Designer Dogs

RSPCA Designer Dogs

ProblemDesigner Dogs are bred for their looks and have become fashion statements Breeding standards are being lowered -This is leading to an increase in suffering for individual animals as physical, psychological and genetic problems are ‘bred in’

Key Points

CampaignReducing the demand of people wanting to buy a designer dog because of their perception of the breed (brand)

Target MarketWealthy people who are looking to buy a dog

Saturday, 21 April 12

“I am not a dog”. This means that it is coming from the dog itself. It’s not the RSPCA policing people, the dog itself is informing the viewer that they themselves are not a healthy, normal dog. I am also going to keep the typeface as it is but change it to English so that everyone can understand.


• This will be used as a Poster and contain MVS technology that will link to the twitter account, the ebay account where you

• can buy the campaigns bracelets and the iTunes link to download the app and the Facebook Page

• It will be displayed in Airports- Wealthy Business people fly regularly- Heathrow.

• Sports clubs in the clubhouses- Sports such as Golf are played typically by wealthy people.

• Health Clubs. Flyers at reception e.g Chelsea Harbour.

• Flyers in free newspapers in appropriate areas- the Kensington and Chelsea Informer, Richmond informer and the Hounslow, Chiswick and Southwark Informer and sent to Vogue magazines to insert in their monthly issues.

This will be used as a Poster and contain MVS technology that will link to the twitter account, the eBay account where you can buy the campaigns bracelets and the iTunes link to download the app and the Facebook Page

It will be displayed in Airports- Wealthy Business people fly regularly particularly Heathrow.

Sports clubs in the clubhouses- Sports such as Golf are played typically by wealthy people.

Health Clubs. Flyers at reception e.g Chelsea Harbour.

Flyers in free newspapers in appropriate areas- the Kensington and Chelsea Informer, Richmond informer and the Hounslow, Chiswick and Southwark Informer and sent to Vogue magazines to insert in their monthly issues.


PR Stunt

A stunt in a public space doesn’t cost anything and if done properly will catch peoples attention and can be picked up by the media.

To create awareness of the campaign groups of 10 people would go to 5 busy areas of London -

1. Kings Road

2. Upper Street, Islington

3. Canary Wharf

4.The Barbican

5.Bond Street

People would walk up and down the streets on a specific day, within a close proximity to each other so that people would start to notice the t-shirts and take notice of the message.


APP

• An iPhone is one of the most desirable objects to own. They are an expensive product to use and appeal to a wealthy market. An app will be a good way to reach the target audience

• A key feature of the APP is the scanner which can be used to scan the flyers and posters that will link to a video that shows a demonstration of the PR stunt.This promotes the PR stunt and gets people familiar with the T-shirts. The video could also be posted on the Facebook, twitter and on a youtube channel.


Bracelets

• Bracelets are a great way to catch peoples attention and create awareness. People can buy them in aid of charity, wear them and be reminded of the cause and other people will see the bracelets and will ask about what it is.

• These could be sold on eBay.


Twitter

• A Twitter account allows the campaign to contact any company. I have followed high end fashion designers, shops and magazines. It is now set up for promotional tweets to be sent out and hopefully to be picked up on and re-tweeted.

• The account also links and promotes the bracelets and Facebook page.


Facebook

• The Facebook group promotes all the areas of the campaign and when people “like” the page they will be informed on their news feed of any updates.

• This is an easy way to reach the audience


Designer Dogs

Documents

Transcript of Designer Dogs