Date of Publication

7-2025

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Organizational Communication

Subject Categories

Social Influence and Political Communication

College

College of Liberal Arts

Department/Unit

Communication

Defense Panel Member

Joaquin Miguel G. Ruiz

Abstract/Summary

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.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Animal welfare--Philippines; Dog adoption--Philippines; Nonprofit organizations--Philippines; Social media

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Embargo Period

8-16-2025

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