Amazon implements a campaign to make becoming a family with a protected dog / protected cat one of the natural options | AMP[アンプ] – Business inspirational media

As part of the partnership project “Ties that Connect, Life that Connects” launched by the Ministry of the Environment in August 2021, Amazon has established Animal Donation, a public interest association of organizations and companies related to rescue dogs and cats, and Do One Good, a general incorporated association. , With the support of PETOKOTO and the support of pet-related product manufacturers, the “Protection Dog / Protection Cat Welcome Family Campaign-Let’s be a family with both feelings-” was held on September 20, 2022, the first day of Animal Welfare Week. announced to start.

Amazon launches a campaign to make becoming a family with a protected dog / protected cat one of the natural options

Through this campaign, Amazon promotes awareness and correct understanding of the protection and transfer of dogs and cats, and by improving the image, it is wonderful to “become a family with mutual feelings” with rescued dogs and rescued cats. We are aiming to create an environment where more people can share the recognition that adopting a dog or rescue cat and becoming a family is one of the natural options.

As a specific measure, in addition to the distribution of online programs where you can enjoy learning about rescued dogs and rescued cats, we are soliciting new nicknames that represent the owners of rescued dogs and rescued cats and stories when they welcome rescued dogs and rescued cats into their families. Participatory initiatives, such as a campaign to donate a portion of the sales of pet-related products sold on Amazon.co.jp to animal protection groups, will also be implemented.

Hiroshi Maeda, Vice President of Amazon Japan G.K., General Manager of Consumer Goods Business Division, said,

As the first partner of the Ministry of the Environment’s partnership project “Connecting Bonds, Connecting Life”, we are very pleased to be able to start new initiatives with many rescue dog and rescue cat related organizations, companies, and pet-related product manufacturers. This initiative will help promote the transfer of rescued dogs and rescued cats, and we will strive to contribute to the creation of a social environment where humans and dogs and cats, who are good partners, can live together in health and happiness.

A special program “Amazon presents ‘Miyazon Principal’s Welcome Family School'” where you can enjoy learning about rescue dogs and cats

The online program “Amazon presents ‘Miyazon Principal’s Welcome Family Gakuen'” commemorating the start of the campaign will be released on October 2nd at 19:00 on Amazon Japan’s official YouTube channel and official Twitter (@AmazonJP).

In the program, comedian Anzen Manzai Miyazon who lives with a former rescue dog “Love” plays the role of the principal, and model/actress Asuka Kijima who lives with her two love cats “Taiga” and “Towa” is a student. Appearing as a role, while learning about the transfer of rescue dogs and rescue cats, it is said that he will think about the meaning of “become a family with both feelings”.

In addition, it will deliver a lot of content, such as proposing new nicknames for owners who welcome rescue dogs and cats. The program is full of the performers’ love for dogs and cats and Miyazon’s unique sense of humor. It is said that it provides an opportunity to think about the importance of things.

■ Measures to be implemented in the future in the “Rescued Dogs/Rescued Cats Welcome Family Campaign ~Let’s be a family with mutual feelings~”

1.Recruitment of nicknames representing owners who welcomed rescue dogs and cats

Amazon, in cooperation with the Ministry of the Environment and organizations and companies related to rescued dogs and cats, represents “owners of rescued dogs and rescued cats” that makes it easier for them to become families with rescued dogs and rescued cats. We are looking for a new nickname from September 20th to October 16th.

The new nicknames selected after screening will be announced at the “Welcome Family Award” event scheduled to be held later this year, and will be adopted in subsequent activities. is scheduled to be presented.

He wants to make more people aware that “it’s wonderful to have a rescue dog or cat and become a family member, and it’s one of the options.”

2. “Welcome Family Story” posting contest held on note and Twitter

From September 20th to October 16th, we are looking for people who have experienced adopting a rescue dog or cat to themselves, their families, or friends. .

You can apply for the story in the note official contest and Twitter (@AmazonJP). note In the official contest, the story selected after the screening will be announced at the event “Welcome Family Award” scheduled to be held within the year, and the selected contributor will receive an Amazon gift certificate and pet supplies. .

In addition, the story selected in the note official contest will be published as a book by Kindle Direct Publishing in 2023, and the sales will be used for animal welfare through the public interest incorporated association Animal Donation. In addition, 50 pet supplies will be presented to those who applied on Twitter by lottery.

3. Donating a portion of the sales of eligible products sold on Amazon.co.jp to animal protection groups in the “Protection Dogs and Cats Donation Campaign”

With the cooperation of supporting manufacturers, we are also implementing new measures to support animal protection groups. From September 20th to November 30th, if you purchase eligible products from participating manufacturers from the campaign page, you will receive an Amazon gift certificate equivalent to 1% of the sales during the period. It is said that it will be delivered to an animal protection group that is doing it.

A wide range of pet products such as pet food, toilet supplies, toys, snacks, and pet home appliances are targeted for the campaign so that the daily shopping of many users will lead to the support of rescued dogs and rescued cats.

4. Participate in the “Animal Kindness Week Central Event” and “2022 Animal Appreciation Day in JAPAN” scheduled to be held on October 1st.

In addition to holding a stage event at the “Animal Welfare Week Central Event” to be held at Ueno Park in Tokyo on October 1, Amazon will have a booth at “2022 Animal Appreciation Day in JAPAN”.

At the booth, along with announcing the campaign, we are planning to present pet supplies from supporting manufacturers to those who participate in the above measures on the day.

-“2022 Animal Appreciation Day in JAPAN” Official Website: https://doubutsukansha.jp/2022/-

Five. “Welcome Family Award” to recognize celebrities who embody the concept of “become a family with mutual feelings”

In addition to the announcement and commendation of the “Welcome Family Story” selected from the note official contest and Twitter entries, new nicknames representing the owners of rescue dogs and rescue cats, living with rescue dogs and rescue cats, “Family with mutual feelings” It is said that the event “Welcome Family Award” will be held within the year to honor celebrities who embody “Become”. Details of the event will be announced as soon as they are decided.

Insufficient awareness and misunderstandings about protection and transfer revealed by questionnaire survey on rescue dogs and rescue cats

The results of the “Survey on protected dogs and cats” conducted by Amazon in August 2022 revealed that there is a lack of awareness and understanding of the protection and transfer of dogs and cats. Through this campaign, which will be launched based on this result, Amazon aims to create a social environment in which transfer becomes one of the natural options.

Acceptance of rescue dogs and cats, which has not yet become a common option

・When thinking of getting a dog or cat, 54.0% of the respondents answered that they would look for them at a “pet shop”, and 37.7% answered “animal protection groups.”
・More than 80% of the respondents answered that they “do not know the specific activities of animal protection groups, but do know of their existence” and “do not know anything about them at all”.

Negative image of protected dogs and cats

・Although rescue groups are working on discipline, medical checks, personality assessment, aftercare, etc. so that animals can be welcomed in with peace of mind, they are “afraid of people” (45.0%) and “not used to people” (38.4%). ), “Illness or disability” (24.8%), “Poor nutrition and health” (21.6%), “Not disciplined” (20.3%), etc. There are still many people with

Despite being positive about accepting rescued cats and dogs, the reality is that they do not know how to accept them.

・While about half of the total are positive about adopting rescue dogs and cats, 53.0% of the total do not know how to accept them, and only 3.1% know in detail. Even among those who answered that they would like to adopt rescue dogs and cats, about half do not know how to do so.


・Survey name: “Questionnaire on protected dogs and cats”
・Survey subjects: 900 men and women aged 20 and over nationwide (300 people who currently have a dog or cat, have had a dog or cat in the past, but do not currently have a cat or want to have one in the future) 300 people who are thinking about it, 300 people who have never had a dog or cat before and want to have one in the future)
・ Survey period: August 19 to August 22, 2022
・Survey method: Internet survey

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