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ADVERTISING CAMPAIGNS

Dogs Trust Christmas campaign

Agency: 141 Worldwide/London

Client: Dogs Trust

141 Worldwide/London has created a heart-warming direct mail campaign this Christmas to raise donations that will allow Dogs Trust to provide homeless dogs with a warm reception at the charity’s busiest time of year.
 
The tale of Cuthbert, a Labrador found wandering the streets last year before Christmas, is used within the mailer’s covering letter to help potential donors understand how the largest dog welfare charity in the UK can turn a situation round for a stray, through love, care and warmth, all made possible through donations.
 
The aim is to get people to ‘Help dogs’ wishes come true this Christmas, by supporting Dogs Trust to provide food, shelter, veterinary care and TLC throughout its 17 Rehoming Centres nationwide, which are expected to be ‘full to bursting’ again this festive season. At this cold time of year, Dogs Trust provides a warm welcome for dogs who deserve to be cared for among friends.
 
The mailer is being sent to ‘warm’ recipients from the Dogs Trust database and will begin arriving on doormats from early November.
 
Those who donate or give before Christmas will receive 20 stickers featuring Cuthbert and his pals, to use when wrapping presents.

Adrian Burder of Dogs Trust says: “It’s imperative that we raise awareness of the plight of dogs this Christmas. Although it’s well known that many dogs face abandonment at this time of year, the campaign manages to bring that message to life by using case studies and takes a positive approach that offers hope.

“This year’s Christmas mailing pack which 141 have helped us to construct successfully emphasises all these themes in a moving yet positive way. We look forward to seeing Cuthbert and pals in happy loving homes this festive season and for the rest of their lives.”

AJR
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