Dogs Trust campaign to attract sponsorship

by Kim Benjamin, Marketing Direct 21-Jul-06

Dogs Trust, the UK's biggest-dog welfare charity, has launched a DRTV and warm mailer campaign to attract new sponsors to the charity, created by WPP-owned 141 Worldwide/London.

The mailer, which is being sent to the charity's database of donors in
England and Scotland, contains a letter from one of the charity's dog
refuges based in West Calder, Scotland.

It highlights the plight of dogs, as well as the type of support they

can get from carers at the charity. The letter asks recipients to send

in donations, and features stories centering around dogs called Scooby,
Zara, Smudge and Spock. The mailer also includes information in the form
of a shopping list, showing how cuddles and love are free, but that dogs
still need sponsorship for food.

Donors in Scotland will also receive additional information on a refuge
that is due to open in Glasgow this summer.

The DRTV work, which breaks this month, features dogs in a
'video-dating' story, highlighting why they need support.

In May, the Dogs Trust launched an integrated campaign to alert people
to its new rehoming centre in West London, which included DRTV, press,
local radio and posters, along with a giant, inflatable dog located
along the A4 in London.