The charity is seeking to play on people’s emotions to reverse the trend of people buying dogs online rather than from rescue centres, with its #specialsomeone campaign. The idea is based on the concept that those who would never consider themselves as heroes are in fact a hero for the dog they rehome.
The film was created by Kitcatt Nohr, a specialist CRM and customer engagement agency that is part of DigitasLBi, and published on the charity's Facebook and YouTube pages today ahead of TV airings starting Saturday.
Simon Martin, creative director at Kitcatt Nohr, said: "Our goal for #specialsomeone was to emotionally connect with people, and motivate them by giving them a role in helping Dogs Trust achieve their mission. Our creative idea focuses on real, scruffy, funny but loveable dogs, and what YOU and Dogs Trust can do to change their world."
This story is adapted from an article originally appearing in PRWeek sister title Marketing.