CHRISTINE YEE

Content Marketing. Writing. Social Media. SEO. Digital PR

One of my personal passions is the idea of making the world a better place by helping people and animals in need.

As an animal lover myself, I was inspired to create a digital PR charity campaign to bring even greater awareness to the Dogasaur brand. However, due to internal  issues with the direction of the company agency I was working at, this created the inability to develop this initiative further.

Nonetheless, I would love the opportunity to work with new brands to strategize and develop charity based campaigns along similar lines. 

Basic Concept  of the Paw It Forward Campaign

I intiated a brainstorming process between Fabric and the Dogasaur team. The site's owner came up with the name, Paw It Forward. 

I worked with our graphic designer to develop a promotional page for potential corporate sponsors.

The campaign concept I developed was inspired by Pet Postcard Project. Instead of cards, participants would submit photos or videos depicting small acts of kindness for dogs in need. For each submission received, a dog food company will donate a specified amount of dog food to charity.

Gorilla Nation ( the online advertising company working with Dogasaur) really liked the Paw it Forward concept and started discussions with following corporations for sponsoring the food donations: