MARKSOC - K33

Alabanza, Erin Chelsea C. Ocampo, Sydney Isaac E.

Bobadilla, Justine Nicole S. Peña, Denise Joan M.
Chianpian, Janina Carille M. Sy, Christian Ryan T.

Group Activity: Behavior Change, Scope, Desired Result

1. Behavior (change or maintain)

Animal testing involves using animals to determine how a substance or treatment

affects them, typically before it is used on humans. Despite the existence of more
advanced, compassionate, and efficient alternatives, several animals, including rabbits,
continue to suffer in various cosmetics testing procedures. As such, the group aims to
maintain the current behavior of Filipino cosmetic consumers who support cruelty-free
products by continuing to raise awareness on the presence of animal testing in the
cosmetic industry and its adverse implications.

2. Scope (target audience & location)

Target Audience: Consumers of local cosmetic companies; 18 to 34 year olds; All

genders

Location: Cosmetic Industries in Metro Manila, Philippines

3. Desired Result (to the society, the community, & individuals)

Society: With this change, the group aims to encourage society to support only
companies that create their products in an ethical and sustainable manner. The group
also aims for consumers to be more vigilant of the products they use as some of these
may not be “cruelty free” or may have been tested on animals. Most importantly, the
group aims for society to develop a deeper sense of empathy and compassion towards
the welfare of animals.

Community: The group aims to raise awareness on animal cruelty involved in the
production of makeup products. With this, the group further aims for consumers to shift
to cruelty free cosmetics.

Individuals: The group’s intention is to make consumers aware of the cosmetic products
they intend to purchase, whether or not it involves animal testing and to inform
consumers of the dangers of animal testing to make them more inclined to purchasing
cruelty-free products.