WEB278: Website Analysis of ACRES Wildlife Rescue Centre

This report presents a comprehensive analysis of the ACRES Wildlife Rescue Centre (AWRC) website. It begins with an overview of the website, detailing its purpose and the organization's mission to rescue and rehabilitate wildlife. The analysis delves into the website's aims and objectives, which include promoting animal welfare and educating the public. It examines the website's message and call to action, focusing on its effectiveness in encouraging donations and volunteerism. The report identifies the stakeholders, publics, and audiences, including donors, volunteers, and the general public interested in animal welfare. It analyzes the website's strategies, such as online campaigns and educational programs. Furthermore, the report explores other online channels and tactics employed by AWRC to raise awareness and support. Based on this analysis, the report concludes with strategic recommendations to enhance the website's effectiveness in achieving its goals. The report also includes references to supporting literature.

Running head: WEBSITE ANALYSIS OF ACRES WILDLIFE RESCUE CENTRE (AWRC)
Website Analysis of ACRES Wildlife Rescue Centre (AWRC)
Name of the Student
Name of the University
Author’s note

1WEBSITE ANALYSIS OF ACRES WILDLIFE RESCUE CENTRE (AWRC)
Table of Contents
Section A: Website Analysis...........................................................................................................2
1. Overview of the Website.............................................................................................................2
2. Analysis of website aims and objectives.................................................................................2
3. Analysis of Website Message/Call to Action.........................................................................4
4. Analysis of Stakeholders, Publics and Audiences...................................................................5
5. Analysis of Website Strategies................................................................................................5
6. Analysis of Other Campaign Online Channels and Tactics....................................................6
Section B: Strategic Recommendations Based on the Above Analysis..........................................6
References........................................................................................................................................9

2WEBSITE ANALYSIS OF ACRES WILDLIFE RESCUE CENTRE (AWRC)
Section A: Website Analysis
1. Overview of the Website
ACRES (Animal Concerns Research and Education Society) is considered as one of the
registered charity organization and Institution of Public Character (IPC), which was founded by
the people of Singapore in the year 2001. The ACRES Wildlife Rescue Centre (AWRC) is one
of the organization for the rehabilitation and rescue of the animals that are mainly rescued from
the trade based on illegal wildlife and injured wild animals. The AWRC is located in Singapore.
The AWRC was firstly opened on 13th August, 2009 by Dr. Lim Wee Kiak who was the Member
of the Parliament for Sembawang GRC. The AWRC has a major role to play to put an end to the
trade based on the wildlife within Singapore and the surrounding regions. They can achieve their
target by conducting several rescue efforts. They can also serve as the major center for the
purpose of education on such major issues.
The main purpose of the AWRC is to spread the basic awareness related to putting a ban
upon the illegal trade of the animals. The AWRC had initiated the project of saving the animals
in the year 2009. The AWRC grants permission to the ACRES in order to expand their reach to
the rescue of wildlife and the efforts based on public education (Yak et al. 2015).
2. Analysis of website aims and objectives
The main purpose of the AWRC is to build a world for the animals where they would be
treated with respect and kindness. The AWRC had taken several projects to undertake such kind
of tasks that would be for the primary benefit of the animals. Each project that had been
undertaken by the organization had aimed for some goals. They are:

3WEBSITE ANALYSIS OF ACRES WILDLIFE RESCUE CENTRE (AWRC)
 The website aims to conduct a grave research that would eventually result in the creation
of several practical based changes for the animals.
 The main approach of the organization is mainly focused on creative, positive, practical
and scientific based approach.
The AWRC also aims to create a kind of society that would socially responsible and
caring where they would treat the animals in a proper manner. They are also driving the
campaign towards a sustainable and collaborative movement of protection in Asia.
The objectives of the organization are as follows:
 To improve the conditions of living and the welfare for the animals who are kept in
captivity (Baumans, Vera and Van Loo 2013).
 To nurture a sense of sympathy and respect for all the animals.
 To provide education to people on their choice of lifestyles that would not involve the
abuse on the animals. The education that would be provided would be completely
environment friendly.
ACRES is an organization based on the protection of the animals that is mainly driven for
the concern based on animals (Wallace 2016). The organization would adopt various kind of
research based projects on the use of several animals within different fields. The different kind of
findings for the research would then be used for the education of the public for the purpose of the
promotion of the involvement of the active community in the movement of the protection of
different animals. The organization also endeavors towards various kinds of partnerships with
the different kinds of related parties and authorities. The AWRC also believes in the involvement
of the promotion of the community for the purpose of the protection of the issues related to the

4WEBSITE ANALYSIS OF ACRES WILDLIFE RESCUE CENTRE (AWRC)
protection of animals. They also build several partnerships with all the different bodies in order
to improve the conditions for the welfare of the animals (Grandin 2015).
3. Analysis of Website Message/Call to Action
The website of AWRC is mainly based on the protection of several animals. In the recent
times, the illegal trade of the wildlife is bring a risk of the extinction of some kind of the species
of animals. These animals are being captured from the wild, they are brutally killed and then
their body parts are being used for the use in the preparations of the traditional medicines. Some
of the body parts of the animals are also use for the purpose of the decorative items. The animals,
which are caught for the purpose of the exotic trade of the pets subjected to tremendous level of
suffering (Moorhouse et al. 2017).
There are many animals who do not get the chance to return to their origin in the country
and they also do not have the chances of living back in the wild. There are also many animals
who have been left in a sick or disabled condition due to tremendous mistreatment, lack of
proper knowledge, negligence and various other reasons (Bush et al. 2014). Such animals have
been brought at the AWRC where they would spend their entire life in a typical wild state. The
AWRC have the capability to intake non-venomous reptile species and amphibians that are
majorly rescued from the illegal trade of wildlife (Nellemann et al. 2014). Native reptiles and
amphibians who are in extreme need of veterinary care are also being brought to the AWRC in
order to provide them with a similar kind of atmosphere as they had in their wild conditions. In
the near future, this center would also be able to rescue the wild mammals although this kind of
project has been halted to the delay in the problems of construction. The animals who would
have been rescued from the illegal trade of wildlife would be deported to their origin country and

5WEBSITE ANALYSIS OF ACRES WILDLIFE RESCUE CENTRE (AWRC)
the native individuals would be assimilated and then they would be released back to the wild
(Dickson and Barney 2014).
4. Analysis of Stakeholders, Publics and Audiences
The establishment and the setting of the AWRC had taken a lot of labor, love from the
public and it had also the involvement of the different kinds of people from different walks of
life. They had come together to turn this dream into a reality. The ACRES also relies on the
donations that are made by different peoples. They mainly depend on the public based funding
for the purpose of continuing with the generous work and the improvement of the lives of the
animals, which would bring an end to the suffering in the lives of the animals (Coetzee and John
Maxwell 2016).
There are many members and loyal supporters, generous donors, many hardworking
volunteers and different members from the public who have extended their support for the
welfare for the animals. The AWRC had begun their official based operations in the year 2009.
The AWRC also allows the ACRES to expand their wildlife based rescue operations and the
various efforts based on the education of the public (Sujarittanonta 2014).
5. Analysis of Website Strategies
Every year, several animals are rescued from the illegal trade of the wildlife. The AWRC
serves as the facility for the rescue for the injured wild animals. Once these animals start
recovering, they are released back to their origins. The ACRES have a helpline number in which
a person can contact in order to rescue some animal. With the help of this process, several
animals have been rescued, treated with care and then they have been rehabilitated.

6WEBSITE ANALYSIS OF ACRES WILDLIFE RESCUE CENTRE (AWRC)
The ACRES foundation reaches to different sectors of the society with the help of several
Humane Education Programs, that could be based from kindergarten based children to adults.
ACRES believes in the promotion of the involvement of the community for the purpose of
dealing with the issues related to the welfare of the animals (Boyle, Conrad and Niamh 2013).
The ACRES conduct several programs based on the awareness of the public and educational
materials that are meant to spread awareness among the consumers about the use of cruelty free
products, which can be bought from the market. These kind of choices could be helpful in
improving the lives of the animals and thus also bring an end to the suffering for the animals.
6. Analysis of Other Campaign Online Channels and Tactics
The ACRES rescue any kind of animals who are in extreme need of help within
Singapore. People can visit the animals at AWRC by making an online based appointment by
emailing at their website. The organization also conduct tours in a particular period of the day for
the visitors. They also conduct a varied range of educational based programs for various schools,
community groups or any such kind of person who would have the urge to learn more about the
protection of wildlife.
Any person who would like to assist the AWRC could contact the organization that
would bring the inclusion of several kind of opportunities in order to assist the care for the
animals within the organization. They would be provided with a mandatory course of training
and a compulsory vaccination before they would be able to work with the animals.
Based on the online campaigns made by AWRC, the volunteers are provided with various
kind of responsibilities. The services based on the rescue of the wildlife are able to operate at 24
hours of the day and throughout the year. In the recent times, they are able to rescue around 30

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animals per month. ACRES is one of the only charity within Singapore, which provides help to
all animals.
Section B: Strategic Recommendations Based on the Above Analysis
ACRES had launched their ‘Wild But Not Free’ campaign in November 2004. The
primary purpose of this campaign was to encourage Singaporeans in order to help to put an end
to the illegal based trade of the pets within Singapore. This kind of the trade of the pets is
running in excessive amount within Southeast Asia and Singapore plays a major role within this
form of trade. Most of the wild animals are prohibited to be kept as pets within Singapore. This
campaign have their primary aim to assist in curbing the illegal based trade of the animals. The
campaign also helps in spreading awareness on the illegal based trade and they have a major
emphasis to empower the public to help in putting an end to the illegal trade. The launch of the
campaign in 2004 was being supported by several local celebrities who had helped in the spread
of the campaign. This would also involve a roadshow in order to create a form of awareness on
the exotic trade of pets.
The removal of the very important form of species of the wild animals is against the law
in Singapore that is based on the Wild Animals and Birds Act. The wild animals within national
parks and various nature reserves have been provided with extra level of protection under the
Parks and Trees Act 2005. This act helps in prohibiting the serious poaching of any kind of
animals with certain areas.
The different parts of the body of the wild animals are being used in the preparation of
Traditional Chinese Medicine (TCM) for several thousands of years. The huge demand for the

8WEBSITE ANALYSIS OF ACRES WILDLIFE RESCUE CENTRE (AWRC)
parts of the animal such as the bile, gall bladder, horns of the rhino, tiger bones have been the
driving factor for the extinction of the animals.
There are several campaigns that have been initiated by the ACRES that have been
majorly initiated in order to put an end to the use of the parts of the animals. There can be some
recommendations, which can be put together to stop the illegal trade of the animals. These are:
 Conduction of undercover based investigations and thus exposing any form of illegal
based trading of the parts of the wild animals within the shops of Singapore.
 Working with the TCM industry on the premises of ACRES that would be helpful in
encouraging the shops to put an end to the trade to the endangered species.
 Holding several form of awareness based campaigns.

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1.

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