Feel The Fur

Pets Magazine
Social media campaign
Campaign Report
Done By:
Febby Lee
Nur Aishah

TABLE OF CONTENTS:
1.0 Overview
2.0 Objectives
3.0 Execution Methods
4.0 Key Issues, Observations & Learning Points
5.0 Conclusion
6.0 Appendices

1.0 Overview
According to SPCAs annual report, they see an average of 1,750 pets being brought into the
shelter annually. However, only 62% gets adopted and 35% which consists of old, sick or
abused pets are usually not considered for adoption. This is likely due to societys perception
that these pets can be of higher maintenance
Therefore, 2 Year-Three students from Republic Polytechnic, Diploma in Mass Communication
decided to collaborate with Pets Magazine in hope to find these old, sick and/or abused pets a
second home.
Over a span of 3 months, the two-man team conceptualized, pitched and created content for a
social media campaign - #FEELTHEFUR - for Pets Magazine. A total of 3 videos and 9 social
media posts were produced and approved by editors of Pets Magazine.
The content focuses on telling the stories about owners who adopted old, sick and/or abused
pets. Through their experience, #FEELTHEFUR hopes to inspire more potential adopters to
consider these old, sick and/or abused pets.
2.0 Objectives
1. To encourage future pet adopted to consider to adopt disabled, old and ill pets.
2. To raise awareness that old, sick and/or abused pets can make as good of a companion as
normal pets in the shelter/store.
3.0 Execution Method
The criteria of potential newsmakers are adopters of old, sick and/or abused pets who will be
willing to open up and share their experience. The team searched for contacts through adoption
drives, family and friends.
The team was particular about original content, thus, content that has been shared prior online
will not be taken into consideration. .
The usage patterns of their target audience are mostly digitized, the team
3.1 Video
In order to ensure that the content for the three videos do not overlap, the team tried to find
varying situations and news angle that best suits their newsmaker. This will help educate and
inform the audience about what they can expect in varying situations after adopting old, sick
and/or abused pets

3.2 Social media Posts

The team came up with a total of nine social media posts for Pets Magazines instagram page.
3.3 Newsmakers profile
Vivian: Pet adopter, owner of 1 Mongrel. Her featured pets were old and ill.
Samantha: Pet adopter, owner of 1 Mongrel. Her pet is old and ill.
Vin: Pet adopter, owner of a Jack russell. Her pet is abused and deaf.

4.0 Key Issues

a. Lack of Manpower
Due to the fact that the project was done by a two-man team, it is very taxing. Each member
has to take up several roles and work till wee hours so as to meet the deadlines.
b. Transportation
As the newsmakers live really far away from one another, the two-man team had to arrange
different dates to travel to the different locations.
c. Finding Newsmakers
Pet adopters information are kept private and confidential with the adoption drives. Thus, it
takes a longer time for us to get in contact with the newsmakers. The adoption drive will need to
personally contact the newsmakers, seeking for approval to be part of our project.
5.0 Conclusion
All in all, the campaign was conceptualized with the intention to attract youths and millennials
(potential adopters). Thus, the team digitized the campaign and ensure that the shareability will
be higher.
The videos will captivate them with emotional-heart gripping stories shared by the owners. The
stories not only focus on the down side but how it has benefitted the adopters and how it has
positively impacted their lives.
Pets Magazine is pleased with the teams work and has approved the project.

6.0 Appendix
Instagram Post 1

(PHOTO: Febby Lee Jia Qian)

#Feelthefur - Pets who are disabled, sick, old or abused are usually neglected. People often go
with the decision of buying a new pet. Samantha Koh on the other hand not only adopted a pet
but she adopted a sick pet.
Her pet, Dan Dan was fighting tick fever and heart worms for six months. She nursed him back
to health and loved him unconditionally despite challenges. She believes that more people
should adopt disabled, sick, old or abused pets.
Help us encourage future pet adopters to consider disabled, sick, old or abused pets. If you
have adopted any of the listed pets, upload a picture of you with your pet and share your story
in the caption with the hashtag #Feelthefur.

Instagram Post 2

(PHOTO: Febby Lee Jia Qian)

#FEELTHEFUR - Vin, the proud owner of Ruskey, believes that love will overpower anything
including disabilities. Training a deaf dog is no easy task. But Vin does it with love and patience.
All pets deserve equal loving. Help us encourage more future pet adopters to consider disabled,
old, sick or abused pets. If you have a pet that is sick, disabled, old or abused, upload a picture
of your pet and share a story in the caption with the #Feelthefur

Instagram Post 3

#FEELTHEFUR - Everybody and everything deserves a second chance. Vivian strongly

believes in this quote. That is why she adopted an eight year old dog from the animal sheltercauses for animals. Despite the additional care and attention she has to give to her old dog, She
believes that even the abandoned, abused, sick and old dogs should have a loving home and
family. Help us encourage more pets like Vivians to get their second chance. if you have
adopted a pet that is mentioned above, upload a picture of you with your pet and share your
story in the caption with the hashtag #feelthefur.
Facebook Post 1
Samanthas Video
#Feelthefur - Unlike usual owners who want a cute puppy, Samantha adopted a mongrel with
heart worms and tick fever. The hassle of having to give him medications and bringing him to
the vet consistently was nothing compared to the love she had for him.
Dan Dan was a stray dog who was found by a rescue team in a boarding house. He was caged
alone for months before being brought to a shelter. It was hard for him to warm up to Samantha
initially, but they are inseparable now. She believes that love conquers all and she encourages

people to consider the old, disabled, ill and abused dogs when it comes to adoption. They too,
deserves a home.
Facebook Post 2
Vins Video
Due to being passed around by several adopters, Ruskey became fearful when he is out of the
house for a long period of time. He's afraid that he might be given away again. Thankfully, he
doesn't have to worry about that anymore because Vin treats him like as her family. She loves
him unconditionally despite Ruskey being disabled.
All pets deserve a loving home like Ruskey. Help us encourage more pet adopters to consider
disabled, old, sick or abused pets. If you adopted a pet that is sick, disabled, old or abused,
upload a picture of your pet and share your story in the caption with the hashtag
#FEELTHEFUR.
Facebook Post 3
Vivians Video
#FEELTHEFUR - No, he isn't active nor is he very playful. Hes old and tired. He has a special
diet that constantly needs to be reviewed and updated. He has to take vitamins regularly that
isn't cheap. But despite all these challenges, Vivian adopted Siao and eight year old dog
because she believes that every pet out there who were abandoned, abused or sick and old
deserves a second chance and a loving home.
Help us encourage more sick, abused, old or disabled pets like Vivians to get their second
chance. If you have adopted a pet that is mentioned above, upload a picture of you with your
pet and share your story in the caption with the hashtag #FEELTHEFUR.