Dogs Trust canine care card

Back to item list

Great fundraising can sometimes be really funny too,
as these ads prove.

This advertisement is aimed at solicitors/legal advisers. The other two ads are variations of the original laughing dog advertisement, which was aimed at dog owners.

This case study appears in these showcases

More case studies from Dogs Trust

Dogs Trust (Adotta un cane)

SOFII's view

This is really clever fundraising. The Dogs Trust (formerly National Canine Defence League) offers its supporters the chance to join their canine care scheme which ensures that if they die before their beloved pet dog, NCDL will promise to look after the dog for all its natural life. Is that idea going to appeal to an elderly dog-loving donor? We think so. So, which charity is that dog-loving donor likely to leave a legacy to, then? There are no prizes for getting this right, unless you are The Dogs Trust, who've raised £millions from this scheme.

Medium of communication:

Posters, press advertising.

Type of charity:

Environmental/animals.

Target audience:

Awareness, legacy.

Country of origin:

UK.

Creator/originator:

Burnett Associates Limited.

Name of exhibitor:

maxine@sofii.org

Date of first appearance:

unknown.

Summary/objectives:

To persuade pet owners to carry the canine care card. This would fulfill two main objectives for the Dogs Trust. First, they could encourage people who might be elderly and living alone to notify them of their pets and their needs. After all, Dogs Trust exists to help care for pets whose owners are no longer around. Secondly, this could be a great platform for legacy fundraising, as SOFII says, above.

Background:

The Dogs Trust welcomes legacies and wants to care for dogs whose owners can’t do it themselves.

Special Characteristics:

Funny and effective

Merits:

What a concept– ‘I want my dog to keep on smiling’. I mean, who thought of that?

Other relevant information:

If you have any information on this campaign, please contact SOFII.

Post new comment

Thank you

SOFII gratefully acknowledges the generous and catalytic support of the Joffe Foundation, UK, which has made possible SOFII's growth and development to date.

'My Trust is delighted with its investment in SOFII. We are very pleased that we have been able to be of assistance in the launch of this important initiative.'
Lord Joel Joffe.

About SOFII

SOFII is supervised by The SOFII Foundation, a registered charity in the UK, No 1124743.

SOFII’s development director is Sue Kershaw. She can be reached at sue@sofii.org

'We love SOFII. Next year we hope to help again.'
Lynne, HMA, Vancouver.

Get in touch

Once you have registered you will automatically be kept up to date with how SOFII develops. For any other queries please visit our contact page.

Site design by Agents of Good Site development and hosting by Open Web Group

While SOFII retains copyright over all its content, registered users of SOFII have our permission to legally download any of the articles and exhibits on www.sofii.org for their own personal use. They may not however reproduce or publish any of the content on this site in any form, electronic or otherwise, without prior consent of the the SOFII Foundation. This consent will not be unreasonably withheld.