BLOCKING THE PHILIPPINE GREYHOUND RACING BILL & OTHER TRAIL-BLAZING CAMPAIGNS In January 2009, PAWS received news about the passage of House Bill (HB) Number 5291 – “An Act Granting The Fox New Millenium Amusement Club, Inc. (FNMCI), A Franchise To Construct, Operate And Maintain A Greyhound Racetrack in Any Place Within The City Of Mandaue, Province Of Cebu” The Bill had passed second reading and needed only one more reading at the Senate floor before it would become law Our contacts at the Senate Committee Secretariat were pessimistic. Very few bills were stopped at the second Reading level. Time was running out The Philippines already has a serious problem with unregulated breeding. And in a country that was still trying to get rid of the illegal dog meat trade, the scenario of additional dogs to be disposed of would be catastrophic. FACTS ABOUT THE GREYHOUND INDUSTRY Fr. Grey2k Usa, Animal People, PETA Asia-Pacific Greyhounds are kept at track kennels in stacked cages, often muzzled, for a total of 18 to 22 hours per day. Many tracks use wooden crates which get soaked in urine, making sanitary conditions difficult Greyhound adoption groups regularly report that incoming greyhounds suffer from an incredible variety of afflictions. Information Gathering NOT JUST A “HARMLESS” RACE Greyhounds will be bred excessively and those who are not “fast enough” will be disposed of Information Gathering GREYHOUND RACE TRACKS DO NOT DELIVER ON ECONOMIC PROMISES Thirty-six of the fifty American states prohibit Greyhound racing, and more tracks are folding across the globe. Profit and attendance are down. PAWS embarked on a campaign that was directed at achieving quick results. Media exposure was to play a key role. Every step of the time- pressed campaign was guided by previous successful campaigns we have mounted. REVIEW OF SUCCESSFUL CAMPAIGNS Spay-Neuter Ads ASSESSING “TARGET MARKETS” HELPS STEER THE CAMPAIGN TOWARD THE RIGHT DIRECTION For general For public or Veterinary barangays Clinics REVIEW OF SUCCESSFUL CAMPAIGNS The “See Beauty Beyond Breed” campaign THE WIDE-REACHING EFFECTS OF USING CELEBRITIES IN SENDING OUT A MESSAGE. The “See Beauty Beyond Breed” campaign REVIEW OF SUCCESSFUL CAMPAIGNS SBBB CAMPAIGN 1. Resulted in higher adoption rates of mutts and native cats in the shelter 2. Frequent use of the term “aspin” over the derogatory term “askal” when referring to native dogs /mutts 3. Increased exposure at no cost to PAWS This year, our celebrity spokesperson is Filipina singer-actress, Karylle, for “A PET IS A LIFETIME COMMITMENT” campaign Campaign posters displayed in major pet-friendly malls The first animal welfare billboard in the Philippines. REVIEW OF SUCCESSFUL CAMPAIGNS Beauty Pageant for Native Dogs Insert wall posters of HnW and print ads REVIEW OF SUCCESSFUL CAMPAIGNS BY FORMING STRATEGIC PARTNERSHIPS, WE CAN SEND MULTIPLE MEDIA MESSAGES. With local animal welfare groups REVIEW OF SUCCESSFUL CAMPAIGNS STRATEGIC PARTNERSHIPS: With companies like PURINA - who had marketing funds to produce campaign materials and access to placements in malls, broadsheet ads and TV commercials. REVIEW OF SUCCESSFUL CAMPAIGNS “Homeless, not Worthless” print ad, wall & floor poster, donation coinbank The following is a backgrounder on the Homeless Not Worthless Campaign REVIEW OF SUCCESSFUL CAMPAIGNS The Good Fight “APPEALING TO THE EMOTIONS” GETS QUICKER RESULTS THAN A STRAIGHTFORWARD INFORMATIONAL CAMPAIGN (Best strategy when pressed for time) ELEMENTS NEEDED TO CHANGE ATTITUDE & BEHAVIOR BY JEAN F. CATTHOWE, PRESIDENT, MONTANA SPAY-NEUTER TASK FORCE • Must come from multiple sources of high credibility • Must be repeated often and consistently. • Must have multiple media message at accessible times and locations SUPPLEMENT MASS COMMUNICATION MESSAGE WITH FACE –TO-FACE FOLLOW-UPS PAWS volunteers with Senator Miguel Zubiri at the senate ASSESSED TARGET AUDIENCE PHILIPPINES: 80% Catholic, condemning gambling PAWS volunteers with Cardinal Ricardo Vidal APPEAL TO THE EMOTION Release campaign materials with graphic photos to incite public outrage FORMING STRATEGIC PARTNERSHIPS Local animal welfare groups: • PETA-Asia Pacific • CARA • AKF • EII Senators Francis Pangilinan and Jamby Madrigal with PAWS and other local animal welfare groups in a press conference on greyhound racing FORMING STRATEGIC PARTNERSHIPS GOVERNMENT OFFICIALS: SENATOR JAMBY MADRIGAL AND OTHER SENATORS Photos which appeared on the front pages of major dailys on July 29, 2009 SEEK OUT AND NEVER PASS UP THE OPPORTUNITY TO BE INTERVIEWED BY THE MEDIA “FROZEN” BILL By September, we received news that Congress has kept HB 5291 “on hold” because of 13 senators’ announced opposition to it: 1. Senator Francis “Chiz” Escudero 2. Senator Jamby Madrigal 3. Senator Pia Cayetano 4. Senator Aquilino Pimentel 5. Senator Manny Villar 6. Senator “Gringo “Honasan 7. Senator Alan Peter Cayetano 8. Senator Noynoy Aquino 9. Senator Mar Roxas 10. Senator Rodolfo Biazon 11. Senator Joker Arroyo 12. Senator Francis “Kiko” Pangilinan 13. Senator Juan Ponce Enrile THE FIGHT CONTINUES HELP US FIGHT HB 5648 “AN ACT GRANTING THE SOUTHEAST ASIA GREYHOUND RACING CLUB, INC. A FRANCHISE TO CONSTRUCT, OPERATE AND MAINTAIN A GREYHOUND RACETRACK IN RIZAL OR PAMPANGA OR LAGUNA” Principal Author: MADRONA, ELEANDRO JESUS F. Now at the Philippine Senate level. HELP US STOP GREYHOUND RACING FROM COMING INTO THE PHILIPPINES Letter-campaign info will be put out on our website on January 30,2010. www.paws.org.ph Email: email@example.com Thank You.
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