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Animal Welfare Proposal

1056 Words5 Pages

Isabelle Tan
Ms Sheela Sarvananda
1WRICRI T102
10 February 2015
Proposal
Proposition
This Proposal aims to educate Singaporean youth on animal welfare by explaining why animal abuse is wrong and by suggesting ways to help animals in need through the People for the Ethical Treatment of Animals (PETA) organising media campaigns such as a viral video, a social media contest and a series of interactive advertisements.

Preface
Although PETA is notorious for its highly provocative campaigns, the organisation is not widely known in Singapore due to the lack of advertising efforts. As the world’s largest animal rights group, PETA strives to educate as many people as possible on animal welfare so as to stop animal cruelty globally. The organisation …show more content…

The organisation puts out extreme campaigns and advertisements because it depends heavily on free media coverage to promote its cause (PETA, “Controversial Tactics”). Contrary to what the public feels, PETA believes that its aggressive advertising strategy will spur more people into taking action. On the other hand, the World Wide Fund for Nature (WWF) uses creative and well-executed campaigns to get its message of conserving the environment heard. For example, the headline of WWF’s anti-fur advertisement featuring an adult leopard and its cub with clothing size labels attached to their bodies reads, “Fashion claims more victims than you think”. This subtle yet powerful advertisement manages to carry the message across effectively unlike PETA’s “Fur Trim: Unattractive” advertisement which sexualises women by showing a scantily clad female. As such, WWF’s advertising campaigns are well known for being thought provoking whereas PETA is infamous for its “in-your-face” advertising …show more content…

By choosing a different advertising tactic to convey the message, PETA will be able to attract more attention from Singaporean youth as they may be curious and intrigued by PETA’s sudden change in advertising style. This can also help PETA gain positive publicity as it becomes easier to communicate the message to the audience. Thus, there will be greater awareness on animal welfare among Singaporean youth which increases the chances of them rising to the challenge and tackling the problem of animal abuse. Moreover, PETA as an organisation will also stand to gain a positive reputation and receive more support in terms of donations and

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