‘pUp SYNDROME’, hilights an important issue

Pup Syndrome

Pup Syndrome The campaign highlights the healing power of dogs

(Marketingmagazine.com.my) – An interesting project done by BBDO Moscow and Pedigree showcases the positive impact that dogs have on humans, in a way that is relevant for Russian society.

The ‘pUp SYNDROME’ project was inspired by the Pedigree global creative campaign ‘Feed the good’ which was based on the idea that dogs help bring out the inner good in people.

pup Syndrome in article

It was observed that employers in Russia refused to hire people with Down Syndrome, based on the study by the agency only four people with the condition were officially employed in the country of 146 million.

Setting out to prove that people with Down Syndrome were capable of performing work related activities, the brand together with the charitable fund “Downside Up”, kick-started their experimental project, ‘pUp SYNDROME’.

The project documented the journey of five young adults with Down syndrome working at a dog hostel.

The project began in May 2015, with the preparation stage lasting until November. From December until February, a professional adaptation took place in ‘Hors’ dog hotel near Moscow.

Real tasks and responsibilities were established such as taking care of the dogs, feeding, walking and even providing basic training. The program began with an ‘attentive adaptation’ stage, during which the participants were constantly under the supervision of dog experts and psychologists, who supported the children in a controlled environment.

The second part was the ‘free adaptation’ stage – here the children had more freedom and independence to carry out their duties, as they now possessed a greater understanding of their jobs.

Was it a success? View the outcome of the project in the video below:

 

appiesmalaysiasignoffAPPIES Malaysia 2016 Marketing Conference open for registrations!

‘2-day MBA’ in Marketing, ‘TED of Marketing’, call it what you will, and come what may, we will see you on May 19 & 20 at the Eastin Hotel.

•        36 latest Marketing Case-Studies  

•        22 marketing leaders as Judges  

•        3 top-notch Keynote Speakers  

*        4 Game-Changing Panel Speakers

Says Chief Judge Adam Wee Abdullah, Group CMO of CIMB Banking Group about judging the entries, “Clarity in the Objective statement is fundamental. If this is not clear, the solutions will not be clear as well. It is also important to juxtapose the expected outcome against the Objective statement so you can gauge if the strategies are aligned. It’s a bit like looking through the scope of a sniper’s rifle.”

Date:           19 & 20 May, 2016 

Venue:          The Grand Ballroom, Eastin Hotel Kuala Lumpur

Time:           8.30am – 6.00pm

To register, go to APPIES REGISTRATION.

Download full brochure here.

Or contact Ruby on 03-7726 2588, [email protected]

APPIES Malaysia 2016 judges:

• Abdul Sani Abdul Murad – Head of Marketing, HSBC Malaysia

• Ben Mahmud – Head of Retail Marketing, Shell Malaysia Trading

• Eric Wong – Marketing Director, IBM Malaysia

• Fiona Liao – Chief Brand Officer, Prudential Assurance Malaysia

• Jasmine Lee – Chief Marketing Officer, U Mobile

• Jauhar Munir Shaikh – FVP, Brand Marketing for F&N Malaysia

• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd

• Mark Ng – ASEAN Marketing Director, Castrol

• Martin Soong – Marketing Manager, Fonterra Brands Malaysia

• Matthew Ho – Regional Digital Marketing Director, Huawei Technologies Malaysia

• Nirinder Singh Johl – GM of Strategic Communications, Tenaga Nasional Berhad

• Noreen Sabrina – Head of Brand Communications- Malaysia Digital Economy Corporation (MDEC)

• Pan Choi Yen – GM of Marketing, WIPRO-UNZA Malaysia

• Philip Whittaker – Group Chief Marketing Officer, Themed Attractions & Resorts

• Rizan Ismail – Head of Br
and Management, PETRONAS

• Santharuban T. Sundaram – Group Marketing Manager, Permanis Sandilands

• Stephane Vilquin – Marketing Director, Campbell Soup Southeast Asia

• Syahar Khalid – Digital Engagement Manager, Nestlé Products Malaysia

• Vincent Chong – Marketing Director of Unilever Malaysia

• Zaki Zin – Marketing Director, Wyeth Nutrition Malaysia

• Zalman Aefendy Zainal Abidin – Chief Marketing Officer, Celcom AXIATA  

 

 

 

 


MARKETING Magazine is not responsible for the content of external sites.




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene