• Who are we? • SPCA Hong Kong – Michael Wong, director Marketing & Communications • Animals In Photos: A group (led by me, ali bullock) of volunteer photographers who work with several charities mostly in Asia, including AAF, STOP, EARS, WSPA, WWF, SPCA TW, ACRES and the SPCA • We have 4 rescue dogs and we are the writers of the Woof Guide as well as Mutt Genie (dog DNA testing) and everyrescue.orga social media consultancy & advocacy platform for non-profits • This is all done in our spare time – I work for Cathay Pacific as Global Digital Marketing Manager
• About the HKO campaign: • 20,000 dogs are needless put down by AFCD every year in Hong Kong. Mongrels / Mutts are always the hardest to home at the SPCA • Create awareness and PR for the SPCA and adoption in Hong Kong in the most positive way possible • We started off by just asking a few celebrity friends of the SPCA and AIP to take part in a small campaign to promote mutts for adoption • We now have 28 celebrities shot (and ads created) with another 5 in progress • A media plan has been released and we also have a tram-stop campaign in progress as well as 2 launch events and an exclusive party for the celebs • On the 13 September (with Swire Hotels) we will have a celebrity “thank you party” and auction off 25 bean-bags donated by Swire Hotels for $1000
• Ideas / Thoughts: • Party on the 14 September, we would like to get help to PR / promote this event to the media • Media planning and placement (as in Time Out, HK mag, SCMP) – More placement and promotion of the HKO campaign • Ideas on how to reach out to more celebs for the next phase of the campaign • Other PR ideasaround the event
• Phase 2:• We would really like to form a long term relationship with Impact Asia in terms of PR support• Look at the launch of the new Woof Guide site which is going to be run with the SPCA (and then the mobile app scheduled for the end of the year)• The idea of the new Woof Guide site is to raise the SPCA profile, adoptions and “soft sell” adoption through articles and a directory of HK based dog and cat services as well as articles and social media stories and updates• Donations will be given to the SPCA
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