Soho Square creates Dogs Trust DM campaign
A direct mail campaign for the Dogs Trust has been created by Soho Square to raise money for dogs in need of welfare and rehoming.
Featuring a dog by the name of Dream set against a blue sky backdrop with a white though-cloud and the words ‘When it comes to love , why am I always left behind?’ the mailer is intended to tug on the heart strings of anyone picking it up off their doormat.
To be launched in July the pack will include a letter recounting Dream’s backstory and describes the issues the Trust faces in terms of overcoming preconceptions about various breeds.
Phil White, business director at Soho Square, said: "To drive response we needed to do more than just provide a rational explanation for why dogs are being overlooked. Our core female audience are moved by the protective emotions you can evoke from these innocent dogs' stories.
“Empathy for these overlooked dogs is delivered by simply expressing the dog's feelings and confusion at being rejected (anthropomorphically) e.g. "What's wrong with me?" Despite the dog's predicament, it is carefully balanced with warm art direction and Dogs Trust providing hope for the future."