Animal welfare charity the Dogs Trust has today (15 February) released a new TV spot to tackle the 50% increase in re-homing enquiries it has received due to the ongoing cost-of-living crisis.
Created in partnership with London agency GOOD, ‘A Call For Help’ will include a direct call to action for viewers to support the organisation through charitable donations.
The 60-second spot will aim to drive public engagement with the Dogs Trust and more importantly to raise awareness around the very pressing issues of pet welfare at a time of great economic strain.
The advert also highlights the role that the Dogs Trust can play in helping people deal with the financial difficulties of pet ownership, offering up valuable advice and guidance.
“The cost of living crisis has impacted every aspect of our lives, including the wellbeing of dogs and their owners. By using audio from real calls to Dogs Trust Centres, the film brings home the stark reality of owners not able to keep up with the increasing costs of their pets. We hope the advert drives the vital donations Dogs Trust need to ensure the safety and wellbeing of dogs around the UK,” GOOD executive creative director, Brynn Attewell said.
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The spot marks the second instalment in the charity’s cost-of-living crisis platform, with the launch of a touching film last month, urging those struggling with pet costs to come to the charity for help.
Dogs Trust head of donor recruitment, Kayleigh Barker added: “The cost of living crisis means we’re sadly seeing an unprecedented number of calls from loving dog owners who feel like they have no other choice but to give up their dog. For many of these owners, our Contact Centre will be their first point of call for accessing resources or obtaining essential advice that could help them stay with their best friend.
“As the demand for our services reaches record levels, we’ve launched this DRTV campaign not only to drive donations so that we can continue providing vital guidance to those most in need; and also in the hope that dog owners who may be struggling know that they can contact us for help before they reach the point of relinquishment. We want to do all we can to keep dogs in the place they are most happy, with their loving families.”
