141 creates heart-warming Dogs Trust campaign

141 Worldwide has created another heart-warming direct mail campaign to recruit new donors for Dogs Trust, the largest dog welfare charity in the UK.

Entitled "Max and friends," the campaign targets potential Dogs Trust donors - mainly 45-65 year old female dog lovers - and encourages recipients to make a donation to ensure that dogs taken in by Dogs Trust will get the specialist care and love that they need.

The mailer, which will drop from early February, focuses on the story of Max, an adorable 10-year-old black and tan mixed breed.

A letter written by Dogs Trust Rehoming Centre Manager Louise Campbell describes how when he arrived at the centre, Max was in an extremely pitiful condition, the fur on his tail and legs so matted that he was unable to even lift his tail.

The letter also features a current picture of Max together with his carer, looking happy and confident.

Also included in the mailer is a copy of a handwritten letter that accompanied Max when he first arrived at Dogs Trust.

This letter describes the appalling conditions in which Max had been kept for most of his life including being chained up in a dark shed.

He had finally encountered kindness with his rescuer who delivered him to the care of Dogs Trust in the hope of giving him a better life.

The mailer also tells the stories of three other dogs, each of which is accompanied by a picture showing the rehabilitated dog.

The outer features a picture of Max - looking happy and playful - on Dogs Trust trademark yellow background.

Accompanying the picture are the words, "Read the letter that changed my life," as well as an excerpt from the letter found with Max.

The campaign tells potential donors how a regular monthly contribution of as little as GBP3 can help contribute towards a vet's bills and specialist care.

Phil White, 141 Worldwide Business Director, said: "Our lengthy relationship with Dogs Trust means that we understand what stories prompt a response from a cold audience; by describing the condition in which Dogs Trust found these dogs, and how they have been successfully rehabilitated with the help of existing donors, we hope to touch the hearts of new donors and encourage them to make a contribution".

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