Dog charity changes direction

Dogs Trust, the UK’s largest dog welfare charity, is launching a new membership scheme as part of a change in strategy to attract more funding.

The scheme will be promoted through a campaign created by Mather Communications. Launching this month, it will include press, online, direct mail and in-store activity.

The new membership package includes a 24-hour emergency advice service and third-party insurance cover which is unavailable to pet owners as a sole purchase from insurance companies.

The campaign will lead with three press ads and will specifically target adult female pet owners. Two of the three executions will focus on the key benefits of membership and features the strapline “Because Dogs will be Dogs”. The third ad invites owners to join and features nine dogs with the headline “Love Dogs, Join the Club”.

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