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ADVERTISING CAMPAIGNS

DMS international campaign to help animals in crisis

Specialist direct marketing agency, DMS, is launching a new international campaign to raise funds for the International Fund for Animal Welfare’s (IFAW) Emergency Response Team.

IFAW is a UK charity with a global presence, working to improve and promote the welfare of animals across the world.

With a new positioning: ‘Helping animals in crisis around the world’, the charity aims to reduce the commercial exploitation of animals, protect natural habitats and assist animals in distress.

The campaign creative focuses on the case study of Blackie, a dog who was caught up in the Haiti earthquake devastation. The mailing’s outer cover features an image of Blackie and her pups and leads with the line ‘Life or death? You can make the difference…’.

The mailing shows how IFAW’s Emergency Response Team rescued Blackie and her pups and restored them to safety. The imagery and messaging highlight the importance of regular giving to ensure IFAW can rescue needy animals immediately following a crisis.

The campaign, which launches in November, will target existing supporters with the aim of converting them to regular givers.

The direct mail is being distributed in the UK, US, Australia, France, Germany and Holland and will be supported by DRTV.

Robyn Rineer, director of regular giving at IFAW, comments, “A crucial part of our work is to act as an emergency service for animals who find themselves in danger, wherever they may be in the world.

"In order to keep this crucial service alive we need to maintain a regular stream of donations from our supporters. The campaign created by DMS uses real life case studies to demonstrate just how important this work is.”

Steven Dodds, joint head of planning at DMS adds, “This is the first campaign that focuses on the Emergency Response Team, so it’s a great opportunity to make a direct impact on the team’s vital work. We are really excited to be involved in growing the regular donor base of such a worthwhile international cause.”

AJR
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