Lida aims to turn pet lovers into Blue Cross donors

With Christmas looming, animal charity Blue Cross is aiming to tap into the British love of animals with a new integrated campaign designed to raise awareness of the organisation’s work for animals who urgently need veterinary care or new homes.
The activity has been devised by Lida, which has handled the Blue Cross business since 2013. The agency was tasked with developing a bold and brave campaign running across press, social, radio, digital media and VOD throughout November and December.
The campaign will be launched ahead of Christmas at a time when Blue Cross’ target audience are more inclined to donate to the cause, and an opportune period to make people aware of the work that Blue Cross do over the festive period.
During the festive period the charity is find itself taking in many of the thousands of unwanted or vulnerable pets and providing shelter and medical treatment.
By honing in on the sympathy and compassion that people show when they see sick and vulnerable pets, the campaign attempts to highlight that these feelings do not always translate into cash donations. It questions why, despite a clear urge to help, consumers’ emotions do not always turn into actions.
British actress and Blue Cross Ambassador Pam Ferris provides the voiceover for both the VOD and radio ads.
Lida’s recently appointed creative team, Camila Gurgel and Ieva Paulina created the campaign, alongside creative director Vaughan Townsend.
The agency’s client services director Camilla Patel said: “During a period when the charity’s resources are more than stretched, we were only too glad to address the issue that we need people to act as well as feel. This is a simple idea, which we hope will be effective and allow the Blue Cross to continue their hard work year round.”
Blue Cross deputy director of marketing and communications Jane Clancey added: “Lida helped us to identify a genuine insight – that sympathy alone won’t help vulnerable pets this Christmas. We’re really pleased with the creative execution of the idea and hope it will inspire even more people to donate.”