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For our COM441 Public Relations module, my group had to develop a PR campaign plan to correct the misconceptions that the public has about street dogs and to encourage them to adopt these dogs. 

I was the lead designer in this project.

Campaign Plan

Campaign Objective

The objectives of this PR campaign are to correct the misconceptions that the public have about street dogs (i.e., unclean animals, full of diseases) are to encouraging them to adopt these dogs. This is to mitigate the capacity strain on SOSD and to relieve the issue of the increasing stray dogs in Singapore.

Target Audience

This campaign is targeted at middle-class working individuals from aged 25 to 55 years old who are looking to have pets. This is the demographic that possesses the financial capabilities to afford and raise them in a loving environment.

Key Campaign Message

A Second Chance

Campaign Timeline

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Evaluation of Campaign

 Firstly, the number of adoption applications and successful adoptions before and after the campaign will be tracked. 
Secondly, two rounds of surveys will be conducted: one prior to the campaign in January 2021 and another after the campaign in August 2021. These surveys will be conducted to understand the public’s perception of stray dogs. 
Lastly, the number of clicks and interactions on SOSD’s website adoption landing page will be monitored. 



Posters of SOSD’s adoption drive to elicit sadness and empathy for the dogs

Press Release

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The Sungei Tengah shelter focuses on helping stray dogs through public education, rescue and rehabilitation and sterilisation.

Singapore, 31 March 2021 - SOSD launches a nationwide adoption drive at Marina Barrage as an effort to alleviate the issue of increasing stray dogs within the shelter. The drive is open to the general public, with a focus on promoting the message of giving these animals a second chance in life.

Regarding the adoption drive, Lynnette Chia, Head of Rehoming said, “Animal welfare has come a long way, yet there is so much that still needs to be done.”

The adoption drive will be held on International Homeless Animals Day, 21st August 2021, from 10am to 5pm. Individuals looking for a new addition to their families get to meet and spend time with the dogs before making a permanent decision. Besides encouraging the public to adopt, SOSD aims to educate and correct the public’s misconceptions regarding stray dogs through the event.

About SOSD

SOSD is a volunteer-run organisation dedicated to the welfare of Singapore’s street dogs. They oppose the culling of stray animals and believe that there is a more humane way to manage the issue: through rehoming. Their dog shelter rescues, rehabilitates and rehomes, giving strays a second chance at life. For more information about SOSD, please visit or

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