Nouns Winter Shelter: Saving Cats & Dogs

Nouns Shelter is a temporary name and we are currently working on updating this to something that can be turned into a media brand name

TLDR

Proliferating Nouns through animal shelter awareness, adoption campaigns, and supporting shelter homes.

Introduction

My name is Coral Ding and I'm creating a media brand focusing on spreading awareness of animal welfare opportunities with Sharon Liu and Kiki Zhang. We are interested in proliferating the Nouns brand through public goods in China by working directly with established shelter stations in Beijing this winter while growing an authentic media presence focused on helping rescue animals in need.

I've been exploring the world of Web3 for the past few years on and off and meeting the Nouns team at The International this year in Seattle was the first time I've felt such a profound meaning towards public goods. I am so thankful for projects like Nouns Esports, Mucho Love, and the rest of the community for building a community that has motivated me to explore how I could provide value back to the community too.

Background

With the global economy dwindling, support for stray animals which is primarily donation based has gone to an all time low in the past decade and China has started to take a strict approach towards strays by euthenizing instead of rehoming shelter animals as the winter season approaches.

Across all social media, distressing posts have surfaced pleading for assistance for abandoned stray animals due to lack of medical care and adoption prospects. I had the opportunity to meet one of the heroes focusing on rescuing and sheltering these strays named Qiuqiu, a tireless volunteer who has selflessly dedicated herself to rescuing and sheltering over 200 dogs and 100 cats in Beijing, China. Admist shifting policies and market challenges, she has been able to rent six different locations to provide these animals refuge, but as winter approaches, urgent help is needed to sustain their care. Qiuqiu's shelters are struggling to cope with the increasing demands for warmth, food, medical care, and volunteer support.

Our Goal

Our goal is to establish the foundation for a Nouns media brand that is focused on supporting animal welfare and sharing the stories of animal rescue volunteers to the global audience.

Our Plan

We would like to begin our plans through working with established partners to host a charity event, focusing on phased releases of Nouns mini shelter homes, providing pet food through the winter, and a creation of consistent media showcasing our partners and the loving pets of their communities.

The proposed event would take place from January 1, 2024 through March 15, 2024 and will focus on two primary intiatives:

• Food Donations in the name of Nouns Community

  • Purchasing dog and cat food under the Nouns brand and donating it directly to Qiuqiu's stray animal shelter.
  • The donated food will be instrumental in sustaining the 300+ dogs and cats currently being sheltered by Qiuqiu, as well as aiding in the ongoing rescue efforts to save as many strays through the winter as possible.

• Nouns Mini Shelter Production & Distribution

  • Collaborating with Qiuqiu's Shelter to manufacture and distribute 300+ Nouns Mini Shelters to locations in need across Beijing.
  • These shelters aim to provide safe refuge for at least 1500+ stray animals, ensuring their protection from the harsh subzero winter weather.

What are Nouns Mini Shelters?

Nouns Mini Shelters are permanent insulated shelters built for helping stray animals stay warm through the winter weather of Northern China. Our Nouns Mini Shelters have gone through four iterations of development and utilize PVC insulation film and tin foil insulated cotton to maintain structural integrity through the weight of winter snow and each comes equipped with blankets inside to house up to 4-6 animals each.

Based on previous years, these mini shelters have a 60% retention rate through each winter and can be reutilized the following year. Human theft is the highest cause of loss of these shelters and we will be choosing rural locations with a high density of stray animals to reduce the loss of these shelters.

Value Proposition to Nouns

Brand Visibility and Recognition: The establishment of a Nouns-branded shelter room within Qiuqiu's shelter, as well as the 300+ durable Nouns Mini Shelters, presents an exclusive branding opportunity for Nouns . This designated space allows for the incorporation of Nouns-themed content, enhancing brand visibility while aligning with the values of compassion and community support.

Increasing Nouns' influence in China and the field of animal protection: The collaboration will facilitate a continuous flow of animal protection events and awareness programs centered around animal welfare and responsible adoption practices in Beijing. Nouns involvement fostering a positive impact on societal values.

Our Supporters

We have taken the time to build a network of creators who support animal adoption and protecting stray animals and will work to proliferate Nouns Shelter through partners such as 予人玫瑰小院 (Rose Stray Animal Rescue), 秋与猫的世界 (QiuQiu's Cat Universe), and have received support from the following celebrities:

周迅:6.7M followers https://weibo.com/u/2131819280

胡歌: 72.3M followers https://weibo.com/u/1223178222

张馨予: 24.7M followers https://weibo.com/u/1749964961

赵露思: 26.7M followers https://weibo.com/u/5653796775

乔杉: 5M followers https://weibo.com/u/1910171127

乃万:5M followers https://weibo.com/u/2794430491

We are also being supported by contemporary artist Yang Qian, who has been an active supporter of animal rescue operations for the past six years in Beijing.

Social Media Strategy

Farcaster: Weekly Posts to Nouns Farcaster Group documenting progress and highlights of the campaign along with a few interviews of people directly involved with this campaign.

Instagram: Highlight clips and videos showcasing cute pets being saved and rehomed

Weibo: Chinese language update documenting progress and highlights of the campaign. Weibo will be our primary update outlet for future campaigns with partners.

Little Red Book (小红书): Chinese language awareness campaigns and collaboration updates with netizens who are interested in collaborating to increase the proliferation of Nouns Shelter.

Budget

Total Budget: 39,850 USDC

Pet Food (4 Months of Food for 300+ animals): 25,000 USDC (Bulk Purchase)

Nouns Mini Shelters (300): 2,700 USDC

Photography/Filming & Content Creation: 8,500 USDC

Nouns Feeding Bibs (500, Adoption Reward): 350 USDC

300 Nouns Branded Hats worn by Volunteers across the Event 800 USDC

Nouns Branded Advertising Materials (Physical Print): 1,500 USDC

Volunteers, Transportation, and Meal Expenses: 1,000 USDC

Deliverables

• Nouns themed Animal Food Donation Event
• Event Documentary produced by Nouns Shelter team
• 300 Nouns Mini Shelter Homes placed around high stray animal locations
• Weekly Updates from January through March keeping the community up-to-date with progress and showcasing Nouns content created from this campaign