PDSA give pets Cheeze
Veterinary charity, PDSA, is launching a 'Your Right Pet' widget www.your-right-pet.org.uk to help people choose the right pet for them. Part of the charity's 'Long Live Pets' campaign
PDSA's digital agency, Cheeze worked on the media creative, planning and buying, with its sister Digital Marketing Group agency, Hyperlaunch creating the widget.
Emma Perkins, PDSA product manager - e-commerce, commented: "If people choose the wrong pet for their lifestyle, the animal is likely to suffer. By providing key advice on choosing the right pet and caring for them wrapped up in a fun, easy-to-use tool – the first of its kind - we'll be able to build upon our responsible ownership messages ensuring the health and happiness of all pets."
In stage one of the 'Your Right Pet' tool a cartoon pet 'morphs' and changes shape as the user answers questions, until the most suitable pet for their lifestyle is revealed. Stage two provides more detail on different types of pets, such as expected lifespan and lifetime costs.
Nathan Cook, account director at Cheeze said: "PDSA has a wealth of great content on pet care and ownership and response to the 30-plus videos and podcasts from their highly trained vets, which we launched on You Tube in May, has shown that social media is a really effective way for PDSA to reach and engage with their target audience. The widget creates a fun, yet practical, guide to taking a responsible approach to their choice of pet and its welfare."
Cheeze was appointed as digital agency to PDSA in April 2008 with the brief to help the charity drive revenue online, whilst acquiring and retaining new, younger and more affluent supporters. After initially developing the charity's digital marketing strategy, Cheeze now works on search, display, e-mail and social media campaigns for its fundraising activities - including prize draw, lottery, and trading arms.