Celebrity couple Jericho Rosales and Heart Evangelista are the newest spokespersons of Philippine Animal Welfare Society (PAWS) and Penshoppe for their biggest project this year called "See Beauty Beyond Breed."
The campaign aims to raise the status of native cats and dogs in the eyes of the public, at the same time, imparts the message that they are just as cute and affectionate as their purebred counterparts.
"We often see native dogs wagging their tails, following their owners around, hoping for a pat on the head—but they're usually just ignored or shooed away and it's one of the saddest scenes in our society today," said PAWS president Nita Hontiveros-Lichauco, who believes that native dogs or mutts are often the most abused and neglected pets.
With this campaign, PAWS also hopes to give an alternative to people who are open to pet adoption. PAWS likes to change the thinking of people who automatically choose a pure breed instead of adopting a native cat or dog from the PAWS Animal Shelter.
HEART, ECHO, AND PAWS. To help promote the campaign, Jericho and Heart posed for the campaign posters together with some of the native cats and dogs from the PAWS Animal Shelter.
This celebrity couple is perfect for the "See Beauty Beyond Breed" campaign because they are both animal lovers and are deeply affected by news about animal cruelty.
Heart was first involved with PAWS during the "Earth Day" event in 2006, where she gave an impromptu appeal for people to be kind to animals. The PAWS officers, who were also at the event, were surprised that someone finally spoke about animals at an environmental event.
Then, in March 2007, Heart visited the PAWS Animal Shelter to spend time with the shelter dogs. That was how she met Mario, the longest staying shelter dog, and she was saddened on learning that he had been waiting three years for someone to adopt him.
A photo of Heart and Mario, which was published in YES! Magazine, helped the poor dog to be adopted by a loving family.
Meanwhile, Jericho shares Heart's love for animals and has been vocal in magazine interviews about how he cares for his pets. He even explains that star power can lend a lot of value to the campaign. He said, "Artist or celebrities dapat ang tumutulong sa ganito. They influence people. If they sit around, sayang naman, di ba?"
Aside from posing for the campaign ads, Jericho also suggested that Heart's next music video should feature shelter animals from PAWS.
These campaign posters will be displayed at all Penshoppe store windows and will also be disseminated in schools, vet clinics, churches, community billboards, and other PAW-affiliated establishments. Also, PAWS Donation Cans will be put in all Penshoppe stores.
There will also be a 20-second video montage showing the campaign images, which will be seen in 360 degree-media screens in select locations in Metro Manila.
UPCOMING EVENT. On September 30, PAWS will hold its third "The Great Dog Dash" at the Eastwood Central Plaza. The event will be graced by celebrities Karylle, Manu Sandejas, Mel Martinez, Paula Peralejo, and the couple Vince and Shaan Hizon.
The fund-raising race event is open to dogs under 15 inches from the tip of the paw to the top of the head. Other reminders are as follows:
1. Dogs must be at least ONE YEAR
OLD. No puppies please.
2. Female dogs must NOT be in heat.
3. Bring proof of your dog's updated rabies vaccination.
4. Dogs must be well-socialized. PAWS reserves the right to disqualify dogs that are seen as aggressive towards other dogs or humans.
5. To give chance to other canine sprinters, previous years' FIRST PLACE winners are not allowed to join.
A registration fee of P200 goes to the PAWS Animal Shelter. Registration starts at 3:00 p.m. and the race begins at 4:00 p.m. Come early—the first 50 registrants will each receive a special goody bag from ALPO.