DMS direct mail campaign supports Cats Protection

DMS is to launch a direct mail campaign for Cats Protection to motivate donors to give to the charity so more cats can be given the life-saving treatment they need.

The campaign aims to encourage existing donors to help Cats Protection continue to treat mistreated, abused and unwanted cats and kittens.

It will also highlight the small invested required to save a cat's life.

The creative introduces Lance, a stray who came to Cats Protection with a badly injured front leg.

After being cared for by the charity, using just a few crucial pieces of equipment, Lance recovered and was adopted by a loving family.

The mailing illustrates an essential veterinary kit, including the overall cost of Lance's treatment, while telling his story using stark 'before' and 'after' images.

Shaun Crawford, creative director at DMS, said: 'We wanted to test a different creative approach with warm donors.

'The half-empty emergency kit dramatises the real impact caring for an increased number of cats is having on branches as they are using up veterinary kit such as bandages and syringes.

'While the life-saving role these simple items play in the treatment of sick or injured cats is highlighted via the story of Lance, the ask is simple, practical and compelling - to refill an emergency veterinary kit and provide more cats with life-saving veterinary care.

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