DES3206 information and Advertising design
GROUP: Eleasha Peschel
The clients we have chosen for our campaign is low profile animal shelters. Although their aim is to re-home all suitable animals in its care there is a HIGH “kill rate” amongst their shelters. It has been reported by Tory Shepherd, writer from News.com.au that of the 67,573 dogs that ended up at shelters in 2010-2011, 19,583(about one in three) were put down. Most cats that end up there are killed, a totally of 37,177 out of 64,617, and many of these animals are healthy. This is due to the oversupply of animals from animal welfare advocates, puppy farms, negligent owners and the stretched resources and space in shelters to keep all these animals.
By creating this campaign for low profile animal shelters that aren’t big names such as the RSPCA and do not have as much resources to house animals we are helping the inevitable by ‘Recycling’ the animals that are put through Euthanasia to help people, making the public less distressed about the amount, in turn easing everyones guilt.
We are marketing our campaign towards elderly, sick, injured, as well as growing kids. As a group we have decided to focus on dog meat rather then cat meat as in many cultures and through out Asia it is believed that consuming dog meat has health benefits such as:
-Dog bone is believed to have anti-inflammatory properties.
-Dog penis and testes are believed to increase virility and cure impotence.
-dog meat believed to be an aphrodisiac.
-Classical medical texts recommend dog meat to fortify the spirit and aid recovery from illness.
-Doctors recommend dog meat to patients who have undergone surgery because its perceived curative effects.
-Dog meat is a medicine as well as good food.
What so special about our product you say? well picture this.. ever played fetch with a dog or even tried to take it on a walk and found that it just seems to be bursting to the brim with energy and enthusiasm, wish you could have that? Well research has found that you can, by consuming dog meat on a regular basis you increase your health and well being. don’t have the energy to play catch with your kids, you will with dog meat. Want to play footy with the boys but you have a sprain, eat a little dog meat. Find that your man can’t keep up with you girls, feed him some dog meat. Once mans best friend, always mans best friend - dog meat.. good for the soul.
Method of Approach:
The identity we want to put out into the public is one of a helping manner, we want our clients and their companies to be viewed as humanitarians and not deemed killers when using Euthanasia. We are using something that happens every year in shelters around australia and turning it into a benefit rather then a loss.
Our organisation will be based on the use of alternative medicine, bringing a new way of treatment into australian society and changing the minds of people when it comes to Euthanasia in shelters because of overflow and the idea of consuming dog meat.
Sourcing, farming, transporting, slaughtering and consumption of dogs can assist in the transmission of cholera and rabies, even dogs taken from the street or supplied by the shelters can have a high chance of suffering from diseases. So in order for humans to consume our product it is important to make sure the pets are healthy, even though it states that most pets put through Euthanasia are due to lack of housing rather then health it is still a good idea before collecting the pets and having them put down, to have them checked by the vets, making sure they are healthy to consume to ease the worry from consumers on whether it is safe or not.
By writing this on the packaging or incorporating it into our ads, we have decided to create a product that will be distributed in a somewhat formal and serious manner so that consumers/buyers will acknowledge it as one rather then sneering and turning their noses up because of the view that pets are friends not food that has been drummed into us and our culture since birth.
The three we have decided upon are:
Informational posters in clinics: We have decided upon this because not many people in western civilisation know the benefits of eating dog meat and so in creating this we can target and inform patients in a constructive formal way that will promote the meat and might push them towards alternative medicines.
Billboard: We have decided upon this because in our technological age billions of people own or travel to and from places in a form of vehicle, so this is a great way to reached out to public viewers and change there mind on dog meat as well as pitching a quick Ad in a way that promotes the cheap cost and targets regularly retaining a healthy body, therefore less likely to get injured, therefore spending less on health care.
Product: We have decided to create a mock up on our product because when people hear the words dog meat they immediately picture a thigh piece slapped on a BBQ cooking. Our aim is to show people that they can also consume dogs in the form of a stew, pill or even like a roll that gets sliced in a deli to go on sandwiches.
In the future we believe the progression of our initial concept and the creation of the materials for this initial campaign will help try to introduce this type of meat to the country and within society become acceptable as a means to an end of animal wastage. In turn the elderly, growing children, and the injured can reap the benefits from the meat to help them retain strong healthy bodies and lives.
Hopefully, people will consume less conventual methods of healing and dog meat can replace some of these medicines as it is also known that taking too much medicine can damage the human body far worse then alternative ways can.
Shepherd, T.(2012). Calls for ‘no kill’ policy to save thousands of RSPCA animals.[WEB]. retrieved on 14th of April from http://www.news.com.au/national-news/shelter-animals-killed-for-convenience/story-fncynjr2-1226480386569
Unknown. The dog meat industry.[WEB]. retrieved on 18th of April from http://www.changeforanimals.org/#!dog_meat_in_south_korea_1/c6em
Set Tasks Per Person:
Logo: Everyone, decide on which one communicates our product best.
Style guide: Ada-Yijun Pang
Clinic Advert: Eleasha Peschel
Billboard: Robin Stampfli
Mockup: Eleasha Peschel