The document proposes a marketing campaign to discourage the consumption of dog meat in Vietnam by targeting the 75% of people who are neutral on the issue. The campaign aims to show that most dog meat comes from illegal acts like theft and smuggling. It would use QR codes, viral videos, activations and hashtags to raise awareness of this over two phases. The goal is to help people realize they may be unintentionally supporting illegal acts by eating dog meat and to donate to a new foundation improving dog welfare.

1. Young
Marketers 4
Semi-Final
Team
WHATEVERWhatever happens, we’ll try our best!

2. Perception towards eating dog meat depends
on belief of each person
need a real strong
& logical driver
Changing belief of someone
is a tough job
There is a thing which is not arguable - it is “legitimacy”.
Approach through legal aspect

3. According to Animals Asia Organization:
One of the outstanding issues of eating dog meat in Vietnam and China is that a large
part of the meat supply comes from dog theft & smuggling because dog is
really hard to have large - scale farming  The illegal process tied to this issue
By U&A of dog owners toward eating dog meat (research of 40 samples)
SEGMENTA
- TION
Group 1
Do not eat
dog meat
trade (20%)
Group 2
Neutral
about this
matter, they
do eat dog
meat (75%)
love eating
dog meat.
(5%)
Group 3
 Choose group 2 as Target
audience because it is the
majority & can be changed
more easily

4. Current
response
• " I think eating dog meat is not wrong if it does not affect others or
society, why can we eat beef, pork,, … but not dog meat?"
• "I actually don't think much about this issue, I eat it when having meal
with friends & others"
• "It's not like eating dog meat is illegal, our government allow, so there's
no reason to stop"
DRIVERBARRIER
For them, dog meat is
such an obvious
cuisine that eating it
does not affect
anyone or our society
Unlike pig, cow or
chicken, the dog meat
we have eaten all
these time mostly
comes from illegal act

5. As a dog owner, I want my dog to grow up healthy in a happy &
carefree environment, but I do not realize that the dog meat I eat
usually comes from illegal supply such as dog theft or smuggling,
those are such unreasonable actions that our society should
always look down on.
INSIGHT
Desired
response
BIG
IDEA THE ILLEGAL MEAT
We show the audience that almost all dog meat got eaten in Vietnam is from illegal
acts like stealing or smuggling trade, dog meat is regarded as illegal meat
I feel like I support illegal acts when
eating dog meat

6. Timeline
Phase 1
(4 weeks)
Phase 2
(6 weeks)
Objective
Attract attention from the audience about
the matter of eating dog meat from illegal
supply
Make audience experience & take action about
the issue
Key hook
QR code as cardboard cut-outs of dogs set
& Viral clip
The illegal meat - Pedigree penalty voucher -
Hashtag "#notIllegalmeat"
Supporting
tactics
Outdoor ,
Seeding forum,
Social media
Activation, Social, Seeding forum, Landing Page
Promotion at
points of
purchase
Booths to get sample
Booths to get the illegal meat, voucher, Pedigree
sample & sell product
Budget 300,0000,000 VND 1,700,000,000 VND
D
E
P
L
O
Y
M
E
N
T
*Note: Pedigree & AnimalsAsia will co-operate to establish a foundation “Better life for dog in Vietnam” to
stop stealing & slaughtered illegally, smuggling trade, also better welfare for dog. Each Pedigree product
got sold also means a little money got donated in this foundation

7. Key hook:
THE ILLEGAL MEAT
The
illegal
meat
Pedigree give out the illegal meat & the Pedigree
"penalty" voucher for free. In the package of it,
there're QR code, the message of the campaign
Penalty
voucher
Voucher to buy illegal meat for the next time,
instead of getting discount or free product, you
must pay more money for the penalty.
Hashtag:
Not illegal
meat
Posting the photo of food & hashtag
"#notillegalmeat" on social network, with each
post, you help to donate 2.000 VND for the
Pedigree foundation "Better life for dog in Vietnam"

8. THANK YOU
We can not judge people who eat dog meat, but we can oppose dog
poaching and smuggling. And is it a good thing?
Definitely yes! As long as we are acting with love and compassion, we know that
we is looking forward to good things. Or simply, it will be less children sadly stand
by the gate and look over the street for a while only to wait a familiar shadow
who has never come back again.