Old is gold: senior pets deserve loving homes too

Authors
Ng Ming Min, Sharon Lok Swee Fang, Yiap Dai Ling

Supervisors
Ferdinand de Bakker

Year

Abstract

It is a well-known fact in the local animal welfare scene that older shelter or abandoned animals are least likely to find new homes. Tragically, many older pets live out the remainder of their lives in shelters, or are euthanised to make room for more adoptable animals.

Old Is Gold was a communications campaign started to advocate better welfare and adoption of senior pets, and to show that senior pets deserve loving homes too. It was targeted at prospective adopters, as well as past and current senior pet owners. Supported by the Agri-Food & Veterinary Authority of Singapore and reputable animal welfare organisations, new media was harnessed to spread the campaign message through multiple online platforms and offline efforts were extended via on-ground activations and events. A detailed analysis was conducted on the impact and overall success of the campaign.

This paper provides the primary and secondary research that formed the backbone of the campaign’s strategies, plans and execution. It also highlights the challenges and triumphs experienced by the team, limitations and recommendations for the future. Original documents, collaterals and diagrams are included in the appendices.

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http://hdl.handle.net/10356/63611