Thesis Project

Nuova Accademia di Belle Arti - Milano Three-year BA Degree Program in Graphic Design & Art Direction

NO STRAY BULGARIA

Advisor: Lorenzo Fassina Student: Monika Karaivanova 8545CE Academic year: 2018/19

If you want someone to love you forever, buy a dog, feed it and keep it around.

BUY

What do we buy? When did we start evaluating life with money?

Is it correct to be so? Does it matter? Is every purchase of happines acceptable? When would we start being responsible for the life we buy? For our own happiness and for our mistakes?

RESEARCH

PROJECT

INTRODUCTION

98. CORE VALUES

10. Reasons 12. Definition 14. Problems

102. REASONS

105. MARKETING CURRENT SITUATION GOALS 18. Wanderers 20. Hope & Reality

28. SWOT

INDEX

HISTORY

110. COMMUNICATION GOALS 112. TARGET

32. From the late Stone age

116. PERSONAS

CLOSE AND FAR

130. STATISTICS

38. Bulgaria & Europe 40. Sweden 41. Switzerland 42. Netherlands

COMPETITORS

47. DONATE 54. BRAND INSPIRATION 62. Satispay 74. NFC 78. Tile

81. CONCLUSION

138. WeRescue 139. BarkBuddy 140. mapmydogwalk 141. Whistle 142. Phyre

DESIGN 148. Colors 150. Logo & Font

BRANDING

INTRODUCTION

10

REASONS Ever since I remember, I have been liking dogs. In my life, I have been around dogs.

Exposed to the great impact of ‘Inspector Rex’the series and ‘Air Bud’ the movies of which I haven’t missed an episode. It was that time of the day when the family was gathering together around the tv to watch the series or we were going to the video store to rent cassettes and DVDs so we can watch at home. So you understand with what I associate those dogs. In my memory, they are only associated with positive emotions and formed my love for dogs. Back then, when I fell strongly in love with those two heroes because they were true four-legged heroes, my family used to be related to a security company which was working with guard dogs just like the inspector himself. I even named all the dogs and for me, they were all called ‘Rex’. And this is how the desire of having a Rex or a Bud at home has been growing up with me and my sister. It was not until 5th grade when our parents said ‘yes’ out of the blue, after me and my sister had been saving money for so long to be able to pay for our dog, and we were on the way to have our female ‘BUD’... The rest is history... I believe everything changes forever when a dog enters someone’s life but I also think we are the ones who need to decide if we want those changes and if we want to accept them.

Because taking care of a living being is responsible, it is like having a child - almost the same thing happens - need to look after it, clean, teach, feed, take out, socialize...

It consumes time and energy. By caring for my dog I realized how dependent on us were they, so many things they need us for. And I guess it was me growing up but I started being more sensitive to what was happening on the streets. How difficult it is for a stray dog to survive on its own. You see, I have been always into dogs, trying to support those organizations with everything I could. Then I left home and came to Milano. I have also been to other places and I saw how different the situations were compared to my country. Every time I was returning home I was seeing those sad views of hungry dogs roaming the streets, which has left a big trace in my mind. And here I am now - trying to suggest a solution to this problem, to help the organizations and the dogs for a brighter future with ‘no stray’ streets.

Introduction

12

DEFINITION of ‘stray dog’ : - to define what it means we need to relate to each country’s policy separately because it may be subject to local and national regulations. Globally we understand it this way: any dog found unaccompanied by a responsible person in a public place; as well as unwanted dogs; dogs, whose owners have revoked all caregiving responsibilities; dogs, which, if able to survive for long enough, reproduce and rear young on the streets. Those dogs are considered ownerless and usually, their reproductive success is poor. This is why they are not the main source of overpopulation. Thanks to human caregiving which provides access to resources essential for survival helps them secure and protect puppy survival.

In Bulgaria ‘stray dog’ stands for: - dogs with owners, which go around freely; - dogs which have settled in a region where people provide them with food; - roaming dogs which move around different regions; - unsocialized dogs;

Introduction

Introduction

14

PROBLEMS

‘a nation can be

The greatness of judged by the way its animals are treated

Mahatma Gandhi

‘

One big problem we associate with stray dogs is that stray animals often experience poor health and welfare as a result of the lack of resources of care. Indeed both cats and dogs may transmit diseases. To secure the health of people and animals there is the need for a well-working strategy. For success, there is the need for adoption of more than one approach.

The first step of a successful strategy for dealing with stray populations: the country should accept lows securing animal welfare. With this comes the regulations and control pet ownership, stray collection, breeding and sale of pets. It is very important to have national legislation addressed specifically to pet owners because they state who could own a pet - this is a successful strategy taken from one of the leading countries in this field - in those regulations, it is pointed the age of which a person is considered responsible for an animal. In an example in Switzerland, the legislation accepted in 2007 says that all dog owners are required to undertake practical and theoretical courses in responsible dog ownership including dog training and behavior.

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CURRENT SITUATION To understand why I am working on that project I need to introduce you to the situation right now. With some facts and statistics, you will have a closer look at real-life data. The things you will learn from that chapter is: how many roaming the streets dogs there are and the situation with the shelters.

Have in mind that those are not just numbers and behind every digit, there is a living soul that right now falls asleep sleep under the night sky on an empty stomach.

Current situation

18

WANDERERS

There are almost no borders a dog cannot cross. It will find its way to the city, to the center, to the backyard and especially if it is driven by the need to eat and this is mostly the case. Since the city centers are the areas where there are many fast food rest- aurants and there are people having a quick meal on the way, there are also many left-overs. The clients sometimes leave the food purposely outside the bin because they think about feeding the unwanted wanderers. Because of that dogs are forming packs at the locations and stick around. Inbetween them or provoked sometimes by the passengers they bark and howl. Not knowing and not understanding why dogs behave this way, people are disturbed by their noises and are afraid of attacks and diseases. In such cases, some decide to handle the problem on their own trying to eliminate the ‘source’ of interruption permanently. Residents’ decisions often result in cruelty and harm. There are many cases of food poisoning and shooting. Why? Because citizens know there is no effective strategy now that will solve the problem of dogs roaming the neighborhood forever - the dogs will always come back.

After many received signals from people who have a strong belief this is not the way to deal with the situation, protests and, conversations and years of trying to convince the government to take an example from the EU, there are several good things the politicians decided on:

- in 2011 cruelty on animals was stated ‘a crime’ by the law of the country.

Since then there are exact laws which are specifying what is considered a crime and what is the penalty for it:

- every inhuman treatment that causes pain or suffering, challenging intense fear, not taking good care, teaching aggressiveness, unhealthy environment, abandonment on the streets, shooting. A person who committed a crime may be put in prison for a maximum of 3 years and pay a fine up to 5 000lv (2500EUR).

- in the beginning of 2018 after more than 2 years of active protesting and trying, of endless efforts, the government decided to qualify part of the policemen and give them the duties and responsibilities to investigate animal cruelty, to try solving the cases and to be ready to answer calls by the citizens in case of witnessing an act of injustice.

But how did this affect the situation?

Not that much, almost at all. Reading about animal rights and the laws in which they are stated is not the number one priority. Not many are aware of how the law exactly is working. Others just do not care enough even if they know. According to the police, the biggest problem is that there is no evidence accusing a doer. Most of the crimes are committed during the night when there are no witnesses and it is dark to be caught on the cameras. Unfortunately, in Bulgaria, there are no lawsuits to end with the accused, most of the signals remain unauthorized and interrupted, few of them have public visibility.

11:1 42 000 registered vs 3 844 strays

‘

Even in large cities, the inspections of owners’ dogs in parks and gardens are sporadic shares.’

Interview with ‘Pet Sisters’ - organization for helping stray animals.

Each year there are between 100-300 registered cases of animal cruelty. More than the half remain unsolved This way Bulgaria becomes the second country in the EU with its own ZOOpolice. Now we know there will be someone who will be ready to take our call.

Current situation

20

HOPE & REALITY How don’t we lose hope?

Because there are those organizations, pushing boundaries to help as much as possible, trying to respond to every case of an animal in need, which take in all the little pups left on their door. They share the cases online with history, looking and trying to find a family for each one of them. Until they exist and are trying, there will be hope!

All animal shelters are relying on poor government help. Non-profit organizations count on fundraising. There are several organizations based in the big cities trying to raise money from donations, helping with veterinarian procedures but usually, money are not enough. They are in need of different supplies and resources for medical treatments. In almost every big city there is a government dog shelter. However, the conditions are poor, there isn’t enough space, not enough food and medicine, beds, blankets, toys. There are many dogs which need shelter but very few get adopted.

This is why those organizations only take in as many as they can find room for but more are left outside. The big problem are the dogs roaming around the villages.

Nonetheless, every organization runs its own strategy and there is no connection and union between them except in a case of emergency. On the website of each one of them, we can find different ways of raising money.

What are we dealing with?

Nowadays my country is struggling in changing the perception of the nation’s misunderstanding and fear. When people see a street dog they just pass by and create a bigger distance in case the dog decides to jump over them. They never look back or even more - some turn their heads around because they feel bad and try to forget dogs exist. Or they are just indifferent.

Some are not willing to have anything in common with the strays because the community believes in ‘the harm’ dogs cause and blame them as the main source of many other problems with the city - air, contamination, parasites, litter, noise, etc.

On the contrary, there are more and more young people who one way or another are familiar with what is happening abroad, they have wider experience, they are educated and informed of what organizations from the EU are doing and thus are open-minded and willing to adopt a dog from the street. But why aren’t all like them?

Because people lack trust so they do not adopt. For that reason, the Netherlands and Germany are our country’s best allies in finding homes for the unhappy and unwanted dogs.

‘

There are few people who are looking for a dog or kitten with some disabilities or old age. Here most people hold on to the breed, the appearance or to be small, to be fluffy, to look good in clothes or ribbons, or to have an impressive look, to respect. There are also modern breeds, and shortly after the passing of the respective fashion, there is an increase in the discarded dogs of this breed.’

From an interview with the non-profit organization ‘Pet Sisters. From the talk about the trends in dog-owning.

Current situation

22

*

Stray population during the recent years:

2016 - 25 861 dogs 2017 - 24 194 dogs 2018 - 25 861

*

In the capital - Sofia - there are 3 844

dogs but the tendency is for lowering this

number thanks to the control over adoption and owners.

The counting for this year is still to be done.

*

The total amount of shelters for the country is 47.

*

Burgas - one of the big cities with almost no stray dogs! Thanks to bet-

ter politics and control over the owners plus successful adoption campaign.

*

The city with the most dogs in the streets is

Ruse with more than 4 000 dogs, the shelter of the city has 300 cages.

*

Plovdiv - the second biggest city with 700 dogs.

*

Third biggest city - Varna located in North

Bulgaria - has 630 dogs with 119 dogs in the shelter.

*

Stara Zagora - one of the big cities with around 400 dogs with a shelter working over its capacity of 50 dogs.

24

Current situation

In conclusion, I think adults are mistreating dogs because they have never had contact with pets so they do not understand why a dog behaves in a certain way hence they expect the worse to happen when the animal comes closer. As well as there are those who believe that a dog is a dog and will survive everything - this wrong perception has been observed in our nation’s history and has deep roots which cannot just be forgotten. We believe that: ‘The dog jumps according to the stick’, ‘His wound will pass like a dog’s one’, ‘Beaten like a dog’, ‘Alone like a dog’, ‘Hungry like a dog’ - all of us have heard those sayings and maybe it is them to blame for the intolerant behavior towards animals. We cannot change history but we are trying to stop this insane comparison between humans and dogs.

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People often look at them as unwanted creatures living this way as they wanted it. Blame it all on the dog without thinking that it does not want to be in the streets. It wants to have a warm bed and a full bowl. Yes, it may seem like it does not really understand what it goes through, but what is more important is: it is not its fault it ended up like this. People rarely think of what kind of difficulties a stray dog goes through for a day, a year, stormy night or at New Year’s Eve for example. And if we do not try to imagine, then we have lost our humanity.

The struggles of the stray dog

poor welfare

scavenging for food

compeeting for limited resources

lack of veterinary care ( malnutrition, injury, diseases )

SWOT

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- make people sympathetic - the best knowledge of how to deal with difficult dog cases - react and organize well in extreme situations

SWOT

OF A NON-PROFIT ORGANISATON

- lack of many volunteers - lack of awareness - not enough transparency of how the donations are spent - not enough space - not enough resources

S W O T - persuade more people to be part of the change by helping - change the way people think - participate in different events to grow attention - possibilities for collaborations

- competing with other organizations - depending on unstable donations - lack of trust - not enough support

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The first

stray dog has been someone’s pet.

Indeed it was. Fact.

HISTORY

32

History

FROM THE LATE STONE AGE To now the perception of the man’s best friend has changed a lot and it is still changing. Honorable companion, useful tool or part of the family?

How did dogs end up on the streets?

33.0 0 0 YE A R S AG O humankind domesticated the oldest pet-kind of all - the dog. Being such, dogs perform many roles for people: hunting, herding, protection, assisting police and military, companionship and aiding handicapped individuals.

According to veterinary research of the American Veterinary Medical Association, the bond between a person and a canine is influencing emotions, psychological and physical conditions which is essential for the good health of both owner and dog. But health is not the reason why in the past people started abandoning their dogs.

If we ‘take a walk’ back to the past we will see that from ancient times the dog has been part of man’s life with its physical qualities. It all has started with adopting the wolf so people could hunt. It is still true now - there are still hunters using special breeds for retrieving their trophy. Dogs are used for their strength and speed to pull sleds. They are also trained as service dogs in many different fields. What happens nowadays is a bit different. Like everything else, there are trends in dog-owning, too. If you happen to know the Air Bud and if you have noticed what happened after those movies were released, you will agree with that statement - there was a wave of Golden Retrievers. Today high-fashion bloggers buy small breeds so they can carry them around, take pictures with them, go to the saloon together. The same way a man who builds up in the gym buys Rotvailers, Pit Bulls and Dogo Argentinos to represent their masculinity. Well, there are exceptions - now are the years of rebels and people have that urge of being different - so the lady will buy a big breed dog only to show she is cool and the fitness maniac will by a small Yorkie to show he is sensitive and loving and because girls love dogs with ribbons...unless he is taking care of his girlfriend’s dog of course...

But how does this relate to the problem with stray dogs? It does and this will come a bit later. Back to 3-4 centuries ago when the number of dogs we pusses was speaking about our living standards. Around the year 1800, almost all households owned dogs, which was the cause of the existence of many stray dogs.

During this period the élite usually owned pedigree dogs for sporting or as pets.

These dogs were mostly well fed and groomed. They were their masters’ status symbols to show off well-being and wealth. The poorer masses had mongrels that were used as guard dogs and working dogs. At the beginning of the 19th century, there were few official arrangements for dog keeping. Dogs usually walked around freely, they bred undisturbed and when the owners had enough of them they were put on the street. From these dogs, stray populations arose. Outbreaks of rabies caused massive action to be taken for the first time. For fear of contamination large groups of strays were culled and both leash and muzzle laws were established. Also when there was no threat of rabies stray and un-muzzled dogs were caught and put down.

The dog catcher profession was common during this period. In the 19th century,

many municipalities raised dog taxes whose aim was to regulate the number of dogs but this proved counterproductive. In ‘dog tax’ municipalities the number of strays turned out to be higher than in untaxed municipalities. An explanation for this is that many people were unable or unwilling to pay and consequently abandoned their dogs. Poverty thus played an important part in the growing number of stray dogs.

Slowly but surely, following the élite’s perspective, the dog’s well-being became an indicator for their owner’s well-being. We can definitely say that around 1800 people considered dogs to be either slave or employee. Now in the 21st century, people accept their dog more as a friend and many owners even look at them as if they are their child. It is worth mentioning the social side of the matter. Around 1800 families were still very large with many mouths to feed. Fathers and mothers were fully occupied by the worries for their children and having to feed all. Birth control and the pill lead to smaller families in the 1960s. This may have influenced the fact that dogs were more and more regarded as family members or children. If there are fewer children to care for and more time to spend, dogs often take the place of the children. Of course, appliances doing household chores create more time for hobbies and leisure.

On the other hand, synchronous to the entry of human contraception is the use of contraceptives for animals. Sterilization is one of the most successful methods proven to reduce stray animal populations. The fact that birth control has become debatable since 1960 and because of all the developments in this field, the number of sterilization surgeries for dogs and cats has increased significantly. This is why CNVR has been proved to be the best working strategy for controlling stray populations. It is short for Collect Neuter Vaccinate and Return which means free roaming dogs and dogs who do not have owners are collected, sterilized, vaccinated labeled and taken back to where they had come from.

The strategies which are used today will be discussed further in the paper. This was a short walk in history to show you that this problem dates back years ago.

What would you do

if they look you in the eyes?

Close&Far

CLOSE AND FAR

Close&Far

38

BULGARIA&EUROPE

Reasons why there are stray dogs: - the migration during the cold months due to the need for food which happens from the villages to the cities; - people leaving unwanted newborn dogs on the streets; - abandoning young animals after market days; - abandoning sick and old dogs; - false ideas about pets - people buying pets according to the trends but without studying the actual needs and specific characteristics of the breed; - lack of control over the owners of pets; - a low percentage of neutered pets; - availability of resources of food; Where are the highest populations of street dogs: - a big number of dogs are located in the outside circles of the city rather than in the center because:

- in those areas most commonly people ‘dumb’ their unwanted pet

- unwanted newborns are abandoned

- people from other near cities and towns drive their dogs and leave them close to the highways without entering the center

- usually, those are industrial zones where the dogs are either previous guard dogs or are used by the factories to scare burglars

- those areas are often difficult to go through since there is dense vegetation, houses, private gardens, where dog-catchers cannot reach A piece of positive news is a good outcome of the CNR practice because after counting the dogs it turned out that the dogs in the center parts of the cities are almost entirely only neutered.

How did they do it: - Holland - one of the leading countries in initiatives like this one and the first nation in the world with no stray dogs; - Switzerland - extended history of no stray dogs - strict dog control and ownership constraints; - Sweden - traditionally no stray dogs, long history of effective control and responsible dog ownership.

Some methods taken have almost no impact or sometimes the opposite: - countries which practice culls report this approach to have little or no impact on their increasing stray populations (Ukraine) - in Greece, for example, the practice of CNR is problematic because it resulted in owners ‘dumping’ their dogs in areas ‘where they knew they would be looked after’.

100.000.000 The European Union estimates that there are about hundred million abandoned companion animals in Europe both purebred and mixed breeds.

>85.000.000 More than 85 million reported pet dogs are owned across Europe. Many more have not been reported but live in someone’s back yard.

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SWEDEN Sweden has a good national record of dog licensing and registration. This approach towards dog control was adopted alongside rigid quarantine laws in the late 19th/ early 20th century to control the spread of rabies. Sweden’s Animal Welfare Act and the Animal Welfare Ordinance both enacted in 1988, outline animal welfare provisions and prohibit animal neglect, abandonment, and cruelty. They outline basic provisions concerning animal management, husbandry, and treatment, and requires breeders to be licensed. It is a legal requirement in Sweden for dogs to be registered and permanently identified from four months of age.

The Swedish Police in conjunction with animal welfare inspectors and veterinary practitioners work together, checking that dogs are identified and registered. Dogs found loose in public places are quickly removed either by vigilant members of the public, by the police or they are collected by animal welfare inspectors (equivalent to dog or community wardens). The police may house dogs overnight before passing them on to animal shelters for the remainder of the statutory period (7 days). Owners are charged a boarding fee if their dog is housed overnight. However, most owners are reunited with their dogs within a couple of hours of them being found, because they are readily identifiable from a tattoo or microchip.

The routine neutering of dogs of either sex is uncommon in Sweden. The kennel club runs owner education programmes, offering advice on responsible pet ownership, dog regulations and requirements, and provides prospective owners with breed specific information.

There is an enormous commitment by the Swedish people and authorities for strict dog control and an impressive degree of social responsibility where dog ownership is concerned. Owners readily comply with the law. Furthermore the high investment and status of dogs within Swedish households mean that they are not readily disposed of or abandoned. Responsible ownership and enforced leash laws mean that animals, that aren’t neutered do not breed uncontrollably.

The only stray dogs in Sweden are dogs that have become loose and are not accompanied by there owners. Over ninety percent of dogs are reunited with their owners within twenty-four hours of being collected by the authorities.

Close&Far

SWITZERLAND Switzerland has a long history of legislation and registration practices to control stray dogs. Historically, regional veterinary offices, the police, and animal shelters have worked together to catch and re-home any dogs found wandering without an owner.

This has certainly been the case in recent memory (50 – 60 years). There is no reference to an overwhelming stray dog population in Switzerland, and it is unclear whether the need for stray control also originated out of the need to eradicate rabies. However, Switzerland has been declared rabies free since 1998 and it is no longer a legal requirement for dogs to be vaccinated against rabies unless they are traveling abroad.

Dog keeping and breeding are becoming more extensively regulated, although this is conducted at the cantonal level and does lead to regional differences in the regulations. Routine neutering of owned dogs is not extensively undertaken in Switzerland.

Restrictive dog ownership and enforced leash laws control against accidental matings.

Moreover, owners are required by law to avoid uncontrolled reproduction of their pets.

Since 2007, it has become compulsory for all dogs in Switzerland to be microchipped.

The country has a long history of diligent enforcement of registration and licensing; fines are issued and collected from people with unregistered dogs. Dog registration and payment of annual dog taxation have been mandatory for decades, indeed. Each cantonal district sets the threshold for taxation. This system of punitive dog taxation is designed to discourage people from owning more than one dog.

The police, game wardens or animal protection organizations are responsible for collecting dogs found wandering without an owner. However, in most cantonal districts this responsibility is most often undertaken by animal welfare organizations. Animal shelters are numerous and they are run exclusively by animal welfare charities rather than municipalities. The statutory holding period for stray dogs is two months; until this period has expired a dog is still considered the property of the original owner. Although the animal can be placed for adoption before the end of the two-month statutory period, the new owner has to agree to return the dog should its original owner come forward.

By 2007 Switzerland has well-established owner education programmes, operating across all of its cantonal regions. In addition, in the future, all dog owners will be required by federal law to attend courses in dog behavior, dog obedience, and responsible ownership. This owner education will take place in two stages; people wanting to keep a dog will be required to pass a theoretical course prior to taking the dog on.

This will be followed by a practical training course undertaken within a year of obtaining the dog. The cantonal veterinary office endorses these courses for owners and there is a reduction in annual dog tax for those who have completed their training.

Eighty to one hundred percent of found dogs are returned to their owners; the majority of dogs have become accidentally separated from their owner or they are genuinely lost. Any animals not reclaimed by their owner can be re-homed (subject to their suitability), although it is legal to euthanize healthy animals.

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Close&Far

NETHERLANDS The Netherlands is one if not the first country to have no stray dogs at all. But is for sure the first country in Europe to have its own zoo police and this is a great example of how the mentality of the citizens has changed. They have realized the problem with the stray dogs so they have taken measures and have created a stray-free country where each dog gets to live the life it deserves.

How did they do it?

It is worth mentioning that this has not always been the case. Dogs did not just disappear and like every other country, Holland was struggling with stray populations.

For a long time in the past, there was an enormous number of stray dogs. In the past years, dogs used to be abandoned because they were no longer cute puppies.

People would desert every dog which is not purebred. After the end of the hunting season, there were many retrieve dogs left behind. In terms of history during the nineteenth century, the number of dogs in Holland was the largest in Europe. As we already mentioned, a result of this big population was a disturbing outbreak of rabies.

At the same time, the hygiene was poor and combined with rabies it became a leading cause of death in the area. Citizens were afraid of a possible pandemic so began dumping their pets. Stray animals were roaming the streets at worrying levels. Finally, the Dutch government decided to put an end to the problem. The government assumed the costs of taking effective measures to stop these numbers of growing and work for some positive effects.

In short, those are the steps they undertook: • prison sentences for mistreating or abandoning an animal • high taxes on the purchase of purebred dogs • free spay and neuter campaigns for pets • a special division of police officers to combat the animal cruelty and abandonment The result is mainly the change they were able to cause within people - the government was able to make people understand what a responsibility it is to have a pet.

And now they have kept many dogs from being put down or confined to a cage.

The Dutch measures in details: First, the government created one of the toughest animal protection laws in Europe.

Fines following complaints may be up to 16,000 euros and result in prison sentences of up to 3 years.

Second very effective measure the government took was to fund a massive pet sterilization campaign. It is now free to spay and neuter dogs throughout the country.

In addition, high taxes on the purchase of purebred dogs were implemented for truly embracing the idea of ‘adopt, don’t shop’. That way, those who want to have dogs in

their house are encouraged to adopt one of many animals living in the shelters. This way the old senior dogs have their chances as well. With this measure to limit the breeding of dogs, Holland has made the lives of living creatures less of a business.

Last but not least, they have created something which is almost unseen elsewhere in Europe. The first zoo police department was set up to serve dogs’ needs for protection in a world where animal abuse is a very high level within modern societies. The Netherlands Animal Control is unparalleled. Whenever anyone sees a stray on the street, he or she can call animal control and they can be assured that the animal will be taken care of until it is adopted.

They did it, and now they are an example for the world.

Shelters and dog pounds In the country, there are two types of residence for dogs: city dog pounds are shelters. Pounds are called animal health centers or ‘kennels’ and they are provided by the government as collection centers for abandoned animals. The shelters are maintained by non-profit associations dedicated to the protection of animals. In some cases, they have municipal concessions for managing the collection of abandoned animals.

Unfortunately, in the so-called ‘kennels’, dogs are usually put down if their owner does not appear and no one adopts them. The deadlines for waiting are established by each center. As time passes, these deadlines are put off while they seek alternatives to putting animals down.

However, no animals are put down in shelters unless those exceptional cases of preventing a sick animal from suffering. Therefore some dogs may live their whole life in a shelter.

Overall, there are approximately 200 shelters for stray dogs and cats and between 20-50% are rehomed via the internet. Each year, there are more than 70,000 lost and found animals of which over half (52%) are reunited.

A very impressive fact is that the country works also with non-profit organizations from abroad. It is a bit more difficult to work with dogs from other countries since their laws and understandings may be different but each year around 20,000 new microchip registrations were for imported animals.

A Dutch house is not a home unless there is a dog in it.

Home to 17 million residents, it’s estimated that one in five homes have at least one dog.

TO DONATE OR NOT TO DONATE? ‘ ‘

I donate because I value the social good done by the charity.’

I donate because I extract value from knowing I contribute to the social good for the charity.’

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Why do people donate? Why don’t they? What are the reasons for giving money to charity organizations and what are the factors which keep people from doing that - there is not one answer but a set of reasons. In general, most people are willing to donate to causes that affirm important values, including compassion for those in need and they believe their donation will make a difference. Two researchers, Bekkers and Wiepking, found that donors don’t give only from the heart but also because they are considering the benefits to themselves of giving such as feeling good or looking good to others. It is also important to stress the fact that people donate more because they were directly asked to do so - so how is that making a difference?

The reason is that donors are much more willing to help charitable pleas featuring one single case subject who has an identity and is clear in what way will benefit from the donation. People are way more skeptical when exposed to statistical information about the scale of the problem being faced. An interesting fact is that advertising, which emphasizes the proven effectiveness of the charity, does not increase giving and instead of being effective, this information actually may do the opposite. The reason for that is because people are often controlled by their heart rather than their head. Another factor is if a prominent person of their life encourages them to donate, then this makes a big difference in their donating decisions. For instance a celebrity presence - if a well-known citizen donates to a certain cause, more people favoring the celebrity will donate for the same organization. This happens because charitable giving is contagious - when a person sees someone else donate, he or she is more likely to become a donor.

According to some researches, spending money on others can make us feel happier than spending it on ourselves. This can actually make us healthier.

Behavioral scientists from Chicago Booth, London Business School, the University of Pennsylvania and NYU Stern School of Business did a number of collaborative studies based on people’s ways of giving to charity. Participants of those experiments stated that for them it is more important to choose a charity they like instead of one which is proven to be effective. In their opinion, donating is a subjective decision which is not based on consulting the numbers.

What makes them donate then? Several reasons why:

Donations

First, it is the trust - people are more likely to give to nonprofits that they trust will use their donated money to make a difference.

Second, altruism. While it is important for the participants to help others in need, it was their values and principles speaking. Most of the donors feel responsible like having a moral duty to help others. This may be an act of reinforcing their own personal values but they feel like living in a way which is true to their own ethical beliefs.

Third, the social factor. On the one hand, donors give because the donation is concerning someone close to them, who they are related to or know personally so they care and want to uphold. On the other hand, a shared goal like raising more money is helping for boosting a relationship by creating a bond. A personal example can inspire the dearest person to do the same and to support a cause of importance to them.

Last but not least, donors give because they are driven by egoism. People would like to receive a personal benefit like feeling good or looking good in front of others. It is like a mood-booster. The participants feel happier and fulfilled knowing that they are helping others - it is a hugely empowering feel. It is proven by researchers to be something truly physical: when donating to a charity, there is an increasing activity in the same area of the brain which is responsible for registering pleasures which demonstrates it is a better feeling to give than to receive.

Donations

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Having in mind why people donate, it is vital to explain why don’t they: maybe the first and the biggest reason is: financial constraints: people feel like they can’t afford it. It is not well-known that there is a dark side of altruism and according to neuroscience it is when donors do not give to compelling causes or do not provide as much as they could. This especially true when it comes to donating to people who are far away from the donors even if it in the direst of circumstances, or when a certain disaster is not massive or dramatic enough. Peter Singer, ethicist, and author of ‘The Life You Can Save’, has explained several of those reasons in his book on global poverty. Several of them are: First, when the subject is an unidentifiable victim. People are moved far more by the plight of a single, identifiable person than by that of several people, or a general statement of need. There is an example with two groups of participants in the research: the first group is given the general information about the need, including statements describing the situation. The second group is presented a photo of a young girl with a name and details of her situation and how donors can change her life for the better. The result - the second group donated a lot more than the statistical group. Conclusion: when people hear the story of a particular person, they feel empathy.

Second, parochialism. The closer the people are, the more donors care. Humans are not really affected when it comes to tragedies far away from them, but when it comes to ones which involve people they feel close to - then there is a change in the way of thinking. For example, in his book Singer illustrates that Americans donated more money to the victims (1600 deaths ) of Hurricane Katrina in comparison to the casualties of the Southeast Asia tsunami in 2004 (220 000 deaths ) - 6.5 billion dollars to 1.54 billion dollars.

Next, futility. This relates to the feeling of guilt about the people one cannot save in such a situation which has a depressing effect on empathy and altruism. If a donor is able to save 1500 out of 5000, the possibilities of acting are bigger but if the number is 1500 out of 10 000, then the chances of helping are lower.

And, also, a sense of fairness. When a person sees that someone is giving less, the situation seems unfair. This is why some fundraisers provide examples of others’ givings - a donor in such position may be motivated to give as much or more.

Maybe one of the most fundamental reasons is the lack of transparency. Nowadays everything can be easily tracked in real-time so people expect to see the impact of their donation. Nearly 60% of younger generations agree that being able to see how the money has been used affects their decision but such visibility is normally accessible only to large donors.

In response, smart fundraisers suggest some tactics for going through the defenses which donors’ brains create to avoid doing the right thing:

‘

use compelling images and focus on one victim instead of several ones; help develop a feeling of community and fairness; show the interconnection between ourselves and people thousands of miles away, and how we are all similar; help donors understand that their gift is not just a ‘drop in the bucket’; tell compelling personal stories; use statistics in concrete, human, and creative ways; offer ways to help that don’t involve just giving money;’

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MEDIA

What are our daily needs? Along with food and drink, media becomes as essential as everything else. The role of media in creating and shaping of public opinion and strengthening of society is outstanding. The word ‘media’ comes from the word medium. Helps for reaching and addressing a large target group or audience. The word was first used in respect of books and newspapers i.e. print media and with the advent of technology, media now encompasses television, movies, radio, and internet.

The importance of Media: the message gets across to a wider audience and further than it could be spread without media coverage; helps to target the message to the people who it is for; it is usually free exposure and viewers place a greater level of credibility; increases the acknowledgment of the brand among the general public.

After all, media is all around us and its main advantage is connecting. In the same way, it joins together people with a similar way of thinking and this sometimes has a great outcome - some non-profit organizations are formed by dog-friendly members of society who want to work for bettering the future of the stray dogs in the country. Such a group has created an organization called ‘Petsisters’: ‘The common cause brings people together and we found ourselves. Perhaps in other circumstances, we would not have known each other.’

- The first Dog Star in Cinema The public is familiar with some of the most famous screen dogs like Rin Tin Tin, Lassie, and Strongheart which have their own stars on the Walk of Fame but the majority doesn’t know that history of dogs in movies has had its heroes before those wellknown characters. In 1905 in a silent British movie long 6½ minutes called ‘Rescued

by Rover’ the first dog to star appeared. Blair, aka Rover, was a male Collie who rose to stardom as the first dog to ever have his name featured in the title of his movies.

He was so revered that the uncommon name “Rover” became hugely popular for dogs. However, the first true movie star is the tri-color Scotch Collie named Jean and she stole the hearts of whole America with her role opposite their “Vitagraph Girl,” Florence Turner. She was owned by Laurence Trimble who stepped up to offer his dog as the perfect canine to play the role when the director was in search of a dog able to act naturally on command and not simply do tricks. Jean put in a flawless performance. Soon after, both Trimble and Jean were invited to stay and became members of the Vitagraph stock company. Thanks to this occasion Trimble had the chance to fulfill his dreams and become a director, screenwriter, and actor. He was one of the founders of the Motion Picture Directors Association. After the death of Jean, he found a dog named Strongheart, which solidified his place in film history, but his heart was always with Jean.

Many dogs from the early years of silent films have been forgotten, but they are the ones who set the bar for today’s animal actors – performances worthy of earning an Oscar for Exceptional Canine Actor.

Brand

BRAND

brand, noun (1) a mark made by burning with a hot iron to attest manufacture or quality or to designate ownership (2) a printed mark made for similar purposes: TRADEMARK Brand identity stands for: a set of individual components, such as a name, a design, a set of images, a slogan, a vision, a design, writing style, a particular font or a symbol which sets the brand aside from others. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind. Thus brands help harried consumers in a crowded and complex marketplace to choose by standing for certain benefits and value. The legal name for a brand is a trademark and, when it identifies or represents a firm, it is called a brand name.

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A ‘walk’ in time, in the very distant past, will help to define what a ‘brand’ stands for.

It has started long ago. For example, 79 AD when local bakers from Pompeii marked their bread to signify its origin, use, price or recipient. This marking for differentiation was needed to make the choice of the consumer simple within a complex market.

Even earlier, in 2,700 BC, the practice of burning the cattle with a hot iron letter was used to provide information about the origin as well as about the ownership and could serve as a guide to quality. By the 13th century, the use of maker’s marks had become evident on a broad range of goods. In 1266 marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Producers realized the need to have a way to distinguish in a competitive market and in 1876 Bass & Company, the British brewery founded in 1777, became a pioneer in international brand marketing by simply adding a red triangle to their name. This way transforming it into the first official trademark and paving the way for the brand as we know it today. The beginning of a new chapter in the history of branding started which lead to the actions from 1958 when Gordon Lippincott coined the term ‘corporate identity’. J. Gordon Lippincott is the person who designed the Campbell soup label, the Tucker automobile and the interior of the Nautilus nuclear submarine before pioneering the new field of corporate identity. He and his friend Walter Margulies created the firm of Lippincott & Margulies which kept pace with the growth of the consumer market and turning out both industrial designs and packaging for thousands of products. The market expanded remarkably and the money spent by American companies to design or redesign their products rose with hundreds of millions for 10 years. In 1964 Mr. Lippincott supervised the creation and implementation of a corporate identity plan, which reached its height when his firm designed Johnson’s pavilion at the 1964 World’s Fair in New York City and this was constituted one of the first expressions of a global approach in marketing. Today the firm of Lippincott & Margulies specializes in the field. It has grown to include dozens of other firms, all tracing their origins to what Lippincott & Margulies set in motion.

Brand

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INSPIRATION My project is based on existing real-life technology.

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Digital wallet is a technology which allows the smartphone user to make electronic transactions. An individual’s bank account is linked to the digital wallet. A digital wallet can also contain a driving license of the user, health card, loyalty cards, and other ID documents. Merchants use terminals to wirelessly obtain the credentials via NFC. Newest wallets can now authenticate owners’ information and serve as identification replacement. Wallets can also store cryptocurrencies like bitcoin.

The security and fairness of the electronic paying system are very important for all users. Thus the software provides security and encryption for the information of the owner and the actual transaction by private software code. The benefit for the merchants is the good protection against fraud. Most important is that the use of digital wallet payment increases the satisfaction of the process of purchasing and retail experience.

Inspiration

Introduction

Inspiration

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One of the core aspects of the project I would like to develop is the opportunity to pay and donate through an app. To make this idea real it is crucial to explain the real inspirational source. It is an Italian brand created in 2013 called ‘Satispay’ - an app for sending and receiving money. It is free and serves for shopping in stores, sending money to people, paying for services and for saving money in a smart way.

How it works: 1) create an account - by creating an account the customer needs to provide an ID, an IBAN code from an Italian bank account and tax code; 2) set a Budget - this is the amount of money the user wants to have available to get through the week; 3) Cashback - paying with the app and receiving immediate refunds on the purchase.

Satispay can be ‘Personal’ and ‘Business’, depending on the sums the user works with. To understand: ‘budget’ is a certain amount of money for spending in one week; ‘balance’ is the amount which is available on the account at any given point of time.

Why using the IBN of a bank account - this direct connection is more secure and less expensive having in mind cards can be manipulated.

In the case of a missing phone, the account can easily be blocked with an email sent to customer support.

In the ‘Services’ icon, there is a big menu with different possible choices for payment. Each one leads to its own display and further actions.

Through the app the following payments are available: - top-up a phone plan; - save some money by choosing a way for putting a sum aside; - pay taxes; - donate to a specified organization in a fixed period with a definite amount; - it is possible to send money to other users as a gift by attaching a card and message; - scan payment slips;

In order to pay in a store, the ‘Stores’ icon should be accessed. The user should look for the sticker placed on the shop window and the cash register. Simply scan the sticker by clicking the small top left icon.

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What happens: With the registration, in order to create an operating account, the person provides all the information needed, then sets a Budget - the amount needed for living in the following week. This amount is reset each week to the level stated in the beginning.

Once the customer starts using the account - receiving money or paying - there will be a difference between the Budget and the Balance. This difference is checked at the end of the week and according to the Budget two things may happen:

- if the Balance is lower than the Budget, the difference will be filled in with a transfer from the bank account to the app: e.g. if the Budget for a week is 100Euros and during this period the customer pays some bills at the price of 40Euros the Balance will be 60Euros. To restore the 100Euro Budget for the next week the app will top up from the bank account;

- if the Balance is greater than the Budget, the difference will be transferred from the app to the bank account of the user: e.g. the user has set 100Euros week Budget and during this period receives a transfer of 30Euros so the Balance at the end of the week is 130Euros. To restore the Budget, that extra money will be sent to the user’s bank account in order to have 100Euros for the beginning of the new week.

The app checks the profile and completes transactions on Sundays after 23:59. The Budget can be modified at any time between the beginning of the week and Sunday night before the check time and then the change will be evaluated by Satispay.

In addition - every user who signs up with the promo code of another customer who already uses the app brings bonuses for the Budget of the code owner.

Inspiration

Inspiration

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By entering the menu ‘Stores’ the user sees a list of places with and without deals. Not separated according to an area of usage. To choose easily, it is better to click on one of the options on top.

In ‘Stores’, under ‘Cashback’ the user can find the available deals for each store. Further, the places can be divided according to their field.

After choosing to send a gift card, there two possibilities to do it. Under ‘Send’ by clicking ‘Create gift’ or the ‘+’ in the top right corner. There also will be available the gifts the user had received.

An explanation follows in order to clear some doubts the user may have which refer to the gift sending.

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Payments with Satispay: - transfers between personal accounts are immediate. The amount of money is taken from the sender’s account and so the receiver’s balance increases; - paying in stores is available in stores from the list of brands cooperating with Satispay.

When in store, the customer should choose the brand, insert the amount and send it.

Then the payment should be confirmed in order to be completed. The money is taken from the available balance; - paying with the app is also available for paying in some online stores.

Savings: If the user decides to put some money aside, then according to the rules established by the person a digital Money Box is created. How is money saved:

- paying rounded up to the euro: e.g. the amount needed is E1.30 but you pay E2 and the difference of E0.70 is send for saving;

- saving the Cashback of your purchases;

- periodic: an amount which will automatically be put aside in a certain period chosen by the user.

Cashback is a partial refund of payment made through Satispay in case of promotions and discounts.

The savings from the Money Box can be moved freely.

Other additions:

- taxes such as car taxes;

- donations - when the user submits the bank account of the organization-receiver;

- payment slips - easy to scan;

- gifts - send a friend a money gift;

- automatic payment - regular payments which the app will cover automatically.

Inspiration

Inspiration

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Why the dog

tilts its

To HEAR you better.

To SEE you better.

To UNDERSTAND... ...you may want to tilt your head as well....

Sharing between Android devices When two devices are in range, a prompt will appear to ask for ‘beaming’ whatever is the content on the screen to the other device.

Technologies develop fast nowadays and if one is not particularly interested, he may not know about recent achievements. One of those developments is NFC which many people have access to but do not know or are confused how to use.

NFC stands for near-field communication and it allows phones, tablets, laptops, and other devices to easily share data with other NFC-equipped devices. It is the evolved form of RFID - radio-frequency identification which is used in security scan cards for example.

In order for an NFC to work and complete exchange, it needs to be not less than 10cm far from the other device. Thus most people consider this small distance as a major security benefit, and it is one of the reasons that NFC has taken off as a secure alternative to credit cards. It can transfer data like videos, contact information, and photos between two NFC-enabled devices. NFC differs from Bluetooth with the lack of need for any kind of manual pairing or device discovery to transfer. When a device enters the 10cm range it is connected automatically and instantly communicates.

NFC is mainly used in: digital wallets.

When in store, the customer only needs to put the phone near the contactless reader and this will prompt the digital wallet to pop up and for confirmation of the payment.

NFC Chips Chips are passive tags which do not need to be powered.

After being programmed with the help of different apps to perform certain tasks they start working when scanned. A chip may have many options.

Which devices have NFC? Every iPhone 6 and after. The Android Beam is available on Android 4.0 and later to allow exchanging of almost any kind of info. NFC on a phone can be used as digital tickets for boarding or subway cards.

It is a technology with potential and will most probably be further explored and developed in many other cases.

In the present time, almost everything regarding technology is possible. The achievements in this area are incredible and with every year there are more innovations and functionalities. Most important is the purpose of all this inventing with great pace: the idea to satisfy users needs faster and easier. No cables, no signatures - just a distant touch and it is done. The more effortless the experience, the happier the user.

By placing two devices one next to another they exchange information for seconds.

74 Inspiration

Tile is a company created in 2012 which product is the Tile Bluetooth Tracking Device for Android & iOS. It is a tag attached to different valuable items which may get lost or forgotten. The brand has powerful believes in the responsibility and moral values of the society we live in. Their idea is based on the trust of other individuals who are willing to help to find a lost item. Hence they have created the largest and most powerful global community of ‘Lost and Found’ which spans over 230 countries and territories and helps people find more than 4 million items every day.

78 Inspiration

When another user of the app comes across the bag, its location will be sent to the owner.

‘Tile’ believes in the concept that a community can do amazing things, like help recover lost items, provide support and knowledge, and as such are advocates for building a community through dialog and open communication within brand’s Facebook page.

How it works: The first step is to download the free Tile app and then follow the activation instructions. Once the user attaches the tag to the item it is already available in the system. In case of need to find it, use the Tile app to ring a device if it’s nearby - when the item is missing and has a tag - this allows the user simply to track it. The tag makes a sound helping to locate the item. See the location on a map if the item is not around with the option ‘Last Place Seen’. It works near and far. When the phone is missing, double tap on a tag’s button to ring it even if it is on silent. Another feature which contributes to creating the world’s largest search party is the possibility everyone using the app within range of user’s lost item to update its location for the user

A bag can always go missing but if there is a Tile tag attached, every phone in the community is helping for finding it. The user only needs to select ‘Notify When Found’ and the app will.

The owner should use the app to follow the map and be guided to the bag according to its last spot.

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CONCLUSION

To conclude I would like to mention this: it is not a local problem concerning my country only, it is global. I have focused on Bulgaria because I have first-hand experience and would like to bring a change.

The relationship dog-owner has been changing as time and history have been changing. From master-slave relationship to parent-child. The more communications were developing, the more people could exchange information and ideas about how to deal with the problem. Communications because according to me visibility is important. Some non-profit organizations have been created by people who share the same morals and believes and have been able to find each other thanks to social media.

In fact, they find support thanks to the media we have today - the possibility people to distribute different cases and spread the word about a dog in need looking for a home or medical sponsorship. Many organizations stream their open day visits and the interaction between the dogs and the volunteers. This way they show to society that stray dogs are not those dangerous creatures some are afraid of and those dogs are as loving and obedient as any other pure-breed pet which can be bought.

With the development of the cinema, many canine stories have been brought to the public in a way that leaves a mark in everyone’s soul: ‘White Fang’, ‘Far from Home’, ‘The Call of the Wild’, ‘Eight Below’, ‘Iron Will’ and many more - they all establish the connection man-dog and show how loyal dogs are. Movies for man’s best friend are still relevant today and recent movies such as ‘Alpha’ relate to the friendship strong enough to last a lifetime. They contribute to the growth of sensibility towards dogs.

People realize dogs have feelings: for example with the movie ‘Hachi’ (2009) devoted to a real-life character which is a heart-breaking story that still makes people cry and sigh when they pass by an Akita dog. It is a good idea to mention also the influence those movies have on dog-trends-buying as evidence how vulnerable to the exposure people’s minds are - fall in love with a character from a movie and buy the same dog, give it the same name - and then? The problem is that many people are buying emotionally not rationally. And so, soon they realize puppies chew, bark and need training. Then the dog ends up being tied outside and alone... Sadly this is the life of many dogs in Bulgaria.

So are movies enough to change the perception of people towards dogs?

Nowadays we see those crazy ‘dog-mamas’ going to extremes not needed in order to make their dogs happy without even thinking a glitter T-shirt is not really needed rather for the sake of the social media reaction. Why do people buy dogs? To fill in holes in their life, to get recognition through successful Instagram strategy or? But what happens when a dog is no longer young and playful? It gets to the streets and people say they just couldn’t see it suffering in its sickness but they cannot put him down, so better let him go...

Those are some of the cases and I am dreaming about a change. I would like to suggest a practical way of providing help to the non-profit organizations which are trying every single day to bring little happiness in the life of those street wanderers.

PRO JECT

Introduction

WHAT DO YOU THINK OF, WHEN YOU THINK ABOUT A DOG?

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CORE VALUES In order to recognize the brand among other similar ones, the user is supposed to be able to understand what the brand stands for and what its core values are. Values guide the behavior, the decisions and the actions of the brand. They serve as guiding principles to define the corporation in general and beyond if they have an additional mission to serve the community.

Values

RESPONSIBILITY Because when most people refuse to take the obligation, we are the change, we want to see.

RELIABILITY A pledge to the user for taking care of his personal information; to the community for working hard to help to make the country a better place with no stray dogs.

ORGANIZATION AND UNITY A commitment to uniting all the non-profit organizations in one app in order to help the volunteer to donate in an easier and faster way.

INVOLVEMENT Engagement of the brand and the user in one common mission; unified efforts of many users for creating a massive community for donations.

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50% of every buying decision is driven by emotion.

Strength and length of customer relationship can be determined by the emotional connections. It is important to achieve passion, loyalty, and advocacy towards the brand. Decisions and behavior are driven by the attitudes shaped by the emotions.

One of the reasons a customer may want to purchase and use a brand is the need to belong and to be relevant which is an emotional status of demonstrating something which may not be true in order to fulfill the need of ‘self’ - a need for boosting self-perception.

because it is...

Reasons

102

REASONS

EMOTIONAL SOCIAL BENEFIT

PRACTICAL

Becoming part of the change for good.

A SENSE OF BELONGING Create the biggest charity community.

CONVENIENT

CONTRIBUTE

An easy and smart way to pay.

Help without leaving the comfort of the home.

FAST PACE

OPTIMISTIC

In a word of rush one distant ‘touch’ is enough to pay.

Use for better future of happiness.

SECURE

SAFE

No possibilities of profile manipulation and information leak.

Never lose your pet.

EFFICIENCY

RELEVANT

All cases of dogs in need united in one place.

Show attitude.

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Goals

MARKETING GOALS When creating a brand, one should see the niche and think about the future development of that brand. In order to succeed, the message needs to reach as many people as possible. Brands achieve this through various types of communication. This is called Marketing Communications strategy -the message, the medium, and the target altogether. This strategy defines the entire range of activities you will do to market your products. It separates into two channels: marketing goals and communication goals.

Marketing is mostly focused on exchanging offerings that provide value for your customer, while communication focuses on how people use messages to generate meaning across various mediums, channels, avenues, contexts, and media. This way brand profile is created and the product is differentiated from the competition.

Goals

106

AWARENESS

PROMOTE

Bring the attention of the society on the problem and its possible solution; make people aware of the fact that there are organizations fighting every day and now each and one of the users can devote a small effort in order to help to make a change; become aware of how stray dogs migrate and what happens ‘around the corner’.

Stress the fact that there are brands which are willing to help in building a brighter future by collaborating and agreeing to work with the brand; promote the work of the non-profit organizations.

Goals

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STRESS IMPORTANCE Emphasize the number of animal cases and the need of people to realize how helpful they can be and what a change they can begin; the more people, the better chance of dealing with the problem.

Goals

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COMUNICATION GOALS

AWARENESS

Draw attention to the brand and its mission.

PERSUADE

Convince the community it is a good idea to use the app.

INFORM

Notify people that now there is an easy way to help.

EMOTION

Cause people to feel empathy.

INFLUENCE

Change the way people think about donating.

RECOGNITION Become everyone’s choice.

Target

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‘

When I’m at the cashier in the shop and I’m paying with money, I feel uncomfortable and stressed because it takes time to get my change and stow it back in my purse, then to put my purse in my bag, and I have to collect my purchases in the bag as well. People behind me are annoyed that I’m taking a lot of time, and that makes me clumsy.’

‘

I have two children, I work and I run the household. I also have to deal with the purchases. Time is very valuable to me, everything should be calculated in just a second, so I need a way to quickly pay and keep up with the schedule.’

‘

I often forget to withdraw pocket money for paying, so I always run short of cash when I go to the store after work, this is why I want to have a reliable way to stay away from cashier situations in the shop.’

TARGET

Target

Age: 34 to 45 years old Gender: both male and female, mostly women Occupation: job position Status: relationship / marriage with(out) kids Lifestyle: they are always in a rush between work and household duties, everything needs to happen very fast. Mostly their attention is centered around the family welfare; pets are seen part of the family, as protection and guards, possibly as replacement of kids.

Age: 22 to 33 years old Gender: both male and female Occupation: university / job position Status: single or in a relationship Lifestyle: their everyday life is divided between duties and leisure time. University, work, and household responsibilities are their unpleasant obligations which consume time and energy. The rest of the time is spent with friends and doing spare time activities. Always run-

Age: 46 and more years old Gender: both male and female, mostly women Nationality: mostly Bulgarian Occupation: job position Income: Status: mostly married Lifestyle: their days are almost entirely occupied by the hours in the office.

Usually, by this age, their kids no longer live with them, so after work, they have time for their chores - no rush and pressure. For them, the pet is a way for filling in the emptiness from a missing child.

Interests: in their free time they like going for a walk, coffee, just spend time in the park or with neighbors. Interested in cooking, home decorating, charity, news reading and conversing.

Benefits: an easier way to carry everything important with them and easily donate for valuable causes.

Interests: well-spent family time in activities which involve all members like walks and holidays; sports and cooking; home decorating; charity is a way to express compassion but it is not a main subject of enthusiasm.

Benefits: a way to make their life easier and more comfortable in order to follow the fast pace of the daily routine.

ning late for something, for them, it is important things to happen easy and fast. A dog is a substitution of a partner or friends, way to escape loneliness.

Interests: social media, video games, nights out, gym, traveling.

Benefits: easy and secure way to store their most important possession for fast changing plans.

Personas

116

Who are they?

The PERSONAS

Personas

118

Kamelia

Galin

41 y.o

30 y.o

Bulgarian

Bulgarian

sales manager

distributor of soft drinks

1 150 EU / year

800 EU / year

married with two kids

single

Lifestyle:

Lifestyle:

Interests:

Interests:

Every day is a rush, she needs to have many things done - drive the kids to school, go to work, shop for dinner, cook, clean after, help the kids if needed, go to bed.

In her free time she reads magazines for home decoration and cuisine, too tired to practice sports, but she enjoys outdoor walks.

Insight:

She is a woman who has always liked animals, she cares for their welfare but doe not have time to take care of a pet at home; she needs every duty to be done in the fastest and the easiest way so she can have a little time for herself and yet she wants to do something good for those who deserve it, this is why she donates a little bit from time to time.

Life is quite intense - working hard during the day, goes to the gym, meets friends; too tired to take care of a dog.

In his free time, he plays video games and meets his friends.

Insight:

His work requires a lot of driving and talking, so in the hours after work, he prefers to rest. Watches movies or TV but goes to bed early. The weekends are not free for him, only one day is his time to go out and Saturdays he is having too late nights, so sleeps in a lot the day after. Does not follow any specific schedule. When he goes to buy hose supplies and food, he wants this to happen fast and easy, without the need to carry his whole wallet. Loves dogs but his way of living is not suitable for a dog but he does as much as possible to express his sympathy and kindness by donating to as many cases as possible.

Personas

120

Maria

Vasil

25 y.o

56 y.o

Bulgarian

Bulgarian

student working part-time

engineer

300 EU / year

900 EU / year

single

married with kids

Lifestyle:

Busy, time is divided between going to university, gym, studying and work, rarely going out with her friends; two times per day she takes her dog for a walk in the park close by.

Interests:

In her free time, she likes reading, traveling, enjoys photography and volunteers in the local shelter. Loves playing with her dog outside.

Insight:

She is a determined student who wants to graduate with fare grades; spend time in the gym to stay fit and socialize if possible; rushes to work because she is always late and when she needs to buy groceries she needs it to be fast and easy so she can be home on time to take the dog out; she loves it and tries to take the best possible care for it, the dog saves her from the moments when she feels depressed and lonely, she is sensitive when it comes to dogs and this is why she would benefit from an app which can do the two things most important - provide her with the fastest and most convenient ways of paying plus donating for a good cause sometimes.

Lifestyle:

Spends most of the time at work, after work usually goes to the local supermarket to shop if needed, dinner and TV, not so late nights. Rare gatherings with friends.

Interests:

Politics and debating with colleagues about the news; cars and racing sports, action movies; animal lover.

Insight:

His life is no longer so busy. He has two kids who have their own lives now. For him and his wife, life is centered around their basic needs. He goes to work and comes home tired. When he needs to buy groceries, he prefers going to the big supermarkets where there is everything in one place and there are discounts. He is not in a hurry but sometimes forgets his wallet at home. He is a smartphone user because this is how he keeps in touch with the kids. So he uses a mobile wallet in those cases.

In the weekends loves taking out the dog for longer walks, it fills in the void after the kids separated from the family. Chats with other dog-owners. From time to time likes to donate for good causes.

Personas

122

COMPARISON OF THE POSSIBILITIES FOR BREEDING A DOG

Are they able to afford all the expenses for carrying out for a dog; veterinary, food, possessions, toys, etc?

MONEY

Can they look after it when it is small and do they have time to walk it?

TIME

Is the place where they live suitable for a dog?

SPACE

Does their lifestyle allow them to grow a dog?

LIFESTYLE

9

8

6

9

Personas

124

SALARY

1 000lv (500 EU)*

The life in the city is quite busy and fast, people are constantly on the go and busy, have loads of tasks that need to be done as quickly as possible.

LIFESTYLE

In the city, people perceive dogs as part of the family. It lives in the home and is almost an integral part of the everyday life of its owners.

CULTURE

The problem with the city is that many people are reluctant to buy a dog, which they have to abandon later because their way of life is inappropriate.

SITUATION

The salary in Bulgaria differs according to the area, also if it is a big city or village.

Same positions may be awarded totally differently in the South and in the North, in the lowland or in the mountains. The salary is usually according to the living expenses of the place and most of the time it covers the very basic needs. However, life in the city is always considered more expensive due to the traffic for example - the village is small and everything is in walking distance; some families of the houses in the villages provide their own food supplies - people grow crops, raise farm animals and all that helps them save from some foods and vegetables; most of the houses belong to the families from generations and back then people used to own big lands which now they either cultivate, sell or give for rent; there are no such leisure activities which cost a lot - no malls and expensive stores, restaurants and trendy cafes. The two ways of living are very different.

Having this in mind, people differ from each other as much as their way of living.

Their beliefs and upbringing are different and so is their treatment to animals. The way people from the city will treat the pet is going to be different from the way it will be cared for in the village. People from the village mostly believe the place of the dog is outside in the dog house, while the dog in the city will live in the apartment with its owners. The dog from the countryside will rely mostly on food leftovers from its owners, while the oner in the city will buy special dog food for his pet. People from the city spend more on toys and accessories, while a yard dog hardly even has toys. If the

SALARY

500lv (250 EU)*

People living in a village have a slower and more peaceful life, they are not in a hurry, appreciate the calmness and the comfort of the nearby distances.

LIFESTYLE

Rural dogs are often seen as home guards, so they live outside in the yard. Some of them work together with the farmers in the field to guard the herds.

CULTURE

Dogs in the yards may escape, be stolen, reproduce uncontrollably, or be abandoned when they are old and can not do the job. Dogs of elderly people often end up at the street.

SITUATION

owner of the dog decides to go on holiday, it is necessary to either find a place to go with the dog or to find where to leave it, while the owner of the countryside house will leave it and arrange a neighbor to come and provide food and water while they are away. All those factors are why a dog is not a present for making someone smile on Chrismas but a responsible choice, it is not a moment thing but one that needs to be planned in the future. People may want to buy someone happiness but doom a nothing expecting pup to have miserable life on a chain, in the streets or worse. It is of utmost importance to make people realize this and change the way they perceive dog-buying.

Personas

126

SALARY DISTRIBUTION ACCORDING TO AREA

128

> 10 HOURS per day spends an average person in front of a screen browsing the Internet, working, scrolling the social media, playing or reading, etc.

130

STATISTICS

1.

In 2016 the Technology Market Transaction value worldwide has been $2.211 billion, for 2019 it is expected to reach $6.109 billion, and it is predicted to grow up to $13.979 billion for 2022.

3.

Mobile wallet usage per country is highest in China 47%, 42% Norway, 24% UK, 20% Japan, 19% Australia.

2.

Yet the percentage of people using mobile wallets is still not so big: for the past year 64% of payments have been made through a mobile device while 39% users have mobile wallets.

The research shows that ApplePay is the brand which has more active users compared to Android/Samsung Pay. Even more after the launching (ApplePay 2014, Samsung/AndroidPay 2015) of the Samsung app it underwent through decrease of users from 19 to 15%.

Wallet usage

In an era when everyone looks at a screen almost all the time it is for sure that smartphones are always on hand, it is no surprise that people are trying to use them not only for entertainment. It seems there is an app for everything a user may need... including a wallet. ‘Mobile wallet’ is a technology whose popularity is growing every day. It is a digital equivalent to the analog wallet which has been used until now, it serves as a container to store the digitalized authorized information of the user. There are many variations but usually, wallets hold digital information about credit and debit cards for making payments, store coupons and loyalty programs, specific information about personal identity and more. Those valuables can be represented in many different forms such as the form of a number, like on a credit card or a password, a digital certificate, a QR code, an image of the owner or something else. How can a customer utilize the stored information? By opening the app on the phone, entering a password or fingerprint and then selecting the information they need to access.

Thanks to the Near-Field Communications technology the information can be transferred through a mobile wallet ready payment terminals. There are some very useful aspects of this way of data storage: there is less chance of fraud because it is harder for a mobile wallet to get stolen or duplicated; less time for payment; lower fees processing fees are expected to decrease over time relative to traditional cards; better customer loyalty - built through sales and incentives sent directly to smartphones.

This technology enriches the experience of the customer and creates a preferable choice of brands where the user may freely pay through the wallet. Protection and convenience for the client and faster more sold products for the company.

There are many mobile payment platforms. Some of the leading companies are AmazonPay, SamsungPay, ApplePay, PayPal, AliPay, WeChatPay which, for example, has been used by 600M people only in 2017! And the tendencies are growing. MerchantMachine carried research about the mobile wallet popularity among the world and they found out:

Wallet usage

132

people between 18-34 years old: 32% do not have but would like to have a mobile wallet; 48% have mobile wallets; 20% do not have and would not use mobile wallets;

people between 35-44 years old: 32% do not have but would like to have a mobile wallet; 44% have mobile wallets; 24% do not have and would not use mobile wallets;

people between 45-54 years old: 30% do not have but would like to have a mobile wallet; 37% have mobile wallets; 33% do not have and would not use mobile wallets;

people between 55-64 years old: 27% do not have but would like to have a mobile wallet; 29% have mobile wallets; 43% do not have and would not use mobile wallets;

people between 65+ years old: 50% do not have and would not use mobile wallets;

Wallet usage

134

DIGITAL WALLETS

10 FACTS ABOUT

1.

2.

3.

4.

5.

It is secured - the possibility of stealing personal paying information and misuse is almost eliminated.

Saves money - the comissions for paying through mobile wallet are lower almost none and transactions between two users are free; same referred to the store owners.

Saves time - the payment at the cashier in the store is fast and easy.

Works with currencies - some apps work within the EU and are able to transfer money in euro.

Withdraw - some apps give the opportunity for a withdraw from an ATM in a similar way like using a card.

6.

7.

8.

9.

No limit - there is no minimum balance which needs to be secured in order for the app to work, the whole sum is always available for usage, and yet there are limits when user sets a weekly balance

No cards - fewer things to carry around and get stolen

GIFT cards - some apps offer the possibility to the user to send custom GIFT cards with a decided amount

Loyalty cards - all the cards for loyal customers and discounts can be digitalized through the app by scanning the barcode to save the inconvenience of the full wallet

10.

Order - everything is stacked in one place and it is easier to be found

COMPETITORS

Competitors

138

BarkBuddy is an app for locating adoptable pups in the area and fetch them with the perfect match for them. The app needs the user’s Facebook in order to ensure they are a real person looking for a pet. Nothing will ever be posted on Facebook. The user can browse through thousands of pup profiles, get more info about a dog, share it among friends or save favorites.

The more the user swipes through the dogs nearby, the better the recommendations become. The app looks at the different aspects of the favorite pups in order to recommend more of what the user would like. By checking the favorites at any time, the user can go back to a rescue dog they have liked or view all favorites on a map.

The app gathers statistics and suggests breeds which the user is most drawn to help them learn more about their own canine preferences. It is possible to go through favorite dogs by breed on the statistics page.

Once the user chooses the dog they would like to adopt, the next step is to contact the rescue to set up a meeting to adopt their next best friend.

WeRescue is an app for choosing among adoptable dogs. Thanks to advanced filtering based on the needs of the users, thousands of adoptable pets are able to find their new owner. Automatically the filters make it easier to avoid the swiping through the many pictures. The full-screen images of pets represent those which are in the area of the smartphone user. When ready to adopt, the user can contact by emailing or direct call from the app.

Competitors

140

MapMyDogWalk app is a multifunctional application which allows the user to track automatically the walks, the calories and sync them with a free account online. The interactive map allows viewing the current location and the travel route.

It works thanks to the built-in GPS technology of the phone which enables the tracking of the walks and this way helps for achieving health and fitness goals.

It marks the path on the map and records the essential metrics like duration, distance, pace, speed, elevation. If the user decides to save the data it automatically uploads online for a comprehensive workout history.

For a longer happier life and to know the needs of the pet, the app Whistle tracks pet’s location and activity. It works when the small chip gets attached to the collar or the harness of the dog. The battery of the chip is similar to a cell phone and depends on the usage and the environment. The app automatically sends a notification when the battery needs to be charged. It also uses GPS to pinpoint the pet’s location but requires a subscription plan.

The first step is to download the app and set up a ‘Safe Place’ i.e. home, vacation home, dog sitter, etc. There can be multiple Safe Places depending on where the dog spends their time. When the chip is connected to Wi-Fi it is in power save mode. If the pet tries to get out of the Safe Place, the user receives email, text or app alerts. The owner may share the status of the dog with other users and rely on their help to find it before it gets too far away.

The location of the dog can be followed over the last 24 hours to check where and when did it go. A ‘trip’ is created every time the dog leaves and returns to one of the Places using Wi-Fi. This way the dog’s daily activity and rest can be recorded to keep it in shape for their age, weight, and breed. It is possible to set custom goals and receive notifications for significant changes in their activity or sleep patterns.

142

Competitors

In Bulgaria, everything used to come a little bit later in comparison with the rest of the world - like 1 and a half up to two years later. Nowadays this delay tends to disappear and the country is trying to catch up with the European trends as fast as possible. All the creative minds look up to the development of West Europe and try to follow. Unfortunately, some fields lack development or it is slow but steady. This is the reason why mobile wallet is a technology still unaccepted and suspicious and explains why people still bring cash with them even if they are not planning to pay with money. Mainly because Bulgarians have a low level of financial knowledge. People are getting more used to paying online through online banking - 65% of the users for 2018 which is three times more than in 2013. Only 12% tho have stated to use mobile wallet during a survey across the people with bank accounts. For the past year, 10.2 billion lv have been paid contactless.

Who benefits from this service the most? Usually, people who have dynamic lives, travel a lot and shop online. In fact, paying with cash is decreasing.

In Bulgaria, there are several wallets: A1 Wallet, iCard, Phyre, Skrill, MobiB, LeoPay but unconditional favorite is Phyre. Some advantages: - Phyre is the first app which works with currencies; - it is a peer-2-peer and the payment is transferred for seconds; - it contains an archive of all payments; - works from everywhere around the world and pays in every store; - it is well secured through a PIN confirmation for finishing a transaction; - no taxes for transfers and it is free for the first year, then the user starts paying 2 lv per month; - it has almost no competition of big brands since they do not work with the local currency and banks: if a citizen wants to use Apple Pay, Android Pay, etc., he has to be a customer of one of the banks that these companies support while this app works with the card; - because of that, a profile can be created from every country of the Europian Union;

essage for successful payment.

Transactions of the day. Balance.

Digitalized cards.

Design

DE SIGN

Customers define themselves through the brands they use.

The branded clothes they wear, the cars they drive, the drinks they consume, university they attended, favorite spots to hang out, and so on.

148

Design

COLORS Influence and importance of colors have been the subject of interest for many research theories. Through exposure to different shades, experimental groups helped the scientists to state their overall opinion about the impact of colors over human impressions. Since forever the perceptions have always been solid: red is for passion and energy, blue is for loyalty and security, green - health and nature. Because of that many businesses have employed color schemes according to their product in order for the logo to communicate their values in the best way possible. When it comes to customer loyalty and shopping brands rely on colors in order to trigger specific emotions. When a client is exposed to the colors of the brand he created associations which then help in distinguishing the product from its competitors. For example ‘Nikon’ is yellow while ‘Canon’ is red. It is proved that when purchasing intentions of the client are affected by colors due to their effect on how a brand is perceived.

According to the used colors, the brand creates its ‘personality’. Those perceptions are existing in the minds of the users and are formed throughout their experience.

Studies have revealed our brains prefer immediately recognizable brands, which makes color an important element when creating a brand identity. When creating a new brand it is important to decide if to follow the color trends or to oppose them.

For example ‘YouTube’ and ‘Netflix’ are red while his competitor ‘Twitch’ is purple.

When it was first released its revolutionary different color was unexpected and had a great outcome. Colors can also change their effect - they can be perceived differently.

For instance, the brown color of ‘Saddleback Leather’ is creating the feeling of luxury, while it is also primary in many chocolate commercials as it serves to stir appetite.

And yet studies suggest humans disfavor the color in general. Joe Hallock examins the preferences in certain colors across gender in his ‘Color Assignment’. His study shows both genders favor blue but women like purple almost equally. men generally prefer bold colors while women prefer softer colors. Second preferable color for the male participants is green. Men generally prefer bold colors while women prefer softer colors. ‘A rose by any other name…’ is a study which displays the choice of the customers to prefer products with different and sometimes created names although the colors are similar: a sample is a brown color called ‘mocha’ which was more likable because it is fancier. More unusual and unique color names are preferable for everything from jelly beans to sweatshirts.

In order to create an emotional bond with its customers brand need to have all this in mind and many more things as well. It is important to show a true understanding of the needs and the motivation of the customer. The customer needs to feel he has been put first. In order to stand out and have massive loyalty brands use different triggers to evoke certain buying behavior. This transforms them into leaders of the marketplace. Nowadays buying decisions are as emotional as logical. The head decides on something which the heart justifies. The strategy is to know what the heart triggers are, so the brand can offer something the head will say yes to. Decisions depend on the person, the product and other circumstances. Rational purchases are the ones based on objective criteria. It is not enough to only speak about the benefits of the product or the service but to relate to the four most important needs: health, wealth, relationships and self - spirituality, happiness. For example those headlines: Wealth: ‘Feel more energetic in leading your team and business.’

Relationships: ‘Feel confident and ready to date again.’

Spirituality/Happiness: ‘Love the skin you’re in every day!’

Emotions play a crucial role in the decision-making process. According to neuroscientist Antonio Damasio people who do not have the ability to generate emotions due to medical conditions have troubles while making decisions. It is up to every brand to choose what to base on their strategy - practical or emotional benefits. Some of the most successful companies have stressed the fact of how the customer feels while using the product and this has made them top of mind brands: ‘Nike’ and its emotional slogan that triggers the inner strength ‘Just do it’; ‘Coca-Cola’ and its Ópen happiness’ or ‘Taste the feeling’ are both evoking more than just a need but an experience.

Hence it is important to find a good combination between colors and slogans which will talk to the target audience directly and with no doubt.

150

Design

LOGO & FONT ‘There’s nothing more expensive than cheap design’ This refers to the brands which accept the cheapest and the quickest route which then can lead them to expensive losses.

The need to communicate is why social media exist. It is why brands now have Instagrams. Is the brand a person if it has a profile?

Identification is very important for nowadays brands. These days every brand has its social profile on the media and since it tends to have a personality by creating a visual story throughout various posts then it needs a ‘face’. The logo of the brand has the role to identify. It matters because the human brain memorizes and processes shapes and colors easier than words. It works as a library - it associates fonts, shapes, and colors with emotions and objects. Therefore for brands, it is vital creating a nice and memorable experience for their customers in a way it will leave a ‘mark’ in their memory. So a logo is not only a basic aesthetic appeal but it is a source on which customers make complicated assessments for the company and the product. According to researchers, those judgments are simply based on the shape of the logo. For example, round shapes are associated with softness. In contrast, angular shapes tend to remind hardness. “Softness’ is far not the only thing people make their convoluted assumptions for when it comes to the physical qualities of a product. Lead author Yuwei Jiang (Hong Kong Polytechnic University) and colleagues found that associations are way more extended in customers’ minds. From their analysis, it is proved that round logos do not only stand for softness but also for perceptions of a caring, warm, sensitive company towards its customers’ needs. They hypothesized that if a product is advertised with a circular logo, it would evoke perceptions of greater comfortableness. On the other hand, angular logos would result in perceptions of heightened durability. So, a logo stands for the qualities of the product but also for the quality of customer service. Their experiment was run across a wide group of students who needed to rate an ad of a new pair of running shoes. They were divided into groups and shown the same ad but with a differently shaped logo. The logo was placed on the shoe and the bottom of the ad. The features they had to give a vote to were: quality, comfort, and durability. According to the participants of the ‘round logo’ group, the shoes were more comfortable, while the ‘angular logo’ group rated the product as more durable. The reason why customers conclude in this way is because of the mechanism of the visual working memory. Many people remember better what they see rather than what they hear. The main goal is to be at the forefront of shoppers’ minds when they need service or goods through consistent graphics associated with the brand. Furthermore, the first impression is always based on the logo. If the logo does not communicate trust this may lead the purchaser to switch to another brand. All this refers not only to customers but also to potential business partners.

According to how professional the brand appears to them, they decide to collaborate or not. The market is full of competitors and if the logo is not solid and meaningful

enough to the customers, they will not think twice and will leave. But if the brand manages to establish a solid relationship to its target audience, then this will expand the confidence of the brand. Engagement is achieved if only the brand looks the way customers would like to be associated with not only just buy its products.

While the shape of the logo has great importance, the fonts which have been used are conveying a message too. Solid, slad-serif, sans-serif, bold lettering is communicating solidity, authority, and strength of a business. A simple example is the use of a childish font for a brand selling technology. If this is the case, then there is a big disconnection between the visual representation and the profile of the brand. Serif fonts, nonetheless, may be having an old-fashioned look, but are easier to read, especialy when it comes to long texts. When it comes to more personal feeling and connection with the customer, script fonts are a good choice since they are hand-written and cute. They can be also very sensual and fancy when created with ornaments.

Calligraphy is a big trend right now, many stores prefer to have their written information done by a professional at the store but then this is not suitable for all kind of businesses. Typefaces can bring recognition as much as the logo itself, sometimes even better. A good example is the ‘Harry Potter’ font - it can never be mistaken, or Instagram and Coca Cola. Some brands do not have a sign as a logo but their own unique typeface, created in a way that it communicates with no room for the need of a shape representation: Netflix and Airbnb. A logo can go with no name only when it has achieved recognition, for instance, Nike’s logo no longer needs the writing because its check is well-known and it has proven to be enough for the brand to attract awareness. It may look modern but without the required recognition, it wouldn’t have been possible. There are some examples of how important is the approval of the audience. When Gap changed its iconic tall white letters on a blue square logo, the outcome was far from fortunate. This demand of the customers led to changing it back very soon with a great loss of money, however, in contrary, this saved them a lot more of the future. Since the font carries a visual psychological meaning, this results in the customer knowing and understanding what the brand is saying. And when the customers understand the brand, this is how the connection and loyalty are made.

Design

152

BRANDING

A bad logo design can doom a brand.

Design

156

LOGO What if we could make the world a better place? One step at a time, the beginning is to realize there is a problem. We already saw this. The next step is to find a solution. The third is to believe in it.

My project gives a possible solution to the problem. People firstly look for benefits, then they help. Few are those who look for occasions to help, the rest wait for the occasion to ‘hit’ them in the face. Knowing this I am suggesting an app which will do both: bring benefit to the user and gently ‘hit’ him with the truth - many dogs are in need and little is needed to make the difference.

Purple is the color of the unity of red and blue thus it is melding of blue’s calmness and the perception of stimulation which red provokes. Depending on which has a bigger share in the combination of the two, the dominance is either towards the soothing feeling or towards the hectic influence. It is seen as both masculine and feminine color. As a social color, it is a representation of royalty and bravery, wealth and luxury, sophistication. In nature, purple is a rare color so whenever people come across it, they believe it symbolizes something special or artificial. Since the shortest wavelength it sits, it is the last to be visible, it is infused with spirituality, contemplation, mediation. It suggests creativity and imagination. It triggers the following. Purple for the brand because it is for everyone no matter their gender; because it represents the unity between people, dogs, shelters. Because it is brave to take the step and spend money not for oneself but for someone else in need.

Purple because the app is special!

The app is under the brand name ‘Widigo’. The name unifies the words ‘digital wallet’ and ‘dog’. Letters shifting based on the two main pairs ‘wa-’ and ‘do-’ brought the combination ‘widigo’ which also combines two other messages inside: ‘we dig it’ / ‘dig it’ which is an idiom and stands for ‘understand, approve, enjoy something’; and ‘go’ which is kind of a call to ‘go now’ / ‘do it now’ / ‘act now’. The idea is that people will like what they use and start active support on the matter. The visual representation of the brand, its logo, is a combination between the two most vital shapes of the idea: the dog head and an open wallet.

The chosen colors are purple and orange since they are rarely associated with paying apps and caring apps where the dominant colors are blue, red and green since they remind the user of solicitude, reliability, and responsibility.

Widigo Widigo Widigo Widigo Widigo Widigo

Orange is the mixture between red and yellow. It is a stimulating color which triggers excitement, enthusiasm, warmth. Energetic thus it is the color of many sports teams. It draws attention and it is associated with value, shelter. It also provokes people to follow. I have chosen orange as secondary color because of its ability to attract, to bring hope and light. The app should be seen as a desire, faith, ambition for positive change. Provoke people to act.

Pantone Pantone 2612 2612 2612 C CC Pantone Pantone Pantone 165 165 165 C CC Pantone Pantone Pantone 2622 2622 2622 C CC Pantone 171 C Pantone 2 Pantone Pantone Pantone 171 171 171 C CC Pantone Pantone 165 Pantone Pantone 2622 2622 Pantone Pantone Pantone 171 171 171 C CC Pantone Pantone Pantone 2612 2612 2612 C CC Pantone Pantone 165 165 C CC Pantone 2622 C CC Pantone 171 C Panton R RR255 255 255 R RR255 255 255 G GG9191 91 GG9191 91 B BB53G 53 53 B BB5353 53

R RR124 124 124 124 R RR124 124 G GG3737 37 37 G GG3737 B BB130 130 130 130 B BB130 130

R RR255 255 255 255 RR255 255 R G GG103 103 103 103 GG103 103 B BB27G 27 27 27 B BB2727

R RR104 104 104 R RR104 104 104 G GG4848 48 G 48 GG4848 B BB100 100 100 B BB100 100 100

R G B

255 R 91 255 G 91 53 B 53

R G B

124 R 37 124 G 37 130 B 130

C CC0 00 C CC0 00 M MM74.96 74.96 74.96 M MM74.96 74.96 74.96 Y YY75.23 75.23 75.23 75.23 75.23 K KK0 Y 00YY75.23 K KK0 00

C CC63,46 63,46 63,46 63,46 C CC63,46 63,46 M MM98,08 98,08 98,08 98,08 M MM98,08 98,08 Y YY1,98 1,98 1,98 1,98 Y YY1,98 1,98 K KK0,46 0,46 0,46 0,46 K KK0,46 0,46

C CC0 00 CC0 00 C M MM70,37 70,37 70,37 70,37 MM70,37 70,37 M Y YY86,62 86,62 86,62 86,62 86,62 K KK0 Y 00YY86,62 K KK0 00

C CC65,3 65,3 65,3 C CC65,3 65,3 65,3 M MM90,77 90,77 90,77 M MM90,77 90,77 90,77 Y YY27,59 27,59 27,59 Y YY27,59 27,59 27,59 K KK18,18 18,18 18,18 K KK18,18 18,18 18,18

C M Y K

0 C 0 74.96 M 74.96 75.23 0Y 75.23 K 0

C M Y K

63,46 C 63, 98,08 M 98 1,98 Y 1,9 0,46 K 0,4

Design

158

Widigo Heebo Thin ABCDEFJHIJKLMNOPQRSTUVWXYZ abcdefjhijklmnopqrstuvwxyz Font:

Being sans-serif Heebo transmits the feeling of innovation and informality. It is light and elegant which allows the logo sign to pop up more, the name is only complementary to the logo. It is durable and stable. Direct when it comes to communication. The separate letters imply the meaning of individualization which brings the message that every single person can make a change starting from the individual himself.

Pantone 171 C

Pantone 2612 C

Pantone 165 C

Pantone 2622 C

160

Design

162

THE APP The app is devided into two modes for ‘dog lovers’ (personal accounts) and ‘shelter mode’ for local shelters. The idea is to put in one place both the person and organization so they will have closer and direct connection. It will be easier for the dog lover to choose and donate. The local shelter will be provided wit instant help easy and fast. This way when a person wants to donate, the path to do this will be shorter than transfering money between banks or visit another website. That will encourage people to donate more. On the other hand, for the shelter there is the opportunity to reach more people at the same time.

In its core, the project is a paying app which will acquire the user to register. During the registration, the user will be asked to grant access to the user’s phone contact list and link the Facebook profile. This can be denied in the beginning and completed later but will need to be agreed if the person wants to further work with the full potential of the app. The contact list is needed to provide the user with the opportunity to send money to another profile. Facebook connection helps with the ‘social’ part of the app, seeing who uses the app, who donates for what and supports which cause. Said so, the app is divided into two: first, the paying, second the donating.

The registration is completed when the person fills in general, personal and financial information. In the general information the user is asked to provide names and email as well as password. Then the personal information includes address, age, gender and city. Last but not least, the user needs to specify paying way. It is possible to choose between assigning a bank account or card in order to be able to transfer money between personal accounts or pay in the locations which work with the app, to donate, too.

The shelter user needs to go through the same steps in order to register the local organization. It is similar but instead of name, it is registered the name of the organization.

Both users at the end of their registration will be sent a small amount of money which later they need to confirm in order to asure the registered account is theirs.

Design

Design

164

SIGN UP

Allow current location

Sync phone contacts

Sync FB friends

Sending amount

Confirm sent amount

Ready

Design

166

SIGN UP SHELTER

Allow current location

Sync phone contacts

Sending amount

Confirm sent amount

Ready

Design

168

PAYMENTS

LOG IN / FORGOT PASSWORD

If the user had already registered and comes back to use the app, they can always log in and continue as if they have never deinstalled the app. Once this is done and the user access the app, they will be automatically sent to the first panel of the menu.

The menu consists four panels: ‘Paying’, ‘My dog’, ‘Donations’, ‘Profile’.

The paying process is easy: the user will need to agree for the app to have access to the GPS location so it will suggest the nearest paying location. Another way is scanning the QR code placed on the door / cash register in the store. The paying is ent when the owner of the phone manually types and agrees with the payment.

Payments will be done in the range of the weekly balance which will be set by the user. There will always be displayed the nearest locations but the user can scroll through the different types of locations such as restaurants, supermarkets, and bars for example. By clicking the name of the location, the user will access the page of the location in order to proceed to payment.

Loading locations

Set your balance

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REGISTER YOUR DOG The following section is for people and their dogs. Under this section lies the opportunity for the owners to register their dogs and benefit the option of having notifications for vaccines, activate the ‘lost’ button when their dog goes missing and receive help for finding it thanks to other users who had installed the app. How it works? All the users who are in the range of the missing dog will be able to update its current location without being aware of that. It happens automatically and the owner will receive notifications for every update. It works based on the Bluetooth technology (check ‘Tile’ from the inspiration section for more information). For this, the dog needs to have the chip attached to its collar. The branded chips will be distributed in pet-shops which work with the app. The user will need to buy and attach one chip so they will be able to track the dog. In this section will also be visible the dogs adopted from distance.

Choose where to pay

Enter amount

Send payment

When a dog lover decides to register a pet, this will be the screen from which they can choose to register their own dog or to adopt from distance. Once they register a dog, this screen will be replaced with the one where they can see the registered ones. If the user has both own and adopted dogs, in order to see the dogs, the person will need to wsith between sections from the upper menu.

In case they choose to register their own, they will need to fill in the registration information.

Confirm payment

Paid

If they choose to adopt, they will be sent to ‘Donations’ - into the section for available dogs for adoption.

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LOST DOG

Activate ‘lost dog’ mode

Found dog Current location and history of locations

Register your dog

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DOGS / ADD MORE

DONATIONS The third section is ‘Donations’. In this section, people have the opportunity to choose and support a single case or a cause of a shelter. The cases will be filtered according to the support they receive, so the user may decide to support a new case or one which has already been financed for achieving its goal. Dogs which need help will have their case uploaded along with a description, the final sum goal, and pictures. In the case file, it will also be visible who of the user’s friends donated, if the Facebook and contacts are connected to the app. If the user decides to donate, they can share the case on their social media. Also, every case may be monitored - ‘kept an eye on’, so the development on the case can be visible all the time for the user. All the adoptable from distance dogs will be shown under the same section and the user will select the filters according to their preferences in order to view the appropriate dog for adoption. This act of kindness means that the user agrees to pay weekly/monthly a certain amount of money, from which the app will retain 1lv of each donation in order to keep the app working. Last but not least under this section will be the possibility to provide money for shelter projects, those can be a call for money raising for food supplies, constructions, and building, after-disasters help, etc. It can again be monitored and shared in the same way dog cases can.

‘My dog’ screen after registering own dog

Click the + to add more

Click the arrow to switch between dogs

By clicking ‘add mine’ the user will be able to register his own dog and if it has the chip attached to its collar, the user will be able to activate the ‘lost’ mode.

The first screen the user will see when they enter the ‘Donations’ section, will be the urgent cases - dogs which need help to get better as soon as possible. The dogs are displayed according to the area of the user - village, city, the whole country.

By choosing ‘adopt’ the dog lover will be sent to the ‘Donation’ panel where can browse the dogs available for adoption.

When the person clicks on top of the name of the dog, they will enter the case file where more information is provided: - what is the case - what is the amount needed - did some friends support the case - share with friends - donate - adopt - leave a message.

Adopted from distance

Add more dogs

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‘My dog’ screen after registering own dog The second panel of ‘Donations’ is for adopting dogs. Here the user can find a dog they would like to adopt by electing among the filters.

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Project support Support a project for reconstruction of the shelter.

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PROFILE The last section of the menu is the ‘personal profile’. It works like a feed where people can see their supported causes and cases they monitor. The information provided at the beginning with the registration can be changed - name, password, email, etc., changing the registered way of paying from card to account or the other way around.

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SHELTER MODE

All this is available if the account, being registered, is on the name of a person. But to be able to view those cases and to support them, they need to be uploaded in the ‘shelter mode’. If the registered organization wants to view how their cases are displayed, they should also register with a ‘dog lover’ account and switch between the two. This way the app becomes the first platform where the majority of the shelters in the countries will be united. When a shelter creates a profile in the app, the required information is almost similar: the name, the location, the financial details. The menu in the ‘shelter mode’ will consist ‘Dogs’ section, where all the adoptable dogs will be uploaded; ‘Causes’ where all the urgent dog cases will be created; ‘Projects’ where they will upload their shelter reconstruction projects; ‘Profile’.

How to maintain both ‘dog lover’ and ‘shelter’ profiles? It is very easy to switch between profiles. The user needs to access the ‘Profile’ section from the lower screen menu and click the arrow above the name of the user. From there the other profile can be chosen and accessed with a password.

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ADOPTION

The first panel of the ‘shelter mode’ panel is ‘upload for adoption’. From here the shelter has a choice to upload a new dog for adoption or the make a dog with an urgent case available for adoption.

By choosing to add new dog, the shelter needs to fill in the registration information.

The other option opens the panel with the dogs with urgent cases and by clicking the name of the dog, it is uploaded for adoption.

The list of the dogs available for adoption. The ones in grey are available now and at the moment one is adopted, another one takes its place.

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URGENT CASES

List of dogs for adoption

Upload urgent case From the second icon of the menu the shelter has the opportunity to upload an urgent case by either adding new one, or transforming a dog for adoption into an urgent case by entering the list of dogs.

List of urgent cases

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URGENT CASES

Shelter projects When a shelter has projects for reconstruction or needs support with facilities, they can upload a ‘project’ by filling in the registration form and explain what they need to achieve their goal. The final amount of money is not displayed for the user because big amounts may be causing fewer people to donate.

List with projects

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SWITCHING USERS

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MENU AND NOTIFICATIONS

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LOG OUT

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CAMPAIGN

The launcing campaign is based on the style of the app. It is isnpired by its colors and it is recreated with illustrations. The campaign will be realized online and offline with an emphasis on the offline campaign. There will be posters located on the window displays of the stores which accept payment with the app and also places like bus stops and metro stations.

For the online activation there will only be a post from each of the organizations which accepts to register in the app. They will upload the post and further call on their followers to join them and support them on the app. From them we expect a simple guidance of how to use the app. Their supporters will be more willing to accept the new technology from a trusted source.

Each one of them is dedicated to a certain aspect from the app: paying, donating, adopting. The first poster represents the ‘pay’ possibility and its benefits when it is done from the app. The second is refering to ‘adopt’ a dog from distance through the app. People have different criteria when it comes to what dog would they want to have so with the app they can be the owner of their perfectly matching pet. The third one is connected to the ‘donate’ advantages: donate with the app easy and help many dogs from one place. It is inspired by the saying: ‘Give me a hand’ which is like saying ‘help me’ with different words.

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ELEMENTS

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SHELTER SOCIAL POST

In order for the user to know where they can use the app for paying, there will be a sticker located on the front door of a store / restaurant / etc. and on the cashier.

The app will automatically point out the location in the paying section but there will be a QR code for further convinience.

Social post of an organization registered in Widigo calling its followers to start supporting from the app

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TAG In the ‘dog lover’ mode, under the ‘My dog’ panel, after registering own pet, the user can turn on ‘lost mode’ from the dog profile any time and turn it off whenever the dog is found in case the dog has run away. This allows the user to track the path of the dog around the neighborhood and further only in the presence of other users around the dog. And if the dog is having the tag attached to its collar.

Without the tag turning on the mode of lost dog is useless act since the app will be unable to locate the dog.

How it works? It is based on the technology of Bluetooth connection. Whenever the user has activated the lost mode, the dog lover will start receiving notifications for every update of the location of the dog. Other users who have the app in the range or the dog with the tag will be able to update the location without even being in the app or using it. They will be unaware and it will happen automatically.

How to get the tag? From the pet stores which allow the payment to be carried out within the app, there will be tags available for buying. On the tag: the name of the dog and the phone, etc. whatever the owner wishes to engrave.

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CONCLUSION

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In my life I would never stop believing in the good will inside each and every one of us. My project is a reflection of my belief for the future. The people see the problem and are looking for solutions. I wish one day this can become reality and Widigo will help for the positive change.

During my work on the app, most challenging was to imagine what is most comfortable for the user, the UI and the UX. I realized for myself that what I find easier for myself, what comes to me in a certain way it does not necessary appear the same way to others and that design will never be fine for all of us. It was difficult to think global - overall and see the whole picture, and at the same time to focus and not omit the essential details.Every little thing I was not concidering important came back and caused me further problems. In the process, I learned that I need to structure my work, plus that two thinking heads are better than one.

What I struggled the most with was finding my style. In an era where we have countless examples, I was lost not knowing if what I want my app to look like, is what I imagined, is what I am. My desire was my project to reflect who I am and what I like. My drawing may not be perfect, me taste for color combinations may be absurd but this is who I am. I realized that I am not able to repeat what I see on the various platforms for inspiration and this put me down but it was not until I found support from my advisor who I am thankful for dealing, agreeing, imporving my ideas and helping me for achieving the final result.

For the future I can say I can only pray that I will be able to work and expand my thesis idea.

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THANK YOU!

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SITOGRAPHY - RESEARCH PART - stray animal in Bulgaria and abroad https://www.onegreenplanet.org/animalsandnature/10-amazing-no-kill-animal-shelters-in-the-u-s/ https://www.bringfido.com/resource/animal_shelters/region/europe/ https://www.worldcrunch.com/culture-society/welcome-to-the-world039s-biggest-and-best-runanimal-shelter http://straydogscampaign.com/wp-content/uploads/2012/04/DR_Dutch-Straydogs.pdf https://www.stray-afp.org/nl/wp-content/uploads/2012/09/WSPA-RSPCA-International-stray-control-practices-in-Europe-2006-2007.pdf https://myanimals.com/latest-news/help-them-out/country-no-stray-dogs/# https://viktoriqstoqnovaa.wordpress.com/2014/04/07/%D1%81%D0%BF%D0%B8%D1%81%D1%8A%D0%BA-%D0%BD%D0%B0-%D0%BF%D1%80%D0%B8%D1%8E%D1%8 2%D0%B8%D1%82%D0%B5-%D0%B8-%D0%BE%D1%80%D0%B3%D0%B0%D0%BD%D0%B8%D0%B 7%D0%B0%D1%86%D0%B8%D0%B8%D1%82%D0%B5-%D0%B7%D0%B0/ https://sharo.bg/ http://www.four-paws.bg/files/Bulgaria/Document/Doklad_bezdomni_kucheta_20172018.pdf https://it.wikipedia.org/wiki/Near_Field_Communication https://www.digitaltrends.com/mobile/what-is-nfc/ http://www.goguide.bg/koi-kakvo-zashto/3246-pet-sisters-tyrsiat-za-vsiako-kuche-negoviia-chovek?fbclid=IwAR0iZy28xHKvnEy1M08hRcI9kXSHBYHZ6q-5vCeq0ZJVOTTW7EdXY7Epxgw https://www.actualno.com/society/problemyt-s-bezdomnite-kucheta-ostava-seriozen-v-cjalata-strana-news_662508.html https://www.dnevnik.bg/bulgaria/2019/03/13/3403773_pravitelstvoto_zadulji_obshtinite_da_prebroiat_i/ https://opbk.burgas.bg/page/7 https://awbulgaria.com/obshtinski-priyut-plovdiv/ https://spasime.org/%D0%B7%D0%B0-%D0%BD%D0%B0%D1%81/ https://www.sofia.bg/documents/20182/298118/Programa+za+ovladiavane+polulaciata-na-bezstopanstvenite-kucheta-25.01.2017.pdf/87110d46-cb5d-4d23-b62e-50dabdfc5aea https://nova.bg/news/view/2018/01/31/205718/%D0%B1%D1%80%D0%BE%D1%8F%D1%82%D0%BD%D0%B0-%D1%83%D0%BB%D0%B8%D1%87%D0%BD%D0%B8%D1%82%D0%B5%D0%BA%D1%83%D1%87%D0%B5%D1%82%D0%B0-%D1%81%D0%BF%D0%B0%D0%B4%D0%B0%D0%BE%D1%82-2013-%D0%B0-%D0%B3%D0%BE%D0%B4%D0%B8%D0%BD%D0%B0%D0%BD%D0%B0%D1%81%D0%B0%D0%BC/ https://alafairxvx.wordpress.com/2016/09/18/the-netherlands-has-no-stray-dogs/ http://www.aiam.org.au/resources/Documents/2001%20UAM/PUB_Pro01_PauleenBennett_JoanneRaghetti.pdf http://www.goguide.bg/koi-kakvo-zashto/3246-pet-sisters-tyrsiat-za-vsiako-kuche-negoviia-chovek?fbclid=IwAR0iZy28xHKvnEy1M08hRcI9kXSHBYHZ6q-5vCeq0ZJVOTTW7EdXY7Epxgw http://bnr.bg/radiobulgaria/post/100793770

- people’s donation willing https://theconversation.com/5-reasons-why-people-give-their-money-away-plus-1-why-theydont-87801 https://www.cafonline.org/my-personal-giving/long-term-giving/resource-centre/five-reasons-togive-to-charity https://www.theguardian.com/voluntary-sector-network/2015/mar/23/the-science-behind-whypeople-give-money-to-charity https://www.indy100.com/article/people-donate-causes-they-like-not-those-do-most-good-charityresearch-8338931 https://www.thebalancesmb.com/why-donors-dont-give-2502028 https://www.worldvision.org/charitable-giving-news-stories/video-learn-why-people-give https://hackernoon.com/one-third-of-people-dont-trust-charities-a95a2175bb44

- do Bulgarians donate and when https://offnews.bg/obshtestvo/balgarite-dariavat-no-kak-696964.html https://www.webcafe.bg/webcafe/obshtestvo/id_1922057321_Za+kakvo+i+po+kolko+daryavat+balgarite https://www.investor.bg/novini/346/a/tri-chetvyrti-ot-bylgarite-dariavat-za-blagotvoritelnost-prez-dekemvri-185744/

- digital wallet information https://merchantservices.chase.com/support/faqs/mobile-wallet-technology https://www.iprogrammer.com/what-is-a-mobile-wallet-and-how-does-it-work/ https://merchantmachine.co.uk/digital-wallet/ https://www.pariteni.bg/?tid=40&oid=219073 https://profit.bg/balgarsko-prilozhenie-prevrashta-mobilniya-telefon-v-portfeyl/ https://www.economic.bg/bg/news/10/parviyat-balgarski-digitalen-portfejl-shte-opita-da-pokori-sveta.html https://www.kaldata.com/featured/4-%D1%82%D0%B5-%D0%BD%D0%B0%D0%B9-% D0%B4%D0%BE%D0%B1%D1%80%D0%B8-%D0%BC%D0%BE%D0%B1%D0%B8%D0%BB%D0%BD%D0%B8-%D0%BF%D0%BE%D1%80%D1%82%D1%84%D0%B5%D0%B9%D0%BB%D0%B0-%D0%B2-%D0%B1%D1%8A%D0%BB%D0%B3%D0%B0-299821.html https://profit.bg/10-neshta-koito-ne-znaem-za-digitalniya-portfeyl/

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- RESEARCH PART - what is a brandand importance of branding https://en.wikipedia.org/wiki/Brand http://www.businessdictionary.com/definition/brand.html https://www.nytimes.com/1998/05/07/business/j-gordon-lippincott-89-dies-pioneer-design-consultant. html https://www.psychologicalscience.org/news/minds-business/the-shape-of-a-logo-has-a-powerful-impacton-consumers120911.html https://www.creativeflowmedia.org/index.php/news/119-how-logos-impact-your-brand.html https://logogeek.uk/logo-design/why-logos-matter/ https://medium.com/black-white-studios/what-is-typography-and-why-is-it-important-for-your-branda3c620505452 https://www.altastreet.com/how-logo-branding-affects-company-image/ https://www.helpscout.com/blog/psychology-of-color/ http://www.ignytebrands.com/the-psychology-of-color-in-branding/ https://www.feedough.com/font-psychology-typeface-branding-logo/ https://www.cope-salesandmarketing.com/appealing-customers-emotional-branding/ https://blog.influencerdb.com/emotional-vs-rational-purchases/ https://www.inc.com/melanie-deziel/what-psychology-can-teach-us-about-sales-marketing.html

- Bulgarian salary statistics https://www.capital.bg/politika_i_ikonomika/bulgaria/2019/02/13/3389701_srednata_brutna_zaplata_nadvishava_1200_lv_prez/ https://www.dnes.bg/obshtestvo/2019/01/05/sofiianci-s-66-po-visoki-zaplati-ot-ostanalite-kyde-kolkovzimat.398315 http://www.stanidaritel.com/

- apps researching, inspiration and competitive factors https://appadvice.com/app/map-my-dog-walk-gps-dog-walking-tracker/492760186 https://www.whistle.com/ https://barkbuddy.com/faq http://werescue.pet/ https://findshadow.com/lost-dog https://www.thetileapp.com/en-us/

- media and its importance https://www.globalethicsnetwork.org/profiles/blogs/role-of-media-in-our-society https://www.ourcommunity.com.au/marketing/marketing_article.jsp?articleId=1593 https://www.canidae.com/blog/2017/08/who-was-the-first-dog-to-star-in-a-movie/ https://doggymom.com/2012/01/07/dogs-on-the-hollywood-walk-of-fame/

THEY WILL ALWAYS BE WAITING