Guide Dogs tests child-focused puppy ad
Guide Dogs for the Blind is testing a new ad in children's magazines as part of an integrated direct marketing campaign to find more supporters for its Sponsor a Puppy initiative.
As well as DRTV, national press ads and inserts, a tailored ad (pictured) will appear in a host of children's magazines including BBC All About Animals, GirlTalk and Simpsons.
Cheltenham-based TDA, the agency behind the campaign, says the aim is to "capture the imagination of children while communicating a more rational proposition to their parents or grandparents".
The creative demonstrates the "educational and emotional benefits" of sponsoring a guide dog puppy.
Maria Novell, direct marketing manager at Guide Dogs, said it makes sense for the charity to run the ad because its Sponsor a Puppy packages tend to be bought as a gift for a child.
“It is a logical next step to carefully and sensitively engage with children. We find that they readily empathise with the cause and think that guide dogs are cute and fun."
DRTV will air on Five, ITV Yorkshire and satellite channels including ITV3, Cartoon Network and Boomerang.
National press ads will appear in The Daily Mail, The Mail on Sunday, The Times and Sunday Express.