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We . Encourage . Cannine . Affection &. REhabilitation

https://www.facebook.com/wecaredelhi

We Care- for their unspoken needs

We Care- for their unspoken needs

We Care- for their unspoken needs

Declaration
We hereby declare that this is our original work and interpretations drawn inside are based on material collected by
ourself through researches and work done by us and any
form that has been used as a reference has been citated
properly at the end.

We Care- for their unspoken needs

Contents

Overview
Objective
Target Audience
Key Insights
Advantages
Tangible Benefits
Emotional Benefits
Brand Values
SWOT Analysis
Challenges
Tone Of Voice

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We Care- for their unspoken needs

Role Of Communication
Creative Expression
Positioning Statement
Key Response
Media
Logo Explorations & Colour Palate
Colour Psycology For Logo
Corporate Stationary Identity
Promotional Fundraising Envelops
Promotional Event At
Promotional Fundraising Posters

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Overview
WE CARE- We Encourage Canine Affection
& REhabilitation

Is a newly formed and registered Non-Governmental Organization.

Set-up and functioning in East Delhi, Patparganj, Indraprastha Extension.

Aims to sterilise every canine in East Delhi by setting animal

adoption stalls in fairs etc. It also grooms and dresses up
mongrel breed pups, kittens and other animals.
The main aim of WE CARE is to effectively conduct canine
birth control in most humane option, eradicate rabies, promote stray cannine adoption and educate people about the
issues of stray dogs and how they can be tackled.
The NGO would be covering their vaccinations and neutering operations and other medical requirements by regularly contacting the adopter even after adoption.
Proper before adoption verification house checks and
monthly house checks post adoption would be conducted
by the NGO.
Everything would be mentioned on a written stamp paper
agreement also ensuring some conditions and punishment
if the adopter later causes harm or mistreats the pet in any
way which would be mandatory for the interested adopter
before taking the pet home.

We Care- for their unspoken needs

We Care- for their unspoken needs

Objective
Who - Group of 10 people coming from different backgrounds with 1 mutual feeling
which is working for their rights, lives and giving them all what they truly deserve.
Where - Initially in East Delhi Indraprastha Extension area but also caters to the
needs and well-being of canines in other parts of Delhi.
How- SOS Rescuing, Getting an animal vaccinated, groomed and adopted (through
events, fairs etc.) in homes where they feel safe and get pampered
What else - Getting them Sterilised so that they can live healthy disease free and
stress free lives. SOS for people having problem in tackling stray animals

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We Care- for their unspoken needs

We Care- for their unspoken needs

Target Audience

Consumer Profile

Housewives
Working women (single and married)
Old Uncles
Teenagers
Childrens
Typically every person residing in Indraprstha Extension
Non animal lovers.
People who dont like animals who are born and living on streets, calling
them stray.
Who dont like dogs, cats etc. wandering outside their houses on streets.
People who get scared of animals wandering in their locality.

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We Care- for their unspoken needs

Thousands of animals are hit on the roads and left there to die there...
These dogs are healthy but unwanted
If they dont find homes, local vets and animal charities are forced to
put them down
Hence, they are called strays
People are careless, and inconsiderate to them and call these innocent souls as AAWARA JAANWAR.

We Care- for their unspoken needs

Key Insights
Local stray animals in residential streets were ungraciously used in harrowing
conditions. They were left to die on roadsides, full of maggot-wounds & weak
due to starvation.
People who dont know about the issues of stray dogs and how they can be
tackled so that they and animals, both can live peacefully.
Increasing Population of Dogs.
Pups who were getting killed by over speeding cars.

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We Care- for their unspoken needs

We Care- for their unspoken needs

Advantages
People will have someone to call for
help whenever they will not be able
to handle an animal on streets.
Thousands of dogs, cats, birds etc.
go though a horrifying torture and
die, weather caused by humans or
natural calamities. WE CARE rescues,
rehomes them because they all deserve a second chance.
Controlled canine population curbing
the havoc caused on streets, making
it safe for both animals and humans.
Sterilising animals which ensures their
health, temper control in check.

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We Care- for their unspoken needs

Tangible Benefits
Well-Being and welfare of animals.
Reducing number of accidents
caused to stray animals intentionally
or unintentionally.
Most safest and humane solution to
controlling the increasing population
of stray animals
Reducing risks of diseases like Rabies
etc. in animals both communicable
and non-communicable diseases.

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Emotional Benefits
For all of humanity by supporting because of the moral benefit of care. All
life should be cared for and protected.
Love and faithfulness which animals give
us in return for a lifetime.
Creating a community where both animals and humans can live in harmony
peacefully.
Ending pain and suffering of every canine.
Cute little happy healthy bundles of joys
wagging tails around us.

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We Care- for their unspoken needs

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SWOT Analysis
Strengths- In todays world, practically
everyone faces problems in tackling, living around and accepting stray animals
as a healthy part of our society and WE
CARE assists people in being a little patient and helping them as well as street
animals.
Weakness- Alone the NGO may not be
sufficient enough in changing peoples
perception towards animals and also rescuing every animals in distress.
Opportunity- innovative thought as focusing mainly on stray animals and also
helping people in living with having them
in our society, not tried before, has potential to appeal as it addresses the
need of the masses.
Threats- Big NGOS working for animals
welfare can think upon this idea and offer similar services in market.

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Challenges

Turning criticism into positive

approach from people who
dont support welfare or any
good work being done for stray
animals.
To sterilize each and every
Stray animal in East Delhi starting from dogs in Indraprastha
Extension.
The NGO is newly formed hence
lack of funds is an issue.
NGO doesnt has its our own
place to shelter animals.
Success rate in rescuing and
treating animal in danger or distress.
Getting stray animals adopted.

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Tone of voice

Caring, polite, creating impact on

viewer to co-operate with us.
A friendly tone assuring people to be
a little patient and co-operative while
WE CARE is there to sort things out
regarding issues people have from
animals being around them.

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Role of
Communication
WE CARE will build a trust relationship
with people as well as animals by making them realize the power they have of
changing the way of living in their surroundings by taking care of stray animals around them etc. Thus WE CARE
assisting them and being a helping hand
in giving humans comfort and independency and making their lives stress free
of and being secured together as a unit.
Releasing Compassion which they have
within.

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Creative Expression
We Care for their unspoken voice

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Positioning Statement
Be a little patient and co-operative while WE CARE is there to sort things out regarding issues people have from animals being around them. Lets show some compassion
towards these adorable bundles of joys wagging tails around us . Any stray animal
related problem, contact us we are sure that you and we will make a good team.

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Key Response
These puppies are such a
bundle of joy.
I will adopt this dog and keep
him safe and happy. So what if
he is born on streets.
Ohh no this kitten is so badly hurt, I should call WE CARE
they will help him out.
Stop hurting the puppy. What
has he done to you? Let him
live peacefully.

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Media
Based on our Day in life of Analysis with our
target audience, 2 media campaigns for
promotion are chosenPosters informing local residing people
about WE CARE and how it will help them,
along with helpline nos, and encouragement
for adoption.
Places-At schools, Road Dividers, Residential
Societys notice boards.
Kiosks, Stalls for Adoption and Fundraising
events to promote WE CARE.
Places Schools and colleges fairs, Residential Societies, events like Pet Fed etc.
Sending out envelops invititations for donations and funds.
Online Facebook page with regular updates
on work being done, giving knowledge to
people how to take care/give first aid to animals in different scenarios, events, donations & fundraising and adoptions available.
https://www.facebook.com/wecaredelhi

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Logo Explorations

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Colour Pallette

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Logo Selected

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Colour Psycology for logo

Golden Orange
This version of orange encourages vitality and self-control.
Optimistis, uplifts and rejuvenating our spirit.
Relates to social communication, stimulating two way conversations
Creative flair
Warm-hearted, agreeable and informal
Adventurous, risk-taking, vibrant, flamboyant
Stimulating to the senses

Jade green
The color of trust, giving without expecting anything in return.
Generosity of spirit
It increases worldly wisdom and understanding
Rejuvenating
Nurturing
Hope
Harmony and balance
Growth

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Corporate Identity
Stationary

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Letterhead

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Envelope

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Visiting Card

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Sanitizer

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Promotional Badge

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Promotional Fundraising Envelops

Sets of 10 envelops were made for donation for each cannine which needed immidiate financial or other resources, encouraging people to donate the amount of money which they pay for their lunch, that a dogs or cats lunch for 3 days could be arranged from that.

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Promotional
Event At Design

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Promotional
Fundraising
Posters

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We Care- for their unspoken needs

We Care- for their unspoken needs

Designed By- Surbhi Gupta