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ADVERTISING CAMPAIGNS

Cats Protection’s essential kit fundraising campaign

Specialist direct marketing agency DMS is launching a new direct mail campaign for Cats Protection. The objective of the campaign is to motivate donors to give to Cats Protection so that more cats can be given the life-saving treatment they desperately need.

Cats Protection is the UK’s leading feline welfare charity with over 250 branches, 29 adoption centres and one rehoming centre.

The charity currently helps more than 215,000 cats and kittens every year, and a key element of its work is treating those that are sick and injured.

The new campaign aims to encourage existing donors to help Cats Protection continue to treat mistreated, abused and unwanted cats and kittens. It will also highlight the small investment required to save a cat’s life.

The creative introduces Lance, a stray who came to Cats Protection with a badly injured front leg. After being cared for by the charity, using just a few crucial pieces of equipment, Lance recovered and was adopted by a loving family. The mailing illustrates an ‘essential veterinary kit’, including the overall cost of Lance’s treatment while telling his story using stark ‘before’ and ‘after’ images.

Katrina Hodges, fundraising manager at Cats Protection, said: “It is vital to us that all our cats get the treatment they so desperately need. We wanted to talk about Lance in this campaign as he is a perfect example of how donors can make a real difference, as well as being a great way to make people aware of the direct costs involved.

"We are delighted with the creative of this campaign and feel that it speaks directly to the hearts of our donors.”

Shaun Crawford, creative director at DMS added: “We wanted to test a different creative approach with warm donors. The half empty emergency kit dramatises the real impact caring for an increased number of cats is having on branches as they are using up veterinary ‘kit’ like bandages and syringes.

"Whilst the life-saving role these simple items play in the treatment of sick or injured cats is highlighted via the story of Lance – a badly injured stray treated with many of the items in the kit - the ask is simple, practical and compelling; to refill an emergency veterinary kit and provide more cats with life-saving veterinary care.”

AJR
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