Dogs Trust, the UK’s largest dog welfare charity, is launching a direct mail campaign designed to raise money to look after the older dogs in its care.
Devised by agency Soho Square, the mailpack targets donors from the Dogs Trust database with creative featuring colourful, hand-drawn illustration, and upbeat copy to reinforce the positive message that these dogs still have so much left to give and deserve a fulfilling life.
The outer shows a hand-drawn illustration of a rainbow on a Dogs Trust Rehoming Centre site, which is only partly coloured in to suggest that with supporters’ help, the charity can look after the dogs and in essence, complete the happy picture. This message is further emphasised with copy that reads: “We may be old and grey but your love will fill our lives with colour”. The copy has been crafted to create empathy and remind supporters of just how much older dogs at Dogs Trust rely on them for their future happiness.
The pack includes a letter telling the story of Trixie, an 11-year-old dog who was abandoned and found living on the streets. The letter describes how older dogs are often abandoned because of their age, or when their owners have passed away, or because they simply cannot afford to look after them any longer due to the cost of medical treatment.
Dogs Trust marketing director Adrian Burder said: “We wanted to remind supporters of the older residents at Dogs Trust and the care they need, in particular their medication, which can be very costly. A Dogs Trust supporter would see these dogs as defenceless and couldn’t possibly understand why anyone would neglect them or leave them to fend for themselves, particularly in their late years.
“They donate to Dogs Trust because they share their belief that a dog is for life and so appreciate the way in which Dogs Trust will be there to support these dogs for as long as it takes.”
