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Dogs Trust DM creative

Agency: 141

Client: Dogs Trust

141 Worldwide/London has created a fresh new mailer with a timely Spring theme for an April Dogs Trust direct mail campaign.

It is aimed at encouraging donations to care for ‘old age pooches’ who can be more difficult than younger dogs to rehome.

The mailer letter and enclosed A5 leaflet speak directly to the Dogs Trust target audience - empathetic female dog lovers - through 98-year-old black male collie, Sam (14 in human years), a typical ‘overlooked oldie’, who asks potential supporters to ‘help Dogs Trust keep old dogs like me blooming’.

Sam introduces his ‘senior’ doggie friends, who all need expensive medical treatment and special care owing to their advanced years, and aims to strike a chord with the audience – many of whom will have experience of caring for an elderly dog.

The leaflet explains that Dogs Trust is committed to providing an excellent quality of life for dogs no matter what their age or state of health. For many, a Dogs Trust re-homing centre is their last chance of finding happiness.

The flower-festooned green and yellow mailshot, featuring pictures of Sam, will be sent to Dogs Trust supporters in late April.

It also provides information about the Dogs Trust Foster Scheme which covers the medical costs of specific conditions that would otherwise prevent an older dog from being rehomed.

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