Monika's Doggie Rescue Case Study

Dear Editor,

Monika’s Doggie Rescue covered a holistic statistics released by NSW government that a huge number of dogs and cates were killed in NSW everyday in 2011.

The news called “NSW kills 150 dogs and cats everyday” had looked that 7600 pets were killed by council pound in 2010. Of the 50,000 abandon dogs in NSW pounds, over 1/3 of them were killed there .(Monika’s Doggie Rescue, 2011)

This year, the issues of abandon dogs become more serious. Monika’s Doggie Rescue is experiencing an unprecedented increase in the number in mature dogs being dumped at the pound in recent months becasse dogs are living longer than people’s expectation and people abandon them after they pass the cutest puppy time.

“Each week we are now getting a few dogs 10 or even 15 years old” says Monika, the owner of Monika’s Doggie Rescue“Never before have we seen so many middle aged dogs and right now we
Firstly, I want the public to understand the horrible situation of abandon pets in NSW. Secondly, I want the public to realized that abandon animals is an continue issue in Australia and it is not only the respirability of government pounds and rescue shelter to deal with the problems. Thirdly, I want to build a responsible image for Monika’s Doggie Rescue. I want the public to realize that Monika’s Doggie Rescue is not only a private dog rescue center, but is a responsible organization which concern the social issues. In addition, I want to the public to pay attention to the hard current situation of the Monika’s Doggie Rescue, which they are forcing to be closed and need the help from public.

The target media outlet is the Sydney Morning Herald. As the leading newspaper in Australia, the Sydney Morning Herald has a wide audience. In addition, in the life&style part of the newspaper, it used to cover a number of news about the abandon animals. In 2009, it has covered a news of Monika’s Doggie Rescue (Sydney Morning Herald,