Project Social Marketing: Stop Pet Abandonment Objective: The RSPCA is concerned about the number of pets abandoned following the festive season, particularly those that were bred or given as gifts. The organisation wishes to launch a campaign in greater Wollongong to promote awareness about the significance of responsible pet ownership and to urge people to adopt pets from shelters rather than buying or breeding them as presents. By the end of the campaign, we aim to: 1. Reduce animal abandonment by 70% and 2. Increase pet adoption by 50%. Target Audience: The target audience for this campaign is pet owners and potential pet owners, specifically those who are considering giving or getting pets as gifts during the festive season. Key Message: The key message of the campaign is that pets are not gifts, they are lifelong commitments. Adopting a pet from a shelter can be a rewarding experience, and it is the responsible choice for those who want to bring a furry friend into their lives. Timeline: The campaign should be launched in October 2023 and run through March 2024. Budget: The budget for this campaign is $25,000. Conclusion: The RSPCA is committed to preventing cruelty to animals, and this campaign is an important step in achieving that goal. We are looking for an agency that shares our passion and can help us create a powerful and effective campaign that will make a difference in the lives of pets and their owners.

• Brief about our campaign: Promote the organisation page through social media by creating contents and advertise, Hosting a Pet Playground event and a digital app Adopt Us

Please help me to come up with:

• 3 communication objectives and 3 action objectives by using SMART