Peter Kiraly, founder

Rex foundation, Budapest

Dream! Dare! Do!

Dream!

Dare!

Do!

HOW THE DREAM COMES TRUE…

The Animal Island strory

Real LifeDREAM!

YOU ARE ABLE TO CREATE!DARE!

DO!

2. PICK YOUR TEAM

1. MAKE A LONG TERM STRATEGY

3. FIND A PLACE & ARCHITECT

4. FIND A PROPER AD AGENCY

5. COMMUNICATE

6. CONFESS YOUR APPRECIATION

7. AVOID TRAPS

MAKE A STRATEGY 

THE CONTROL OF STRAY ANIMALS

RESCUE POP.CONTROL EDUCATION (microchiping) (neutering both sexes) (classes, events, media)

PICK YOUR TEAM

FIND A PROPER PLACE

2000

FIND A PROPER AD AGENCY

CONSTRUCTION WORKS (2002-2004)

THE PRESENT• 2 Ha LANDSCAPED TERRITORY • 1500m² BUILT IN AREA• 14 FULL TIME REGULAR STAFF• 350 VOLUNTEERS

• OVER 10.000 VISITORS• REHOMING 700 DOGS & CATS• NEUTERING 1000 ANIMALS• EDUCATING 3500 CHILDREN

ANNUAL SCORES

REHOMING CENTRE dog parasols reception, social building quaranteen

CITY FARM

REGULAR COMMUNICATION

REHOMING CREATIVES

AWARDS

WEB PAGE

Stealing permitted!

2000

2002

ADAPT TO CURRENT EVENTS !

2003

STEAL AND CONVERT !

PADDLE YOUR MESSAGE !

PRESS

CONSISTENT PHILOSOPHY

A pet is not a toy

Evergreen message

Connectable PR

Multiple association

Complexity

Refresh your immage

VARIATIONS ON A THEME

2005

2006

Not shocking, just developing deep feelings…

Takes on last year’s values…

Influencing emotion

2006

BE IMPRESSIVE !

CREATE NEW CREATIVES

BRAND TRENDS• Equal image• Equal message• Equal emotional content

AVOID TRAPS

• Don’t try to squeeze everything into your adverts

• If the message is not clear, it becomes fishy, and people will not support fishy things.

• Remember to give a feed back – people must be avare that their support went to the proper place

• „Avoid battles with your clients, other NGO-s , the press and the authorities.

EXPERTIENCE TUNNEL -the domestication storyLong term plans

doglivestock

cat

HAVE

Homework

Dream!

Dare!

Do!

See you again at Animal Island !

Thanks for your attention!