SOHO SQUARE creates DM campaign to raise awareness for Dogs Trust’s oldest residents
Posted by: Soho Square
Date added: Fri 13 Apr 2012
The warm mail pack targets donors from the Dogs Trust database with creative featuring colourful, hand-drawn illustration, and upbeat copy to reinforce the positive message that these dogs still have so much left to give and deserve a fulfilling life.
The mailer outer shows a hand-drawn illustration of a rainbow on a Dogs Trust Rehoming Centre site, which is only partly coloured in to suggest that with supporters' help, the charity can look after the dogs and in essence, complete the happy picture. This message is further emphasised with copy that reads: "We may be old and grey but your love will fill our lives with colour". The copy has been crafted to create empathy and remind supporters of just how much older dogs at Dogs Trust rely on them for their future happiness.
The pack, which lands in April, includes a letter telling the story of Trixie, an 11 year-old dog who was abandoned and found living on the streets. Trixie was left out in the cold by her family, unused to having to find food and not knowing where to look. The letter describes how older dogs are often abandoned because of their age, or when their owners have passed away, or because they simply cannot afford to look after them any longer due to the cost of medical treatment.
The paint-brush, rainbow-coloured theme of the creative runs through the pack contents and complements copy that reminds supporters just how their donations can give older dogs like Trixie a second chance at happiness. Painted blue skies and greenery placed behind real-life images of the dogs symbolise the hope and happiness which supporters can provide by helping Dogs Trust care for these older residents.
Adrian Burder, marketing director at Dogs Trust, said: “We wanted to remind supporters of the older residents at Dogs Trust and the care they need, in particular their medication, which can be very costly. A Dogs Trust supporter would see these dogs as defenceless and couldn’t possibly understand why anyone would neglect them or leave them to fend for themselves, particularly in their late years. They donate to Dogs Trust because they share their belief that a dog is for life and so appreciate the way in which Dogs Trust will be there to support these dogs for as long as it takes.”
Phil White, business director at Soho Square, added: “We know that Dogs Trust donors respond emotionally to the stories we tell about the dogs that Dogs Trust rescues and rehabilitates. By focusing on older dogs, and emphasising just how much they still have left to give in this mailing, we have taken an emotive approach that will resonate with our warm database.
“We have built the strategy on the insight that Dogs Trust supporters strongly align themselves with the charity’s non -destruction policy never to put a healthy dog down and this is very relevant for old dogs. The ask explained how vital funds are to fully provide for older dogs, who generally cost more to look after due to medical conditions, but in a way that provides a real emotional insight into how they come to be at Dogs Trust and how they are cared for there, all thanks to its supporters. The art direction quite literally paints a picture of how the charity cares for them in their old age. We are sure this warm and positive approach will elicit a strong response from donors.”
Other articles by Soho Square:
Soho Square creates DM campaign to raise awareness for Dogs Trust residents who need extra rehoming support
Soho Square has created a direct mail campaign for Dogs Trust, the UK’s largest dog welfare charity, designed to raise money to look after dogs who get overlooked for rehoming.
Mon 02 Jul 2012
Soho Square has created a direct mail campaign for Dogs Trust, the UK’s largest dog welfare charity, designed to raise money for much needed food, shelter and medicine.
Mon 20 Feb 2012
Soho Square has created a major national TV campaign to encourage people to consider rehoming a dog from one of its 18 centres across the UK and Ireland.
Thu 09 Feb 2012
Soho Square has this week launched a major Christmas fundraising campaign for dog welfare charity Dogs Trust.
Fri 11 Nov 2011
Soho Square builds on successful campaign to Dogs Trust with TV, Radio and Press campaign and “Nodding Dog” tour
Soho Square is this week unveiling the next stage in the hugely successful “rehoming” campaign for its client Dogs Trust.
Mon 19 Sep 2011
By: Jonathan Williams
By: Jonathan Chadwick
By: kitten mitten