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Adopt A Dog Campaign: A Critical Analysis

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Critical review of SPCA: There’s No Better Friend. Adopt a dog campaign

Over the years, there has been an increase in the number of pet abandonment in Singapore. As Soon (2014) pointed out, it can be seen that ‘the number of the stray and abandoned dogs has been increasing by 20 to 30 per cent each year.’ This has resulted in a rise of animal welfare groups being registered (from seven to eleven) and the number of pet shelters available as in Singapore compared to five years ago. Even though there are now much more animal welfare groups and pet shelters available, there are concerns that there will not be enough funds to give proper care to the pets due to the increase in competition of welfare groups and pets shelters, and the expenditure to provide for the pets has also increased. Other than the concerns about the expenses to care for the pets, there are also concerns about the limited spaces in the pet’s shelters as the number of stray animals and abandonment pets has rise rapidly over the years. This critical review provide an analysis on the Society for the Prevention of Cruelty to Animals, Singapore: There’s No Better Friend. Adopt a dog campaign. It will present a …show more content…

Adopt a dog campaign was a series of four ads launched in 2009, with the objective ‘to promote the adoption of dogs while emphasising on their companionable nature.’ (2015) The campaign was mainly advertised on traditional print media such as the newspapers, magazines, bus shelters and on postcards (ZoCards). This series of ads was created by Saatchi & Saatchi, whereby the entire photography of the ads was shot in Australia. The campaign has won two silver awards under the SPH Ink awards in August and top prized for the best ads in TODAY newspaper. The SPH Ink award was launched in 2004 with the aim ‘to honour and give recognition to the best advertisements and raise awareness of creativity in the advertising industry.’ (Singapore Press Holdings Ltd. Co.,

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