Project Description

Media Publicity for the Launch of Responsible Pet Ownership Kit (22 June 2014)

PR for Good organised a press conference for SPCA on the launch of Asia’s first Responsible Pet Ownership Kit & Workshop. Our inputs focused on strategic messaging and media pitching prior to the event. We designed a questionnaire to gauge how parents prepared their children for taking on the responsibilities and commitments of pet ownership. We then devised messages based on the survey results and the SPCA education team’s observation on the frontier.

Results:

• We succeeded to create good coverage in the mainstream media, including reporting by TVB Jade and ATV Home news on the day. News stories were run in all major newspapers on the following day.

A glimpse of media coverage:

• am730 – 逾半人飼養寵物前認知不足 (2014-06-23)

• Apple Daily – 【食狗肉係文化？】強國人喪鬧港星唔尊重？傅明憲或向政協求助 (2014-06-22)

• Apple Daily – 子女欠責任　家長棄養寵物 (2014-06-23)

• Oriental Daily – 怪獸家長虐殺寵物 倉鼠沖廁 (2014-06-23)

• Sky Post – 孩子未學懂負責任 家長怒沖倉鼠落廁 養寵物 欠認知 (2014-06-23)