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ADVERTISING CAMPAIGNS

Dogs Trust 'Love is...'

Agency: 141 Worldwide/London

Client: Dogs Trust

141 Worldwide/London has created a heart-warming new DRTV ad to encourage viewers to sign up as Dogs Trust sponsors and help the charity bring joy and love to the dogs in their care for a donation of just £1 a week.

The 60-second ad is narrated by Harry, an adorable cross breed who came to Dogs Trust after he was abandoned by his owner, and shows several dogs at the charity playing happily.

The ad aims to highlight the love that Dogs Trust gives to all the dogs in their care. The charity is the UK’s largest dog welfare organisation and cares for over 16,000 dogs a year in its 17 Rehoming Centres across the country.

The ad uses the tag line ‘Love is…’ on screen, completing the sentence with various phrases, including “staying loyal,” “being cuddled,” “being safe and sound” and “a sponsor like you!”

The ad demonstrates the unconditional love that dogs feel for humans and shows how Dogs Trust nurtures that love and trust. Harry explains to viewers how the dog they sponsor will ‘write’ to them with regular updates, as postcards with illustrative doggie pictures scroll down the screen. The narration is accompanied by playful music.

A yellow banner with the Dogs Trust dial-in number and the Sponsor a Dog URL (sponsoradog.org.uk) runs throughout the ad, reminding viewers that helping a dog is just a mouse click or phone call away.

“Dogs Trust does such a great job of providing love and care for abandoned dogs.” explains 141 Worldwide/London business director Phil White.

“We wanted to show existing and future supporters how just £1 a week could help change the lives of dogs in need of some TLC.”

The campaign goes live in the second half of August and aims to encourage viewers to spend £1 a week to sponsor a dog and give them a second chance to find the miracle of love.

The banner at the bottom of the screen drives viewers to visit the sponsoradog.org.uk website or call a special donation line.

AJR
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