Pejaten Shelter

#TemanHidup

Karine Kristanti
Nadhifah Firyal
Rula Savira
Sekar Rizki Wibowo
Situation
Analysis
INCREASING DEMAND OF MIDDLE-UP POPULATION MAKES DOG OWNERS
CANNOT SPEND MORE MONEY FOR THEIR DOGS

LACK OF CONCERN WAS ONE OF THE FACTOR THAT MAKES OWNERS LEFT
THEIR DOGS OR ABANDON THEIR DOGS

CURRENT DOGS’ PRICE IS CONSIDERED CHEAPER THAN BEFORE, MANY PEOPLE

CAN AFFORD TO BUY DOGS INCLUDING THE ONE THAT DO NOT HAVE
APPROPRIATE PLACE FOR THEM TO STAY AND PLAY

DOGS KEEP BREEDING AND KEEP CREATING NEW GENERATION OF THEIR RACE.
IF THEY OWNERS DO NOT STOP THEM BREEDING, IT CAN RESULTING TO OVER
POPULATION. IF THE OWNERS ONLY ABLE TO HANDLE 1 TO 2 DOGS, THEY
CANNOT HANDLE THE 3 BABIES AND THE BABIES WILL BE SELL OR GIVEN TO
SOMEONE OR EVEN ABANDONED
 SWOT
Strengths
Have already known by
Jakarta citizens
One of the pioneers of
animal shelter
Threats
Other animal shelter existed as competitors
Online visibility is minimum
Most of Indonesians are muslim
Opportunities Weaknesses
Increasing target market The place barely seen
from Jakarta to
Location is barely
Jabodetabek
reachable
Well-known: Easy to get
The place is not suitable
donators
enough for 700 dogs
(January)
Lack of human resources
 PEST

Political Economical Technological

Those who are in the Tech savvy

class SES A & B
Knows how to utilize Internet

Socio-cultural In the era where internet

penetration is medium to high
Have a knowledge
about animal welfare Social media (Facebook,
Wikipedia)
Well educated
Objectives
➔ To create “Let’s Adopt! Don’t Buy”
awareness in Indonesia by the end
of 2017

➔ To gain publicity about abandoned

dogs from netizen

➔ The number of dogs adopted in

Pejaten Shelter increased by the
end of the campaign

➔ To encourage the audience to sign

the petition to stop dogs abuse
 Target Audiences -
Demographic
DEMOGRAPHIC
● Location: Resides ● Education status:
in Jakarta ● Age: 18-40 years Currently in
● Indonesians old. college and higher
● Social class: SES A ● Gender: Both
&B
 Target Audience - Psychographic
ATTITUDES
LIFESTYLES
INTERESTS VALUES
● Highly driven to
Interested about ● Experienced in
● promote animal ● Has strong
animal lives in taking care of
welfare views/opinions about
general animals
● Strongly opposed animal welfare
Own a pet ● Have
● animal
Activism about participated
● cruelty/abuse
animal welfare at least once
● Pretty
as an animal
knowledgeable
welfare
about animal
activist
issues
 Campaign Description

The campaign of Pejaten Shelter is through Youtube webseries. The idea is

derived due to their concern about dogs cruelty and abandonment that is
happening in Jakarta.

They want to raise awareness about the the dogs cruelty issues and they aim to
lower the rates of issues happening in Jakarta where so many animals are left
abandoned by their owners. In addition, changing publics’ behaviour towards
dog adoption as their family member is also the main point of this campaign.
Episode 1: “A Pleasant Encounter”
On the first episode, it shows a toddler whom her parents adopted a dog she barely
understood how to play with it since she was too young. But, as the day goes by,
she grew older and learned how to walk from the dog. This episode highlights how
she takes care of the dog very well and as a responsible adopter.

Episode 2: “Companion For Life”

This highlights her activities with her dog and how much both of them enjoy each
other’s company. Sometimes, they take long walks in the neighborhood, and they
spend their time at a park nearby. Also, the dog sometimes accompany her when
she was just reading a book or doing her homework. This implies how the dog is her
companion for life.
Episode 3: “Grow Old, Stay Bold”
The last episode will deliver stories about after a prolonged period of friendship,
through thick and thin of friendship between the dog and the girl, they are both getting
older and the dog is

There is a hidden moral message in this episode about the importance of caring about
animal welfare and how adults can learn so much from children, because they treat
animals with such care and love. It goes back to the point where Pejaten Shelter
desires to change an attitude or behavior is through a human education.

Through Youtube webseries, it is aimed to make the campaign video educative yet
interactive as visual communication has became one most effective way to engage
audience.
Call For Action
Playtime with the doggies!
Strategy
 Message Strategy
1. Pejaten Shelter is an animal shelter in Jakarta which focusing on dogs, their work is to give
something that abandoned dogs should have (place to stay, food and drink, and family)

2. There are a lot of animals on the street left abandoned by their owners and Pejaten Shelter
aims to educate people that animals are also beings that need to be taken care of an
deserve to live.

3. Owning a pet means that you should be responsible for it and it is not a burden as animals
can also be your companion
Channel Strategy

Public

Traditional: Radio, Printed flyers & posters, Billboard

New Media: Internet (Social Media; Facebook, Twitter,

Instagram, YouTube, websites)
 Implementation strategy

● Time bound: starting on June until September

● Using celebrity and well-known people endorsement on Instagram
● Using Key Opinion Leader in communities, NGOs
● Social Media:
○ Facebook (2 post a day, storytelling)
○ Twitter (12 post a day, persuasive short messages)
○ Instagram (3 post a day, informative and persuasive visualization for Call to
Action)
○ Youtube (One video/2week)
Tactics
 Engaging
Creating an engaging messages to attract the publics’ attention.
 Touching
Elaborating heart-breaking and emotional stories for the public.
 Persuasive
Using persuasive language to change public's’ behaviour towards dogs
adoption.
 Success Matrix
1. Increasing dogs adoption for at least 5%
2. Making a short online survey about dog adoption
3. Interviewing public about how aware they are in terms of dog
adoption. Presented in a short video that will be publicized after
the campaign
4. Petition signed by at least 100 person
5. The number of people come to “playtime with the doggies!” arena
Thank You!

Any questions?