CharityComms

Veterinary charity PDSA is launching a DRTV ad to tug at the heart strings of animal lovers.

The campaign, ‘Sponsor Me Better’ created by Watson Phillips Norman (WPN) highlights how the charity’s supporters can help animals with long-term illnesses such as arthritis, diabetes or heart disease.

The ad includes the voice of TV actor Dennis Waterman as Charlie the dog. It encourages viewers to sponsor a PDSA pet patient and introduces animal lovers to a special group of ill pets who desperately need help.
Although the pets will never be cured as they all suffer from long-term conditions, with financial support from their sponsors and professional care from PDSA’s vets, they can live happy, healthy lives for years to come.

The ad will be shown on Dove, Five Life, The History Channel, ITV3, Living, National Geographic, UKTV History and Virgin 1.

WPN client services director Gail Cookson comments: “Our strategy with this campaign was to creatively leverage the emotional reward of feeling that you are helping an animal lead a full and rewarding life. DRTV was by far the best way to communicate with the audience in an emotional manner given the various facets of the product. This is a new approach for the PDSA, adding warmth and empathy to their respected position as a provider of exemplary veterinary care.”