GULF UNIVERSITY FOR SCIENCE AND TECHNOLOGY

REVITALIZING PAWS: INCREASING AWARENESS, FUNDING & ENHANCING PUBLIC PARTICIPATION

TABLE OF CONTENTS

SL. NO. | PARTICULARS | PAGE.NO. | 1. | Introduction | 3 | 2. | PAWS: A corporate profile | 3 | 3. | Mission statement | 4 | 4. | Major issues and problems identified | 4 | 5. | Data gathering | 6 | 6. | Survey questionnaire | 6 | 7. | Survey findings in graphical representation | 7 | 8. | Core IMC objectives | 9 | 9. | Target audience | 10 | 10. | Media campaign strategy | 10 | 11. | Schedule: 16 Week media strategy | 11 | 12. | The identified mass media (Print media, Internet Interactive media and events and sponsorship) | 12 | 13. | Fund Management | 13 | 14. | Budget | 14 | 15. | Strength and weakness of the campaign | 15 | 16. | Monitoring and evaluation phase | 16 | 17. | Conclusion and recommendation | 17 | 18. | Appendix -1 (Sample questionnaire) | 18 | 19. | Appendix – 2 (Some promotional messages) | 19 | 20. | Appendix – 3 (Images of abused animals) | 20 | 21. | Appendix – 4 (Arab Times Article confirming animal abuse in Kuwait) | 21 | 22. | Bibliography | 22 |

REVITALIZING PAWS: INCREASING AWARENESS, FUNDING & ENHANCING PUBLIC PARTICIPATION

I. INTRODUCTION
This paper is an evaluation of the PAWS, an animal welfare organization in Kuwait. This PR and IMC report is based upon an evaluation of PAWS’ current situation; particularly taking into consideration its existing problems. Upon the identification of its major problems; I will synchronize with PAWS’ PR and senior management team and recommend to them to use the most effective IMC strategies and tools to help them overcome existing problems faced.
In this regard, part of the recommendation process will include formulation of the IMC objectives, and identification of the ideal media tools that could be used as an integral part of the campaign. For example, fundraising in the form of “donation” from target groups has been identified as the major source to help put into action the IMC plan as well as help PAWS overcome its major problems.
This senior project thus is an outcome of genuine concern for our animals; like humans, animals are also God’s creations; and they too have rightful place on earth; to live a life of dignity and value on earth! As humans, it is our privileged responsibility not only to merely show compassion, but to provide animals their rightful place on planet earth. Therefore, we need to take a defiant stand to prevent any form of abuse against them.

PAWS: A brief corporate profile
PAWS is a non-profit organization that was established in 2003 in the State of Kuwait. PAWS is also the first of its kind to be established in Kuwait; before this very little was done to support the miseries of stray and abandoned and injured animals in Kuwait. The organization does not receive any funds by private or governmental bodies; the organization operates exclusively through gifts, donations and contribution from animals lovers.

II. MISSION STATEMENT
According to PAWS official web page (2014), the organization mission statement is: “to strive and provide assistance to homeless, neglected and abandoned animals by providing them with veterinary care, rescue and adoption services to domestic, wild and pets in Kuwait by partnering with their rescuers.”
An analysis of PAWS’ mission statement confirms that as an organization PAWS is certainly embarked upon a very noble mission to provide assistance to homeless, neglected and abandoned animals in Kuwait, through means of providing shelter, food and medication to the neglected animals.

III. MAJOR ISSUES AND PROBLEM IDENTIFIED
Despite the noble mission undertaken by PAWS to serve the dire needs of the homeless, neglected and abandoned animals in Kuwait, PAWS has failed to achieve significant results. A short survey questionnaire comprising of 10 questions corroborates PAWS failure in its core mission and objectives. A sample of the survey questionnaire is enclosed as appended -1. The survey findings thus revealed that certain distinct problems are directly responsible for PAWS failure to fulfill its formulated mission and objectives. Following are the major issues and problems currently faced by PAWS:

1. Animal abuse and abandonment: Several sightings in different parts of Kuwait revealed frequent case of animal being abused and abandoned on the roads and in parks. According to Nadia Al-Kandari and Claudia Farkas Al-Rashoud (2013), “there are about 5,000 stray dogs in Kuwait as well as a huge number of feral cats that have been subjected to animal poisoning everyday,” (Al-Kandari, 2013) Most of the abuse and abandonment of animals include pet cats and dogs. For example, a visit to down town Kuwait city, particularly to areas like Murgab and Maliya reveals large number of abandoned dogs and cats. Investigation revealed that these are not stray animals, but they have been willfully abandoned irresponsible owners. This fact was also corroborated through the survey questions distributed to survey subjects in Kuwait. 2. Poor awareness about PAWS: According to the survey conducted, majority of the people in did not know of PAWS existence as an animal welfare center in Kuwait; and few people who have heard about PAWS, stated that they do not have a full understanding about its services and programs. 3. Weak finance and resources structure: PAWS as an animal welfare care center is very poor in terms of financial resources. As a PR personnel and lover of pets myself, I was able to understand this problem, after discussing with some of PAWS management team. The survey finding also revealed this weak nature of PAWS. 4. Poor public participation. Sadly enough since there is poor awareness about PAWS in Kuwait; very few people currently take part in the voluntary programs and services organized by PAWS. So, the number of Kuwaiti nationals and expatriates who currently are active participants and supporters of PAWS is very poor. This finding was clearly evident in the survey finding. 5. PAWS current programs are ineffective and inadequate. A study of PAWS existing programs displayed at their center and in their official web page, reveals that they are very limited in nature, thus the programs are ineffective and inadequate to reach a large audience segment.

IV. DATA GATHERING
To conduct a successful PR and IMC campaign, data collection is very important. Relevant data thus was obtained firstly by meeting the PAWS management and volunteer staff. Secondly data was obtained from distributing ‘survey questionnaires.’ In addition some data was also obtained from PAWS’ official web page and from other blog sites in Kuwait. A brief description of the survey questionnaire is described below:

1. Survey questionnaire:
Questions: A survey questionnaire comprising of 10 questions was formulated after personally meeting and discussing with some of the members of PAWS management and volunteer team. A sample of the questionnaire is attached as appendix-1. The questionnaire was then distributed to 100 subjects in Kuwait.
Subjects: The subjects were randomly chosen; the subjects comprised of 75 Kuwaiti nationals (males and females) and 25 expatriates (males and females) in the age group of 16 to 30 years old.
Results: In addition to data obtained from the PAWS’ management personnel, the survey findings have also played a very crucial role in formulating IMC strategies and solution to overcome the identified problems faced by PAWS. Some of the survey findings are illustrated in graphical representations.

SURVEY RESULTS IN GRAPHICAL REPRESENTATION
Figure 1

Figure 2

Figure 3

Figure 4

V. THE CORE IMC OBJECTIVE 1. To achieve strong awareness about PAWS and its noble actions among the public in Kuwait (target groups) so that all of PAWS problems and issues can be overcome. 2. To strengthen PAWS’ current financial resources through donation collection process from identified target groups. For example, when PAWS financial position is strong in terms of its financial capabilities, than they can spend money to create more animal shelters, provide for medi-care and food expenses of abandoned animals.

1. Some measures to overcome the major identified problems
The core objective of the IMC campaign is to revolutionarily transform the identified issues and problems currently faced by PAWS; thereby bring about potentially positive strength factors to PAWS. This will be help to drastically reduce even eradicate the abandonment of animals - particularly pet cats and dogs in Kuwait. For this to successfully take place, it is essential that the campaign team takes some measures to make positive changes occur. Firstly, the foremost measure would be to increase the level of public participation about PAWS and its activities. All of the campaign strategies should be aimed at increasing the number of corporate as well as individuals (Kuwaitis and expatriates) to become active participants and supporters of PAWS activities, projects and programs. Secondly, it is also very essential for PAWS to bring about a transformation in PAWS’ current programs. In other words, the campaign team should help to create more effective and adequate number of programs that will continue to strengthen PAWS activities. For example, when PAWS has more appropriate and effective programs, it will be a better position to formulate and execute more interesting, interactive and developmental programs.

VI. TARGET AUDIENCE
1. Primary target: The primary target group are Kuwaiti nationals; because large segment of Kuwaiti population are animal lovers; so awareness among them, and their contribution and participation is very crucial to make the PR and IMC campaign a success.

2. Secondary population: The secondary target audience will include expatriates, who constitute of diverse foreign nationals in Kuwait. For example, the campaign’s PR officer will communicate with all foreign nationals in Kuwait by inviting all foreign embassy missions in Kuwait to participate in PAWS programs.

3. Corporate entities. Specific identified corporate entities will be considered as very important target groups. For example, this target group is very important because they will play a very important role in providing donations. Secondly, identified corporate organizations could also be encouraged to sponsor PAWS through donations and contribution by making PAWS as part of their corporate social responsibility (CSR).

VII. MEDIA CAMPAIGN STRATEGY * The campaign will formulate and employ a diverse range of IMC tools to communicate with the largest number of audiences in the most effective manner. * The formulated media strategy will run for four months; (16 weeks period) commencing from the 1st of April 2014. * An evaluation of the executed IMC strategy will be conducted after its completion. For example, along with the PAWS management, the PR team will conduct an audit to evaluate the results of the campaign; this could be done by the end of July and during the 1st week of August 2014. This will help to determine if the campaign has succeeded or not; if the core IMC objectives have been achieved or not.

VIII. SCHEDULE: 16 WEEKS MEDIA STRATEGY (A SIXTEEN WEEK FOCUS PLAN)
The media strategy is formulated to run for a period of 4 months commencing from April 1st week to the last week of July 2013, representing about sixteen weeks in total. MEDIA CHANNEL | APRIL | MAY | JUNE | JULY | | W1 | W2 | W3 | W4 | W5 | W6 | W7 | W8 | W9 | W10 | W11 | W12 | W13 | W14 | W15 | W16 | Print Media (Newspapers/Magazines) | * | * | * | * | * | * | * | * | * | * | * | * | * | * | * | * | Internet marketing (Web page & Social media- Facebook, Twitter) | * | * | * | * | * | * | * | * | * | * | * | * | * | * | * | * | Identified events/Sponsorships. | * | * | * | * | * | * | * | * | * | * | * | * | * | * | * | * |

IX. IDENTIFIED MASS MEDIA
The campaign team has identified the use of specific IMC tools to communicate with the target audience group and help PAWS to overcome its current problem and issues. The identified mass media tools include: print media, interactive internet media and the use of events and sponsorship programs. Discussed below are some of the most effective IMC tools that will be used.
1. Print media: Print media is most popular used media used by people in Kuwait. It is particularly very widely among the target group; so specific print media are selected and used to make the IMC campaign succeed.

A. Newspaper: Al-Watan Newspaper, Al-Rai Newspaper and Arab Times.
B. Magazines: Will release a monthly PAWS newsletter which will be distributed freely in Kuwait.

2. Interactive Internet
A. Official web page
B. Social media; Facebook and Twitter.
C. Blog

3. Event / sponsorship
A. 1Week (6 days) at Avenues (To create awareness and enhance participation of Kuwaiti audience).
B. 1Week (6 days) at Marina Mall (To create awareness and enhance participation of Kuwaiti audience).
C. 1Week (6 days) at City Center (To create awareness and enhance participation of expatriate audience).
D. 1 Week (4 Fridays) at Kuwait Zoo, Omariya (To create awareness and enhance participation among all audience).
E. 2 Weeks promo at GUST and AUK; 5 days at each university.

X. FUNDS MANAGEMENT
1. Donations - How the funds will be procured?
Putting into action all the IMC campaign requires financial resources; therefore collecting funds in the form of donations will be the major source to successfully achieve all of the core IMC objectives. Only if sufficient funds are collected, it will be feasible to formulate and carry out all of the strategies associated with identified mass media. The funds will be collected through the following measures: * The budget for the IMC campaign will be obtained as donations from potential corporate and individual donors. * Major source of funding for the IMC campaign will be obtained from corporate sponsoring from selected organizations in Kuwait. (see list of corporations tentatively selected) For example, all expenses towards the 3 identified media will be met by sponsorship funding received from major corporations.

3. The identified corporations: * Zain Telecommunication * Wataniya Telecommunication * National Bank of Kuwait (NBK) * The Burgan Bank * The Sultan Center (TSC) * The American University of Kuwait (AUK) * The Gulf University for Science & Technology (GUST)

XI. BUDGET
PAWS’s approximately budget plan for the identified major media channels with the expected number of exposures is as following: Name of Media Channel & abbreviation used | CostsPer Month (KD) | Number of exposures | Description | TOTAL COSTS ( 16 Weeks) | Print Media: Watan News Paper | 1000/- | 1,000,000 audience | Quarter page Ad full color, inside page run for 4 months | 4000.000 | Print Media: AlRai News Paper | 1000/- | 1,000,000 audience | Quarter page Ad full color, inside page run for 4 months | 4000.000 | Print Media: Arab Times | 1500/- | 2,000,000 | Quarter page Ad full color, inside page run for 4 months | 6000.000 | Interactive Internet: marketing (banana blog and Facebook) | 500/- | Average of 200,000 total views (For 4 months) | * Ad space 4 (180 * 225 in pixels) * run for 4 months | 2000.000 | Promo Events: (Avenues, Marina Mall, Kuwait Zoo, GUST and AUK. | 2500/-(Subsidized fee of 500 per institution) | 10,0000 audience | Promo Activity for 4 months | 10,000.000 | TOTAL: (KUWAITI DINARS TWENTY SIX THOUSAND ONLY) | 26,000.000 |

XII. STRENGTH AND WEAKNESS ANALYSIS ON THE CAMPAIGN
1. Strength:
A. The campaign is based on a just and noble cause; so it will receive wide support from the target audience.
B. PAWS management possess 2 decade of experience; so the will be add value to the campaign through their own expertise.
C. Existence of current donors.
D. The economic well-being factor in Kuwait. E.g. high income will influence people to spend towards PAWS’s just and noble causes.

2. Weakness
A. Expensive campaign budget: Challenge to convince corporate and rich individuals to come forward and make meaningful contribution; so that the funds could be spent towards the contribution.
B. Skepticism: Some among the target audience will have doubts towards the campaign objectives / intentions.
C. Talent lacking: PAWS presently does not have the right personnel’s to bring about a transformation in the 5 identified issues / problems.

XIII. MONITORING AND EVALUATION
According to the Online Business Dictionary, the term ‘monitoring’ refers to “Supervising activities in progress to ensure they are on-course and on-schedule in meeting the objectives and performance targets”. (Online Business Dictionary, 2014) Throughout the four months period of executing the IMC campaign through the use of the identified media tools, the campaign team will monitor to ensure that everything is running smoothly and efficiently as planned. Therefore, to best understand if the IMC campaign executed from 1st of April to the end of July 2014 has succeeded or not, it is very important to have an audit or evaluation of the IMC campaign executed. The evaluation should be initiated immediately after the campaign ends on the 30th of July 014.
Some criteria for evaluation consideration: 1. Check if awareness has increased about PAWS among the public. This can be evaluated by reintroducing the survey questions and deriving findings. 2. Check PAWS’ financial position after the executing the campaign. For example, check and see during the month of July if fund flow into PAWS has increased in the form of donations from corporate and private individuals. 3. Determine after the campaign if PAWS has sufficient resources to take care of all its needs. E.g. this can be done by interviewing PAWS officials. 4. Determine after the campaign if sighting of animal abuse and abandonment are witnessed in Kuwait. This can be evaluated by reintroducing the survey questions and deriving findings.
The evaluation finding will reveal if the IMC campaign has succeeded or not; it will also indicate the degree of achievement or failure if any. In case the campaign has failed to achieve the desired IMC objectives; the evaluation stage will also help the PAWS management and the campaign team to understand where if any failure have occurred; based on this changes could be made towards future IMC campaign strategies.
XIV. CONCLUSION AND RECOMMENDATIONS
Completion of the senior PR assignment, I would like to restate, that this project is result of my genuine concern for animals; like humans, animals are also God’s creations; and they too have rightful place on earth; to live a life of dignity and value on earth! As humans, it is our privileged responsibility not only to merely show compassion, but to provide animals their rightful place on planet earth. Therefore, we need to take a defiant stand to prevent any form of abuse against them.

The completion of the ‘senior PR’ assignment highlighted several important findings. First and foremost an evaluation of PAWS’ current scenario confirmed that it is faced with several major problems. The major problems were identified by discussing with PAWS management, personnel observation as well as from the use of a survey questionnaire. Based up the findings, an effective IMC campaign was formulated to help PAWS overcome its existing problems. A careful execution of the IMC campaign for a four month period is certain to yield the desired results; however effective monitoring during this period is essential to ensure that the IMC plan is executed as planned; so that the desired objectives are achieved after the four month IMC campaign period.

I would like to recommend at this juncture that the success of the IMC campaign rests on the availability of funds. Fundraising in the form of “donation” from target groups is thus is very important strategy, which will directly help play a crucial role to put into action the formulated IMC plans. The financial well-being of PAWS will also help the organization to overcome the major problems it currently faces. So, there is a need to focus strongly in the area of fundraising through “donation” collection from the identified groups.
APPENDIX -1
(SAMPLE QUESTIONNAIRE)

1. Have you heard about PAWS; or any organization or non-profit agency that comes to the rescue of abandoned animals in Kuwait?

2. If yes, how would you rate PAWS awareness among the public in Kuwait?

3. If you have heard about PAWS, how would you rate its existing programs and activities?

4. Do you think that PAWS has sufficient funds to manage its projects in Kuwait?

5. Have you witnessed animals abandoned by owners in Kuwait? If so can you identify areas where you witnessed them?

6. Would you be glad to participate as a donor or volunteer for PAWS?

7. Identify some factors that you think leads to the abuse of animals in Kuwait? A. Lacking awareness B. Does not understanding compassion C. Abandonment of animals D. Cruel and abuse of animals E. Lacking in animal rights in Kuwait F. Children are not taught the right compassion towards animals. G. ALL OF THE ABOVE

8. Identify some recommendations that you think could end the abuse of animals in Kuwait? A. Increase awareness about PAWS and its services. B. Support the increase of PAWS’ financial resources. C. Encourage, enhance public participation in PAWS programs. D. PAWS should restructure its existing programs to be more ineffective and communicative. E. ALL OF THE ABOVE.

9. What other personnel recommendation would you think would be ideal to support and complement PAWS IMC campaign? A. Introduce awareness of PAWS in schools. B. Children should be taught how to take care of animals. C. Owners abandoning their pets should be penalized as in most countries. D. Pet shops should be monitored; advised to sell only to responsible people. E. ALL OF THE ABOVE

10. Would be willing to work for PAWS on the weekends; as a non-payment volunteer? A. YES B. NO C. NOT SURE

APPENDIX-2

(PROMOTIONAL MESSAGES)

APPENDIX-3
(IMAGES OF HOMELESS, ABUSED AND ABONDAONED ANIMALS IN KUWAIT)

APPENDIX-4
Stop Animal Cruelty In Kuwait’ (An Article Published in the Arab Times) Dated 11th April 2013

KUWAIT CITY, April 11: “Controlling the growing population of stray dogs and cats in Kuwait by poisoning them is inhumane, ineffective and un-Islamic and it must be stopped,” stated Nadia Al Kandari, Kuwaiti animal activist and retired investigator in the Ministry of Interior on Tuesday during a lecture forum on animal cruelty and animal rights dubbed “You can help us save animals in Kuwait “organized by the AWARE Center in Surra.

Al Kandari together with local photojournalist Claudia Farkas Al Rashoud tackled cases of animal poisoning, effects of animal poisoning to animals, people and the environment, measures taken by animal welfare groups and steps that need to be taken by the residents and citizens as well as the government to finally stop animal cruelty in Kuwait.

Al Kandari and Al Rashoud cited in their lecture presentation that with the inhumane ongoing official policy of poisoning stray dogs and cats, the status of animal rights in Kuwait has reached a new low.

Added to that, the widespread practice of dog fighting, illegal importation and breeding of wild animals that are unsuitable or dangerous as pets, dismal conditions in the animal section of the Friday Market, and other unpunished acts of animal cruelty all tarnish Kuwait’s reputation in the international community.

“There are about 5,000 stray dogs in Kuwait as well as a huge number of feral cats that have been subjected to animal poisoning everyday,” disclosed Al Rashoud. She cited that the Public Authority for Agricultural Affairs and Fish Resources (PAAAFR) has contracted a local company to carry out the animal population management control by poisoning them. “Poisoning a stray animal results in very slow and very painful death.

It can take as long as several days to kill an animal and this is against Islamic principles. There is a fatwa (official religious ruling) against cruelty to animals, so whether or not you like dogs, poisoning them is definitely haram,” pointed out Al Kandari.

Al Rashoud explained that animal poisoning is ineffective in placing the population of stray animals under control as many animals do not identify the poison as food while humane methods are a better alternative.
“Animal poisoning poses danger to rare wildlife as well as pet animals that accidentally ingest a poisoned pellet placed randomly in parks and other sites. It can even kill a kid strolling in a place where poisoned dog food that sometimes comes in sugar cube is scattered around,” she cited.

She highlighted that humane population management strategies are better and have been carried out successfully for animal control, citing a pilot program of one animal welfare group done in the Ahmadi area that was funded by the Kuwait Oil Company. The program follows the guidelines of the World Society for the Protection of Animals. “Those who are trapping the animals must be well trained and supervised to ensure that the program is carried out as humanely as possible. Years ago, another animal welfare group, PAWS had meetings with the World Society for the Protection of Animals who came to Kuwait and offered to train staff for such a program, free of charge, but unfortunately, local authorities did not agree,” she said.

Al Kandari added that stray dogs captured using proper equipment can be sterilized, vaccinated and released to a non-residential area while those friendly dogs can be sent to the shelter and be evaluated by the animal welfare staff for possible adoption. For stray cats, one can follow a spay or neuter and release program. “After sterilization and vaccination, cats are released where they were found while friendly cats should be turned over to area shelters for possible adoption.

Al Kandari and Al Rashoud shared some cases wherein animals that died of poisoning are left to decompose in the streets posing grave threat to human health while others that don’t end up in one of the shelters suffer from accidents, injuries, extreme heat and coldness or some die from the cruelty of people.
Stressed

Al Rashoud stressed the need for the strict implementation of Animal Laws in Kuwait which are rarely enforced. “Kuwaitis can speak to their MPs on how the Animal Laws can be implemented. Some of them might take it as a joke but if you care about this issue, let them know that you’re serious. We have to start somewhere,” she stated. Al Kandari and Al Rashoud also cited the need for a massive education and information campaign on the human treatment of animals among the public. “Kids at school can be taught of the importance of treating animals humanely,” pointed out Al Kandari. Al Rashoud also called on the residents and citizens to have their own share in going out of their way by reporting stray or injured animals to concerned authorities. She also suggested that an animal welfare hotline should be installed similar to the emergency hotline 112. “If we could have the Arab Spring then we could also have the Animal Spring,” she stated eliciting some positive reactions from the audience. She then concluded the lecture with a quote from Mahatma Gandhi: “The greatness of a nation and its moral progress can be judged by the way its animals are treated.”The lecture presentation was followed by an open forum wherein attendees mostly animal lovers and animal activists shared ideas on how to promote animal welfare in the country. Others were also urged to sign an online petition addressed to the PAAFR to stop animal poisoning as a method of animal population management control.

Bibliography
Al-Kandari, Nadia and Al-Rashoud F. Claudia. (2013) “Stop Animal Cruelty in Kuwait.” Arab Times. < http://www.arabtimesonline.com/NewsDetails/tabid/96/smid/414/ArticleID/181853/reftab/69/Default.aspx>
Online Business Dictionary. (2014) Monitoring and Evaluation a definition. Retrieved on 01 April 2014 from <http://www.businessdictionary.com/definition/monitoring.html>
PAWS Official Home Page. (2014). “PAWS Corporate Profile.” Retrieved on 19th February 2014 from <http://paws-kuwait.org/blog/about/>

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[ 1 ]. Though PAWS has embarked upon a noble and just mission; PAWS’s programs and objectives still remains unheard among the majority.