Dogs Trust steps up calls for donations as cost of living crisis bites
A worsening cost of living crisis has spurred Dogs Trust into action with a direct response television (DRTV) campaign to handle a 50% jump in enquires to rehoming centres.
Increasingly cash-strapped dog owners have been turning to the charity in greater numbers for help with over 1,000 enquiries per week now received – a 48% increase from 2021.
Seeking to avert the worst-case outcome of dogs being separated from their owners the charity is appealing to the public for donations with ‘A Call for Help’ by the creatives at Good Agency.
Bryn Attewell, executive creative director at Good Agency says: “By using audio from real calls to Dogs Trust Centres, the film brings home the stark reality of owners not able to keep up with the increasing costs of their pets.”
The melancholy piece shows distraught owners dialling the Dogs Trust in desperation while their dogs look on, with the charity warning that the scale of the challenge risks becoming “overwhelming”.
Kayleigh Barker, head of donor recruitment, adds: “As the demand for our services reaches record levels, we’ve launched this DRTV campaign not only to drive donations so that we can continue providing vital guidance to those most in need; and also in the hope that dog owners who may be struggling know that they can contact us for help before they reach the point of relinquishment.”
Ending on a bright note, Dogs Trust points out that for just £5 per month, they are in a position to continue answering calls for help.
Executive creative director, Bryn Attewell
Senior planner: Olivia Honigsbaum
Account director: Theo Moran
Account executive: Hirra Naghman
Executive Producer: Chris Gane
Producer: Tom Ashton
Media planning & buying: Medialab