This project is where we can maximize the communication management practice, especially changing the attitude of the audience toward the stray dog community in a powerful manner. Hence, we proudly present “The Pawsitive Change Project” online campaign with the ambition of driving social change to improve the quality of life together with the well-being of stray dogs in Thailand.

In order to gain insight and actual perspective toward this issue, we have conducted interviews with foundations, shelters, and organizations. We would have recognized the misconception and beliefs of this issue among the audience to develop the communication campaign and contents that are powerful and can capture a large amount of attention. The content plan is categorized into four main phases: Tease, Reveal, Engage, and Amplify. Each phrase features different communicative approaches so that the audience would gradually generate positivity for our campaign and stray dogs.