#AdoptDontShop: Exploring the use of framing processes for non-profit animal shelters in advocating for animal welfare

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ID: 285351
2025
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Abstract
The study explores the use of strategic framing in advocating for “Adopt, Don’t Shop” through the use of a social media campaign and adoption drive event. STRAY Love PH is a non-profit animal welfare organization in the Philippines that notably experiences low adoption and donation rates. Guided by Benford and Snow’s (2000) Core Framing Tasks, the campaign and event aimed to shift the negative preconceived notions of middle to upper class Filipinos who live in Metro Manila about stray and rescue dogs. After a series of audits, the researchers concluded that the organization does not strategically utilize its social media platforms to promote the 'Adopt, Don’t Shop' advocacy on which it was founded. Moreover, STRAY Love PH does not organize any adoption drives, donation drives, or promotional events that could further address their organizational communication problem. The proponents chose to hold a social media advocacy campaign and adoption drive event as the organizational communication solution. Through the use of in-depth interviews and surveys, the study assessed shifts in perceptions and adoption willingness among the aforementioned target audience. Results showed that the campaign successfully increased positive perceptions, reduced hesitations tied to dogs’ health and behavioral concerns, and strengthened the audience’s intent to adopt. The adoption drive event further demonstrated the power of in-person interaction through an event in influencing adoption decisions. This production thesis highlights how communication-based advocacy, when framed effectively, can drive meaningful behavioral change and promote long-term solutions to pet homelessness.
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Authors Ilustre, Louis Emilio S.
Journal Malay Journal
Year 2025
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_comm/144
Keywords Keywords not found

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