The Drum Awards for Marketing EMEA - Awards Show

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Agency: Edelman
Date: Feb 2020
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A group of Singapore-based dog shelters have come together to launch a campaign to raise awareness of the bias faced by dogs from shelters, especially those with added special requirements, such as disability or old age.

The campaign, created by CAS (Causes for Animals Singapore), ASD (Action for Singapore Dogs), SAM (Society for Animal Matters), Chained Dog Awareness and Mutts Rescue, together with Edelman, features nine Singapore residents and several local dogs.

Titled 'The Perfect Voiceovers', the campaign shares the tremendous challenges they have overcome and the bias that they are constantly faced with. It was launched on the same day as Edelman’s Global Day of Understanding, one of the firm’s initiatives focused on diversity and inclusion.

The short film at the centre of the campaign features Lionel Tan, Theresa Goh, Jean Tan, Charlene Koh, Sandra Aulia​, Pamela Ng, Fiona Ke, Devika Panicker and Kalai Vanen, sharing not just their personal challenges but also those of the animals from the five animal welfare groups, acting as “voiceovers” for these shelter dogs

“Over the years, we have fought to overcome common public misperceptions of shelter dogs as being second-grade, damaged or otherwise unworthy of a loving home, and encourage people to avoid making unfair judgments about these dogs before interacting with them,” said Christine Bernadette, the co-founder of Causes for Animals Singapore.

“In fact, many of our dogs are the gentlest creatures that only seek a caring environment and human companionship. It is a pity that they are unable to express themselves; to address that, we were excited to be part of this campaign that would allow humans to serve as their voices.”

Added Victor Ng, executive creative director, Edelman Singapore: “The creative idea is centered around having people lend their voices to shelter dogs — helping them tell their life stories, which the narrators themselves can relate to. As our society continues to speak out for inclusiveness and diversity, we also want to support the voiceless who are no less worthy of love and respect.”


Agency: Edelman Singapore

Executive Creative Director: Victor Ng

Senior Art Director: Lim Wern Kee

Copywriter: Victor Ng

Junior Art Director: Rong Yi

Junior Designer: Lam Weihao

Editor: Rong Yi

Coordinators: Lam Weihao, Jade Chen

Production Company: The Floating Folks

Director: Al-Azmir Ibrahim

Producer: Lim Ziyu

Audio Production: 32Bit Recording Studio