Communication Plan
The BC SPCA is a non-profit charity with a main goal to protect and improve the well-being of animals in British Columbia. The BC SPCA has many corporate social responsibilities (CSR) such as: promoting animal education, rescuing endangered animals, and advocating for their well being. The BC SPCAs’ goal is to reduce animal cruelty, improve shelter conditions, and promote responsible pet ownership. Getting the community involved is important in making sure the BC SPCA is successful when it comes to promoting programs and initiatives, due to these actions relying on donations, volunteers, and raising public awareness campaigns.
The target audience for this initiative involves multiple different types of people. The first one being, people who love and own pets across British Columbia, because they are the ones who are curious about the issues animals face and are more likely to engage with BC SPCA initiatives. Next, potential donors and corporate sponsors, because their financial contributions help CSR initiatives grow. Also, volunteers and community members interested in animals well-being are important when it comes to rescuing and fostering animals. Lastly, media outlets and influencers play an important part in increasing the BC SPCAs’ message reaching a wider audience.
To effectively promote the initiatives, the BC SPCA will use social media campaigns with engaging posts, the stories of adoptive and foster parents, and stories of what challenges the animals have faced prior to coming into the SPCA that will be shared on platforms such as: Instagram, Facebook, and TikTok. Post on these apps will include visually pleasing content such as before and after rescue photos, video messages from adopters/fosters, and upcoming events. Also, a press release will shared across Canada, making sure newspapers, TV news, and online media platforms spread awareness on the SPCA’s main goals. Community events such as: adoption fairs, fundraisers, and educational workshops will be organize to encourage people to adopt/foster and overall spread awareness. Additionally, blog posts sharing success stories, adoption tips, and ways to get involved will be published on the BC SPCAs’ website, which will serve as a resource for people wanting to get involved.
To measure how successful the campaigns are, various methods will be used. We will track social media engagement through likes, shares, and comments to measure audience interaction and interest. Also, a go fund me page will be created and the success will be measured through the amount of donations, sponsorships, and how many volunteers sign up to get involved. Lastly, media coverage will be watched to assess the reach and effectiveness of the press releases.
Press Release:
BC SPCA Expands CSR Initiatives to Support Animals Well-Being Across British Columbia
On April 18th, 2025, at 1:00 pm at the Stanley Park in Vancouver BC, the BC SPCA is proud to announce the expansion of its corporate social responsibility initiative! The BC SPCAs’ main goal is to strengthen its commitment to help struggling animals across the province. Also, they are wanting to increase the amount of animals being rescued, provide veterinary care, and increase education on what it means to be a responsible pet owner.
As a part of this expansion, the BC SPCA will increase its resources when it comes to rescuing animals in need by improving the shelter facilities and expanding community outreach programs. The initiative will also include educational workshops that will help raise awareness about what a pet owner looks like, how to advocate for policies that protect animals, all while encouraging people to adopt and not shop to reduce the number of homeless animals across British Columbia and Canada.
“Because of your compassion, loyalty and generosity, we have achieved so much together to improve the quality of life for animals in B.C. and across Canada,” said Craig Daniell, Chief Executive Officer at BC SPCA (BC SPCA, 2020)
The BC SPCAs’ main goal it to protect vulnerable animals and promote strong connections between both animals and people so they can thrive together. Their mission is centred around the animals well-being, rescuing and caring for animals in need, advocating for stronger animal protection laws, and educating the public on what it takes to be a proper pet owner. Their core values reflect their commitment to compassionate care, respect, and working as a team, to make sure their efforts create a long-lasting impact. The BC SPCA works ethically and holds themselves accountable, they stand against animal cruelty while protecting animals across British Columbia.
Because of support, donations, corporate partners, and hardworking volunteers, this initiative is possible. People from all around the community are highly encouraged to participate in the initiative by adopting/fostering pets, donating, or volunteering their time to help with rescuing and rehabilitating animals. This expansion is important due to shelters becoming full, due to more animals across BC facing cruelty and homelessness.
The BC SPCAs’ goal is to not only provide immediate help to animals in distress but to also create long-term solutions through public education and community engagement.
“The animals need your help more than ever,” says Tess Repenning, senior manager of digital giving for the BC SPCA (Zielinski, 2020). Together, we, the community can help lower animal homeless rates, while increasing adoption numbers.
For any questions, please don’t hesitate to reach me at priyagill1818@gmail.com
Thank You,
Priya Gill
Blog Post:
How BC SPCA’s CSR Initiative is Changing the Lives of Animals in BC
When people think about corporate social responsibility, they think about large environmental projects or charitable donations. However, when it comes to the BC SPCA, this is not the case. For the BC SPCA, it means giving a voice to the voiceless. Through its commitment to animals’ well-being, the BC SPCA has changed the lives of many animals ranging from dogs and cats to exotic animals such as horses and reptiles across British Columbia and Canada.
One important part of the BC SPCA’s initiative is that it has increased people’s attention to rescuing animals rather than shopping for them. Every year, thousands of animals find themselves abandoned, injured, or neglected. But thanks to this program, more resources are being put towards rescuing, making sure animals receive the love, medical care, and rehabilitation they deserve. These rescues are often put under challenging situations, but the BC SPCA’s dedicated team works endlessly to save helpless animals in distress and give them a second chance at life.
In addition to rescuing, the BC SPCA is increasing its humane education programs, teaching communities about how to take care of their pets, ethical treatment of animals, and the importance of adoption. These efforts have already led to a noticeable decrease in pet abandonment and an increase in responsible adoptions. People are being engaged through workshops and informational sessions that help increase long-term awareness and compassion for animals.
Improving shelters is another important part of the BC SPCA’s initiative. Throughout British Columbia, many shelters struggle with overcrowding, making it difficult to care for each animal individually. With increased funding and community support, the BC SPCA has been able to upgrade its facilities, expand its housing capacities, and make sure that every animal gets the comfort and medical attention they deserve while waiting for their fur-ever home.
Beyond the BC SPCA’s direct efforts, the team is also working hard towards strengthening animal protection laws. Advocating plays an important part in making sure animals are respected long-term, and the organization is fully committed to pushing for stronger rules and regulations that prevent animal cruelty and neglect. One of many cases is the one that occurred on February 13th, 2025, when 25 neglected cats and 1 matted dog were saved from a property in BC (BC SPCA, 2025). The 26 animals were living in their feces, injured, and unable to move (BC SPCA, 2025). Thankfully, due to the SPCAs’ values, they were able to save the 26 animals and give them the medical treatment required and they are currently up for adoption.
The success of this initiative strongly relies on the support of the community. Whether it is donating, volunteering, or simply spreading awareness, every person has an important part in protecting animals.
If you are passionate about animals and their well-being, now is the time to get involved. Want to make a difference? Visit https://spca.bc.ca to learn more about the BC SPCA’s CSR initiatives and how you can help give animals a second chance at life.
Resources:
BC SPCA. (2025, February 13). 25 cats and one severely matted dog saved from property east of Terrace. https://spca.bc.ca/news/25-cats-and-one-severely-matted-dog-saved-from-property-east-of-terrace/
BC SPCA 125th Anniversary. BC SPCA. (2020, September 22). https://spca.bc.ca/about-us/celebrating-125-years-of-protecting-animals/#:~:text=An%20because%20of%20your%20compassion,vulnerable%20and%20at%2Drisk%20animals.
Zielinski, J. (2020, May 15). BC SPCA launches virtual fundraiser locked-in for love to support animals in need. Terrace Standard. https://www.terracestandard.com/social-matters/bc-spca-launches-virtual-fundraiser-locked-in-for-love-to-support-animals-in-need-6048442