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PURINA “Homeless, Not Worthless” Campaign

 

 

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Everyday, homeless cats and dogs roam the streets without a home to call their own. They live in hunger, exhaustion and danger every single day of their lives. For the unfortunate hundreds of stray animals within Metro Manila, this is how their lives will play out until they die. Their presence is shunned, ignored and even avoided by most humans. In some cases, they are even subject to unthinkable cruelty. Sometimes though, some get lucky. Sometimes, some get a home. Sometimes, some are found and cared for by the Philippine Animal Welfare Society or PAWS.

Purina, in cooperation with PAWS, aims to give more homeless animals a shot at a better life with the “Homeless, Not Worthless” campaign. The advocacy campaign aims to raise funds for PAWS so that they may continue and expand their mission in preventing cruelty, alleviating pain, fear and suffering in animals. PAWS currently runs an animal shelter called PAWS Animal Rehabilitation Center (PARC) where rescued animals are rehabilitated and eventually re-homed.

This advocacy campaign was launched through TV commercials, print ads in major broadsheets, an exclusive tie-up with SM the largest retail chain in the Philippines and ambient ads in major thoroughfares in Metro Manila. The campaign enjoins the public to donate what they can to help PAWS continue its noble mission, as well as to consider adopting one of the many rehabilitated cats and dogs in need of a loving home at the shelter.

The “Homeless, Not Worthless” campaign is Purina’s way of fulfilling its commitment to make pets’ lives better.

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