Old is gold : senior pets deserve loving homes too

• Main Authors: Ng, Ming Min, Lok, Sharon Swee Fang, Yiap, Dai Ling
• Other Authors: Ferdinand De Bakker
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/63611
• Institution: Nanyang Technological University

This paper presents Old Is Gold, a communications campaign by three final year undergraduate students from the Wee Kim Wee School of Communication and Information. It is a well-known fact in the local animal welfare scene that older shelter or abandoned animals are least likely to find new homes. Tragically, many older pets live out the remainder of their lives in shelters, or are euthanised to make room for more adoptable animals. This campaign was started to advocate better welfare and adoption of senior pets, and show that senior pets deserve loving homes too. Old Is Gold was targeted at prospective adopters as well as past and current senior pet owners - groups that have the most ability to make a difference to the situation. Supported by the Agri-Food & Veterinary Authority of Singapore and reputable animal welfare organisations, new media was harnessed to spread the campaign message through multiple online platforms and offline efforts were extended via on-ground activations and events.This paper provides insights to the primary and secondary research that formed the backbone of the campaign’s strategies, and details the plans and executions that were birthed from this understanding. A detailed analysis was conducted to highlight both the challenges and the triumphs experienced by the team, and impact and output objectives were studied to evaluate the overall success of the campaign. Finally, limitations were discussed and recommendations were made for the possibility of the campaign being brought forward into future years. This paper also includes original documents, collaterals and diagrams in the appendices for further reference.