Pause for the Cause

Skip the breed, Rescue a cat.

Pause for the cause is a cat shelter, which aims to rescue stray cats. We get the cats from
streets in Egypt and we give them food and vaccination to be ready for adoption. We focus on the
healthiness of the cats; we feed them proper dry food that is chemical free. Our main objective, is
to break the misconception that if anyone wants to adopt a cat, it has to be a very known breed.
Our organization does not focus on the breed of the cat; however, on how healthy it is. People
always get to see cats in streets searching for food in garbage or being humiliated by kids. Our
target audience will be well-educated families in Egypt, to be able to understand how important
the lives of the stray cats are.

The NGO which the shelter will partner is Society for the protection of animal rights in Egypt
(S.P.A.R.E) which is a charitable organization that helps all wounded animals. SPARE has a dog
shelter, a cat shelter and the only dog sanctuary in Egypt. They also have a veterinary clinic.
S.P.A.R.E campaigns focus heavily on spreading the awareness of a better treatment for animals
in Egypt. They also try to reach the public in every possible medium: TV, Radio and press to
spread their message. They also organize events and lectures at schools and public venues to
increase the awareness. We chose S.P.A.R.E to be our partner because it will help our shelter to
be known, it will increase the awareness of our shelter, and it will spread the same message we
are trying to spread in terms of helping stray cats and raising awareness of how violent the lives
of stray cats are. Another important point, is that S.P.A.R.E values are very suitable to Pause for
the cause campaign which are responsible animal welfare and compassion. These values are the
basis for all the activities and actions inside the organization. S.P.A.R.E starts each year by
setting the goals by which they will spread their message, rescue and shelter animals as well as
uncover issues about animal welfare. They also believe that their message is not rescuing animals
only, but also stopping animal cruelty in Egypt.

We have identified the demographics of our target audience which are well-educated families.
They can be with kids or not, this is not an effective factor. The gender is not a factor as well.
They must be well-educated to be able to understand the importance of the topic and to be able to
adopt cats. The psychographics of the target audience are families who are interested in animal
rights issues and aware of the importance of the problem. The geographic of the target audience
is families living in Fifth Settlement, Maadi and Zamalek since we have mentioned that our
target audience is well-educated people. In these districts, people are more likely to be interested
in animals issues and can afford adopting a cat.

The shelter will promote for two main things. Firstly, it will encourage people to donate by
money for the shelter to be able to rescue more cats and to improve our shelter and widen our
branches in Cairo and outside Cairo. Secondly, we will encourage people to adopt cats from our

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shelter to have space to rescue more cats prioritizing that when it comes to the adoption of cats,
the breed of the cat is not important, saving its live is.

In our initial state, we will start by one branch in Maadi because there are a lot of stray cats
in this district as well as the families in Maadi are more likely to be helpful in terms of donations
and adoption; moreover, there are a lot of green areas at Maadi which will be a healthy
atmosphere for the cats health.

Our logo is very simple to enhance the main idea behind our campaign. We included our
slogan which is skip the breedrescues a cat in our logo in order to clarify our main idea that
the breed of the cat is not important, the most important thing is to rescue cats from the violent
life in the streets. We chose to include the sign of the pause in the name of the campaign to
emphasize on that it is pause for the cause which calls for action, and not paws for the cause
as it is known. Also we included the picture of cat, to stress on cats specifically not stray animals
in general. Most importantly, we chose the color blue, which reflects integrity, honesty and
trustworthiness according to the psychology of colors, which reveals the policy of our shelter.
We need people to trust us and be reassured to adopt cats from our shelter and to donate by
money.

Pause for the Cause campaign will focus on more than one promotional tool. First of all,
we will focus on Radio and TV public announcements to increase the awareness of the campaign
and spread our message. The TV public announcement will be from 30-45 seconds, we will use
the emotional appeal and moral appeal as we will be viewing shots that shows how the life of
stray cats are hard; however, we will not show any violent scenes for the cats as this is against
our policy. We will be using the moral appeal in the campaign in educating the target audience
that it is better for the community to rescue stray cats especially Egypt. On the other hand, the
radio public announcement will be from 30-45 seconds talking about stray animals and how they
suffer in the streets. We will be featuring in both public announcements Amina Khalil and
Ahmed Fahmy. Amina Khalil is a 29 Egyptian actress who is very successful and gained a lot of
popularity recently. Ahmed Fahmy is a 37 Egyptian actor and comedian. Both celebrities are
known to be very active in animal rights issues in Egypt. They represent the well-educated youth
in Egypt and they are considered to be a proper face for the campaign. Both celebrities have been
very successful the past years and became very popular among families in Egypt especially after
their recent successful TV shows in last Ramadan. In addition to the fact that Amina Khalil was a
part of the new student organization at The American University in Cairo, Animal Rights
Association (ARA). On the other hand, Ahmed Fahmy is a board member for Hope Egyptian
Baladi rescue and Rehabilitation, an organization devoted to saving stray cats and dogs. Also, in
our media strategy, we will be focusing on public relations. Since, our target audience is well-
educated families, we will do events in sports clubs and schools. In those events, we will be
promoting for our organization by showing videos and addressing to our target audience the
services that we are offering, as well as we will be enlightening the facts that stray cats are

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suffering from in the streets and unboxing the audiences thinking about how the breed of the
cats are not important; consequently, convincing them to adopt stray cats.

There will be an official website for the campaign. In the website, we will include the main
objectives for the campaign, our values, photos for the cats and how to contact and visit the
shelter. We will also add in the website, the links of our Facebook, Instagram and Twitter pages
to be available and active on all the social media platforms. Moreover, there will be a specific
page in the website concerning the services and offers the shelter offers for those who volunteers.
One service is planned to be included is that is someone adopts a cat, they can get all its medical
service and vaccinations from us as we will have our own medical center inside the shelter. We
will include as well call-to-action footer images on the website. As previously mentioned, we
will connect to people through Twitter, Facebook and Instagram. On twitter, we will be live
tweeting our events and general facts about the shelter. We will have our own hashtag which will
be #SkipTheBreed to promote the message of the campaign. We will provide our followers with
photos from our events, shelter and cats on our Instagram page. We will have a Facebook page as
well to announce our events and invite people to attend it. Another important thing concerning
our media strategy, we will advertise using YouTube and Facebook. We will use online public
announcements as families nowadays are active on social media all the time. We will also use
direct marketing as send emails to our subscribers notifying them with our campaign and we will
include footer image that our campaign.

Finally, our offer mix are two main things. Firstly, Pause for the Cause is a campaign for a
shelter responsible for rescuing stray cats, feeding them and giving them their vaccinations, any
family can adopt these cats as we will be raising awareness that the breed of the cat is not
important. As well as, we are offering that if a family adopted a cat, they can give it the
vaccination in our shelter for free and they can visit our medical center as well. We are trying to
have a unique value proposition, so in anticipation of the launch, we want to raise awareness
about how cruel the life of stray cats is. We want to give people the chance to rescue cats
themselves by adopting them. So naturally, we want our offer mix to reflect those two goals. To
ensure the success of the campaign, we will be tracking the campaign and reporting on it in terms
of views, new leads, total submissions, people who come and adopt cats.

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Contact Information:
Director or coordinators names: Merehan Mohsen and Yasmina Abaza
Address for our organization: 9 Street - Maadi
E-mail: pauseforthecausecampaign@hotmail.com
Website: pauseforthecausecampaign.weebly.com
Phone number: 01155221080

PAUSE FOR THE CAUSE

Skip the breedrescue a cat

CAIRO, EGYPT Pause for the Cause is a public service campaign that aims to rescue
homeless cats in Egypt by taking them to a shelter that is located in Maadi. Pause for
the cause encourages people to skip the stereotype of adopting certain cat breeds
and to save a soul either by adopting those stray cats, or by donating to the shelter.
The campaign will start on June. 1, 2018.

The idea that homeless cats suffer every day to the extent that they could not even
find food and water which are the basic rights of any living organism, also that
sometimes people torture them are the main reasons that encouraged us to call for an
action by launching our campaign.

Due to the fact that we dont have enough money to save all those cats we decided to
choose organizations that not only realize the problem, but also care enough to solve
it. Thats why we chose to work with S.P.A.R.E which is a non-profit organization that
not only offers shelters for stray animals, but also encourages people to adopt stray
dogs which basically completes our objective, also we chose Whiskas, a pet food
organization, to sponsor us because they will not only provide us with food to feed
cats in our shelter but also helps us to keep the cats in a better health because they
do care about the cats health.
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Pause for The Cause Campaign strives to rescue street cats by providing them
food and shelter. Pause for the cause is a public service campaign that aims to
spread the concept that breed does not matter and to convince people that they
can adopt and rescue street cats and that they are as beautiful as other breeds.

###
Public Service Announcement
Contact: Merehan and Yasmina
Heading: Pause for the Cause Campaign
Announcers: Ahmed Fahmy and Amina Khalil

30 seconds

ANNC. 1: Mimi is 1-year-old. He does not have a home.

ANNC. 2: He keeps searching for food in the garbage for hours.

ANNC. 1: He does not know how to cross the street.

ANNC. 2: Here is the winter coming, and it is very cold and raining outside and he does not
know where to go

ANNC. 1: Mimi does not know how to express for himself.

SFX: (Cats meowing - FADES IN)

ANNC. 2: Mimi is a cat.

SFX: (Cats meowing - FADES OUT)

ANNC. 1: Stray cats suffer every day from the cruel life with no home.

ANNC. 2: Skip the breed, Rescue a cat.

ANNC. 1: Donate or adopt a cat

ANNC. 2: Call us 01155221080

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PAUSE FOR THE CAUSE
Skip the breedRescue a cat

VIDEO -FADE TO BLACK OF THE LOGO OF

FADE IN TO SHOT OF A CAT WALKING
IN THE STREET
FADE TO SHOT OF THE CAT LOOKING
AT THE CARS BEFORE PASSING THE
ROAD
PAUSE FOR THE CAUSE AT THE
CENTRE, AND UNDER IT THE LOGOS
OF THE SPONSOR AND THE NGO.
-LOWER THIRD OF PHONE NUMBER,
EMAIL, WEBSITE, HASHTAG AND
SOCIAL MEDIA ACCOUNTS
FADE TO BLACK

FADE TO SHOT OF THE CAT HIDING

FROM THE RAIN INSIDE CAR WHEELS

FADE TO SHOT OF THE CAT RUNNING AUDIO

AWAY FROM DOGS
Music
FADE TO SHOT OF THE CAT Cold - Jorge Mndez
SEARCING FOR FOOD INSIDE THE (continue throughout commercial)
TRASH

FADE TO SHOT OF AMINA KHALIL Music

AND AHMED FAHMY MAKING THE
SIGN OF PAUSE WITH THEIR
FINGERS

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Music

Music

Music

AMINA KHALIL & AHMED FAHMY:

Skip the breedrescue a cat, contact Pause
for the cause. Call 01155221080 for
adoption or donation

Music

MUSIC FADES OUT

References

http://www.emaurescue.org/pdf/
Oasis_Animal_Care_in_Egypt.pdf

http://www.sparelives.org

https://www.whiskas.co.uk

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