conditions of the terrapins. Subsequently, when we
visited the flat again, conditions were improved and the terrapins were kept indoors "
"Shih Tzu tied up at Punggol Place
Towards the end of August, the SPCA received a call about a Shih Tzu that was tied up to the
units iron gate for days, and it was seen standing in its own faeces and urine.
Cases of neglect quoted from SPCA annual report 2013
"On 20 August 2013, the Judge ruled in favour of the Prosecution when he found Roy Ling Chung
Yee guilty of subjecting his pet dog to unnecessary suffering by keeping it in the apartment
balcony, exposing it to sun and rain, and not providing it with adequate food and water."
"On 17 May 2013, when businessman Lim Soo Sengs eight-year-old mongrel
Chilli died, it was severely emaciated and clearly seemed starved and neglected. Lim brought the
carcass to SPCA shortly afterwards for disposal. The SPCA vet who examined its body

verified that the dog had been severely emaciated, and a post-mortem showed it might have been
starved for months.Lim pleaded guilty to unreasonably failing to take the dog for timely
treatment, causing it unnecessary suffering."
Quoted from SPCA Singapore website:
Cases of neglect include:
small domestic animals housed in cages with wired flooring, fed inadequate diets and/or left in a
corridor without human company for most of the day,
cats and dogs caged or tied up for long periods and/or in dirty conditions. Owners often say they
have no time to clean the cages or are seldom home. The novelty of having a pet has obviously
worn off. Veterinary care is not even considered by some.
Excuses often cited for such cases of neglect are that the animal is "destroying the house",
"cannot be toilet trained" or is "too active". Neglecting the animal becomes a convenient way out
for the owner, and the animal ends up spending most of their time confined and overlooked.
The research shows that neglect is actually one of the biggest factors in animal abuse. World
animal day 2011 stressed on neglect of animals. World Animal day 2014 stressed the importance
of responsible per ownership.
Another case quoted from the straits times
"The house has a massive driveway but he was always penned up in a small area which was at
most 2 or 3 sq. m.Peanuts predicament also bothered us. His pen was just large enough to
accommodate his food and water bowls and a space to relieve himself. He was sleeping virtually
next to his excrement and if it rained heavily, he would almost certainly be soaked."
Because of all this cases, SPCA probed pet shops about proper pet care
"What Acres found: Nine pet shops and 10 pet farms with enclosures or cages infringed the size
conditions."
"What Acres found: A pet shop and a pet farm did not provide drinking water for the puppies
displayed in the enclosures."
in 2010, SPCA released a press release on the updates of animal abuse in Singapore. There were
still some neglect cases.
"Common cases involved the welfare of pets - dogs tied up or caged, straying pets and
pets caged up outside units. SPCAs Inspectors counselled the owners on proper pet

care and, in many instances, improvements were made"

"Many of the animals surrendered to the SPCA are abandoned, unclaimed dogs found on
the streets by members of the public. Neglect or old age is often evident in most cases."
In 2012, SPCA release a news release that Pet Neglect was on the rise
"23 February 2012 Out of the 1,027 cases of alleged cruelty to animals reported to the
SPCA and investigated in 2011. At least 70 per cent of these cases involved pet neglect."
"Examples of pet neglect included:
- Rabbits left in cages largely unattended outside the premises
- Dogs/cats in small cages or dogs tied up for long periods

- Sick pets left untreated "

"It is our opinion that many owners want to enjoy the perceived fun experience of owning
a pet, but are not bothered to accept or take on the accompanying responsibility. A
common example from the cases we have investigated is that it doesnt seem to cross
the mind of many owners to bring their pets to the veterinarian for regular visits to keep
them healthy."
From the SPCA Singapore website
some cases of lesser known forms of abuse include using water bottles for dogs, the use of electric
collars, and negative reinforcement methods in pet training. Another more common, lesser known
form of abuse is leaving pets tied to lamp posts by their leashes unattended.
http://www.spca.org.sg/animalwelfare.asp
SPCA Positions: Companion. SPCA Singapore. SPCA Singapore, n.d. Web. 10 Aug 2015.
http://singaporeseen.stomp.com.sg/singaporeseen/this-urban-jungle/dogs-bark-snarl-and-glare-atpassers-by-after-being-left-tied-to-lamp-post-for-1
Dogs bark, snarl and glare at passers-by after being left tied to lamp post for 1 hour at Seng Poh
Road. Stomp. SPH, 18 Jul 2015. Web. 10 Aug 2015.
From the Animals and Birds Act Part 41C (last updated 16 Jan 2015):
41C. (1) Every owner of an animal
(a) must take reasonable steps to ensure that
(i) the animal is provided with adequate and suitable food and water, taking into account its dietary
needs;
(ii) the animal is provided with adequate shelter;

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(iii) the animal is not kept in confinement, conveyed, lifted, carried or handled in a manner or
position that subjects the animal to unreasonable or unnecessary pain or suffering; and
(iv) the animal is protected from, and rapidly diagnosed of, any significant injury or disease;
(b) must not abandon the animal, or cause or permit the animal to be abandoned, whether
permanently or temporarily, without reasonable cause or excuse

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Problem Identification and Problem Statement

PROBLEM STATEMENT
"Not all Singaporeans, especially pet owners, are fully educated on the different types of
animal abuse and what constitutes as animal abuse."

PROBLEM IDENTIFICATION
From our survey results we found that many Singaporeans, including those that are pet owners are
aware of what animal abuse is. The problem is the lack of education on this subject, especially
regarding non-physical abuse and that results in unintentional abuse to pets.

Goal and Objectives

GOAL
The campaigns goal is to educate people on what constitutes as animal abuse, both physical and
non-physical, and to encourage people to step up and stop ignoring cases of animal abuse.

OBJECTIVES
Awareness:

- To raise awareness and knowledge of what constitutes as animal abuse, both physical and nonphysical, and why they are considered acts of abuse

- To develop knowledge of how to identify animal abuse, encouraging members of the public with
this knowledge to help stop animal abuse

- To promote the act of carrying out proper animal care towards the general public, in particular,
pet owners so that pets will receive the care they need.

- To inform people on proper animal care, especially stressing on the importance of it, to ensure
that pet owners will understand the need for proper pet care.

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Attitude:

- To build a negative attitude towards animal abuse, encouraging members of the public to step
up and stop acts of abuse.

- To persuade people to make a stand against animal abuse, gathering more support for animal
welfare organisations and their efforts

- To encourage reporting acts of abuse in order to aid animal welfare organisations as the number
of abuse cases per year is still quite high.

- To encourage people to volunteer for animal welfare organisations more and help out a social
cause.
Behaviour:

- To discourage acts of abuse so that members of the public will avoid carrying out these
offences,

- To increase turnout for World Animal Day and garner more support as well as better educate the
general public

- To increase donations for SPCA and other animal welfare organisations so that they have more
funds to carry out their social activities

- To attain a minimum 2000 pledges to stop neglecting abuse on our campaign website by the
end of the campaign

- To stimulate the audience to take better care of their pets through the campaign and social
media platforms.

- To increase SPCA twitter followers by 500 people at the end of the campaign.
( 2, 062 followers to 2, 562 followers)

- To increase SPCA Instagram followers by 500 people at the end of the campaign.
( 1, 425 followers to 1, 925 followers)

- To increase the number of Facebook 'likes' for SPCA by 1,500 people at the end of the
campaign.
( 89, 000 'likes' to 90, 500 'likes' )

- To gain a minimum of 2000 'likes' on the Facebook page created by the end of the campaign
( 0 'likes' to 2, 000 'likes' )

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Key Publics
PRIMARY KEY PUBLIC
Demographics

Psychographics

Behavioural

Gender: Both genders

Race: All races
Income: $50 onwards
Education: Primary to Tertiary
Dwelling: All types
Social Class: Any
Age: All

Lifestyle:
Goes about their daily routine
(school, work) and are eager to
see their pets/ care about
animal welfare
Attitudes:
Keen to learn about new things
concerning their pets/animals,
keen about volunteerism and
social good / animal welfare
Personality:

Lifestyle:
Usually goes out on weekends
to take care of their
pets/volunteer for animal
welfare
Attitudes:
Supportive of animal welfare
Personality:
Would be more willing to take
a stand for animal welfare

Caring, fun-loving, courageous

The primary target audience for this campaign are pet owners and animal lovers of all ages as they
are the key people that will be most receptive to the campaign as it holds slightly more relevance to
them than the general public.

SECONDARY KEY PUBLIC

Demographics

Psychographics

Behavioural

Gender: Both genders

Race: All races
Income: $50 onwards
Education: Primary to tertiary
level
Dwelling: All types

Lifestyle:
Go about their daily routine,
appreciates animals and they
are not fully aware of animal
abuse and how to solve it
Attitudes:
Keen to learn about new
things, keen about
volunteerism and social
good /animal welfare
Personality:

Lifestyle:
Usually goes out on weekends
Attitudes:
Willing to volunteer
Personality:

Social Class: Any class

Patient

Caring, fun-loving, courageous

The secondary target audience for this campaign are youths from ages 13 - 25 who appreciate
animals and belief they should be taken care of, but are unaware of animal abuse in Singapore
and thus, not educated in animal abuse and its countermeasures. They are targeted in order to
educate them early to prevent future abuse incidents.

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Strategies:
MESSAGE STRATEGY
The slogan for this campaign is Dont Neglect Abuse
The main message is that animal abuse should not be ignored by people. The effort of stopping
animal abuse should not only come from Animal Welfare organisations, but from society as well.
This effort for people to take a stand against animal abuse and taking part in stopping it, is
encouraged and will be spread to key publics of animal lovers and pet owners, as well as youths
from 13 - 25 year olds.
The topic chosen to direct and lead the campaign is Neglect. Neglecting an animal is also a form of
abuse, be it neglecting them when one sees an act of abuse or neglecting their basic needs. It is
estimated that the most effective way to communicate with the general public is through social
media using visuals from the campaign. By presenting a few ways of guerrilla marketing for about
a month to two months, it aims to draw the attention of the general public to our campaign and
generate the impressions for our campaign.
The tone for our campaign is leaning towards a persuasive, friendly and informative to capture the
attention of our target publics in order to educate them and not scare them off. SPCA aims to be
their 'information provider' when it comes to animal abuse and pet care. The primary message for
the general public is that 'Abuse comes in many forms', 'Neglect is also abuse' and that 'There are
solutions'. The secondary message that will be passed on to the general public is 'Dont ignore acts
of abuse, 'Your pet needs love too' and 'Awareness reduces incidents'.
Visually, a campaign logo is designed specially to link the entire campaign and provide a common
and consistent message throughout the different platforms selected ( refer to appendix 1.0 ).
Minimalistic themes will be used throughout the campaign to enable better recognition of the
campaign for the selected key publics. The SPCA logo will also be placed throughout the selected
platforms to showcase the clientele of this campaign.
With our campaign we want to tell the general public that neglecting animals is also a form of
abuse, despite not physical. We chose this message as mentioned, not many people are aware of
the fact that neglect is considered abuse (refer to appendix 6.0).

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Strategies:
MEDIA STRATEGY
The main campaign media will be our campaign website which will be promoted in all our online
and social media platforms used in this campaign.
Primary Platforms:
Our primary platforms will serve to directly educate and inform the public about our main campaign
idea as well as reinforce good values that pet owners should have. It also serves as a platform for
interaction between SPCA and the key publics. The primary platforms we will be using is social
media. The use of social media (Twitter, Facebook, YouTube, Instagram) is free and allows us the
space to adequately express our campaign idea. We will run our main messages and ideas for the
campaign through these platforms for access by everyone. This campaign will rely heavily on
owned media as they better reach the key publics and allows interaction.
Secondary Platforms
Our secondary platforms will serve to partially inform the public about our campaign, the main
objective of these secondary platforms is to direct the publics attention to our primary platforms
where they will be fully informed/educated about our campaign idea. The use of earned traditional
media (Radio, Television and Print), Guerrilla Marketing (stickers) and Press releases will reach out
to the public and draw them towards our owned media platforms. As mentioned, There will not be
any paid traditional media, however, we are counting on achieving earned media - This is due to
the fact that SPH is one of the main sponsors of SPCAs World Anima Day for at least 3
consecutive years.
Targeted Media Platforms
1. The Straits Times (Home)
The Straits Times, the English flagship daily of SPH, has been serving readers for more than a
century. Launched on July 15, 1845, its comprehensive coverage of world news, East Asian news,
Southeast Asian news, home news, sports news, financial news and lifestyle updates makes The
Straits Times the most-read newspaper in Singapore. The Straits Times' key strength is in its world
class coverage of news outside Singapore. With 20 bureaus in major cities around the world, The
Straits Times correspondents bring world news to readers on a Singapore platter, helping them
appreciate world events from a Singaporean perspective.
Editor: Warren Fernandez,
Journalist: Joanna Seow

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2. TODAY
Singapores second most-read newspaper, TODAY offers quality content in a convenient, compact
format. The free newspaper offers readers an unrivalled package of the top local and international
news reports, as well as insightful, thought-provoking commentary and analysis.
Editor: Carl Skadian
Journalist: Jianyue Xue
3. Class 95
Class 95FM is Singapore's No. 1 English radio station spinning contemporary music from the 80s
to today's pop. Targeted at English-speaking professionals and executives between 25 to 40 years,
Class 95FM's Best Mix of Music' has been a winning formula with its audience.
DJ: Rosline lee
Producer: Kimberly Anne Tan
4. Radio 987
Boogie-ing our way into your hearts since the station's inception in 1989, we have established
ourselves as a station which the young, the young at heart, music lovers...anyone and everyone
can easily discover an affinity with.
987FM plays the Top 40 Hits from USA, UK and of course, adding spice and local flavour to our
airwaves. With our dynamic, vivacious and absolutely eccentric bunch of DJs, expect laughs,
music mayhem, gossips, songs, pranks, spoofs, prizes galore and exclusive invites!
Managing Director of Radio Stations: Ms Florence Lian
Radio DJs to call:
Class 95: The Muttons
987: Sonia Chew
5. Channel 5
The number one English mass entertainment and lifestyle channel for the entire family, known for
its high quality, innovative local productions, award-winning acquired programmes and blockbuster
movies.
Anchor: Jill Neubronner
Chief Editor Singapore News: Ms Yeung Shuk Lin ( )
6. The New Paper
Editor: Dominic Nathan

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Reporter: Hisyam Nasser

7. LIAN HE WAN BAO
Editor: Lee Huay Leng ()
Reporter: Joyce Fang
8. Berita Harian
Editor: Mohd Saat Abdul Rahman
Reporter: Samad Afandie
9. Teenage
Deputy Editor: Arissa Ha
Senior Writer: Venetia Sng
10. Seventeen
Deputy Editor: Kristin Koch
Writer: Hannah Orenstein
11. Radio 938Live
DJ: Daniel Martin
Producer: Desmond Wong
12. HotFM
Senior presenter/producer: Cheryl Miles
DJ: Shan Wee
13. Channel News Asia
Presenter: Cheryl Fox
Producer: Chloe Cho
14. Channel 8
Reporter: Zhang Hai Jie
Chief Editor Singapore News: Ms Yeung Shuk Lin ( )
15. okto
Personality: Candice Miller
Producer: Julian Lim

18

16. Channel U
Presenter: Tung Soo Hua ()
Chief Editor Singapore News: Ms Yeung Shuk Lin ( )
17. Vasantham
Actress: Udaya Soundari
Chief Editor Singapore News: Ms Yeung Shuk Lin ( )

18. Suria
Presenter: Hazlina Abdul Halim
Chief Editor Singapore News: Ms Yeung Shuk Lin ( )
19. Asia One
Writer: Chen Jingwen
Deputy Editor: Cynthia Loh
20. Lian He Zaobao
Managing Editor: Chua Chim Kang ()
Reporter: Soon Wei Lun

MEDIA PLAN
Guerrilla Marketing
A series of standees will be placed in neighbour hood areas to gain the attention of our key publics.
These standees will feature animals that are abandoned or neglected to reiterate the campaigns
slogan - 'Dont Neglect Abuse. These standees will feature the campaigns website link and the
main event, SPCAs world animal day (refer to appendix 2.0).
Locations: Ang Mo Kio and Bishan
The next part of our guerrilla marketing campaign features a shabby box placed in a high traffic
area. Dogs or cats will be heard calling from the box (played from a tape recorder) and will attract
the attention of the general public passing by. A camera within the box and nearby locations will
record the number of people who actual go and open the box to see if there are animals in there to
help. In the box will be soft toys and not actual animals. This is to once again, raise awareness of
our campaign and reiterate the campaigns slogan - 'Dont Neglect Abuse. Similarly, the box will

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feature the campaigns website link and the main event, SPCAs world animal day (refer to
appendix 2.0).
Location: Orchard
The last part of our guerrilla marketing will feature plastic static cling stickers that has an image of
a dog with a speech bubble saying 'this heat is killing me'. This plastic cling sticker will be placed
on car windows randomly around Singapore. And as mentioned, this will raise awareness of our
campaign and reiterate the campaigns slogan - 'Dont Neglect Abuse. Also, as mentioned, the
stickers will feature the campaigns website link and the main event, SPCAs world animal day
(refer to appendix 2.1 ).
Location: Around Singapore

Campaign Website
A campaign page accessible by SPCAs website and by URL will be launched in liaison with the
campaign. On this website, people can read more about the campaign, pledge to not neglect
abuse, see the number of pledges, read up on social media and traditional media coverage of the
campaign as well as interact with one another and volunteers or staffs from SPCA. This campaign
website will be the main 'home' for this campaign as everything done will be reflected and tracked
by this main website (refer to appendix 3.0) .
Social Media:
This campaign will make use of common and popular social media platforms such as Facebook,
Twitter, Instagram and Youtube, which are frequently used by our key publics. With our campaign
being one towards social causes, the campaign will be built on social media with more emphasis
as it can create interaction amongst key publics and word-of-mouth effects that will help bring more
attention to our campaign.
Facebook:
A Facebook page with posts on alternate days raising awareness on the issue of animal abuse will
be created. This page will educate the public about the line drawn between animal abuse. Posts
also will include places where people can sign up to volunteer to organisations such as SPCA and
events that are happening around Singapore. The main event, world animal day will also be
publicised here. Afterwards, the post event, adoption day will also have its fair share of posts along
with the results of the campaign

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Twitter
SPCAs Twitter account labelled as SPCA_SG (@SPCA_SG) will be used for the campaign and
will constantly be updated in the days that lead up to World Animal day, tweeting with pictures of
the various activities that our campaign has put out, whilst starting a hashtag that would be aimed
to be on the trending section. Tweets related to our post event, adoption day, will also be
released to update the public on the results of our campaign.
Youtube
Videos of our campaign would be uploaded to the SPCA youtube channel SPCA Singapore, so as
to highlight the number of people who walked past the box, showing the severity of the problem
that people do not care of animals being abandoned. Videos from our post event, adoption day will
also be uploaded, along with statistic of our campaign.

21

Instagram
Celebrities (Bloggers, Mediacorp personnel) who have pets will be seeded to appear on SPCAs
Instagram feed (@spcasingapore) weekly with them helping us to gain followers for our cause. The
public can get involved by posting pictures of irresponsible pet owners with a hashtag and
incidents that need more publicity will be re-posted by our account. Images of our successful
guerrilla marketing impact will also be posted. Furthermore, after World Animal Day, photos of our
follow up event, adoption day, will be posted as well.
Traditional Media
As mentioned, we will not be using paid traditional media but will be releasing 2 press releases
(refer to appendix 5.0 ). One for the event of World Animal Day, and one for the overall campaign.
Earned media is a possibility as mentioned before SPH is a consistent sponsor of world animal day
for the past 3 years, along with The Straits Times classified - they might release and article or help
advertise the campaign and event.

22

Strategies:
ACTION STRATEGY
The campaign aims towards educating the public on the different types of animal abuse, both
physical like hitting your pet, and non-physical like abandonment, neglect or even ignoring the
abuse of an animal. And as the campaign slogan pleads, 'Dont Neglect Abuse' is the main
message we are trying to pass on. This message can be passed on with out various guerrilla
marketing techniques that will garner traffic to our campaign website.
Through using owned media like social media platforms, we get to create and share posts that will
help our campaign message pass on. It hopes to persuade people to take part of the social cause
against animal abuse. As our key publics target both pet owners, animal lovers and youths from 13
- 25, it is easy to reach them. Pet owners and animal lovers would naturally be receptive to this
campaign and with the use of social media, we can make the youths receptive to our campaign
too.
Furthermore, to publicise the campaign and world animal day, press releases will be used. World
animal day is the main event for this campaign and will be a platform to full carry out the message
to the general public, allowing them to be informed and educated on animal abuse. Other than
world animal day, guerrilla marketing will be used to garner impressions and add to our pledge
count. A post world animal day event, adoption day is another way we can spread our message as
these animals in SPCA are usually abused, abandoned or neglected by previous owners.

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Tactics
Social Media
Our social media platforms will not be involved as a activity in the campaign but as coverage of the
campaign. As mentioned, photos, videos from the guerrilla marketing and even events - World
animal day and adoption day, will be publicised on our social media pages. Additionally, these
pages will be used to push for pledges on our main campaign website. After posting and updating
our social media platforms, to monitor the traffic and reception to the campaign, usage of hashtags
(#worldanimalday2015 / #dontneglectabuse), likes and website visits will be essential in estimating
traffic for our campaign. This will be done by the PR agency.
Guerrilla Marketing
Guerrilla Marketing such as standees will be used to spread awareness of the different types of
abuse - abandonment and neglect. The standees will be located at neighbourhood areas such as
Ang Mo Kio and Bishan. Meanwhile, at orchard, a box with soft toys of cats or dogs will be placed
at the side of a walkway. A tape recording of animal calls will be play to see who would be willing to
they and help these abandoned 'pets'. A camera will be set up in a box and nearby in order to
create a video at the end of the campaign. Finally, the last guerrilla marketing used will be plastic
static stickers on car windows to raise awareness that pets should not be locked inside cars as this
is neglect, a form of abuse. These activities will be held between September to October.
Cost Breakdown:
Standees - $10,600 + Maintenance: $400
Boxes with toys - $1,000 + Equipment: PR agency + Maintenance: $500
Stickers - 600 for $516
Manpower - SPCA volunteers / PR personnel
Campaign Website
This website will be formatted so that the home page will be where people can make their pledges.
the about page is where they learn about the campaign and why it is held, the media page will
cover all the guerrilla marketing done via social and traditional media and the society page will be
where people can interact with one another.
The footer of the page will have icons to link visitors to the social media accounts and social media
accounts will also publicise the campaign website. The site will be maintained by the campaign
heads from both SPCA and the PR agency.

24

World Animal Day

World animal day, the main event of the campaign will be held on the 4th of october. The event is a
full day event and from 11 am - 6pm will be held at bishan park. Media personnels will be invited to
cover the event. 500 goodie bags containing wristbands, vouchers from pet lovers centre and
doggiestyle cafe (sponsors) and stickers will be up for grabs to those who arrive first. There will be
a registration booth where event participants can claim their goodie bag while they are in stock.
There will be a donation table where participants can donate cash to SPCA to fund them.
There will also be a sales table set up by both SPCA and the National Library Board (NLB) to sell
their merchandise and pet care books respectively. The highlight of this event is tied in with the
campaign slogan 'Dont Neglect Abuse'. Thus, a play pen will hold rescued animals from SPCA
for the public to interactive with. A dog talent show and a best groomed cat contest will be held
with prizes such as vouchers and pet food and toys. The main area in the middle will be for
participants to have picnics or laze around. Participants can bring their pets as the event is held at
bishan park.
The same area used for the talent show and contest will be used as a stage later into the event as
interactive talks will be held to educate and inform the public on the different kinds of abuse and
the solutions to them. Participants will be asked to make their pledges and will learn how to help
stop animal abuse in Singapore. The event aims to be the main 'spotlight' f the campaign,
gathering the most pledges from participants.
Cost breakdown:
Rental: $802.50
Goodie Bags - Stickers: $61.80 + wristbands: $155 + sponsored vouchers worth $20 each
Prizes: sponsored- vouchers worth $50 each, pet food and toys ( for both cats and dogs )
Food: $321.60 (catered 120 packets)
Manpower: 50 Animal Welfare volunteers + SPCA staff as judges
Miscellaneous: $160
Adoption Day
This is a post event whereby the animals that SPCA let participants interact with during world
animal day, will be up for adoption, in addition to other rescued animals that SPCA has. The photos
and videos of this process will be posted on the campaign website and the social media platforms,

25

and these new pet owners will be asked to make their pledge as well. After this event, the
campaign will come to its close.

26

Implementation Plan

27

Evaluation
Level One
Number of people who attend World Animal Day
Number of people who attend SPCAs Adoption Day
Amount of increase in SPCAs social media following via followers and likes
Amount of trending of #worldanimalday2015 and #dontneglectabuse on Twitter and Instagram
Virality of campaign Youtube videos
Amount of positive media coverage
Traffic to campaign website
Amount of pledges made on campaign website
Number of adoptions during campaign, especially during Adoption Day
Level Two
Percentage of increase in number of adoptions
Percentage of increase in number of reports of animal abuse
Percentage of decrease in number of cases animal abuse

28

Bibliography
About. Teenage Magazine. Key Editions, n.d. Web. 10 Aug 2015. <http://teenage.com.sg/about/>
About us. TODAYonline. MediaCorp Press, n.d. Web. 10 Aug 2015.
<http://www.todayonline.com/about-us>
About us: Class 95. Toggle. MediaCorp, n.d. Web. 10 Aug 2015.
<http://radio.toggle.sg/en/radio/class-95-fm/about-us>
About us: 987FM. Toggle. MediaCorp, n.d. Web. 10 Aug 2015.
<http://radio.toggle.sg/en/radio/987-fm/about-us>
Channel 5. MediaCorp Advertising. MediaCorp, n.d. Web. 10 Aug 2015.
<https://www11.mediacorp.sg/explore/list/channel-5>
Custom Wristbands. Wristbands House. Wristbands House, n.d. Web. 10 Aug 2015.
<https://www.wristbandshouse.sg/customize/wristbands.html?name=Custom%20Order>
Elsies Kitchen. n.p., n.d. Web. 10 August 2015. <http://www.elsiekitchen.com.sg>
Media Contacts. SPH. SPH, n.d. Web. 10 Aug 2015. <http://www.sph.com.sg/contact-us/formedia/media-contacts/>
Presenters and Correspondents. Channel NewsAsia. MediaCorp, n.d. Web. 10 Aug 2015.
<http://www.channelnewsasia.com/news/about/presentercorrespondent>
SPCA Singapore on Facebook. n.p.,n.d. Web. 10 Aug 2015.
<https://www.facebook.com/spcasingapore>
SPCA Singapore (spcasingapore) on Instagram. n.p., n.d. Web. 10 Aug 2015.
<https://instagram.com/spcasingapore/>
SPCA Singapore (SPCA_SG) on Twitter. n.p., n.d. Web. 10 Aug 2015.
The Straits Times / The Sunday Times. SPH. SPH, n.d. Web. 10 Aug 2015.
<http://www.sph.com.sg/our-businesses/newspapers/the-straits-times-the-sunday-times/>
Sticker Printing Price (Custom Sticker / Labels Printing). Onedayprint. Leung Ping Graphic &
Printing, n.d. Web. 10 Aug 2015. <http://www.onedayprint.com.sg/E_html/E_Sticker_Price.html>
Weilun Soon. LinkedIn, n.d. Web. 10 Aug 2015. <https://sg.linkedin.com/pub/weilunsoon/14/1a/689>

RESEARCH BIBLIOGRAPHY
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Dogs bark, snarl and glare at passers-by after being left tied to lamp post for 1 hour at Seng Poh
Road. Stomp. SPH, 18 Jul 2015. Web. 10 Aug 2015.
<http://singaporeseen.stomp.com.sg/singaporeseen/this-urban-jungle/dogs-bark-snarl-and-glareat-passers-by-after-being-left-tied-to-lamp-post-for-1>
Fong, Corinne. News Release: Pet Neglect On The Rise. SPCA, n.d. PDF file.
<http://www.spca.org.sg/pdf/Press%20Release%20-%20Pet%20Neglect%20on%20the
%20rise.pdf>
Fong, Corinne, et al. News Release: World Animal Day 2014 Cares For Your Pets. SPCA, n.d.
PDF file. <http://www.spca.org.sg/pdf/WAD2014.pdf>
Foo, Jie Ying. Animal abuse probed. AsiaOne. SPH, 10 Jul 2015. Web. 10 Aug 2015.
<http://news.asiaone.com/news/singapore/animal-abuse-probed?nopaging=1>
Inspectorate: How You Can Help. SPCA Singapore. SPCA Singapore, n.d. Web. 10 Aug 2015.
<http://www.spca.org.sg/services_inspectorate.asp>
Low, Ignatius. A happy ending for a nosy parker. The Straits Times. SPH, 26 Jul 2015. Web. 10
Aug 2015. <http://www.straitstimes.com/lifestyle/entertainment/a-happy-ending-for-a-nosy-parker>
Moss, Deidre. News Release: SPCA Update on Animal Abuse. SPCA, n.d. PDF file.
<http://www.spca.org.sg/pdf/AnimalabuseupdateFeb2010PR.pdf>
Part IV Animal Welfare And Prevention Of Cruelty To Animals. Singapore Statutes Online.
Singapore Government, 16 Jan 2015. Web. 10 Aug 2015.
<http://statutes.agc.gov.sg/aol/search/display/view.w3p;ident=a6746989-3e15-4dd3-9d22354075baa66b;page=0;query=DocId%3A%22f0719c63-6c52-4222-b9913804d749ea36%22%20Status%3Ainforce%20Depth%3A0;rec=0#P1IV-.>
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%20Annual%20Report%202011-2012_low%20res.pdf>
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<http://www.spca.org.sg/animalwelfare.asp>
World Animal Day 2011. SPCA, n.d. PDF file. <http://www.spca.org.sg/documents/WAD2011.pdf>

30

Appendix
1.0 CAMPAIGN LOGO

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2.0 GUERRILLA MARKETING

STANDEE 1 - ANG MO KIO

32

2.0 GUERRILLA MARKETING

STANDEE 2 - BISHAN

33

2.1 GUERRILLA MARKETING

34

2.2 GUERRILLA MARKETING

35

3.0 CAMPAIGN WEBSITE

HOME PAGE
INTERACTION / ADOPTION PAGE

36

3.0 CAMPAIGN WEBSITE

ABOUT PAGE

37

3.0 CAMPAIGN WEBSITE

MEDIA COVERAGE AND CONTACT PAGE

38

4.0 GOODIE BAG / MEDIA

39

5.0 Press Release

PRESS RELEASE
3rd October 2015
For Immediate Release
Celebrate World Animal Day With SPCA
A survey commissioned by the SPCA enquiring into the opinions of Singaporeans on the subject of
animal abuse has revealed that the majority do are not fully aware what constitutes as animal
abuse. And with the growing number of pets and pet ownership, it is of the utmost importance that
owners recognise that helps and what hurts.
With World Animal Day tomorrow, SPCA in partnership with the National Library Board will be
capitalising on this opportunity to educate existing pet owners and the public in general about how
to prevent further incidents of abuse.
This event will coincide with SPCAs efforts over the past month and a half with their campaign
Dont Neglect Abuse, which included guerrilla style advertising all over Singapore and social
media sites, to educate people on what constitutes as animal abuse.
The event will be held at Bishan Park on the 4th of October, with all pet owners encouraged to
come down to support the cause. 500 goodie bags have been set aside for all attendees on a first
come first serve basis. Talks to educate the public what specifically animal abuse is, an animal
talent show, a best groomed cat event and a National Library booth are what visitors attending the
event can expect.
Its time to make your pets day because its World Animal Day.
For further information contact:
Manuel Ceino
+65 9142 2231
ilovedogs@spca.com.sg

40

PRESS RELEASE
1st September 2015
For Immediate Release
SPCA LAUNCHES DONT NEGLECT ABUSE CAMPAIGN
With the number of pet owners and people wanting to own pets in Singapore growing, SPCA will
be launching a Dont Neglect Abuse campaign. This campaign aims to educate locals about what
exactly constitutes as animal abuse and why it is unacceptable.
On behalf of the SPCA, Macy will be holding a campaign from 1 September to 30 November 2015.
During the campaign, there will be guerilla marketing to garner the medias attention, leading up to
the campaigns climax on 4th of October, World Animal Day, where SPCA will be hosting an event
in partnership with the National Library Board. There will be social media follow-ups of these two
tactics, leading up to SPCAs Adoption Day, which will bring the campaign to a close.
Through these tactics, pet owners, animal lovers and youths will be fully aware of what constitutes
as animal abuse. This will result in better pet care from pet owners, increase in awareness spread
by animal lovers, and a future decrease in animal abuse cases as abuse cases will stop from
youth.
SPCA aims to raise awareness of all aspects of animal abuse and proper pet care, discourage
animal abuse, reporting of animal abuse and finally to support World Animal Day on 4th of October.
For further information contact:
Manuel Ceino
+65 9142 2231
ilovedogs@spca.com.sg

About Society for the Prevention of Cruelty to Animals (SPCA)

The Society for the Prevention of Cruelty to Animals (SPCA) is the first registered animal welfare

41

organisation in Singapore. The two main objectives of the SPCA are to promote kindness and to
prevent cruelty to animals. The SPCA is a charity depending on the kind donations from the
public. For more information, visit http://www.spca.org.sg.

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6.0 Research

43

44

7.0 social media

45

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