Dogs Trust encourages donors with 'doggy dating'

The ad encourages viewers to sponsor a dog at a cost of £1 a week. The campaign features 90- and 60-second versions of the ad, which will be broadcast on terrestrial and satellite channels from August 7.

Steve Harding, chief executive of 141, said: "This ad allows viewers to really empathise with the plight of dogs who can not be rehomed and are fortunate enough to benefit from the care and devotion that Dogs Trust can offer them. Our approach illustrates exactly what their sponsorship will help to pay for."

Last month, a 141-created DM pack was mailed to the charity's database of donors in England and Scotland, containing a letter from one of the charity's dog refuges based in West Calder, Scotland.

In May, 141 ran an integrated campaign to alert people to the trust's new rehoming centre in West London, which included DRTV, press, local radio and posters, along with a giant, inflatable dog located on the A4 in London.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.