Product category:
Integrated marketing
News Release from: 141 Worldwide
Edited by the Marketingservicestalk Editorial
Team on 13 December 2007
141 creates Christmas campaign for needy
dogs
141 Worldwide/London has created a heart-warming direct mail campaign to raise donations to allow Dogs Trust to provide much-needed medical treatment and rehabilitation to injured and abused dogs.
The mailer is based on the heart-wrenching story of Misha, an adorable three-year crossbreed who was shot twice in the head with a crossbow at point blank range by heartless thugs and sustained horrific injuries Her story is used to show donors how their contributions can help Dogs Trust treat and rehabilitate the thousands of dogs like Misha that have been so cruelly mistreated
The aim is to help Dogs Trust reach out to supporters to encourage them to make regular monthly donations via Direct Debit or one off donations.
Misha's story is told within a letter written by Dogs Trust Leeds Rehoming Centre Manager Amanda Sands.
She writes how in 20 years at Dogs Trust Leeds she has not once seen injuries as horrific as those suffered by Misha.
However, rather than dwell on Misha's injuries, she speaks of Misha's strength and resilience, and her journey towards recovery made possible through the help and love of the Dogs Trust carers, and how she has now found a wonderful family to dote on her and she on them.
The mailer, which is being sent to 'warm' recipients from the Dogs Trust database, drops between the Christmas and New Year period.
It also contains a colourful leaflet which features pictures of a fully recovered Misha, playing with toys and with her carers, and the words "From heartache to happiness".
The colourful outer is illustrated with a collage of press clippings, where headlines tell the story of Misha's harrowing experience, and the words, "Thanks to people like you, it's all good news now".
A healthy, happy Misha also appears on the outer.
Phil White, business director at 141 Worldwide/London, said: "Misha's story is a particularly brutal one - the vet who treated her said her injuries were amongst the most extreme he had ever seen.
"Instead of focusing on the negative, however, we wanted to use Misha's journey towards recovery and her happy ending to move Dogs Trust supporters and show them exactly how their contributions can help injured and abused dogs".
Adrian Burder of Dogs Trust said: "Although Misha's case is extreme, many dogs in our care have suffered before they reach us - it's important that our supporters know that their gifts enable us to help dogs like Misha regain their trust in people and find happy homes for the rest of their lives".
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