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									   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: philpaws@yahoo.com



                   Thank You.

								
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