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CNY campaign casts spotlight on plight of unwanted pets

PUBLISHED BY: The Star Online

08 Feb 2018

IN SUPPORT of PAWS Animal Welfare Society (PAWS), Forefront International embarks on a quest this Chinese New Year to spread festive joy to furry four-legged friends with its year-long “Welcome Pawsperity” campaign.

Also known as wàngcáih o, the campaign name signifies a genuine wish of good fortune and creates a fascinating duality for the Year of the Dog, as wàngcái is also a popular nostalgic Chinese name for dogs.

The campaign is aimed at raising public awareness on issues surrounding unwanted animals.

Forefront hopes to extend its culture of giving to clients, business associates and the online community as well.

“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,” said Forefront chief executive Darien Mah.

PAWS receives the surrender of unwanted pets, which are dewormed, neutered, and put up for adoption.

“We are honoured and truly grateful to be part of this campaign.

“We hope this Year of the Dog will be an auspicious one, especially for the 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,” said PAWS shelter supervisor Leong Chia Ern.

Visit to learn more about unwanted dogs, engage in the campaign’s mini online game and purchase specially-designed Pawsperity Angpows.

All proceeds will be chanelled to PAWS.

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