Celebrities are signing up to support a new campaign for animal rights organisation Advocates for Animals, created by Merle.
The OneKind campaign has launched featuring images of Strictly Come Dancing judge Alesha Dixon, chat show host Paul O’Grady and comedian Johnny Vegas alongside a different animal which is designed to build a base of supporters looking to see improvements in the treatment of animals in all areas of life.
The celebrities have agreed to the use of their name and image pro bono, with the idea being developed by Merle’s co-creative director John Dean.
Dean explained: "A lot of people have gone the extra mile to make this campaign happen - from the client, right through to the agents and the celebrities involved. Our recent work for the Seals campaign attracted record numbers of new supporters, and we are hoping that this activity will create widespread interest in all of the work that Advocates for Animals does."
The campaign will break later this week and run in newspapers and online throughout October and November, featuring the line ‘We’re not that different’, and juxtaposes the celebrities against animals expressing similar emotions.
Media planning and buying was handled by Spirit Media while the accompanying website has been developed by the client’s in-house digital team.