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PAWS launches campaign to avoid Cat-astrophe

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Independent creative agency IdeasXMachina (IXM) has launched a poster and digital print ad campaign for the Philippine Animal Welfare Society to educate cat-owners on affordable feline birth control.Aptly named, the PAWS "Cat-astrophe" was made to promote affordable spaying or neutering surgery for cats to prevent unwanted kittens.Speaking with Marketing, Cha Laxamana, administrative officer for PAWS, said that bringing the price down to P1000 for female cats and P700 for male ones helps entice Filipinos to have their prized pets spayed - a procedure that usually costs P3,000 done by a private veterinarian."Overpopulation of cats is a problem in that pet owners are unable and can't afford to take care of them, leaving them stray or in the streets, and generally wreaking havoc, says Third Domingo (pictured), chief executive officer of IXM."Instead of focusing on this issue, the strategy [for the campaign] was to focus on the first source of the problem: a cat can have as many as 450 kitties in a lifetime," he said.Laxamana said that a 5-month old cat is ready to reproduce, with a single healthy female able to give birth 4 times in a year.In 2012, the animal rights advocacy group successfully spayed 1286 cats, which should have produced 15432 kittens.CREDITSPAWS "Catastrophe" Digital Poster CampaignECD: Third DomingoACD: Jasper IlaganCopy: Third Domingo & Jasper IlaganArt Directors: Kix Homo, Vajay Ibay, Rome PilarAccounts: Kate Alconga

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