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Dogs Trust's New Approach with Dog Days TVC

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Push by Kitcatt Nohr Digitas aims to engage new, younger audience of dog-loving donors

Dogs Trust's New Approach with Dog Days TVC

As part of its on-going strategic partnership with integrated agency Kitcatt Nohr Digitas, the charity Dogs Trust is launching a new TV campaign which brings to life the vital work it does for dogs through its rehoming centres.

The emotive ‘Dog Days’ TV spot signals a shift in strategy for the charity, aiming to engage a younger, female audience with a love of dogs.


The campaign reveals that without donations to Dogs Trust around 40 dogs a day might have nowhere else to go and therefore face the threat of unnecessary destruction.

The spot, which is inspired by the well-known poem ‘Monday’s Child’, begins with a series of close ups of dogs, introduced to the audience as having been badly treated, but ends on an inspirational note by showing the vital work the UK’s largest dog welfare charity does in its 19 rehoming centres.

Viewers are invited to donate £5 to Dogs Trust via a text-to-give mechanic.

The new initiative launches on Monday 11th November 

Adrian Burder, Marketing Director at Dogs Trust said: "Like many other charities we are keen to talk to new audiences and generate new support for our work. Rehoming is the core of our work.  Over 16,000 dogs come into our care each year and without us we know many would have nowhere else to go.

“We hope that the more dog lovers know about this work, the more they will be willing to support us in keeping our promise to never put a healthy dog to sleep." 

Harriet Elsom, Account Lead, from Kitcatt Nohr Digitas, said: “We’ve been given a unique opportunity to do something new for Dogs Trust. 

“Our approach has been to show a younger audience of dog lovers how vital Dogs Trust’s life-saving work is by conveying the joy and positivity of the outcomes, rather than presenting them with distressing stories of suffering. We hope this in turn will generate vital finds to continue that work.” 

Kitcatt Nohr Digitas is the charity’s lead strategic and creative partner.


Creative Director     Paul Kitcatt
Art Director     Jamie Tierney
Alex Allen
Copywriter     Claire Philips
Account Director     Harriet Elsom
Agency Producer     Clare Clarke
Agency Planner    David Atkins
Director/ Production Co      James Appleton/Prodigious
Producer     Toby Tobias
Editor    Alex Marsh
Post Production     Prodigious – Flame master: Jamie Russell
Sound Design     Prodigious – Michael Powell
DoP     Ben Todd

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Categories: Charity, Corporate, Social and PSAs, Mon, 11 Nov 2013 16:53:44 GMT