DMS creates DM campaign for Cats Protection
A
DMS product story
Edited by the Marketingweek Marketplace editorial team
Mar 16, 2010
DMS has launched a direct mail campaign for Cats Protection to support the plight of the older cats in the charity's care.
The campaign aims to encourage donations to help Cats Protection continue caring for older animals and demonstrate that older cats have years of love and affection still to give.
It launches in March and will target existing cash donors, regular givers, lapsed donors and legacy pledgers.
The campaign creative tells the story of Charlie, an older cat who came to Cats Protection having suffered terrible cruelty and neglect.
In the charity's care, Charlie recovered well and was adopted into a loving family.
The mailing uses stark 'before' and 'after' images showing Charlie's transition from a malnourished cat suffering from severe burns to a happy, healthy feline ready to join his new family.
DMS created the campaign to demonstrate the value that specialist care can have for older cats and how donations helped Charlie back to health.
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