SLEEP-RUNNER

3 LIVES, 1 PIECE“Behind every piece of dog meat, there are 3 lives.

Stop the dog eating!”

The BIG idea

Dog life Dog owner life Dog thief life

We want to change those

“EAT OR NOT EAT, IT’S NO DIFFERENCE TO ME”.

SEGMENTATIONMale/Female

18 – 30

ABC+

5 big cities

(N=50)

Regularly eat Occasionally eat

Support dog

eatingNeutral

14% 48%

Do not eat

Against dog eating

or

Neutral

38%

I LIKE DOG

MEAT

EAT OR NOT EAT, IT’S

NO DIFFERENCE TO

ME

DOG EATING IS

SAVAGE

- Negative issues mostly do not appear in their TOMs

- They need time and suggestion to recall negative

issues

They do not pay much attention to negative issues

48% young people still occasionally eat

dog meat as they are Neutral.FA

CT

OB

SER

VA

TIO

N

Why?

They think negative issues caused by dog

eating are not too serious

Why?

As they observe, they think negative issues are

just few cases.

INSIGHT: I still occasionally eat dog meat because for me dog eating is not

something too serious as I think the negative issues caused by dog eating are

just few cases.

Most TOMs related to

dog eating:

“Truyền thống và văn

hóa ẩm thực”

“Nạn trộm chó“

“Sở thích của mỗi người”

The negative issues caused by dog eating are NOT just few cases!

WHAT ARE ACTUALLY HAPPENING

PER WEEK?

100,000 dogs are killed

Thousands owners lose their dogs

8 thieves are beaten to death

* theguardian.com: 5 million dogs are killed for meat/year*acpagroup.org: 5 million dogs are slaughtered for food in Vietnam

every year, and many of them are stolen family pets.

*dantri.com, nbcnews.com, thanhniennews.com: 384 thieves were beaten to death/year (estimated)

THE TRUTH EXPOSER

Bring 3 lives

behind 1 piece

of dog meat

together

Expose the truths to make a better world for dog.

Show the huge

number of case

that they don’t

know.

3 LIVES, 1 PIECE

AWARE, ENGAGE and SPREAD

AWARE

3 weeks (800 mil)

ENGAGE & SPREAD

5 weeks (1.2 bil)

Objective Raise awareness about 3 lives

behind every piece of dog

meat and the number of

cases.

Engage TA to have real

interaction with 3 lives and

call to make and spread the

promises.

Brand role The truth exposer

Key hook “The last moments” Viral

Clip

“Meet the 3 lives” online

interactive talk.

“Your promise” Video

Supporting

tactics

PR, Social Network, Banner.

Point of

purchase

Key channel: Supermarket (Coopmart, BigC,..)

Supporting channel: Petshop, Pet hospital.

AWARE OF THE TRUTH

Viral clip (3m): THE LAST MOMENTS POINT OF PURCHASE

Behind every piece of dog meat, there are 3 lives.

Stop the dog eating!

What are

behind 1

piece of

dog meat?

MAKE YOUR PROMISE

ONLINE INTERACTIVE TALK: “MEET THE 3 LIVES”

The fear of getting

caught and lynched

The sorrow of

losing dogThe pain of a

dog killed

Self-filming: “Your promise”

POINT OF PURCHASE

Check “5 signs of

good health” after

trial and receive

advices

Self-filming: “Your

promise”

“3 lives, 1 promise. You can change it”

SLEEP-RUNNERThank you!