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Maali The Elephant

Manila Zoo

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Introduction

Manila Zoo

Recreational Bureau of the Philippines (RBP)

July 25,1959

big land mammals which are elephant and hippo

Not budget constrained

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Vishwa Maali

Lady of the World

Donated by the Sri Lankan government Specie: Elephas Maximus - Asian Elephant

Transferred here late 1977

Therapy/treatment

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The Problem

The animal rights group, Philippine Ethical Treatment

for Animals (PETA) is campaigning to transfer Maali toan elephant sanctuary in Thailand.

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Objectives

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Strategic Objective

To promote educational activities that will inform thepublic that the animals are well taken care of, especiallyMaali the elephant.

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Behavioral Objective

Gain greater goodwill for Manila Zoo from students,community and private sectors.

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Identify the Audience

DEMOGRAPHICS

Class CDE 16-55 years old,

GEOGRAPHIC

Mega Manila

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PSYCHOGRAPHICS

Parents who wants to spend their leisure time with theirfamilies and who are open to tour their child on fieldtrip.

Those who are animal lovers and has a passion on caringfor animals.

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StrategiesTo inform the public on how Maali is being taken

care of at Manila Zoo by implementing advocacy andactivations that are necessary. This will change theperception that Maali said that is in pain, lonely anddepressed.

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Press Release on Broadsheets and Magazine

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Tv Guestings and Tvc

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Tactics

Awareness

Teaser Ads

Generate Online Presence

Knowledge andAcceptance

Launch a Press Conference

Followed by an Advocacy

Conviction

Bloggers Interviews and Testimonials

= changed perception about Maalis

situation.

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OOHGrass-shapedelephant

will beplaced on thegardens ofTrinoma,SM Mall of Asia,SM North Edsa.

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Online Presence

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Online Presence Create a Facebook fan page and Twitter account:

ILoveMaali in Manila Zoo

Update the Manila Zoos Website and feature some tipsabout animals.

Facebook Photo Contest

Viral Videos both on YouTube and Facebook

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Press ConferenceWill be held at the zoo on July 25, 2013.

Will celebrate its 54thyear

Launching its advocacy for Maali which is entitledILoveMaali at Manila Zoo.

Activation entitled ZooMaali Na! A volunteeringproject for Maali plus educational activities designed

to inform the public how Maalislife is going inside thezoo.

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Press Release

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Manila Zoo celebrated its 54thyear at ____ on July 25, 2013. A day filled with activitiessuch as volunteering programs, educational activity exclusive for Maali, and the

launching of their advocacy ILoveMaali in Manila Zoo that aims to change the negativeperception that Maali is in pain and depressed in the zoo. This event was joined bystudents, families, private sectors and advocates.

The said advocacy will also include a campaign entitled ZooMaali Na! which willeducate and inform the public that Maali is well taken care of by the Manila Zoo despite

the current disputes about the welfare of the said animal.

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Advocacy

ILoveMaali in Manila Zoo ZooMaali Na!

Wow Maali Tours

=promoting educational activities that will inform thepublic that the animals are well taken care of,especially Maali the elephant.

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Blogs and Testimonials (during and

after the campaign period)

=Gained greater goodwill for Manila Zoo fromstudents, the community and private sectors.

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43%

38%

12%7%

BUDGET 40M

Print

TV

Radio

OOH

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Budget: 17M

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BUDGET: 15M

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BUDGET: 5M

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Ghantt Chart

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Evaluation