This document outlines an animal welfare campaign with the following objectives: raising awareness of pet shops and shelters, and educating the masses. It proposes using a "friendly trojan" to subtly influence people's perceptions and engage them. The campaign would run from September 12th to October 4th, beginning with teasers and introducing the trojan. It would collect user engagement and donations through sponsorships. After the campaign, it aims to establish long-term education programs to build better habits around animal issues. The campaign leverages multiple media channels and owned, earned, and amplified content to arouse public awareness, engage people, and create lasting change.

1. Animal Watch
Nisan İlçiz Sercan Yılmazkul

2. Objectives
Issues to be covered: Pet Shops – Shelters – Education of Masses
Alternate way
Create Long Term
to engage
Awareness = Habit
people
After campaign period
During campaign period:
After the campaign period Building education
High/compulsory(!) engagement will be created
programme
Composing urgent and effective public awareness
Establishing a long term habit in people

3. Tools
Insight: Ignorance of the people
Campaign Idea : The Aw file, a friendly trojan that will
influence the perception of people.
(with partnership of Norton, Kaspersky, McAfee, Avast, etc.)
Mission: To engage people with Aw
Insight: Having pets as an entertainment object for their kids
Long Last Action: PET ME (An education system linked to the
primary target audience.
Mission: To educate kids

4. Media Strategy – Multi-channel Platfrom
Overall View
12 – 15 Sep: Teaser 15 Sep – 4 Oct: Campaign Idea AW 4 Oct: Long lasting action: Pet Me

5. Media Strategy – Multichannel Platfrom
Teaser : 12 – 15 September
Creating Buzz before the campaign starts

6. Media Strategy – Multichannel Platfrom
15 Sept – 4 Oct : Campaign Period - AW
Spread of AW (Friendly Trojan)
15 September- Announcement of AW Until Oct 4 everday pop-up
Collecting users (12-15 Sept)
Per engagement Outcome
Amplifications: Engagement: donates money
via sponsers

7. Media Strategy – Multichannel Platfrom
15 Sept – 4 Oct : Campaign Period - AW
Earned media
Owned media

8. Media Strategy – Multichannel Platfrom
After campaign period: Making a Habit - PET ME
Long term education progamme

9. Summary
Insights Tools Achieved Goals
1. People ignore 1.Aroused public
1. Petshop animal issues (lack of awereness +
awereness) engagement
2. Having pets as an 2. Long Lasting Action
obeject = Habit
2. Shelters
3. Education How did we apply this process?
Starting Point:
Multi Media Platform: Long Lasting Action
Creating buzz to ready for
Amplify – Engage - Act Making a Habit:
campaign

10. Thank you...