Animal protection charity Humane Society International/UK’s first DRTV advert, created by WPN Chameleon, is aired today. It focuses on its work rescuing dogs from the cruelty of illegal and inhumane dog traders.
A team of agencies have worked together to bring the campaign to fruition. Media is being planned by The Fundraising Partnership, the newly formed charity specialist division at MC&C headed up by Nicky Legg. Reynolds Busby Lee is organising and managing response handling through NTT. WPN Chameleon is helping the charity by opening new acquisition channels as well as transitioning their donor development programme to increase engagement and life time value.
The is being broadcast on a test suite of multi-channel stations.
HSI UK is an affiliate of the Humane Society of the United States which is America’s largest animal protection organisation. Globally HSI is one of the largest animal charities in the world, celebrating the protection of all animals and confronting all forms of cruelty.
Claire Bass, Executive Director at HSIUK commented:
“Our work to stop the inhumane treatment of dogs is a major area of activity for us. Given the British public’s love of dogs, it was the obvious subject for our first DRTV ad.”
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