After an extensive research, we started planning our new approach to the audience.
We studied the Muslim culture deeply and the believes of the Malays, including some similar events that were held in Malaysia in the past.
We've decided to fix our target to create an awareness since we found that this subject is really sensitive in Malaysia.
This is a compilation of all our research together.
From our research we concluded that we will have to respect the culture of the Malays in order to avoid being shut down by the government or to avoid sensitive points in the people. Therefore we directed ourselves towards the indirect interaction with the dogs and our main purpose will still remain to create a big change but from our findings we've realized that we will need to do it by small steps and a joyful and friendly tone will be more welcomed in this case.
Since we're going for step by step changes we will have to keep it alive and growing and the way we've decided to do this was through designing a symbolism, a sort of emblem which will be distributed after every donation to the cause and this emblem will have to be made of a chain since it represent the ill treatment given to dogs and to make it more interesting we decided that there will be a missing part with the product to represent that we actually need to solve this issue.
We've decided to go for a multi cultural event rather than an event dedicated to Muslims only by this mean encouraging the Muslims to participate because people are more willing to try new things when they are in a group.
To respect the culture we focused ourselves on indirect interaction, one of the best indirect interaction that I could come up with was a hallway where the Muslim guy or girl will stand behind and will held a stick on which there will be a food or toy attached that the dog will follow. The game will be to lead the dog out of the maze.
This idea was further developed into using drones to make the dog go through this maze.
Of course we also thought about adding the gloves in the events as another measure.
I've a previous post that gives more details on how we've evaluated the location until we came to the conclusion that Dataran Merdaka is the most suitable.
We are actually thinking of targeting those from 25 and above since they are young and more willing to make a change and at this age most of them are already working and are stable enough to donate.
This is the ways whereby both companies will benefit from the campaign, the cold colors are for PAWS and the warm are for Maybank.
We had our tutorial and the lecturer told us that our concept was strong enough this time and that we should focus more on the collateral and how the users will interact with them as from now.
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