PDSA, the charity for injured and sick pets, is launching its 2012 Marathon Appeal with a direct mail campaign targeting more than 100,000 supporters and regular donors for one-off cash payments to sponsor one runner in particular, PDSA vet Ian Jones.
Created by Watson Phillips Norman (WPN), the mail pack introduces readers to Jones, and his dog Alfie, in a bid to help raise £300,000 through the Marathon, which takes place on April 22.
Readers are guided through images of the pair in training and are encouraged to sponsor Jones either by completing the form at the bottom of the letter or via www.pdsa.org.uk/vlm. Supporters can follow Ian’s progress via text updates, twitter or Facebook.
The mailer outer encourages receivers to “follow” Alfie with a full colour image of him in the path.
The pack also contains a leaflet featuring “Did you know” facts about the Virgin London Marathon and a case study of Max, a six year old Labrador who was treated by PDSA after he was critically injured in a road accident.
The leaflet tells the story of the lifesaving surgery Max received from PDSA which involved amputating one of his legs. The account ends with a report on how well Max is coping today accompanied by comments from his owner expressing her gratitude to PDSA and the expert care provided in their hour of need.
PDSA head of direct marketing Gary Humphreys said: “We know pet owners hold animal welfare very close to their hearts so we needed to create a compelling pack with an emotive message, but also a happy ending, to encourage them to sponsor life-saving vets like Ian.”
WPN strategy partner Gail Cookson added: “The twin propositions of this campaign are designed to appeal to pet owners by resonating with their own experiences of caring for animals. The stories of Max, Alfie and Ian Jones serve to highlight the challenges PDSA overcomes every day to care for ailing pets and to give as many as possible a happy ending.”
