Product category:
Integrated marketing
News Release from: 141 Worldwide
Edited by the Marketingservicestalk Editorial
Team on 10 September 2007
141 helps Dogs Trust to save greyhounds
141 Worldwide/London has created an autumn DM campaign for Dogs Trust focusing on the plight many greyhounds face after their racing careers are over.
The initiative aims to secure donations which are needed to provide the special care and training needed to help this breed make the transition from working life to home life Targeted at warm donors from the Dogs Trust database, the mailer features the stories of several greyhounds like Stuey, who are unwanted or even abandoned, despite having given their all on the race track
By using racing bib numbers as a motif to communicate key facts and figures the mailer encourages dog lovers to choose from a number of different donation options to help pay for the special training these animals need to help them adjust to domestic life away from the world of kennels and race tracks.
This number motif is continued through to the return envelop with the copy line 'you're number 1 with us'.
It also aims to dispel the myth that greyhounds are shy creatures that make boring pets who need lots of exercise.
It does this with beautiful photography showing them as the happy, fun, beautiful and loving animals they can become with the help of Dogs Trust, which promises never to put down a healthy dog.
To encourage donations from sympathetic donors, fellow greyhounds like Sylvie, George, and Sammy will be making an appearance within the campaign in stylishly shot imagery beside their own stories.
Phil White, 141 Worldwide business director, said: "Once again the dogs are the stars of the campaign - the mailer shows what a really healthy, happy greyhound can look like and how much they can enjoy life with the care and training Dogs Trust can deliver through the help of donations.
"It's a potent message for supporters of Dogs Trust.
"The pack provides a way for people who care to make a difference to the lives of hundreds of greyhounds that Dogs Trust looks after each year".
Adrian Burder of Dogs Trust said: "We want readers to be moved by the stories of abandonment and stirred to make a donation to help provide the means for Dogs Trust to continue their support, and we want people to walk away with a new-found knowledge and perception of greyhounds; not just their wonderful sensitive nature and majestic beauty, but their ability to easily adapt and blossom in a home environment.
"The mailer clearly communicates the huge difference a donation can make and how recipients can help Stuey and pals become winners".
141's campaign lands on the doormats of supporters from mid-September.
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