The UK’s largest canine welfare charity Dogs Trust is launching a DRTV campaign designed to encourage people to support the organisation through its ‘sponsor a dog’ scheme.
Based on the insight that the Dogs Trust audience responded to creative which emotionally engaged them through anthropomorphism, the ad – by agency Soho Square – is viewed from the dog’s point of view.
It shows a contrast of saddening situations of abandonment and the happiness of being at Dogs Trust, and is designed so that supporters are able to relate to the dogs and will therefore be compelled to help them.
This strategy of forming a “relationship with the dog” is central to the charity’s sponsor-a-dog scheme, whereby the supporter receives letters and photographs from the dog when they sign up.
In the ad, which launches this month, terrier Joe tells the story of Dave, the friendly Irish Wolfhound, who was in a terrible state when he was taken in by Dogs Trust, but is now happy and healthy thanks to the dedication and hard work of the charity. The ad also shows Joe and other dogs who, thanks to Dogs Trust and the generosity of donors, are now running around, playing, and being doted on by caring staff.
The ad highlights that sponsoring a dog can cost from just £1 per week and encourages people to text ‘or visit www.sponsoradog.org.uk to find out more.
Dogs Trust marketing director Adrian Burder said: “This campaign shows how important our sponsorship programme is for all our dogs, and particularly for those who will continue to live with us throughout their lives. Our devoted staff appreciate that all dogs have a right to a happy and fulfilled life, and our sponsorship programme really gives something back to our supporters, who receive regular letters and communications from the dogs they sponsor. Without these dedicated supporters, we would not be in a position to give these dogs – and all our dogs – the attention they require.”
Soho Square business director Phil White added: “We know that supporters respond emotionally to examples of dogs that have been rehabilitated by Dogs Trust. Specifically, the contrast of the situations an abandoned dog can find itself in with the happiness that they then find at Dogs Trust is enormously effective. By showing such a range of visibly happy and fulfilled dogs, we hope that we will reach out to potential donors and find more sponsors for Dogs Trust’s vital work.”
