OPPO Singapore Launches "Friends of Singapore" Campaign with PurelyAdoptions and Cat Welfare Society, in Celebration of This Year's National Day

The campaign calls for Singaporeans to show more love to their furry friends.

8 August 2024, SINGAPORE–In celebration of National Day this year, OPPO Singapore proudly launched the "Friends of Singapore" campaign. This initiative showcases the diversity and inclusivity of Singapore's social fabric, extending to our animal companions.

This campaign aligns with the upcoming regulatory change of allowing HDB residents to own up to two cats this September. Partnering with our local community of photographers, students from the renowned LASALLE College of the Arts in Singapore, and animal welfare organisations PurelyAdoptions and Cat Welfare Society (CWS), OPPO Singapore aims to support Singapore's vision of building an animal-friendly society.

As part of OPPO's commitment to "Technology for Mankind, Kindness for the World," this collaboration underscores how technology can enhance societal goodwill towards stray animals and foster a deeper emotional connection between pets and their owners. With the help of the latest photography technology, OPPO aims to capture stray animals in their best light and create interesting interactions between humans and animals through the application of AI technology in everyday scenarios, thus fostering more loving relationships and emotional connections.

Celebrating National Day with "Friends of Singapore"
For many Singaporeans, pets are more than just animals; They are essential parts of families. They are Singaporean citizens and true "Friends of Singapore". OPPO invited 12 families including founders of PurelyAdoptions, President of Cat Welfare Society, volunteers, caregivers and adopters, to share their heartwarming stories, emphasising the importance of not merely fulfilling a pet's physical needs, but that of establishing a profound emotional connection with them. This is to effectively tackle the root issue of abandoned animals in society, addressing the challenges faced by community cats and Singapore Specials.

"At CWS, we advocate for policies and programmes that benefit caregivers, pet owners, and cats. With the lifting of the ban on raising cats in HDB flats, it is a step forward in legitimising responsible cat ownership, finally setting minimum standards for cat care. Technology gives us an opportunity to better connect people with resources and support within the cat welfare community, raising awareness not just for adoptions, but for caring for cats overall as well," said Thenuga, President of CWS.

When asked about her motivation behind volunteering in animal welfare, Estella, founder of PurelyAdoptions, mentioned, "This all started when my husband, Patrick, and I crossed paths with a puppy who needed rehoming. As we began helping more and more animals, we found more meaning in finding animals their forever homes. Through my work with PurelyAdoptions, I want to encourage pet-owners and adopters to truly connect with their pets. To humans, a pet might just be another animal, but to them, their owners are their whole world."

Enhancing Pet Adoption with AI Technology
The key to increasing the adoption rate of stray animals lies in presenting them in the best possible light. Shelby, Cat Behaviour Consultant, expressed her agreement, "I am also deeply involved in raising awareness for our cats up for adoption on social media. We have noticed an increase in people coming for adoption drives and becoming interested in adopting, often because of the way our cats look in the posters. I am glad that we have the technology available to us to make this possible." OPPO's advanced AI photo editing features, such as the AI Eraser, can eliminate cluttered backgrounds from stray animal portraits, making the animals appear cleaner and more adorable, thus increasing their chances of finding a loving home.

With this campaign, OPPO Singapore has also created stickers using the AI Smart Image Matting feature, for distribution with purchases made on online channels. The AI Smart Image Matting feature allows stickers to be made at a simple tap of the finger, effectively separating pet portraits from the photos' cluttered backgrounds. Through this, OPPO Singapore aspires to have the stray animals in Singapore garner the affection they truly deserve from the community.

The "Friends of Singapore" initiative not only celebrates National Day but also serves as a reminder of the importance of compassion towards all living beings. OPPO Singapore is dedicated to driving positive change in society through technology and community engagement.