awarENESS CAMPAIGN FOR AN ANIMAL SHELTERS De herdt Estelle, Hermans Barbara, Noémie la Marca, ena marijanovic 3dd2

introduction Choose a shelter Its current situation analysis Similar charities Awareness campaign

Step 1 Which animal shelter?

Choice of animal shelter Animal shelter dedicated to rabbits, chinchilla’s and guinea pigs Organization which rescue and educate Hope receiving donation Weak awareness in Canada (and not at all in Europe) Since 1984 (33 years of experience) 2 locations in Canada More than 50 volunteers Already more than 10 000 animals rescued

Step 2 Current situation of the shelter

Current situation communication SOCIAL NETWORKS Very active Facebook page rated 5 Youtube channel: not really active Few videos

EVENTS Calendar available on the website Very active on event activities Agility Training in Fountain Valley: “Train you and your rabbit to hop the hurdles and go through the hoops.” Hoppy Hour: Hoppy Hour area a place where lots of rabbits all playing together and have a lot of fun Education Classes : Learn about rabbit health, care, grooming and bonding Bunny Expo : Free event for you and your Bunny Photoshoots Agility trainings Buddy weddings Contests Refreshments

FUNDS Raised by donations One time/ monthly donations Items donations available on Bunny Bunch website Possibility to donate for seasonal photo shoots Donation with the choice of their wish-list

Current situation Responsive parents and persons Lovers of pets target Responsive parents and persons Lovers of pets Happy and healthy environment Consider the pet as a part of the family and not just as a random kid’s gift Usually female customers who became volunteer

Current situation SEO well managed Do they succeed? SEO well managed Good traffic on Facebook and Instagram They still need Number of volunteers Donations Adoption of animals Because of the rising numbers of rescued animals

Step 3 Analysis of similar charities

How do other charities communicate? “Paws” (Canada) Peoples animal Welfare Society Since 1972 in Toronto Rescue Adoption Social networks Facebook Twitter YouTube Newsletters Events Blog Videos FAQ’s

“California wildlife” (California, us) For the animals Rescue Rehabilitate Conservation Educate Invite people to get involve Donation Communication: Newsletters Events (acoustic night) Blog Social networks Malibu magazines

“Hope for paws (California, US) Animal rescue organization Give pieces of advice Communication: Newspaper Emailing TV channels Animals websites/ organizations Social networks (Facebook/ twitter/ Pinterest/ Flickr/ YouTube/ Tumblr/ Instagram)

How can the event that went viral inspire something new? “Cheech the smiling dog” Buzz Capture funny moments Original way to introduce the organization Bring curiosity New idea Christmas hat

Step 4 Awareness campaign

Awareness campaign Diagnostic of Good use of the social networks SEO well managed Many ideas for events Low awareness rate Number of volunteers Donations Adoptions

Where/ How can they improve?

Awareness campaign On which social network? Instagram  capture of unexpected moment Inspired by Cheech the smiling dog Why? Draw attention How? The help of the youtuber #SweetHomeBunny #BringHimJoy

Instagram campaign: Partnership with a youtuber Who? “Lennon The Bunny” Lorelei, Californian girl, LA YouTube channel with videos about her bunny (39K) Why? Videos about rabbits Give advice How? Help us with our Instagram campaign Start the movement

Awareness campaign On which social network? Facebook  Action : “How fast will you run to gain its heart?” What? Walkathons Paddock with rabbits of the shelter Pictures with rabbits + Headband with rabbit’s ears Why? Perfect event for active supporters of our Bunny Bunch Rabbit Rescue It is time for them to show their passion and love for their bunnies Drive traffic Maximize company’s visibility Business connection  help find sponsors

How? Participation : Link on Facebook Page + Website Appointment in the park nearby  Posters in the city/ neighborhood  Share photo on Facebook Sponsoring Goodies for events : T-shirts & bottles waters : merchandises to raise funds Medical and first-aid supplies nearby in the case of an accident. Partnership BudgetBunny (influencers couple)

Awareness campaign slogan visuals “Don’t turn your back on me” Raise awareness Make people more sensitive Animals aren’t objects Boost adoption

Awareness campaign How to draw coverage and become viral? Instagram action Bring an interest Bring visibility Bring creativity Facebook action Bring awareness especially in the neighbourhood and the city People will talk about The main campaign will sensitize

At the event + near park around Awareness campaign Moment for the campaign Actions\ Months September October November December April Posters « How fast will you run to gain its heart? » + Facebook 2 first weeks Walkathons Third week Posters « Don’t turn your back on me! » At the event + near park around Instagram #SweetHomeBunny Suggestion: pet expo 200€ People come back from holidays Back to daily life Better for adoption Make the time to take care of the animals October  already a busy month for them

Don’t turn your back on me! 2- actions to bring awareness Instagram: #SweetHomeBunny Facebook: “How fast will you run to gain its heart?” 1- main campaign to make people more sensitive about rescued animals in shelter

Thank you for your attention Any questions?