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News & Events : Media > PR Campaigns
PR Campaigns
Love is Ageless

SPCA Singapore is proud to have embarked on a two-month long campaign with collaborator Hill’s Pet Nutrition Singapore, which ran from September to October 2014.

Fittingly named “Love is Ageless”, this campaign was aimed at promoting an appreciation as well as deeper understanding of senior pet/companion animals and of the timelessness of the love, joy and meaning that senior animals can give to (and be given by) their owners, or pet parents. It also endeavored to bridge the current gap in knowledge of pet care and health issues relating to the older animals, by providing specific senior healthcare tips to both present and potential adopters of senior pets. Above these all, we aimed to raise the profile of the senior shelter animals (typically aged seven years and older) by spotlighting a number of them over the course of the campaign.

One of the highlights was a regular feature, “Loving Stories, Loving Pets”, which invited pet parents of senior pets to declare their love for, and devotion to, the latter, and single out their cutesy, quirky characteristics or memorable moments in a ‘Note to One’s Beloved Pet’ statement to be shared over Facebook.  We are encouraged by the enthusiastic response, which saw adoptive parents come out in droves to express their commitment and dedication to their senior companions.

Lending a hand, and paw, too to this campaign were our media personalities Romeo Tan and Flapper Choo, the Superstar Canine:

This campaign has been primarily executed on the Facebook pages of SPCA Singapore ( and Hill’s Ideal Balance (

We thank our collaborator and kind prize sponsor Hill’s Pet Nutrition Singapore, as well as online (including Facebook) fans, supporters and followers, and not forgetting the many participants who lapped up this campaign. Thanks to one and all who joined us in the affirmation that “Love is Ageless”, particularly that for, and from, senior animals! Old is gold, after all, and age is but a number! We hope that the nationwide endorsement of senior animals can only get stronger from this campaign onwards.

Keen on joining the ever-growing numbers of adoptive families opening their homes, and hearts, to senior animals? Look no further than these loving, highly adoptable senior animals hoping for a second chance from you:


Addressing Pet Abandonment

In 2010, the SPCA worked on creating awareness over the number of animals (including pets) that were abandoned. In 2009 alone, over 7600 animals were abandoned in Singapore. The figure was alarming and it was time that the public knew that abandonment is not acceptable. But getting the message out to the public was not going to be an easy feat. That's where Y&R Singapore came in with their brillant idea of placing trash bags around the island containing robotic animals making distressing noises. And it sure did get the public's attention. In fact, some thought real animals were being abandoned and called up the SPCA Singapore to lodge reports. On closer inspection, the public notice the accompanying SPCA message tied to the bag. It was then revealed that it was part of a campaign to create awareness about the rise in pet abandonment. Finally the cat was out of the bag! (Photo source: Coloribus Advertising Archive)

Agency: Y&R, Singapore | Copywriter: Serene Loong | Art Director: Dian Widjaja/Jules Kim | Account Supervisor: Prue Harrison


Also in 2010, an interactive poster was placed in the shopping malls with motion sensor. Using motion technology, people were able to play fetch with a dog by throwing an imaginary ball towards the screen, allowing them to enjoy the simple joys of a pet. (photo source: Coloribus Advertising Archive)

Agency: Y&R | Exec Creative Director: James Procter | Copywriter: Edward Ong/Amir Shafri | Art Director: Zoe Ong | Account Supervisor: Prue Harrison | Photographer: Invy Ng, The Shooting Gallery


There's No Better Friend. Adopt A Dog

In mid-May to mid-June 2009, SPCA launched a series of adoption ads at bus shelters and on ZoCards. The objective was to promote the adoption of dogs while emphasising their companionable nature. The ads also appeared on 8-Days, I-S Magazines, TODAY, The New Paper and The Sunday Times. SPCA thanks Saatchi & Saatchi Singapore for creating the ads pro bono and Alan Myles for the photography, which was shot in Australia. Our advertisement shared top prize with Singtel for best ads in May in Today newspaper. The campaign also won two silver awards at the SPH Ink Awards held in August.








Company: Saatchi & Saatchi, Singapore Exec Creative Director: Richard Copping Copywriter: Andrew Petch/Andy Greenaway | Art Director: Richard Copping/Eddie Wong/Ronojoy Ghosh


Desex in the City

In an effort to reduct unwanted puppies and kittens, the SPCA embarked on a month long initiative in December 2009 to offer pet owners subsidised sterilisation for their cats and dogs, in collaboration with veterinary clinics. For the past 18 years, the SPCA has also distributed free sterilisation vouchers, which enable people to have stray animals sterilised at selected veterinary clinics, with the costs borne by SPCA. Currently, a budget of more than S$4,800 per month is set aside for this free service for the community. (Read news article)


The People behind SPCA

Very little is seen or know about the work carried out by hard-working inspectors, animal rescue officers,  education officers, and animal care assistants. So in 2006 and 2007, the SPCA featured our staff to illustrate the services (see above) that we offer and seek support for kindness to animals.


Got any advertising, events and/or publicity ideas to share with the SPCA? We'd love to hear them so drop us a mail!!