Dogs Trust appeals for lonely dog Valentines in direct mail drive

LONDON - Mather, Ogilvy Group's through-the-line agency, has created a direct mail campaign to help charity Dogs Trust ensure that lonely dogs across the country find someone to love them this Valentine's Day.

The campaign is targeting supporters from the Dogs Trust database, mainly 35-plus women who have supported the charity in the past.

The mailer uses a Valentine-themed red and pink palette and coloured hearts. A bright red envelope adorned with hearts and marked "special delovery" contains a Valentine's Day card with a picture of Collie-cross George asking recipients to "Be my Valentine".

The card unfolds to show a letter from George revealing how after 10 years of being loved and looked after he found himself without a home when his owner died.

He goes on to explain how donations from supporters help the Dogs Trust give dogs like him a second chance at happiness and how his Valentine's wish is for "all lonely, abandoned dogs to find love".

The back of the card provides examples of how anything from £12 to £100 can pay for little things like food and treats to medical care and housing.

The pack also includes a reply card with a prepaid envelope to give supporters the opportunity to send George a Valentine's card along with their donation.

Phil White, Mather's business director, said: "The objective of the mailing is to illicit a response from our predominantly female audience.

"By using a Valentine's Day themed mailing, the reader can emotionally connect with the plight of dogs whose love has been lost."

Mather was set up in 2007 as a media-neutral agency within Ogilvy Group.


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