It is a common scenario: dogs who are walked in parks, taken to the groomers and given premium pet food are almost always - purebred dogs.
While of course, there is no exclusivity when it comes to cruelty, PAWS' shelter phone records for the past five years show that 90% of the cruelty and neglect calls involved mutts, mongrels or native dogs.
Add to that, the fact that many of the dogs we rescue and those abandoned at our shelter are mixed breeds or a breed that people often refer to as "asong kalye" or "askals" (even if these dogs already had owners/guardians and were not straying in the streets.)
Something had to be done to uplift the image of these native dogs, we thought.
And celebrities Heart Evangelista and Jericho 'Echo' Rosales, JWT and Penshoppe agreed.
The result? Our "See Beauty Beyond Breed" (SBBB) campaign. Encouraging people to look beyond the breed of our companion animals and to appreciate them for what they are, for the love & friendship they give. Acknowledging that "askals" - a term which should really be changed to "aspins" or "Asong Pinoys" - are just as cute, loyal lovable and intelligent as purebred dogs.
Selected posters above and our SBBB video are now in 111 Penshoppe stores nationwide and seen in 360 Media giant television screens in MRT Ayala Station, Park Square 2 Bus Terminal, Tutuban Center Node I, Robinsons Place Manila Foodcourt, Alabang Towncenter G/F And Robinsons Galleria Rodeo Drive.
We're putting them in schools, cafes and veterinary clinics, too.
Lastly, our SBBB donation cans will allow more people to support our animal shelter - where many truly beautiful native dogs and cats are waiting to be adopted. =)
Let's be proud of our aspins. And if you think you are ready to open your home and your heart to one more, do visit the PAWS Animal Rehabilitation Center (PARC) today!
The Philippine Animal Welfare Society (PAWS)
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