

Creative Advertising: Report Cheong Whey 18005256 COM2134
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Table of contents List of figures
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Background and History
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Issue Analysis
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Campaign Objectives and Strategies
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SWOT Analysis
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Internal factors
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External factors
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Target Audience Analysis
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Campaign Concept
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Creative Brief
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Design Rationale
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Newspaper Advertisement
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Billboard Advertisement
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Transportation Advertisement
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Electronic Billboard Advertisement
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Postcards
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Media Selection
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Campaign Design Process
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List of figures Figure 1: the FOUR PAWS logo .......................................................................................................... 4
Figure 2: Newspaper Advertisement 1 ...............................................................................................11
Figure 3: Newspaper Advertisement 2 ............................................................................................... 12
Figure 4: Newspaper Advertisement 3 ............................................................................................... 12
Figure 5: Billboard Advertisement..................................................................................................... 13
Figure 6: Transportation Advertisement ............................................................................................ 14
Figure 7: Electronic Billboard Advertisement ................................................................................... 15
Figure 8: Postcard 1 ........................................................................................................................... 16
Figure 9: Postcard 2 ........................................................................................................................... 16
Figure 10: Postcard 3 ......................................................................................................................... 16
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Background and History FOUR PAWS is an international animal welfare organisation committed to encouraging people to treat animals with respect, compassion and understanding.
Figure 1: the FOUR PAWS logo
Since 1988, FOUR PAWS has helped wild animals kept in captivity, farm animals and pets as well as strays to the right to live a dignified life in an environment suited to their species. With offices in over ten countries, this Foundation is working to generate sustainable improvements on political, social and economic levels. Their work is based on scientific expertise, sound research and intensive national and international lobbying. Their individual campaigns and extensive educational activities also promotes awareness and give animals an urgently needed voice. FOUR PAWS runs their own aid projects where they give animals a chance for a new life.
FOUR PAWS takes a problem-solving approach and offers animals in distress swift and direct aid. Their aim is to achieve and establish changes in politics, society and the economy that will benefit animals – through projects, campaigns and education. FOUR PAWS campaigns uncover abuse in animal keeping and demonstrate alternatives. These campaigns inform consumers on animal welfare issues and demand animal-friendly living conditions for farm and domestic animals, as well as a ban on the private keeping of wild animals in captivity. FOUR PAWS also operates independently of governments, political parties and economic interest groups.
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Issue Analysis Animal cruelty can take many different forms. It includes overt and intentional acts of violence towards animals, but it also includes animal neglect or the failure to provide for the welfare of an animal under one’s control. In addition to this, it is important to remember animal cruelty is not only restricted to cases involving physical harm. Causing animals psychological harm in the form of distress, torment or terror may also constitute animal cruelty. Many organisations are against the idea of animal abuse and are taking measures to prevent it from happening. An example of such organisations can be FOUR PAWS international. Organisations like FOUR PAWS help to spread the word and inspire people around the world to stop animal abuse through the internet and more. This campaign aims to carry out just that.
It’s been estimated that there are 900 to 2,000 new cases every year of animal hoarding in the US, with 250,000 animals falling victim. Additionally, most rodeo events rely on creating a stressful environment for the domesticated and often docile animals involved. Participants rely on harsh handling practices (e.g. twisting calves’ tails or painful electric shocks) to make animals perform.
Our world is full of cruelty and violence, but while people are able to protect themselves, ask for help and make use of their rights, animals do not have such options. Everyday we hear new stories about animal abuse from mass media, which proves just how crucial animal protection has to be. Animals are not materials for conducting scientific experiments and testing new products. Animals are our friends, and we should take care of them.
This campaign aims to target individuals who are unaware of the circumstances our animals are being placed under. It also aims to reach out to those who want to help but don't know how. This campaign's ultimate goal would be to inform all viewers about the extents of animal abuse and how it is possible for anyone and everyone to help.
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Campaign Objectives and Strategies Some main objectives of this campaign would be to:
- Raise awareness among viewers regarding the issue of animal abuse. - Change public attitudes towards animal mistreatment and abuse. - Alter existing perspectives held against animal abuse. - Break ongoing stigma around animal abuse. (Let’s talk about it) - Persuade consumers to engage in behaviours that align with maintaining animal protection. - Remind viewers about the ongoing problems animals face daily. Advertising strategies used for this Public Service Announcement campaign includes emotional appeal, shock treatment and call to action. Emotional appeal stands apparent and is the strongest strategy used out of all. Closeup images of animal’s eyes were used in this campaign to convey the amount of pain and emotional abuse the animals were going through. These images were also placed behind bars to channel the terrible reallife environments animals are placed in. All these components are factors to inflict an emotional response from viewers.
Shock treatment is also posed in many aspects in this campaign. Shock from the cruel environments and circumstances these animals are placed in can be delivered, which may result in some consumers being taken aback. This enables viewers to continue reading the rest of the PSA with intents to help and find out more information regarding these terrible conditions.
The Call to action stance is also commenced at the end of each ad. The caption ‘Every paw needs a hand’ followed by FOUR PAWS’s website URL and logo on the bottom of each ad makes a powerful call to action for consumers to act on. Consumers would be motivated to visit the website, even possibly donate towards helping this cause and fighting animal abuse.
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SWOT Analysis Internal factors Strengths. Strengths of this campaign can be that it is a unique and effective way of reaching out to consumers using emotional appeal. Viewers will stop to further understand and read the rest of the ad after being captivated through the heavy emotions portrayed. With offices in over 10 countries, FOUR PAWS is an international organisation with ongoing campaigns and events. This can be incredibly helpful for building brand image and reputation when reaching out to new consumers. Consumers will view FOUR PAWS as a reliable brand and reputable source of information. The call-to-action strategy used in the campaign can also be effective in making consumers visit their website. Their website is very informative with multiple pages that touch on farm animals, nutrition, fur, wild animals and much more. All research on animal welfare can be read by consumers to further understand the animal abuse crisis as well. There are also very clear options on donation towards specific causes and campaigns that consumers can choose from.
Weaknesses. Some weaknesses that can hinder this campaign from reaching its objectives can be the fact that there is an existing stigma around the animal abuse issue which may take some time to break. Some individuals may prefer to not talk about or be associated with the ongoing animal abuse crisis because of this stigma. This campaign has to achieve a breakthrough from that kind of mindset, informing people on how serious and urgent the issue at hand actually is. Another weakness this campaign has to overcome would be poor brand recognition. The fact that FOUR PAWS is an organisation many have never heard of might throw some viewers off from visiting their website and learning more. Established in 1988, this international and respectable organisation has never advertised nor marketed their campaigns and events. Consumers when viewing ads from the campaign might not know about FOUR PAWS and the values they stand by due to lack of exposure.
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External factors Opportunities. This campaign can be the perfect opportunity for FOUR PAWS to grow and introduce themselves to the market. Since there was no prior advertising, this campaign would be the first to introduce this organisation to the public. Connecting with their consumers and potential target audience through this campaign can be a great way of gaining exposure and forming strong new interpersonal relationships. FOUR PAWS can also use this opportunity to build brand image and reputation. This campaign can help FOUR PAWS become globally recognised and reputable, which can lead to more trust within consumers. Trust among consumers can result in an increase of donations for FOUR PAWS to expand and improve their organisation with. This opportunity to creative a visually compelling campaign paired with a new introduction of the organisation to the public would enable us to reach all target audiences effectively as well. It also allows the public to understand the dire circumstances and environments animals are currently placed in.
Threats. Threats this campaign might face would be current habits companies and individuals may have. Companies that use animal products (e.g. crocodile skin, ferret fur) may not be pleased with this campaign because it disrupts their current market flow and sales. Many individuals might also not hold the same values and beliefs FOUR PAWS stands by, which may affect the campaign and what it’s trying to convey. Another threat this campaign might encounter would be the lack of current information regarding animal abuse and welfare. This campaign alone would not be sufficient in informing consumers on all the aspects of animal welfare. They will not know the full extent of this issue unless they visit FOUR PAWS’s website. People might also find it convenient to ignore this campaign due to unfamiliarity and ignorance. The ‘I can’t do anything anyways’ mindset might not be changed if consumers won’t listen.
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Target Audience Analysis Category
Analysis
Demographic
Primary Target Audience
- Ages ranging from 5-50 - Pet owners - All genders - All ethnicities Secondary Target Audience
- General public - All genders - All ethnicities Geographic
Primary Target Audience
- Areas around peninsular Malaysia - Federal territories - International states: Australia, Germany, UK, South Africa and more Secondary Target Audience
- All states (local and international) Psychographic
Primary Target Audience
- Animal lovers - Open minded individuals - Pet owners Secondary Target Audience
- Responsible individuals - Environmentalists Behavioural
Primary Target Audience
- Animal lovers - Individuals who are eager for change - Eager for change Secondary Target Audience
- Individuals who are up-to-date on news 9
Campaign Concept Creative Brief The overall tone for this campaign would be moving and sentient. Closeup images of animal’s eyes were used to convey deep emotions, while headlines and the tagline supports and maintain the emotional pace. Consumers would first be drawn to the bold images which will lead them to read further. This campaign was designed to appeal to its target audience, with intents of it being sensitive and susceptible to the eye. Effective and straight-to-the-point, it allows readers to fully understand the whole concept and the weight of the issue at hand.
Design Rationale Newspaper Advertisement
Figure 2: Newspaper Advertisement 1  10
Figure 3: Newspaper Advertisement 2
Figure 4: Newspaper Advertisement 3  11
For my newspaper advertisement series, each ad holds an image of a different kind animal (cow, sheep and ferret) that is commonly abused and mistreated. The main headline: ‘Does something look out of place?’ Is placed behind bars as well to bring emphasis on the object that is out of place, the bars. This is also an interesting way of getting consumers to engage with the ad because they will try to make out what the main headline says, as it is placed behind bars. Behind the bars in all three images are closeup images of each animal’s eyes. All of them look sad, and hold a sort of tiredness in them. They are droopy and unfocused, which portrays the emotions of each animal accurately when they are placed under such circumstances. The sub-heading ‘Animals don't belong behind bars. Not here, not ever.’ Also further emphasises the terrible living conditions they are placed in. The sub-header also ensures consumers on how the bars is the object that is out of place. FOUR PAW’s website URL is then placed after the sub-header with the tagline ‘every paw needs a hand’ underneath to initiate call of action. The FOUR PAWS logo can also be seen on the bottom centre of each newspaper ad. Billboard Advertisement
Figure 5: Billboard Advertisement 12
For my billboard advertisement, I didn't want too much clutter because my intents were for it to be clear and easily understandable. Passers-by would first be confused on what the bars stand for, and why the image is behind it. I also made sure to not include too much information on the billboard so that readers won't find it overbearing and hard-to-read. I chose the setting of this billboard to be beside a street, so that consumers can stop to observe and understand the ad without a time-limit and constraint.
Transportation Advertisement
Figure 6: Transportation Advertisement
For my transport ad I used the ad with an image of the ferret. This ad was placed in a train, by seats. Potential target audiences may be reached defectively through means of public transport, where they can observe and fully understand the ad effectively. The URL for FOUR PAWS is also enlarged in this ad to persuade readers search it up and find out more while waiting to get to their train stop.   13
Electronic Billboard Advertisement
Figure 7: Electronic Billboard Advertisement
For my electronic billboard advertisement, I used the ad with an image of a cow. I wanted this electronic billboard ad to be simple and easy-to-read as well, making sure passers-by would take their time to fully understand and read the information on the ad. I decided to place this ad in an industrial setting, so that adults and young working adults can be exposed to the issue of animal abuse as well. The image of a cow in nature behind bars also contradicts the overall environment the ad was placed in, which allows for more attention to be drawn to it.
Postcards For my postcards, I used all three of my newspaper ad designs to make a series including three animals. The back of each postcard includes a background of grass in a field, to show readers the environment animals should be in. A FOUR PAWS logo is also attached in the lower left corners of each postcard to remind consumers about the organisation.   14
Figure 8: Postcard 1
Figure 9: Postcard 2
Figure 10: Postcard 3
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Media Selection Advertisements
Advertising Strategy
Newspaper Advertisements
To gain awareness of the animal abuse issue
Billboard Advertisement
To increase exposure for the campaign
Transportation Advertisement
To promote the campaign
Electronic Billboard Advertisement
To build brand image for FOUR PAWS
Postcards
To initiate word-of-mouth
This campaign consists of three main mediums: newspaper advertisements, billboard advertisements and transportation advertisements. Newspaper advertisements as a media platform will include three ads that will be printed on a full page spread in different newspapers. This will ensure individuals who keep up with current day-to-day news will be informed on the animal abuse issue. Billboard Advertisements will increase exposure for the campaign. Many people would encounter the billboard everyday, which makes it the fastest and most effective way of gaining attention and exposure. Transportation ads also ensure target audiences that make use of public transport do not go missed. After the initial introduction of FOUR PAWS through these three mediums, Electronic Billboard advertisements as well as postcards will be used. Electronic billboards can serve as a reminder of the campaign to consumers after the introduction of FOUR PAWS. Postcards can also be kept for future reference or sent to others to initiate word-of-mouth.
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Campaign Design Process All visuals and sketches relating to the ideation process are included in my progress (design) journal.
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