Research

Cause of topic :

I chose this topic because even though there has been man cases happening in Malaysia and there have been many authorities taking action on it , however the public are still not informed or misinformed as there isn’t much PSA on animal abuse released compared to drug or alcohol abuse.

Target Audience :

20y/o - 40y/o

Chosen execution :

Microsite and Motion Graphic + Ambient Ad

(digital illustration , icon design & motion graphic)

Cases:

• http://www.tnp.sg/news/about-100-animals-rescued-after-police-raid-foul-smelling-bungalow-selangor
• http://www.themalaymailonline.com/malaysia/article/brianna-dog-shot-twice-with-arrows-dies
• http://www.freemalaysiatoday.com/category/nation/2012/08/03/animal-abuse-act-caught-on-video/
• http://hype.my/newsdesk/video-of-boy-abusing-helpless-puppy-angers-malaysians/

There are blogs that are dedicated to certain animal abuse cases:

• http://malaysiandogsdeservebetter.blogspot.com/
• http://remembersheena.blogspot.com/

There are also organization and associations that are dedicated in stopping animal abuse:

1. SPCA ( http://www.spca.org.my/v51/ )
2. PAWS ( http://www.paws.org.my/ )

Problem statement:

There have been many cases of animal abuse in Malaysia and there have also been many action taken to stop them , there are also NGOs and associations which created to stop these cases from happening , HOWEVER the approach taken by these organizations have always been the typical boring approach like PSA videos and ads about stopping animal abuse. But the problem is that there are a lot of information not absorbed by the public because the PSA videos are boring , slow and awkward.

Objective:

To inform the public about the importance of raising a pet and raise awareness on animal abuse

Message conveyed:

Pets are not a plaything , but another life and companion entrusted to you so that both pet and pet owner may live a better and happier life

Approach :

Indirect and subliminal