FOREFRONT gets 'pawsperity' savvy ahead of CNY

Local creative and digital agency FOREFRONT International (FOREFRONT) has partnered with PAWS Animal Welfare Society (PAWS) in conjunction to this year's Chinese New Year, with a year-long "Welcome Pawsperity" campaign to "spread festive joy to furry four-legged friends".The campaign aims at raising awareness and educating the public on issues surrounding unwanted animals. The campaign also features mini online game and offers specially-designed Pawsperity Angpows for sales on its official website. All proceeds will contribute to PAWS.Also known as 旺财好 (wang cai hao), the campaign name signifies a genuine wish of good fortune and creates a fascinating duality for the year of the dog as 旺财 (wang cai), is also a popular nostalgic Chinese name for dogs, according to FOREFRONT.Darien Mah, chief executive officer of FOREFRONT said, “On top of our annual monetary contribution to charitable causes, we wish to shed light on important community issues by taking advantage of our expertise in developing integrated campaigns, in this case, to give unwanted animals a better home.”PAWS's shelter supervisor Leong Chia Ern, added, “We hope this Year of the Dog will be an auspicious one, especially for our 500 four-legged friends at our shelter. By raising awareness of the plight of unwanted animals in Malaysia, we also hope that more people will adopt pets instead of buying them.”PAWS receives the surrender of unwanted pets, which are dewormed, neutered, and put up for adoption.