Monday, November 19, 2007

AVA advertisement

AVA poster
Originally uploaded by dawnkua.

Here's the postcard of the new AVA advertisement telling people not to abandon their pets.



Anonymous Anonymous said...

why sand? trying to bury the cat?

19/11/07 5:38 PM  
Blogger Dawn said...

Haha Anonymous - someone asked me the exact same thing today. I think the idea was to give the cat (or other animals) a permanent home and not one made of sand.

19/11/07 5:47 PM  
Anonymous E_Cat said...

I heard a strong advert by SPCA-Mediacorp today. The advert says that more than 8000 pets have to be enthunised yearly as SPCA do not have a choice. Best not to give away your pet to SPCA, as they do not wish to do what they detest most (to euthanise). Hope this pass on the message further after the AVA roadshow.

19/11/07 6:07 PM  
Anonymous Anonymous said...

horrible human owners, hope the big flood comes again.

19/11/07 10:41 PM  
Anonymous veganmeow said...

I thought it represents a cat sucked in by quicksand...

19/11/07 10:44 PM  
Anonymous Anonymous said...

AVA?! Sigh, wasting taxpayer's money again. What is the message of their campaign? What do they want to achieve? To stop irresponsible pet ownership right? How on earth can these stupid posters achieve this? How? Previously they showed cats playing with pink condoms. What was the message? oh yes, sterilization. then they show cats amidst books and shelves. What was the message? oh, yah yah, yah, abandonment. Now they show a cat on sand. What's the message? The message is this : WE ARE REGULAR GARMEN OFFICERS WHO ARE VERY SICK OF THOSE NOTHING BETTER TO DO ANIMAL LOVERS. WE ARE LAW ABIDING PEACEFUL, BORING FOLKS WITH POKER FACES DOING WHAT OUR BOSSES TELL US TO DO. WE ALL USE TAX MONEY TO GIVE TO THOSE HIGH CLASS PEOPLE AT ADVERTISING AGENCIES WHOM WE SO BELIEVE ARE VERY CREATIVE PEOPLE BECAUSE THEY SPEAKING THE VERY HIGH CLASS ENGLISH AND THEY TELL OUR BOSSES THAT WE WILL APPEAR EVERYWHERE INCLUDING MEDIACORPSE TV SO OUR BOSSES' BOSSES' BOSSES CAN SEE THAT WE ARE ALL WORKING VERY HARD TO ACHIEVE 3+1 MONTH BONUS AND A PEACEFUL NATION WHERE CATS AND DOGS DIE PAINFULLY AND SILENTLY BECAUSE THEY ARE NOT CUTE ANYMORE.

20/11/07 11:35 AM  
Blogger Dawn said...

This comment has been removed by the author.

20/11/07 12:07 PM  
Blogger Dawn said...

Anonymous to be fair I thought the condom advertisement was clever. I've had very mixed reactions about this latest advertisement. I do think that it is about public education. How to get an advertisement to target the segment we're trying to reach is something more difficult and not one single advertisement will do that. It's going to be a long time effort I would think.

20/11/07 12:10 PM  
Anonymous Anonymous said...

Hi Dawn. Yes, agree. But let's face it - it is really time to re-think about the end goal of a very serious social issue : To stop abuse and ill-treatment of animals. To control the stray population in the process of the attaining the first goal. (or vice versa.) This long process can be decreased and greatly improve with better results if the people in charge are more intelligent, effective, efficient, focused, determined and result-oriented. Definately NOT through expensive, pretty advertisements and award-winning creatives year after year. Many of these so-called creative works by so-called advertising gurus are ego boosters - looks really good at their own oscars/grammy awards ONLY. Meanwhile time, money and resources are lost while the animals continue to suffer. We are still culling thousands of cats and dogs each year and the davids are still rubbing the eyes out of palm-size kittens.

20/11/07 2:11 PM  
Blogger Dawn said...

Well you guys know what I think about public education :) I agree with Nathan Winograd that too much time and effort is spent in schools - when the education should be spent on the people making the decisions, ie the parents. At the same time, that same money could be spent on other things - for example, sterilisation.

20/11/07 4:31 PM  
Blogger Cat said...

Hi Anonymous.

It all boils down to what you want the advertisement to achieve. If it is to create awareness, educate & make some people pause & think before they abandon, then, I would say the advertisement has achieved its effectiveness.

But if your aim is for the ad to change everyone's attitude overnight, then no. And I would say, your expectation is unreasonable.

No doubt an ad agency's goal is to win creative and effectiveness awards - that IS afterall, their rice bowls. But not every advertising agencies are blood suckers or ego maniacs.

20/11/07 4:35 PM  
Blogger Dawn said...

cat - right. I don't think any ad, however effective, is going to reach everyone, everywhere. I DO think it's good that it's not aimed at children alone (after all, how many children abandon animals? It's usually the parents I would guess, who do it).

I do also think that you're going to need to keep repeating a message several times before people are aware of it. Think how much any corporation spends on marketing - just to get you to remember the brand when you go into a shop. They do actually spend more on marketing sometimes than on the product.

So for a message like this - not abandoning an animal - to take root, it's going to definitely take more than one road show or a campaign to do it. But the message does need to get out somehow. Sometimes it's about the ad not being effective - sometimes it's because it just isn't played enough for people to remember it. And obviously that's because money is a factor - how much is going to be spent on awareness raising, as opposed to say active sterilisation? It's a hard call.

20/11/07 4:46 PM  
Blogger jules said...

I was pretty impressed AVA used a "boring" grey cat on this postcard (but the cat looks so cute). People tend to use pretty-looking cats on posters etc. to capture the public's attention.

20/11/07 4:58 PM  
Anonymous long tail said...

AVA got its campaign wrong, first the cartoons approach was aimed at school kids but 80% at Roadshow are adults. Slogans like don't abandon pets do not stop people from buying and discarding pets. Just like telling someone do not divorce, they will still divorce.

Clearly they lack strategies to attract mass crowd, you can make souless, physical structures more beautiful, but the convincing spirit of compassion towards animals is missing.

I could respect the humble goodness
coming from the animal welfare groups. They are so determined, unshakable in their beliefs if only AVA has the same heartfelt compassion for animals, all their roadshows would be a success.

20/11/07 8:52 PM  
Anonymous Anonymous said...

call it suay or unlucky, if the culling or killing department came to the roadshow and did front desk duties then it brought with them all the saddness and blood to the roadshow, wouldn't it be insensitive to the animal welfare groups? Help me, I don't understand.

20/11/07 9:53 PM  
Anonymous Anonymous said...

I had the poster printed out and laid on my table for 2 days. I can't help but be transfixed at the cat's innocent big eyes... message to me is: how cud I abandon this cute innocent life? Afterall, ad campaigns like this succeed only if they are SIMPLE enough to hold public's attention, too complicated nobody bothers another second's glance.
But I think the wording " do not abandon your pet" is better in red.
I like the condom ad too, I remember voting for it, afterall, it did catch people's awareness to know that there's such a thing called sterilisation on pets.

21/11/07 10:37 AM  
Anonymous Anonymous said...

hi koratmao.

don't forget, these posters and all the money and effort spent - they are not targeting at you or the likes of you.(>wink<, you don't think you can ever dump this cute innocent cat huh? that's because you are a responsible and decent being.) there are hundreds and thousands of people out there here in Singapore that WILL, withOUT hesitation, buy a pup from hellhole breeders than dump the pup later. there are also lots of people who will NOT hesitate to throw a kitten into a bin, kick it and splash boiling hot water at 7 kittens in one go. and do them over and over again. honestly, by telling them to "do not abandon your pet" will NEVER help. even the typography is flourescent red. i have 3 cats at home now. one had it's eye poked blind with satay sticks by kids!!, another was kicked by huge grown up men and dumped 4times into those huge green gabbage bin and lid shut and the last one's leg is broken. There can be a thousand good and pleasing ways to campaign. However, it is only successful when there is result. And only meaningful when the end result corresponds with the total costs of the campaign. If ten hits were taken to have one nail in, that's failure. ten hits must, at least have 6 nails in.

21/11/07 1:06 PM  
Blogger Dawn said...

Anonymous I agree that with us, it is preaching to the converted, but how do you get 6 nails out of 10 in? The problem is precisely that we're still NOT getting through to people - and it may just be constant repetition that does it.

21/11/07 1:50 PM  
Anonymous Anonymous said...

So AVA must demonstrate daily reminders at buststops, MRT stations, pet shops, schools etc than on expensive tv ads and roadshows. Maybe, several roadshows
across Singapore and fund the welfare groups. TC to display the banners n flyers, right now it's about don't feed birds, don't feed cats and all the don'ts.

21/11/07 2:44 PM  
Blogger Dawn said...

Anonymous I actually saw the poster at bus stops earlier than I saw them at the roadshow. Several bus stops are carrying the advertisements.

It would certainly be great (and we have brought this up several times to the TCs) to have different posters and banners up. Some have agreed which we are very happy to hear. However AVA cannot tell TCs what banners to put up obviously.

21/11/07 2:48 PM  
Anonymous Anonymous said...

by PUNISHING those who abuse animals and people who mistreats their pets. -at least enough to instill deterence.

21/11/07 8:13 PM  
Blogger Dawn said...

There are already laws that do that - but I think that instead of having people fear the law, I would hope we'll be able to eventually reach a point where people would not abuse or mistreat an animal because it's just the wrong thing to do and not because it's against the law. If it is fear of the law, then people will do it when they think they won't get caught - which is what is happening.

21/11/07 9:31 PM  
Blogger Cat said...

To change people's attitude takes a multi-pronged approach.

Ad campaigns are just one of it. Educating the young is another. Educating adults (which is more difficult) is also another. The laws is another. Spreading the word on TNRM through roadshows etc is again another approach.

My believe is it takes a combination of all approaches over a period of time to see some results.

22/11/07 12:03 PM  
Anonymous long tail said...

multi-pronged approach yes, we all know that. Why ava chose big annual roadshow and talks to schools while CWS struggles with endless sterilisation of stray cats? Ava should doesn't see unwanted kittens dying in the streets as an issue.

No point telling a starving man how to pick up computer skills and go get an education when he needs a bowl of hot soup now to stay alive.

Education looks morally right, generally well accepted than going out in the night 'fishing' cats out of hiding places for sterilisation. Talk to those in sterilisations, they are the ones who reduce cat population, they don't talk big, they do the impossible.

22/11/07 12:40 PM  
Blogger Dawn said...

Yes Cat - they all have their (different) roles, some will have more immediate effects than others.

22/11/07 1:11 PM  

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