Doner Cardwell Hawkins is launching a Mother’s Day advertising
campaign for the charity, Cats Protection, inviting cat owners to ’join
our campaign against motherhood’.
Breaking on Mothering Sunday, a light-hearted cartoon ad in the national
press and women’s magazines will encourage people to have their female
cats speyed before they have more kittens than the owner can deal
The ad shows an unhappy feline lying on a cushion, clutching a box of
’cat size’ tissues and sobbing: ’I’ve had hundreds of kids, and not one
of them sent me a card!’
Paul Cardwell, the creative director of the agency, said: ’This is a new
advertising style for the charity. Most charity advertising uses images
that are so horrid that after a while consumers build up an immunity to
them and turn the page.’
He explained: ’It is better to approach this serious issue in a
lighthearted, human way, especially as cat people just can’t look at
pictures of mutilated cats.’
The campaign includes direct marketing elements, and one execution
features a cartoon lothario, Tom Cat, resplendent with medallion and
mobile phone who, ’like any man, is only after a good time ... and if
she gets pregnant, it’s her problem’.
The image appears on postcards, which vets can send out to kitten
owners, and on posters in veterinary surgeries and branches of Cats
The ads were written and art directed by Cardwell, with illustration by
Keith Valentine. Media was planned and bought by Booth Lockett Makin.