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Dogs Trust campaign aims to change 'outdated and incorrect' perceptions of rescue dogs

A campaign from the Dogs Trust kicks off tonight aimed at changing “outdated and incorrect” perceptions held by the public about rescue dogs.

The Trained for Love campaign begins tonight with a TV ad – created by Kitcatt Nohr - during ITV’s Emmerdale, featuring different breeds of dog training to play with their new companions with the Rocky theme tune in the background.

Adrian Burder, marketing director at Dogs Trust, said: “This ad is beautiful, and anyone who loves dogs will be moved by it. We expect a lot of interest from people who can give a new home to a Dogs Trust dog as a result. The idea of 'Trained for Love' is a wonderful way to describe the amazing work our centres do with stray and abandoned dogs.”

Paul Kitcatt, chief creative officer at Kitcatt Nohr, added: “Dogs Trust is a fantastic organisation, and a great client. This ad follows our successful fundraising TV work last year, and takes us into new territory. The idea is simple but utterly charming, and you would need a heart of stone to resist the appeal of our canine stars.”

The campaign will be supported by digital escalator panels and train and tube panels in Glasgow and London, alongside nationwide local press coverage.

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