PDSA is launching its 2012 Marathon Appeal with a direct mail campaign created by Watson Phillips Norman, asking more than 100,000 PDSA supporters and regular donors to sponsor PDSA vet Ian Jones in the Virgin London Marathon.
The direct mail campaign uses images of Jones and his dog Alfie training, asking supporters to follow his progress via text updates, twitter or Facebook.
Gary Humphreys, head of direct marketing at PDSA, said: “The role of the Marathon Appeal is to solicit a one-off cash donation from supporters. We know pet owners hold animal welfare very close to their hearts so we needed to create a compelling pack with an emotive message, but also a happy ending, to encourage them to sponsor life-saving vets like Ian.”
Gail Cookson, strategy partner at WPN, added: “The twin propositions of this campaign are designed to appeal to pet owners by resonating with their own experiences of caring for animals. The stories of Max, Alfie and Ian Jones serve to highlight the challenges PDSA overcomes every day to care for ailing pets and to give as many as possible a happy ending.”