1) What is the social [or health] problem I want to address?
What our campaign will focus on is the option of purchasing a dog from an animal shelter, rather than from a breeder. Breeding dogs can lead to many defects with the dog. When you get a dog from a shelter, you get an animal that has been medically attended too (shots, neutered, etc) trained, and most importantly, loving. Dog adoption is also a way to save a dog’s life, avoiding them being put down because no one wants them.
2) What actions do I believe will best address that problem?
To take action, we will show prospective pet buyers the advantages of getting a dog from a shelter as opposed to a breeder. We will show what goes into the adoption process and what the dog owner will get out of it. Links will be made available for different animal shelters around the New England area, as well as links to other organizations specializing in dog adoption. We will also be interviewing people who have adopted dogs and have them tell their story.
3) Who is being asked to take that action?
Those asked to take action are young men and women who are looking for an addition to their families. These could be young couples who are looking for a first “child” or a family who is interested in a family pet.
4) What does the audience want in exchange for adopting this new behavior?
They receive a family companion. The target audience will be purchasing a dog from a shelter and ultimately saving their lives, rather than buying a dog from a breeder or pet store.
5) Why will the audience believe that anything we offer is real and true?
Adopting from a shelter can be a very rewarding experience. These dogs need a home, and who better to adopt than someone who really wants a dog! Adopting will allow these dogs to live in a warm home environment rather than in a shelter. When adopting, the prospective owner won’t have to worry about getting the dog neutered or getting their shots because the shelter will take care of that for you. Also, trainers at shelters work with the puppies to get them housebroken.
6) What is the competition offering? Are we offering something the audience wants more?
The competition is offering pure bred dogs. A little known fact is that shelters have pure bred dogs as well! Buying a dog is a big step for any family, so they should look at all their options and find the absolute best dog for their homes.
7) What is the best time and place to reach members of our audience so that they are the most disposed to receiving the intervention?
The best way to reach our audience is through PSAs on TV and Radio. Print ads in magazines, newspapers and indoor and outdoor mediums are also very good ways of reaching our target.
8) How often, and from whom, does the intervention need to be received if it is to work?
There is not just one time of year when pets need to be adopted. This is a yearly, day in and day out issue. We need to address this issue as often as possible by any means necessary.
9) How can I integrate a variety of interventions to act, over time, in a coordinated manner, to influence the behavior?
To integrate our campaign, we will reach out to social networks, radio ads, television ads, print ads, and word of mouth to spread the cause.
10) Do I have the resources to carry out this strategy alone; and if not, where can I find useful partners?
The information about this project will be published on this blog. But, It will be best if our campaign could partner with local animal shelters. This way, certain dogs can be showcased in specific areas pertaining to those looking to adopt a pet.
Many groups, large and small, from the ASPCA to the Humane Society of the United States devote themselves to helping animals. Here’s a happy story about one of those groups and the steps it’s taking to move more homeless dogs out of shelters and rescue organizations into loving homes.
Project Give a Dog a Home 